Publications
Publications
- November 2017
- HBS Case Collection
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
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
Brands; Brand ＆ Product Management; Big Data; ＂Marketing Analytics＂; Consumer Behavior; Predictive Analytics; Forecasting; Preferences; 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.