DATA ANALYSIS AS THE BASIS OF MODERN REBRANDING

Abstract

The development of information platforms and the abundance of available data in the modern world could not but lead to information transformation in all spheres of life. The fashion industry, which adapted new opportunities to its needs, was no exception. The paper deals with how brands use data analysis to rethink positioning and personalize interactions with the consumer. The purpose of this article is to explore the role of data analysis in the process of rebranding clothing brands.