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In a recent article in wired.co.uk, the writer argues that “smaller fashion websites can take on big names by using data to better explain where their clothing comes from.”

The idea is that grassroots brands can use data analysis to quantitatively share the stories and supply chain behind the items they sell. An example is using Google Maps to show where the materials and labour utilised to produce the item came from.

In addition, there is a trend encouraging people to spend more time on retailer’s websites to educate themselves, not just purchase new items.

The above trends reflect three very important things:

1)       A focus that customers have on understanding the supply chain behind the products they consumer not just from allegory’s but from data and analysis

2)      Refined technologies that allow even small retailers to analyze and interpret consumer data

3)      The need for ethical fashion brands to understand the customers that are interested in their products in order to better cater to these audiences and determine what helps them avoid fast fashion

Analytics and customer data allows ethical fashion retailers to understand what their customers want and how they can be converted into ethical buyers.

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