Data has set its own runway to disrupt the fashion industry. Every outfit and accessory worn on a fashion runway today has some form of data that has been derived to get it there. Data is transforming how the textile industry works and thinks. Data analytics in the fashion industry is helping companies improve the supply chain, increase personalization in customer experiences and enhance their business practices. Let’s explore how data analytics is reshaping the textile and fashion landscape.
If you look at the minute aspects in the holistic scale of the supply chain in the textile and fashion industry, it’s mind-boggling. It starts from a piece of cotton that started in the field and is brought to life by woven into a fabric. Next, a designer gets their hands on the fabric and makes a draft sketch which takes several back and forths in the management to come into actualization. Finally, the decisions are made with data drawn from various sources, and the cotton piece reaches its epitome of glory on the runway, being showcased in full glory.
Data plays a part in streamlining the whole process, from sourcing the raw material to finished product distribution. Predictive analytics enables companies to forecast demand. This ranges from the type of fabric to the color of it as well. Inventory levels are optimized, minimizing waste and improving efficiency.
The supply chain is dictated from the start through predictive analytics to accurately forecast demand and provide customers with their preferred fashion styles.
This fast-fashion giant leverages data analytics. They quickly respond to customer preferences and adjust their inventory accordingly, leading the world of fast fashion. Zara has used data to reduce lead times and minimize overstock, resulting in increased efficiency and profitability.
Building onto the previous discussion of Zara, what they have done, in essence, is that they’ve started to provide personalized experiences to their customers. Zara approaches this by providing fast fashion options that quickly change trends for their customers, which leads to increased customer retention.
Another method for personalizing experiences is by analyzing customer preferences and behavior. Each individual has their own taste in fashion and tends to bank toward specific colors, styles, and products. Companies leverage this data by showcasing more of the products for the customers’ liking. This gives the customer a personalized experience as they see a variety of items they’re more likely to buy. This is an effective method to increase sales and customer loyalty.
Stitch Fix is an online personal styling service. They initially get data through a questionnaire and adjust accordingly, analyzing customer preferences. This way, they provide a curated selection of clothing and accessories tailored to each client’s unique style, size, and budget.
The textile and fashion industry has a dirty stain on their hands: wastageFast fashion and the need to keep up with the ever-changing customer demands have led to companies focusing more on how to keep up with demand than on how to cut down on wastage.
Fabric is lost during creation; that isn’t a surprise. The scary thing is how much textile is being wasted in landfills because of fast-changing fashion. According to a report by Ellen MacArthur Foundation titled "A New Textiles Economy: Redesigning Fashion's Future:
Overall, one garbage truck of textiles is landfilled or incinerated every second. In addition to these significant value losses, high costs are associated with the disposal of clothing.
As the world grows more sustainable, the textile and fashion industry is also taking the lead in this. Some ways in which data analytics contributes to sustainability include:
Made from sustainable materials, this line of products from H&M is driven by data analytics to ensure minimal waste and maximum resource efficiency. The fashion giant also utilizes data to assess the environmental impact of its supply chain, allowing for better decision-making and continuous improvement.
Fashion changes almost every day. A significant event like the MET Gala changes how people want to style themselves, making fashion companies race like a Formula 1 team. Data analytics provides valuable insights for informed pricing, marketing, and development decisions. Companies embracing a data-driven culture can expect the following:
This study has found that fashion companies that leverage advanced analytics can achieve a 15-20% reduction in inventory costs, a 10-15% increase in revenue, and a 5-10% increase in gross margin.
The fashion industry cares the most about what customers say or feel. Text & Sentiment analytics helps companies know almost exactly what opinions are floating about their products. Through these forms of data analysis, brands can:
Fast fashion isn’t going anywhere. The only change that will come is the change in diversity in a fashion that only burdens the textile industry to keep up with demand and variations for customers. With such a massive pool of people now being analyzed, fashion retailers are increasingly using data analytics.
This online fashion retailer utilizes data analytics to identify and collaborate with influencers, driving targeted marketing campaigns and reaching wider audiences. This strategy has increased their social media presence and growth.
E-commerce has brought the window shopping experience into the palm of our hands. With this ease of availability, there is a paradigm shift in retail and e-commerce experiences driven by the power of data analytics. By harnessing the wealth of available data, forward-thinking companies can unlock a myriad of opportunities:
Such insights into customer segmentation and pricing strategies give companies an edge. Rather than test and trial, they can make decisions and have a higher probability of working out. Data is something that gives the textile industry tools to unlock a more effective business and better its organization practices. According to an Article report by McKinsey.
Fashion companies that have harnessed the power of data to personalize customer e-commerce experiences have grown digital sales by between 30 and 50 percent
Data analytics is poised to change the way fashion and textile industries work. Technologies like virtual and augmented reality are being developed to go to an extreme level of personalization for customer experience. Machine learning and artificial intelligence can also help with forecasting, allowing companies to stay ahead of the curve and meet ever-changing consumer demands.
There will always be a way to improve a business with data analytics. From textile supply chain to personalizing customer experiences, data helps tread on a safe path. Predictability helps the fashion industry stay on top of things, and data analytics helps do that. Embracing data analytics is the only way forward for companies to thrive in. Moreover, by adopting ethical and sustainable practices, data analytics can contribute to positive social and environmental impacts in the fashion industry. In an ever-evolving market landscape, businesses that harness the power of data analytics will achieve greater efficiency and profitability and pave the way for a more responsible and innovative future.
Written by: Shaafay Zia