Creativity, Meet Data

Fashion Consort News Bytes

Fashion has always existed at the nexus of art and commerce. It is an endeavor that strives to balance emotional connection and profitability. And it requires a left and right brain approach to be successful.

For years, capturing and analyzing data has supported fashion companies in their efforts to better understand, target and engage their customers. This data mining operation--driven by complex algorithms and information engineers--has largely been under the auspices of financial and marketing departments. But over the years, the world of big data has creeped into the creative process.

Schanel Bakkouche, founder and creative director at SFB Creative, as well as editor and stylist for Vogue International Publications, says that this shift to data provides fashion brands with a competitive advantage. “Data can provide access to key market insights that allows a creative director to focus on what’s important to the customer, thus increasing speed to market, efficiencies and overall engagement.” She emphasizes that fashion can be very subjective, but data can help point creative teams in the right direction. “Data can help eliminate confusion internally and create consistency and transparency across all channels. It can also help to set manageable expectations, even optimize what works best.”

Read the full transcript: FCNewsBytes.com

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