Data driven model for sustainable fashion.

What is it about?

The availability of big data is creating a paradigm shift in understanding and driving public opinions, informing individual behaviours and expectations. Therefore, future decision-making processes within companies and institutions will be driven by envisioning capacities based on data analytics that can provide meaningful representations of social behaviours. The paper addresses the current and potential impacts that digital transformation and data analytics are producing in the fashion industry. In particular, it shows two dynamics. On the one hand, the advent of the Internet, particularly social media, has transformed the interaction between brands and their customers' communities, pushing the fashion industry to embrace more sustainable models better reflecting their contemporary values, expectations, and behaviours. On the other hand, it explores how a new systemic approach to data analytics can empower the design process within the fashion industry to promote a radical sustainable transformation.

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Photo by the blowup on Unsplash

Photo by the blowup on Unsplash

Why is it important?

The article offers a systemic overview on the importance of digitisation within the fashion industry, depicting an original reference model to redesign the entire fashion cycle towards a sustainable paradigm through a data-driven approach, fuelling a new conception of design thinking.

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