BIG LIFE Magazine BIG LIFE Magazine Edition N°16 - April 19 | Page 38

big life
dossier > fashion
big data, tech and fashion fashion de-
signers – artists and artisans – prove we are
all part of the statistics in the digital age. >
It´s no secret consumers dictate the past, present
and future trends in fashion industry. No matter
how creative a designer is, a new collection will
fail if the public rejects it. The market research
used to be an excruciating process that deter-
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mined what the new trends, the modern styles
and the great classics were. However, the digi-
tal era has transformed the industry in the last
decades to make fashion design an even more
exciting art. Design comprehends two sides,
the creative and artistic side, and the statistics,
quantitative and qualitative variables that can
be measured, reported and analyzed. Although
the first sounds more attractive, the statistics´
predictions are the reason fashion has been able
to introduce new ideas and explore uncertain
fields, reducing the risk of failure and giving
us the courage to enter the unknown. The art of
predicting has advanced exponentially and its
influence on fashion industry is unmeasurable.
By establishing a permanent link with design-