Jacket Required adds consumer feedback data in Mallzee Insights deal

With data becoming increasingly important for all aspects of fashion and retail, contemporary menswear and streetwear tradeshow Jacket Required has announced a new data initiative.


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The London event, which takes place on July 24 and 25, has partnered with Mallzee Insights to deliver what it says is “the first ever, fully personalised, interactive data-driven tradeshow.”

It’s armed with 38,000+ customer opinions on the actual products being showcased at the show rather than just talking about data, so that “exhibitors will benefit first-hand from receiving authentic customer opinion and insights on their products.”

It comes in an environment in which retailers are taking fewer risks on stock and are becoming ever more data-driven, “fuelled by discount rates that are now approaching 50% and fears of stockout on the best performing products,” Jacket required’s organiser said. 

Mallzee Insights will provide “in-depth customer insights on exhibitor’s products designed to help drive sales, support opinions on products with hard data, whilst providing insights to retail partners that will improve full-price sales through improved merchandising and targeted marketing.”

So how does it work? Exhibitors have been invited to put forward pictures of 10 products in order to generate consumer opinions via Mallzee’s interactive tech product. The best-performing products from this will then be highlighted at the show and discussed in a dedicated session on day one.

Cally Russell, founder and CEO at Mallzee Insights, said the company currently works with a range of fashion retailers “helping them optimise their product ranges and improve margins using our unique pre-release product testing solution, Product Future. Partnering with Jacket Required enables us to deliver over 38,000 customer opinions on the actual products being showcased at the show rather than just talking about data.”

The show’s event director Adam Gough added: “It is our combined vision to make retail better and more efficient, helping brands and retailers bring the right products to market, empowering buying teams with compelling data-driven insights over ‘gut’ decisions, and move away from financially unsustainable strategies. Pre-release product testing solutions is also another important tool in enabling designers and brands to create less unwanted stock and reduce waste in their journey to becoming more sustainable.”

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