The key takeaways from Steve Brown’s talk are,
1. The design is going through a revolution using data from sketching to fitting room feedbacks.
2. Technology is driving a new role for the designer. It is freeing the designer from mundane activities and unleashes freedom and creativity to both the designer and consumer.
3. Technology now allows dialogue with the consumer and allows feedback which helps creators constantly bring in relevant propositions.
4. In runways, eye reactions of the audience in a show, now influence the next designer’s design.
5. The next transformation is how future collections are made. All forecasts are educated guesses. With the availability of large amounts of consumer data, fashion predictions are becoming faster and accurate.
6. The customer is the final filter.
7. The new role of the designer is to Create, Collaborate and Curate.
Marketing is a good parallel for fashion with creativity playing a key role in decision making.
There seems to be a sort of an unspoken understanding among marketing professionals that data and creativity are somehow complete opposites. Data is rational, creativity is irrational. Data is knowledge, creativity is a product of the imagination. Data is the certainty, creativity is not.
So, are the two mutually exclusive? Should marketers, whose profession has long relied on creativity and imagination, make a 180-turn and become hardcore data scientists? No, and no.
Quite on the contrary: Data can help marketers take their creativity to the next level. In fact, the more data you have, the more questions you can ask of it. And more creative those questions, the more you will differentiate yourself in the long run.
“Creativity without data is just art. But data without creativity is neglect.”
– Steve Babcock, Chief Creative Officer at Vaynerchuck Media
The fact of the matter is that even if you don’t realize it, you’re likely making your marketing or other (business) decisions based on data. “Even when [creative professionals] favour instinct over research, they’re still using data—the data they’ve collected through experiences and observation over the course of their lifetime,” writes content marketing expert Greg Weinstein.
In a way, your gut feeling is a lot closer to big data than you might expect. It’s just the data from a single person’s point of view.
It is interesting to have a perspective from a new industry, the financial markets. Here is Rob Casper from JPMorgan Chase in an interview with Mckinsey talking about Data as the new crown jewel for any organisation. While we shop on Amazon we look at the delivery, shipment information and other details, are we paying the same attention to data in our professional setting?