Social, Fashion, And The Data Analytics Journey

Charles Austin our consultant managing the role
Posting date: 7/13/2018 12:48 PM
Customers are more discerning than ever when it comes to where, how, and what they’re buying. With the rise of social media and video marketing, these real time decisions are creating real time insights. As trust declines in traditional media and advertising, it’s the Influencers who are now center stage. Combining stunning imagery and aspirational lifestyles, it is their sponsored posts that are informing an entire generation’s decisions, giving the fashion world invaluable insights regarding the future of retail. 

From lowering costs to highlighting the right talent, as well as offering insights into supply chain processes, social media is bringing another aspect to the customer journey. As the need for Data Scientists and Digital Analysts grows, so too does the need for those who can offer both technical AND soft skills.

The demand for creative talent within Digital Analytics is growing. We’ve talked about how data teams are no longer siloed and are now integrated with marketing and sales teams, and the industries Big Data effects from the boardroom to the stockroom. 

Showing Your Creative Side

Video marketing is king in 2018 and, if it can work for brands, it can work for you. As more and more people use their mobile phones to research key decisions, including when hiring, mobile video and broadcast-style content is one of the most effective ways of engaging your audience.

We’ve already talked about how to boost your resume with video in a previous article, let’s quickly revisit two of our key points:

  • Appearance: It takes less than ten seconds to make a first impression. Professional dress, a smile, and lighting are all important areas to help you set the stage for your video.
  • Script:  Working with a short script helps you stay on track and focus on key points. It also makes it easy for hiring managers or recruitment agencies to follow along. Whether your video is you talking to camera, or a slideshow of your work, it is important to cover these key points: 
  1. Explain why you’re the best person for the job.
  2. Show how your skills and expertise can help them solve their problems. 
  3. Use engagement metrics as evidence for your successes. 
  4. Keep your video short. Anywhere from a 30-second elevator pitch to a 2-minute in-depth video.  

HOW AI Can Help

When utilizing date to enhance a customer’s experience, it is crucial to maintain the essentials of customer service; be human, helpful, and relevant. We don’t want someone looking at a pair tennis shoes to be shown an image of stilettos. Thankfully, with the use of AI and predictive analytics, they’re likely be shown an image of tennis shirt or racquet they might want to purchase along with the shoes. AI continuously learns to upsell and add value.

These days, we are a visual society, taking bite-sized moments of our day in video clips and imagery. Because of this, we’ve seen an increase in visual search engines using machine learning to search by images rather than keywords.  

This data, alongside what we can learn from Social, offers a unique look at what consumers are interested in. It is a valuable source of customer intelligence, and by applying it to a business’ challenges, we can leverage the information to influence and inform. What we learn can then help solve those challenges or offer feedback regarding product development.

The number of people consuming fashion through social media is expected to reach 1.2 billion by 2020, with Instagram, Pinterest, and YouTube leading the way. Images help bring consumers into a brand’s story, particularly in the world of fashion. And as, virtual reality, augmented reality, and wearable tech allow for real time researching, sizing, and virtual trying-on of products, as well as instant feedback from friends, fans, and family, the industry needs to move faster than ever.  

Want to influence one of the fastest growing and spirited fashion brands and help drive global initiatives? We may have a role for you. We’re in search of a Director, Digital Analytics – Fashion Brand in San Francisco

Want to learn more or check out our current vacancies? For the West Coast team call us at (415) 614-4999 or email us at sanfraninfo@harnham.com.


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