Data reshapes fashion as consumers demand purpose and personalisation

Brands are using data analytics to sharpen assortments, predict behavior, and cut waste.

In the fast-changing $1.9 trillion global fashion industry, brands in the Asia-Pacific region are rapidly turning to data analytics to navigate shifting consumer behavior marked by caution, individuality, and rising expectations for sustainability and transparency.

Wesley Choy, Senior Strategist at WGSN, noted that economic uncertainty is reshaping how consumers decide what to buy. “So as consumers become more cautious of their spending due to economic uncertainties, they're divided between investing in trends that prioritise longevity and making emotional purchases motivated by the desire to be rebellious and different with cost per wear and versatility in mind,” Choy said.

She pointed to growing interest in “demure office wear” as workplace culture continues to influence choices in APAC. “From the Fall Winter 2025 runway, it has been confirmed that brands are moving towards a more modern approach to sartorial styling, featuring soft volumes and relaxed silhouettes as well as redefining classic tailoring,” she added.

At the same time, she said, AI acceptance is pushing personalisation to the forefront. “As AI acceptance grows, Asian consumers will be expecting services that incorporate deep personalisation to meet with their diverse needs… the importance of personalisation will slowly evolve into a macro trend and becoming a rising demand from consumers.”

Egbert Schram, Group CEO at The Culture Factor Group, emphasised that brands must connect emotionally with younger audiences while living up to real sustainability standards. “The most important one is personalisation and the emotional relevance of brands as an expectation, especially by younger consumer groups, sustainability being a real big thing, no longer greenwashing, but actually a living habit of organisations as an important factor for consumers to consider purchases,” Schram said.

Data analytics, both experts agree, is how brands are responding. “Brands are now cross referencing forecasts, catwalk analytics and sales data against their assortment to ensure that they're making calculated investments and buying into the right trends,” Choy explained.

Schram pointed to waste reduction and transparency gains, adding that supply chain visibility is now “a more important purchase condition for younger consumers in particular.