How Fashionable is Digital Data-Driven Fashion?

Within the context of our data science research track, we have been involved a lot in fashion industry problems recently.

We already showcased some studies in fashion, for instance related to the analysis of the Milano Fashion Week events and their social media impact.

Starting this year, we are also involved in a research and innovation project called FaST – Fashion Sensing Technology. FaST is a project meant to design, experiment with, and implement an ICT tool that could monitor and analyze the activity of Italian emerging Fashion brands on social media. FaST aims at providing SMEs in the Fashion industry with the ability to better understand and measure the behaviours and opinions of consumers on social media, through the study of the interactions between brands and their communities, as well as support a brand’s strategic business decisions.

Given the importance of Fashion as an economic and cultural resource for Lombardy Region and Italy as a whole, the project aims at leveraging on the opportunities given by the creation of an hybrid value chain fashion-digital, in order to design a tool that would allow the codification of new organizational models. Furthermore, the project wants to promote process innovation within the fashion industry but with a customer-centric approach, as well as the design of services that could update and innovate both creative processes and the retail channel which, as of today, represents the core to the sustainability and competitiveness of brands and companies on domestic and international markets.

Within the project, we study social presence and digital / communication strategies of brands, and we will look for space for optimization. We are already crunching a lot of data and running large scale analyses on the topic. We will share our exciting results as soon as available!

 

Acknowledgements

FaST – Fashion Sensing Technology is a project supported by Regione Lombardia through the European Regional Development Fund (grant: “Smart Fashion & Design”). The project is being developed by Politecnico di Milano – Design dept. and Electronics, Information and Bioengineering dept. – in collaboration with Wemanage Group, Studio 4SIGMA, and CGNAL.

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My interview on Social Media and Society: what I said (and what I didn’t)

My recent interview on the evolution of social media and its role in modern society is available on YouTube (in Italian only, sorry about that).

While the 3+ minutes of speech necessarily had to be a general overview on the role and recent changes of social media, I wish to summarise here the some technical aspects of it.

As I mentioned in the presentation:

  • social media changed a lot since their early days, from being consumed on PCs to mobile devices, from general purpose social networks connecting friends to digital stages where we “sell” our life to the entire world, from places where to share personal information to platforms where to publish also objective information coming from the real world experience.
  • social media are nowadays a valuable source of information for companies, who look for (and find) their customers through social media marketing and advertising, and public institutions and researchers, that can leverage on a large amount of data for providing benefits to our everyday life
YourExpo2015 - the Instagram Photo Challenge of Expo2015 MilanoWhat I didn’t say is how you can do that. Well, it’s pretty simple.
The ingredients of the recipe:
  • A lot of users sharing their profile
  • A lot of content (photos, statuses, geotags, descriptions) shared by people
  • (which makes up a VERY big data problem)
  • crawlers capturing this (or stream capturing systems) and storage as needed
  • MODELS of the context, the problem and the solution
  • and DATA ANALYSIS TOOLS for studying the data and extracting meaningful information
To me, the most valuable points are MODELS and ANALYSIS TOOLS. We are doing a lot of experiments on mixing model-driven techniques with semantic analysis, NLP, and social media monitoring. One example of our experiments is the YourExpo2015 Instagram Photo Challenge.
Have a look and participate if you like. More on this coming soon!

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