The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
STOCKHOLM, Sweden — Hennes & Mauritz has hired Christopher Wylie, the whisteblower who exposed the Cambridge Analytica scandal, to help as the Swedish fashion retailer turns to data analytics and artificial intelligence to better understand what its customers want.
Wylie has signed a consultancy contract with H&M, spokeswoman Ulrika Isaksson said in an emailed response to questions on Wednesday. Wylie’s main focus will be to help H&M get better insights on customers, products and markets, as well as support work on “sustainable and ethical” artificial intelligence, she said.
H&M is betting that big data and AI can help provide the insights it needs after inventory rose to a record level last year. The company has in the past few years struggled to adapt to consumers' online shift and is trying to catch up with Zara owner Inditex.
In September, H&M chief executive Karl-Johan Persson said the effects of the company's revamp could start to be seen in sales, as the company developed better ways to forecast trends and prices.
By Niklas Magnusson; editors: Jonas Bergman, Tasneem Hanfi Brögger, Thomas Mulier, John J. Edwards III.
From analysis of the global fashion and beauty industries to career and personal advice, BoF’s founder and CEO, Imran Amed, will be answering your questions on Sunday, February 18, 2024 during London Fashion Week.
The State of Fashion 2024 breaks down the 10 themes that will define the industry in the year ahead.
Imran Amed reviews the most important fashion stories of the year and shares his predictions on what this means for the industry in 2024.
After three days of inspiring talks, guests closed out BoF’s gathering for big thinkers with a black tie gala followed by an intimate performance from Rita Ora — guest starring Billy Porter.