By  on May 17, 2018

Increasingly inspired by Silicon Valley, many of the world's most recognizable apparel and beauty brands are trying to make tech's "fail fast" and "fly by the seat of your pants" approach work for them.Historically, fashion and beauty have been more like frenemies with big tech than collaborators. But that’s changing swiftly in a commercial market that's being reordered by e-commerce, data and Amazon. To adjust, fashion companies are taking on the hallmarks of the technology industry, including "agile" workflows, incubators and tech acquisitions. Levis Strauss & Co., Gap, L'Oréal, Nordstrom and others are trying harder to transform themselves into innovation hubs.

“The approach we've taken, particularly over the last year and a half, is much more of an agile test-and-learn approach to our roadmap and to our development of solutions and experiences,” said Sebastian DiGrande, Gap Inc.'s executive vice president of strategy, in an interview with WWD.

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