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

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in