{"id":25250,"date":"2023-12-14T06:46:29","date_gmt":"2023-12-14T06:46:29","guid":{"rendered":"https:\/\/www.revuze.it\/blog\/?p=25250"},"modified":"2023-12-14T06:47:58","modified_gmt":"2023-12-14T06:47:58","slug":"data-driven-fashion-marketing-a-revolution-with-revuzes-generative-ai","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/data-driven-fashion-marketing-a-revolution-with-revuzes-generative-ai\/","title":{"rendered":"Data-Driven Fashion Marketing: A Revolution with Revuze’s Generative AI"},"content":{"rendered":"

What does it take to market a new apparel collection? What data sets are you using to make strategic decisions? One data set that you can\u2019t afford not to use is generative AI-powered online review analytics. The advantage of this data is that it\u2019s from verified buyers, consumers who have <\/span>already<\/span><\/i> purchased your product. That means their review, whether positive or negative, reflects their genuine experience using your product. Ultimately, the data can help identify trends and attributes that can make or break your brand.<\/span><\/p>\n

Revuze\u2019s category-level data can give you unique insights into consumer behavior in a specific vertical. For the sake of this blog post, we will leverage the data to explore the Tops apparel hierarchy in the US with the ultimate hypothetical goal of marketing a new sustainable product line. Online review analytics will be used to achieve this goal.\u00a0<\/span><\/p>\n

Get Started<\/span><\/h2>\n

Take the plunge into the hierarchy data to understand who the dominant players are and the key product topics.<\/span><\/p>\n

To start, we see the fashion brands with the biggest share of discussion and their sentiment plotted on the chart. We see that the average consumer sentiment is 71%, with many leading brands exceeding that. Hanes brand tops stand out because they have the highest share of discussion but with consumer sentiment of 65%. Adidas emerges as the brand with both the highest share of discussion and sentiment, 81%. This already gives us an indication of the dominant brands in the market and consumer behavior.\u00a0<\/span><\/p>\n

\"Landscape<\/a><\/p>\n

Beyond the brands themselves, what are the key product attributes or topics that consumers are discussing? Revuze\u2019s generative AI deftly extracts the topics from the various reviews but also assigns them sentiment. This makes it easy for brands to assess what consumers care about most across the entire category. However, how does it inform marketing decisions?\u00a0<\/span><\/p>\n

\"Fashion<\/a><\/p>\n

What Drives Star Ratings<\/span><\/h2>\n

Understanding what topics drive elusive five star ratings is key to any marketing initiative.\u00a0 These are the topics that should be swiftly incorporated into your marketing messaging. Two of the topic product attributes for Tops are \u201cFit\u201d and “Comfort.\u201d So even with a new sustainable fashion collection, these should be part of the product messaging.<\/span><\/p>\n

\"Star<\/a><\/p>\n

Messaging can be adapted even more using the language and terminology of the consumers themselves. That\u2019s where Revuze\u2019s Term Cloud comes in, highlighting the top words and their sentiment. Overall we see the terms are mostly positive with phrases like: fits perfectly, comfortable, love fit, and more.\u00a0<\/span><\/p>\n

\"Term<\/a><\/p>\n

Marketing Sustainable Fashion<\/span><\/h2>\n

Sustainable fashion is nothing new. Many brands like <\/span>H&M<\/span><\/a> and <\/span>Patagonia<\/span><\/a> have carved out a niche for themselves in this area for years. Before launching the campaign, check out the topic\u2019s trend over time, which peaked in January 2023 and had positive sentiment. In our example, <\/span>Nike<\/span><\/a> emerges as the brand with the highest consumer sentiment in the \u201cSustainability\u201d topic.<\/span><\/p>\n

Consumers who expressed a\u00a0 positive sentiment around sustainable fashion, particularly in the context of a shirt made from recycled plastic bottles, highlighted several key aspects. Firstly, the shirt’s creation from recycled materials underscores a commendable commitment to sustainability and the use of eco-friendly materials by the company. Additionally, this approach to fashion not only contributes to environmental conservation but also enhances the durability and longevity of the shirt. Furthermore, the fabric’s softness and comfort against the skin are notable, providing a tangible benefit to the wearer while promoting sustainable practices:\u00a0<\/span><\/p>\n

One consumer wrote: \u201cIt is made out of a light-weight thin synthetic fabric made out of recycled plastic (huge star for that)?\u201d<\/span><\/p>\n

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