The Role of Big Data Analysis in Fashion Design

Today, as the contemporary, economic and cultural landscape becomes increasingly volatile, the dynamics of the fashion industry are becoming less predictable. The fast-changing fashion industry is constantly generating data. Big data is a powerful tool that offers new and exciting opportunities for fashion designers. It is used for different purposes such as understanding consumer behaviour, predicting trends and creating more personalized products. Design processes that were previously driven by intuition and instinct have become more fluid, data and goal-oriented with the opportunities offered by big data. This article aims to reveal the purposes of using big data by investigating fashion design models based on big data in the fashion industry in recent years. For this purpose, the current models of big data in fashion design, its limitations and development direction are discussed. While many of the areas of use of big data in the fashion industry (trend analysis, demographic, geographical analysis, age and gender, etc.) have been intensively researched, the number of purely design-oriented research is only recently increasing. This study is unique in that it focuses on the design phenomenon and applications of big data in fashion. In this context, there is no academic study in the national literature. It is expected to contribute to the discussion on the effects of big data and big data-based digital technologies in fashion design.