Analytics come to Fashion Week

The City of Melbourne partnered with IBM to use its marketing and analytics solutions to amplify the buzz and deliver retail offers around this year’s Melbourne Spring Fashion Week (MSFW).

IBM Event Dashboards assembled a combination of retail, event and social media information to display crowd sourced data, and visualise the most popular social conversations being discussed online. These real-time social conversations were monitored and analysed by IBM Analytics.

For the shoe fanatics, the MSFW Shoe Spotter captured the latest trends in shoes, by allowing event-goers take photos of their favourite shoes and post them to social media. IBM visual analytics then analysed the posts to identify show trends, styles and colours and display this information on the event dashboards.

Behavioural analytics were also used to discover personality insights of Melbourne’s most popular fashion and retail bloggers, enabling a deeper understanding and level of engagement with the audience.

“Tracking the sentiments of event attendees is crucial as it informs the way we design and deliver MSFW,” said Councillor Beverley Pinder-Mortimer, chair, Marketing Melbourne. “Our aim is to provide compelling and unique experiences for consumers and event attendees, while also driving economic value back to Melbourne retailers.”

The City of Melbourne also used the IBM Marketing Cloud to deliver personalised campaigns to consumers at the right time and via the right channel. Leveraging the IBM partnership with Facebook, the City of Melbourne used existing customer insights with Facebook Custom Audiences and IBM’s deep analytics and design features to tailor specific messages to recipients.

Melbourne Fashion Week









“Consumers are becoming more empowered and informed about how and when they want to access retail offers and information a critical consideration for engaging fans, customers and audiences during large scale events like Melbourne Spring Fashion Week,” said Brock Douglas, vice president, IBM Analytics.

“Our industry expertise and innovation helps organisations nurture brand loyalists and generate data driven insights from across digital, mobile and social sources of information, to create a dynamic, secure and interactive experience for consumers.”