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Technology has revolutionised the fashion industry – from the rise of eCommerce to the introduction of AI-driven trend forecasting, tech has pushed fashion brands into new, digital landscapes. 

The shift to digital has also empowered consumers to take a more active role in the industry. Emphasis has moved from brands creating demand to brands identifying what consumers actually want. Consumers can also interact directly with the brand, offering them more autonomy and control over their buying habits.

To make sense of this paradigm shift, fashion manufacturers are utilising technology to better understand their customers and provide an improved service as a result. This technology comes in the form of ERP software, which provides big data and analytics in the fashion industry. 

Customer Profiling Using Big Data In the Fashion Industry

Understanding consumer behaviours and customer preferences are essential for an industry that is fast-moving and ever-changing. Through the use of Big Data, apparel manufacturers can gather information and subdivide their customer base based on a series of key characteristics, such as:

  • Preferences
  • Type of style
  • Colour
  • Design of clothing
  • Fabric used
  • Material used

Market segmentation helps identify your most profitable customers which means fashion brands can tailor their products and services to those most likely to buy them. Customising your products and services to meet market demand can also increase customer retention and brand loyalty which is key in today’s competitive market. 

Find out more about how fashion manufacturers can use Big Data and customer profiling to understand their customers' needs.