The Importance of Data Analytics in Modern Fashion Industry

ABSTRACT: The growth of the internet and the abundance of data it currently offers has caused one of the most significant developments in recent years. Fashion data scientists can now examine and benefit from a multitude of information because of the introduction of social media. These tips are invaluable for fashion campaign managers and designers. This paper examined the importance of data analytics in modern fashion industry. The paper collected secondary data from existing journals, articles, and companies’ blogs and websites. The overall result from this study indicates that data analytics have significant roles in modern fashion industry. For one thing, decision making in relation to customers’ needs and expectation, trend, quality, etc are based on data collected through different means. Thus, the fashion retail market is a quickly evolving field, with trends shifting within a few years. Intuition and gut feelings alone are not enough. In order to adapt to shifting consumer tastes and preferences, the fashion industry needs a data-driven, analytical approach.