The Challenge
Data is at the core of Amazon’s e-commerce business. Going beyond retrospective data and focusing on previous best-sellers, Amazon Fashion reports on real-time searches and what’s not converting to analyse gaps in the customer journey. It shares this information internally with Amazon sellers to improve commercial performance. In addition, Amazon Fashion wanted to equip brand partners with deep-level trend insights and predictive forecasts to drive strategic decision-making and future-proof range direction. It sought to collaborate with a fashion industry and data expert, turning to WGSN to capitalise on its authority and over 25 years of getting it right.
The Solution
Amazon Fashion and WGSN's bespoke partnership supports Amazon's partner brands with invaluable insights and comprehensive reports that directly impact their business, enabling them to remain ahead of trends and optimise their product selection. Through our consultancy collaboration, we create custom data-driven forecasts using WGSN’s unique Predictive Analytics Methodology Toolkit, which delivers comprehensive insights into womenswear, menswear and kidswear trends. This ensures that brands on Amazon make confident decisions, meet changing customer demands and drive innovation in an evolving market.
“WGSN has a lot of relevance for the industry, so it has been great working together to provide brand partners with even more insights.” - Senior Strategic Account Manager, Amazon Fashion
Deliverables:
- Robust trend intelligence reports for womenswear, menswear and kidswear, driven by WGSN's unique mix of proprietary, predictive and external data, to keep brands up to date with what is popular in Europe, including emerging social trends, detailed product direction and industry forecasts
- Ad-hoc bespoke supporting analysis for Amazon Fashion’s fast-changing strategy; engaging presentations to wide-ranging audiences within Amazon – including broader inspirational fashion presentations; curated Edits by key Amazon consumer calendar and lifestyle moments; single-page snapshots of category direction for Amazon’s internal and external teams
The Results
The project is measured through key performance indicators. First, adoption: Amazon’s key brands are actively using and adopting the reports and insights expressing a >90% satisfaction. Also measured are satisfaction and new product implementation. As a result of the collaboration, Amazon Fashion has, to date, added tens of thousands of new products that match WGSN's trend predictions. Through this partnership, the WGSN team has continually adapted to meet the changing needs of the business to showcase new trend-led styles that meet and exceed consumer demand.
WGSN and Amazon Fashion continue to collaborate, working with Amazon’s key stakeholders to add value to reports and adapt deliverables, resulting in growing the partnership year on year to shape the future of fashion together.
WGSN Mindset is proud to partner with Amazon Fashion to become a valuable source for its forward-looking trend insights. By leveraging the forecasts generated by our market-leading predictive analytics model, Amazon helps fashion brands enhance their selections, driving tangible growthCarla Buzasi, CEO, WGSN
