Analytics are reshaping fashion's old-school instincts

When Detroit-based luxury goods brand Shinola began working on its new Vinton watch, the team designed with a woman in mind, but testing the product through analytics platform MakerSights, which correlates consumer feedback with historical sales data, revealed the style appealed to all genders. As a result, the brand deepened its buy-in on those by about 70 per cent. "You never design by data," says Shinola CEO Tom Lewand, "but the data provides a compass as you're navigating a hunch." In other words, Shinola already had a great vision – and the data enhanced it. MakerSights is among a new class of data-driven analytics platforms that combine factors such as search queries, social media activity, e-commerce sell-throughs and consumer feedback to provide clues into what is most likely to become a trend.