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  • May 2017 (Revised March 2018)
  • Case
  • HBS Case Collection

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery
  • Format:Print
  • | Language:English
  • | Pages:27
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Abstract

CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big data obtained from Google Analytics and the company’s own sales and customer databases to select the next season’s assortment. Peck was betting that intelligence fueled by big data could outperform a fashion industry creative director at predicting the future fashion trends and tastes of consumers.

Keywords

Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Analytics and Data Science; Forecasting and Prediction; E-commerce; Apparel and Accessories Industry; Consumer Products Industry; Fashion Industry; Retail Industry; United States; Canada; North America

Citation

Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Case 517-115, May 2017. (Revised March 2018.)
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About The Authors

Ayelet Israeli

Marketing
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Jill J. Avery

Marketing
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Related Work

    • November 2017
    • Faculty Research

    Predicting Consumer Tastes with Big Data at Gap

    By: Ayelet Israeli and Jill Avery
    • May 2017 (Revised March 2018)
    • Faculty Research

    Predicting Consumer Tastes with Big Data at Gap

    By: Ayelet Israeli and Jill Avery
Related Work
  • Predicting Consumer Tastes with Big Data at Gap By: Ayelet Israeli and Jill Avery
  • Predicting Consumer Tastes with Big Data at Gap By: Ayelet Israeli and Jill Avery
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