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

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in