With new tech tools that allow better online listening, retailers like Tommy Hilfiger and Shinola can ensure their products resonate with shoppers

There's an abundance of information online, especially about clothing companies. With just a few clicks, it's easy to read reviews, feedback and concerns generated by real customers. And now, thanks to powerful listening technology, the brands themselves are reviewing this data to improve their products.

Harvesting customer feedback through next-gen technology like AI can better inform the product development process, and learning and accommodating consumer preferences can help achieve a well-designed product that resonates with customers on a deeper level. Read on to find out how these retailers are doing it:

Rent The Runway
Luxury clothing rental platform Rent the Runway launched a clothing line driven by data generated from customer feedback. It took fit and style preferences, wear rate, where the items were worn, and demand for different silhouettes into consideration.

Adore Me
Digital-native lingerie brand Adore Me applies sentiment analysis, a combination of machine learning and language analysis technology, to mine customer reviews and use the insights to inform its product development team.

Tommy Hilfiger x IBM x Fashion Institute of Technology
Tommy Hilfiger collaborated with FIT and IBM for a project called Reimagine Retail to show how AI can enhance design. Machine learning tools analyzed Hilfiger products, runway images and fabric patterns to inspire students to create innovative designs while maintaining the brand's ethos.

Shinola x MakerSights
Luxury brand Shinola partnered with software company MakerSights to use AI that monitors real-time insights and feedback on potential new products. The software uses predictive analytics to synthesize data, allowing Shinola to develop products based on consumer desires.


Lead image: Nicole Honeywill/Unsplash 

There's an abundance of information online, especially about clothing companies. With just a few clicks, it's easy to read reviews, feedback and concerns generated by real customers. And now, thanks to powerful listening technology, the brands themselves are reviewing this data to improve their products.

Harvesting customer feedback through next-gen technology like AI can better inform the product development process, and learning and accommodating consumer preferences can help achieve a well-designed product that resonates with customers on a deeper level. Read on to find out how these retailers are doing it: