Taster Session : Fashion Marketing - Digital Strategy in Practice

Fashion brands are sitting on more data than ever, but many ‘big data’ initiatives fail to deliver real value. In this session, we move behind the scenes of digital and big data marketing in fashion to explore how the 'big data' hype, overpromising and poor strategy can turn digital innovation into expensive mistakes. Drawing on several recent cases, we’ll find out: When does data create competitive advantage, and when does it become a liability? Why is having more data not the same as having better insight? What happens when digital ambition outpaces strategy, ethics or consumer trust?

The session offers a realistic view of what it means to work with digital and big data marketing in practice and provides participants with advice on how to strengthen their application for a postgraduate degree in Marketing.

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