H&M wants to sell more floral skirts and big data is helping

H&M earned its title as the world’s largest fashion brand, but to maintain such a standing and its customers base, the retailer is changing how it uses data analysis to better understand individual store locations, according to The Wall Street Journal.

Prior to using AI for a store’s custom inventory, H&M stocked its shelves relatively uniformly across the globe. In lieu of using just H&M’s team of designers to understand emerging trends to offer shoppers, the retailer is using algorithms to help assess customer receipts, returns and loyalty card data, according to the report.

Author: Samantha Ann Schwartz


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