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

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

One of the best example for email marketing!!This post has completely explained the power of email marketing and how it is beneficial to...

Abhinav Mohan

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Latest Podcast

More podcasts

Sign in