The Long View | How Realtime Data is Reshaping the Fashion Business

Julia Fowler and Geoff Watts | Source: Editd

LONDON, United Kingdom — Clearance sales point to a perennial problem in the fashion industry: the misalignment of supply and demand. Using traditional market research, brands and retailers are unable to predict with high accuracy what products consumers will actually purchase during any given season. As a result, merchandise that doesn’t sell is marked down, while demand for popular items goes unmet, leading to significant loss of

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