IBM's Watson bring data-driven insight to Australian fashion couture

Cognitive computing technology is used by local design to produce 12 pieces for this year's Melbourne Spring Fashion Week

IBM’s Watson cognitive computing platform has been used by local couture designer, Jason Grech, to create a new fashion line using data-driven insights.

In an interview with CMO, Grech said he had been approached by the vendor to employ Watson in order to help produce a new couture collection to showcase at this year’s Melbourne Spring Fashion Week. While initially overwhelmed, he was attracted to the idea of being challenged in a new way.

“I got really excited about the potential of working with something new that’s never been done,” he said. “It was a way of helping me develop and work outside the square.”

Gaining insight into people’s buying behaviours, who is buying what and why they buy it was also enticing, Grech said.

The Cognitive Couture collection was based on analysis of more than 500,000 images of runway fashion imagery from an historic fashion archive, as well as real-time social chatter around fashion trends and consumer preferences.


As part of the process, Grech provided images of architectural shapes and structures he was inspired by, and Watson employed image recognition to not only match up and recommended styles and looks in previous fashion images, but also provide predictions around the colour palette most in demand from consumers.

The team were also able to explore and evaluate trends during the creative process, discovering new ways to work with fabrics, colour stories and texts, helping to evaluate risk along the way. To do this, IBM Watson provided insights into fashion trends, consumers and design.

Twelve looks were produced in total using data-driven insight, using 15 pieces of clothing.

Grech said one of the defining moments in using Watson was receiving the colour palette chart recommended by the platform. Having mostly used dark colours and edgy looks in the past, the suggestions on more pastel colours represented a very different look than previous collections for Grech and his team.

He admitted to some initial hesitation about the colour scheme. What helped Grech buy into the data was attending the Paris Couture Fashion Week and seeing similar colours on the runway.

“These were similar to what Watson gave us and that reinforced its capabilities to us,” he said.

While it was a very different experience, Grech said he’d willingly work with Watson again, and noted both its ease of use as well as the responsiveness of the team supporting it at IBM. The design and decision making process occurred over a four-month period.

“Those refined Watson capabilities made life easy, it helped me develop a new storyboard better, with a beautiful colour chart,” he said, adding the use of data also improved his creativity process by eliminating some of the clothing made but rejected during the more traditional production cycle.

“It’s an easy tool to use… it was a privileged to have been asked to partner and it was an easy and rewarding experience.”

Having launched the collection on Tuesday, Grech said he’s already had good reviews and suggestions it could be his best collection yet even as it represents a very different look to previous designs.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in