Big Data Sebagai Referensi Trend Fashion; Strategi Dalam Inovasi Pemasaran

Abstract

The convenience provided by information technology is beneficial for various business aspects. The pursuit of competition is very fast so that business people, especially fashion business people, must be active in formulating various strategies that involve broad market assessments. This article examines how large data sources, especially digital, provide many references to young people's behavior in fashion trends so that they can be utilized by business people in making or following their fashion trends. It was carried out using a qualitative method of interviewing a number of young people in fashion and how to get fashion references that come from digital media such as social media or platforms that provide the latest fashion images. The results of this study stated that young people tend to see things that are viral or what is called Out Fit of The Day and then exemplify it by looking at several online shopping platforms. So that it quickly makes the flow of fashion trends distributed to fashion business people, especially online business people.