Have you ever gone on Facebook right after searching for something on Google and seeing an ad for the exact thing you searched? That’s because third parties are constantly tracking your internet usage in attempts to create a good user experience for you. Big Data has a major impact on the way consumers purchase both online and in stores, especially when it comes to the fashion industry. As more fashion trends, there is a higher demand and reliance on the air freight and delivery.
Large amounts data are being collected every day, turning relevant words and phrases into analyzable research. This is a major way the fashion industry can find what’s trending and what consumers want more of. Through shopping carts, Google searches, social media and more, the fashion industry raises its potential supply and demand growth constantly. The higher the demand, the more work the fashion industry and logistic companies can do. There is no fashion industry without the consumers to buy items. Tracking consumers through Big Data is needed now more than ever before.
As style trends fluctuate throughout the industry, the large amounts of data, called data analytics, use the trends to find patterns and correlations. Through this data they also can predict future trends for fashion. The data focuses on mood behavior and buying habits of consumers in order to forecast trends of the future.
Previously, the fashion market was focused on a target audience based on age, gender, location and income. However, today there’s much more to look at. Mood, buying habits, beliefs and occasions also factor into the cycle of fashion trends.
So what influences fashion trends? Markets and consumers are ever changing. This is how the world grows and progresses over time. Natural human nature evolves, including fashion trends and what consumers want.
Here’s a look at what fashion trend calculating follows:
Season > Target Market > Consumer >Colors > Fabrics > Silhouette > Texture > Usage
Before an article of clothing or fashion trend even hits the stores, the fashion industry uses social media, blogs, websites and ads to give consumers a “sneak peek” look at what’s about to be released. This “spring preview” can help spot trends through response rates. Big Data can look at and analyze consumers responses to the posts online. Some example of the responses that can be tracked are likes, shares, re-tweets, comments and search history. Comments can be tracked even further through keyword analysis. Big Data can tell the fashion industry the most loved fabrics, colors, textures, patterns and styles that consumers want.
One major factor of fashion trends involves season, as various styles of clothing, are meant for particular temperatures of weather. For example, if it’s summer in Florida, winter coats would be very low in demand and swimsuits would see an extremely high demand growth. The seasons play a major part in consumer buying habits. Following seasons, location also affects the trends. The weather is different all around the globe, creating a larger need for data analysis on a specific location. Throughout seasons, the fashion trends will cycle, even based on various locations.
The fashion industry can be very unpredictable at times. Clothes become suddenly outdated. Trends rapidly grow for a short amount of time and the demand can suddenly drop for good. Fashion week, the runway, designer clothing, and even department stores can utilize Big Data to combat the battle of trends, supply and demand.
This is where fast fashion comes into play. Fast fashion is the act of fashion items moving quickly from manufacturing to the store and finally to the consumer taking it home. As trends move throughout time, air cargo companies have to ensure fast and efficient service for their fashion clients. Supply chain and demand keeps the fashion industry moving forward. The bigger the trend, the more inventory companies need. Without this, out-of-stock items can play a nasty roll in dropping trends.
Air cargo companies and the fashion industry work together through the use of data analytics and big data results. Trends and high demand create more business for fashion houses and air cargo carriers. It’s critical that air cargo carriers act fast to keep up with the supply chain. The fashion industry relies so heavily on this, otherwise there’s a potential for missed sales opportunities and a change in demand.
This is why air freight has become increasingly vital to the fashion industry. As trends rise and fall, logistics and fashion work hand in hand to maneuver through the business of supply and demand.
This blog was originally published on TrinityWorld.com