Big Brands Embrace Big Data

Big Data is revolutionising the fashion industry, as a new level of detail over consumers are being accessed and therefore has completely changed the landscape of digital marketing. The era of fashion trends being a result of popular magazines such as Cosmopolitan is a thing of the past now trends can be catalysed completely on line often through the art of social media. Brands have adopted social media to react to trends, start trends and more importantly analyse their own trends through big data analysis, how they use this is extremely important.

According to the Guardian, ASOS gained a 37% revenue with their adoption of using big data analysis to personalise consumers’ experience shopping online based on data collected on their lifestyle, culture and budget. In collaboration with EDITD, their data analysis of consumers allowed ASOS to shape the way the customers experience their shopping online, being able to prioritise products most suited to each consumer. Producing this approach increased engagement from consumers and achieved a higher sales conversion rate based on item views.

Big Data analysis for brands can be hugely beneficial in future projects and reacting to current trends, a great way to collect detailed data is through their own social media. The use of social media launches by brands allows them to analyse first hand their consumers reaction as almost their whole digital movement can be measured and therefore measured. Whether its views, likes, shares or impressions it can all be analysed and used by brands to measure the success or interest of each post allowing them to gain a head start of possible future trends or fails. Collecting all the big data creates a huge storage of information in which can all add up to create a brand that can respond to each consumers’ needs and wants without them even knowing!

Overall the big data is really shaping how brands customise their digital marketing to engage with their consumers as effectively as possible. Despite big data analysis revolutionising the way brands shape their marketing, it will never take over the industry completely. Fashion is reliant on and brilliant due to creativity and innovation and this art form will never be run by information processing however maybe other industries will be dominated.