Data Alone Can't Decode the Fashion Consumer
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This document discusses how data alone cannot decode fashion consumers, as fashion choices reflect personal style and identity. While e-commerce sales are growing and data can provide product recommendations, fashion involves nuanced factors that are difficult for data to fully capture. Therefore, fashion companies must leverage both data-driven algorithms and human curation to create personalized shopping experiences that deliver the emotion and excitement of fashion for digital consumers.
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Data Alone Can't Decode the Fashion Consumer
- 1. D A T A A L O N E C A N ’ T D E C O D E T H E F A S H I O N C O N S U M E R
- 2. Today our sartorial psyche and shopping behaviors are as close to our phones and computers as our fingers are. We can express our personal style, discover new brands and buy items with just a few swipes. And e-commerce — which, by 2018, is expected to generate $86 billion in sales of apparel and accessories in the US alone is playing a critical role in shaping the fashion industry at large.
- 3. D A T A I S T H E N E W B L A C K In e-commerce, data is also being used to aid personalization and product discovery, by delivering more accurate product recommendations. Retailers can build discovery algorithms based on each shopper’s purchasing behavior, the items in their shopping cart, or items they have searched for or liked. If a shopper searches online for a 70s-inspired fringe leather jacket, a fashion company can use that data trail to better understand what other products she might like.
- 4. B U T C A N R O B O T S D E F I N E S T Y L E ? Fashion is intensely personal. Our clothing choices reflect a tremendous amount about who we are, how we perceive ourselves, and how we want the world to see us. Clothes can serve as a security blanket, a suit of armor, and a source of confidence, and each fashion purchase is the result of complicated, nuanced and often unconscious factors. So much more than just online searches go into our fashion choices, and it’s difficult for data to capture the whole picture.
- 5. A L G O R I T H M S A R E N O T E N O U G H , B U T N E I T H E R A R E H U M A N S Fashion companies must leverage both data and people to create an unbeatable commerce experience that delivers the excitement, emotion, and nuance of fashion for the digital era.
- 6. L E T ’ S D I S C U S S . Join Lauren Sherman, reporter at Business of Fashion in conversation with Tracy Sun, co-founder of Poshmark and Eric Colson, Chief Algorithms Officer at Stitch Fix – two industry leaders in building personalized shopping experiences online – as they discuss the how combining the science of data and the personal touch of human curation creates an unbeatable online shopping solution for today’s fashion consumers.