More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Prize winner
Case
-
Reference no. 9-517-115
Subject category: Marketing
Authors: Ayelet Israeli; Jill Avery
Published by: Harvard Business Publishing
Originally published in: 2018
Version: 19 March 2018
Revision date: 09-Apr-2018
Length: 27 pages
Data source: Published sources
Topics: Artificial Intelligence; Big data; Branding; Brands; Consumer behavior; Data; Forecasting; Marketing; Marketing channels; Marketing strategy; Operations management; Predictive analytics; Preferences; Strategy; Supply & demand
Share a link: https://casecent.re/p/149090
| No reviews for this item
View our pricing guide or login to see prices.

Abstract

CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big data obtained from Google Analytics and the company's own sales and customer databases to select the next season's assortment. Peck was betting that intelligence fueled by big data could outperform a fashion industry creative director at predicting the future fashion trends and tastes of consumers.
Locations:
Canada; North America; United States
Industries:
Apparel accessories; e-Commerce; Retail trade
Size:
Fortune 500 Company; > USD1 billion
Other setting(s):
2016-2017
Teaching note
-
Reference no. 5-518-053
Subject category: Marketing
Authors: Ayelet Israeli; Jill Avery
Published by: Harvard Business Publishing
Originally published in: 2020
Version: 14 August 2020
Revision date: 03-Sep-2020
Length: 38 pages
Data source: Published sources
View full details
Case
-
Reference no. 9-518-S30
Spanish language
Subject category: Marketing
Authors: Ayelet Israeli; Jill Avery
Published by: Harvard Business Publishing
Originally published in: 2017
Version: 19 March 2018
Revision date: 01-Feb-2019
Length: 29 pages
Data source: Published sources
Topics: Big data; Brand management; Data mining; Market analysis; Predictive analytics; Product development
View full details

About

Abstract

CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big data obtained from Google Analytics and the company's own sales and customer databases to select the next season's assortment. Peck was betting that intelligence fueled by big data could outperform a fashion industry creative director at predicting the future fashion trends and tastes of consumers.

Settings

Locations:
Canada; North America; United States
Industries:
Apparel accessories; e-Commerce; Retail trade
Size:
Fortune 500 Company; > USD1 billion
Other setting(s):
2016-2017

Related

Teaching note
-
Reference no. 5-518-053
Subject category: Marketing
Authors: Ayelet Israeli; Jill Avery
Published by: Harvard Business Publishing
Originally published in: 2020
Version: 14 August 2020
Revision date: 03-Sep-2020
Length: 38 pages
Data source: Published sources
View full details
Case
-
Reference no. 9-518-S30
Spanish language
Subject category: Marketing
Authors: Ayelet Israeli; Jill Avery
Published by: Harvard Business Publishing
Originally published in: 2017
Version: 19 March 2018
Revision date: 01-Feb-2019
Length: 29 pages
Data source: Published sources
Topics: Big data; Brand management; Data mining; Market analysis; Predictive analytics; Product development
View full details
Awards, prizes & competitions
2020 - The Case Centre Awards - Category winner
Extra information