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  • November 2017
  • Teaching Note
  • HBS Case Collection

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery
  • Format:Print
  • | Language:English
  • | Pages:35 
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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

Marketing; Marketing Strategy; Brands; Brand & Product Management; Big Data; "marketing Analytics"; Consumer Behavior; Predictive Analytics; Forecasting; Preferences; Marketing Channels; Operation Management; Distribution Channels; Marketing; Marketing Channels; Marketing Strategy; Brands And Branding; Forecasting And Prediction; Data And Data Sets; Retail Industry; Fashion Industry; Apparel And Accessories Industry; United States; North America

Citation

Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Teaching Note 518-053, November 2017.
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About The Authors

Ayelet Israeli

Marketing
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Jill J. Avery

Marketing
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More from the Authors

    • January 2021
    • Faculty Research

    Amazon Shopper Panel: Paying Customers for Their Data

    By: Eva Ascarza and Ayelet Israeli
    • January 2021
    • Faculty Research

    Arçelik: From a Dealer Network to an Omnichannel Experience

    By: Ayelet Israeli and Fares Khrais
    • 2020
    • Faculty Research

    REMOTE—A Framework for Teaching Online

    By: Ayelet Israeli
More from the Authors
  • Amazon Shopper Panel: Paying Customers for Their Data By: Eva Ascarza and Ayelet Israeli
  • Arçelik: From a Dealer Network to an Omnichannel Experience By: Ayelet Israeli and Fares Khrais
  • REMOTE—A Framework for Teaching Online By: Ayelet Israeli
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