Data as much as design now drives the fashion industry. E-commerce – though still less significant in pure sales terms than bricks-and-mortar stores – generates an astonishing amount of information about what we buy, where we buy it, or what we looked at before we bought it (even the 75 per cent of possible sales left abandoned in digital shopping carts is a useful indicator of intent).
The industry has decided that these huge streams of data can be crunched and sifted so that consumers can be more precisely targeted, teased and tempted. Data analytics is the new engine of desire, and artificial intelligence (AI) and machine learning promise pattern-hunting and prediction making of a far higher order. AI is also, of course, threatening to automate away all manner of professions. The creative industries, fashion included, are not immune to the threat. McKinsey’s ‘The State of Fashion’ 2018 report suggested that 20 to 30 per cent of jobs currently done by fashion designers could eventually be automated.
Pulling in and analysing sales and search data, as well as smartly scanning social media with new image recognition software, AI can create a kind of super-charged mood board, pumping out algorithm-informed choices for colour, cuts, fabrics, patterns and so on. It marks a fundamental shift in the relationship between the brand design team and the consumer. ‘The power of social media means trends are now more often established by consumers, as opposed to retailers and editors,’ says McKinsey’s 2019 fashion report. ‘In an era of fast-changing preferences, being able to respond to shifting demand, and tailor production accordingly, makes sense.
Fashion is seeing the start of a seismic shift where products are “pulled” into the market based on actual demand, rather than “pushed” based on best guesses and forecasts.’
この記事は Wallpaper の March 2020 版に掲載されています。
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この記事は Wallpaper の March 2020 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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Guiding Light - Designer Joe Armitage follows his grandfather's footsteps in India, reissuing his elegant midcentury lamp and creating a new chandelier for Nilufar Gallery
For some of us, family inheritances I tend to be burdensome, taking up space, emotionally and physically, in both our minds and attics. For the London-based designer and architect Joe Armitage, however, a family heirloom has taken him somewhere lighter and brighter, across generations and continents, and into the path of Le Corbusier. This is the story of a lamp designed by Edward Armitage in India 72 years ago, which has today been expanded into a collection of lights by his grandson Joe.
POLE POSITION
A compact Melbourne house with a small footprint is big on efficiency and experimentation
URBAN OASIS
At an art-filled Mexico City residence, New York designer Giancarlo Valle has put his own spin on the country's traditional craft heritage
WARM FRONT
Designer Clive Lonstein elevates his carefully curated Manhattan home with rich textures and fabrics
BALCONY SCENE
A Brazilian island hotel offers a unique approach to the alfresco experience
ENSEMBLE CAST
How architect Anne Holtrop is leaving his mark on the Middle East
Survival mode
A new show looks at preparing for a post-apocalyptic landscape (and other catastrophes)
FLASK FORCE
A limited-edition perfume collaboration between two Spanish craft masters says it with flowers
BLOOM SERVICE
A flower-shaped brutalist beauty in Geneva gets a refresh
SECOND NATURE
A remodelled museum in Lisbon, by Kengo Kuma & Associates, meshes Japanese and Portuguese influences to create a space that sits in harmony with its surroundings