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Fashion does not care about data forecasts, the gut determines new trends




The data was called the new oil for business. If properly analyzed, it can be a game-changer for businesses. It offers consumer insights, points to growing demand areas, and could help predict user trends. But is this necessarily true for all industries or are some industries still largely driven by intuition?

In a recent fashion panel in the city, designer Anita Dongre mentioned that judging the right time to launch a product or idea is always a matter of gut. "For the rehearsals we do, it's data but for everything new, it has to be guts."

"It's actually so subtle. You can't be too early. There are often ideas that I presented that were not accepted, they failed and then two years later everyone suddenly wants them. That's it (fashion). You can't be too early, you can't be too late. You have to decide when is the right time because you also have to wait for that. idea becomes a trend and acceptable to all. "


With stores in India and New York, several clothing brands, and a global celebrity, fashion designer Anita Dongre is a feminist power in a male-dominated industry.

With stores in India and New York, several clothing brands, and a global celebrity, fashion designer Anita Dongre is a feminist power in a male-dominated industry.

Asked about the amount of data generated by the data and the amount of intestines, Dongre replied: "I think it's 80% of gut." I still work with (my) gut.

Chasing the numbers

For Manish Taneja, co-founder and CEO of – an online beauty and personal care business, the equation is reversed. The company, which launches an average of 150 products per month, uses data to predict which of its products in which categories will be most popular.

"Sometimes we fail to quantify the size of the market we are looking for or we try to be a bit easy with ourselves, but more often than not I think if it goes through data, in our case at least we can very, very accurately predict the sales that we expect from a shampoo or a night cream or lotion or serum. "

Makeup, on the other hand, tends to be a little more difficult to predict, said Taneja. "It's hard to predict which colors would do well this season in India and I think that's where probably 80% of the data is – 20% casings."

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Finding the right balance

Devangi Parekh, director of the boutique fashion chain Aza Fashions, likes to find a balance between the two.

"Data is extremely important for understanding each of the cities – what is the demand there, adding products in which categories, etc. But when it comes to trends like the flounces are going to be huge, will the neon colors be trendy, the fanny packs back, etc. , it's a question of timing; you have to be ahead of the curve but not too early. It is definitely a matter of the gut at the end of the day. "

Parekh thinks that if listening to data is a good thing, that's what drives companies to the next level. "If it was only data, then you would stay where you are; you wouldn't be the next big thing. To move on to the next big thing, a little gut is needed. "

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