TechStyle Fashion Group — whose portfolio of brands includes ShoeDazzle, FabKids, Fabletics and JustFab — said its data science team has been predicting sales with almost exact accuracy. According to a TechStyle Fashion Group spokesman, its data model can anticipate everything from how long it will take for a customer to complete a purchase to the expected frequency of buys. Sujay Kar, head of analytics at TechStyle Fashion Group, explained how the company’s data science team is influencing each step of the way.WWD: What role does the data science team play at TechStyle Fashion Group?Sujay Kar: Our data models refine customer targeting, enabling us to attract the right customers, predict lifetime value and ultimately increase the company’s overall return on investment. By analyzing various customer behaviors across channels as well as purchasing trends, and other feedback, we are able to see gaps in our product offering while ensuring the success of potential roll-outs. We also leverage customer behavior data to customize product recommendations and personalization for members, increasing spend per site visit.WWD: How does the data science team work to predict sales?S.K.: We have a forecasting mechanism that is driving inventory prediction almost precisely. When a shopper visits ShoeDazzle, for example, they are asked to take a quiz about their style preferences. Using this information, together with actions taken across touchpoints, we are able to predict how our customers will respond to various trends, making inventory buying much more efficient.WWD:Why is it important for brands to invest in data science teams?S.K.: Brands should be making greater investments in the areas of customer analytics. Data science is becoming increasingly crucial as more consumers expect unique, personalized shopping experiences. Companies with great exposure to customer data will have a competitive advantage, allowing them to create a one-to-one relationship with customers and deliver personalized fashion.For More WWD Business News, See:Cloud Commerce Platform Bolsters Keds’ InfluenceEveryday Influencers Key to Winning Today’s ConsumersListrak Offers Digital Marketing Solutions to Boost Business SuccessSocial Media Holds Key to Boost Customer Service
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion