Big Data is playing a crucial role in supply chain and logistics management in the fashion industry, initiating the designs of the designers and how big brands market the garments. The fashion industry is fulfilling the demand of the consumers in the way or another, but big data is altering the process of marketing and being sold to various consumers. The accessibility of big data's analytics becomes an integral part of the fashion industry and adopting apparel design software will attract more of the consumers. Big data is essentially playing a vital role in analyzing consumer behavior, preferences, taste, trend forecasting and emotions. Big Data is successfully indulged into building the marketing strategies by seeking the consumer's experiences and making the consumers more aware of leading the way.
Big data in making Big Brands:-
Major players of the fashion and other industries are taking a way off into the big data in the faster mode. One of the frontrunners is amazon, in which attempt is being made to measure the body of the people. This vast collection of types of a body is nothing but a pool of data, which is collected by Amazon to understand the changes in the bodies with the time. The doings of Big Data for the online retailers can’t be predicted even when it handles the 40% product returns due to lack of fittings into purchased clothes. But with the big data, online retailers satisfy more of the customers by offering the perfect fit as per their demand.
Giant Brands like Zara are in the first lane when it comes to using the big data. Zara's success credit can be given more to the constant use of big data, for analyzing and amassing the selections and tastes of their customers, to create the marketing strategy based on the needs and requirement of the customers. Traditional sales used to be a basic norm in every retail business. Moreover, in the case of leading brands like Zara and others, big data play a key role and act as a backbone of the enterprise. Zara's data of in-store, took from almost 100 global markets to check out and see what their customers’ expectations are. The output then processes out and gets transferred to in-house designers.
Same as the Zara, Ralph Lauren has also adopted the big data with the help of consumer data analytics for predicting the future trends of the fashion industry including price, fabrics and cloth. Ralph Lauren, popular Polo-shirt teamed up with OMsignal an advanced cloth manufacturer recently deemed the PoloTech shirt. This Polo Shirt is specially designed for the sportsmen, was built as a big sensor, to take real-time data based on movements and directions, along with biometric data like heart rates, pulse rates and breathing rates, the steps you have taken, and the calories burned off the wearer. Data gets transmitted to a cloud and gets analyzed through various algorithms. This type of robust wearable technology get all the data to predict the trends of fashion for running track, assess the wearer data of garment from anywhere.
Consumer and the Big Data:
Big data can help the big brands and online retailers to digitalize the whole channel of supply chain and meet the demand and needs of the fast fashion, the "see now, buy now" model of consumption and big data also vastly serves the customer. Big data is used aggressively by retailers for analyzing the habits through data analysis both in store and online.
Data gathered from an online medium represents the public's unedited opinions about their likings and disliking’s. But initially, it is very crucial to collect the online data, cleaned and analyzed before it should be used for measuring the results. An example of farming the raw data can be seen on Le Tote, a fashion rental service that allows the customers to wear clothes and accessories then returns it after the use. This makes the company initiates a vast amount of collections and processing of data based on consumer preferences to analyze the advanced algorithms and offers best of the garments as per need and requirement of customers. Unlike Le Tote, Stitch Fix, an individual styling service, gathers and process the data to predict the styles and predict the likings of customers. As per the feedback of the consumers, the company pulls out a vast number of data to come out with the categories that are unique and can fit into the customers need. In all these segments significant data work is to predict the trend of any garment even before its manufactures. The impact of big data on the fashion industry is vast.
More than Big data:
Big data is not just used to gain out better analysis of customer trends; big data also enables the online shopper’s heads-ups if the product is hot. In the similar case, it is very much crucial to find out the habits and trends of the consumers, to predict turnaround time and can be primed up for the next sale.
It is as similar as Google track out the smartphone movement for approximate traffic flows, in-store data of the customer can be derived by tracing the Signals of Wi-Fi from the customer’s mobile device. To analyze the movements and patterns just from the Wi-Fi customers can be tracked up to determine the stay length, which category they land and time they spend on the particular product. Big Data help the retailers to please the customers, for example, showing those products on a screen which they frequently purchased together.
Big data plays an essential red carpet role when it is a matter of runway. For those consumers who are not able to afford the luxury catwalk models, various collections can be changed into off-the-shelf garments. To implement the big data analytics along with the right selection of online tailoring software can be utilized to find out the latest trend. Fashion designers require to assess that new jumpsuit that can be accepted by consumers as well as retailers. Data generated from the social media helps the retailers to find out how the stuffs will work and what will not, to endorse the product from shelves to new product market.
Big data is creating the best impact on fashion suppliers and consumers, who are seeking for the change. It is a dynamic field of the innovations that help in taking the right purchase decision for consumers and the right manufacturing decision for the manufacturers to remain in this competitive market. Big data is essentially be collect and can be process by professionals to make it reliable and feasible. Retailers can utilize the collected data to create new products as per the need and demand of the consumers to stay competitive in the competitive market. Big data industry guide and give direction, for creating the right product at a perfect price.