Big data: consumer at the core of fashion

For Benoît Sabatier, CEO and co-founder of the start-up Clother, with big data, it is the (very) young consumers who make the fashion.

A representation of big data with multiple nodes and links.

Here's his take on how big data is influencing the fashion world. 


Benoît, how do you see the link between fashion and big data?

In fashion, notions such as style and trends are subjective and not quantifiable. The world of fashion may be tempted to view big data with a reproving eye!

Nevertheless, the industry is gradually starting to adopt it, notably in retail.

It is interesting that big data is placing the consumer back into the limelight. Before, fashion houses dictated trends. Today, fashion brands look at consumers’ ideas on social media and encapsulate the trends. And so it’s consumers – sometimes very young – who are making fashion!


How does the Clother app use big data?

Clother is a mobile application for men, notably for men who are uncomfortable shopping and clothe styles.

On our website, they can provide information about their taste by clicking ‘I like’ or ‘I don’t like’ on products showed to them. Our stylists then advise the visitor for free and send them a selection of clothes which reflect their preferences, needs, budgets.

Sharing personal data is sometimes met with reticence – and legitimately so – by consumers. Which is why Clother is particularly transparent, ensuring that information sharing is done intelligently. Our users clearly know what they are sharing (their taste and preferences), how it will be used and the benefits they will gain  – we only suggest pertinent products to them.

This is the direction big data should take.


Our Chief Marketing Officer, Céline Choussy-Bedouet also shared her take on Big Data's influence. You can find her perspective here