The buyer’s new intuition: how data and creativity are redefining the future of fashion

As trends change at the speed of a click, the role of the fashion buyer has never been so complex and strategic. Today, the challenge extends far beyond selecting the right pieces; it’s about balancing intuition with data-driven intelligence to make informed, creative and sustainable decisions.

How do we find this balance between instinct and analysis? What is the role of intuition in a world increasingly driven by algorithms? How can brands prepare their teams for this new moment of buying?

To answer these questions, we invited Wesley Choy, Senior Strategist for Fashion Buying at WGSN and Ex Moncler and Lane Crawford, to discuss the future of the buyer and how the union between data and creativity is shaping the path of tomorrow’s collections.

1. How can predictive data truly shape strategic decisions?

Buyers have always been using past sales data to make strategic and immediate decisions. However, with predictive data, they are able to plan for the future. Forecasting is becoming a norm in the ever-changing fashion industry to mitigate risk and, most importantly, drive strategic decisions that capitalise on trends when they are on the rise and avoid missing sales opportunities.

2. What skills have become essential in this new data-driven context?

It is essential for buyers to interpret predictive data into actionable strategies and creatively drive sales in order to hold a competitive edge in the challenging economic landscape.

3. What differentiates a buyer who only analyses data from one who truly translates insights into creative and commercial value?

To be a successful buyer, you have to have the right balance of creativity and quantitative skills. Over the years, buying has leaned more towards the quant side, recruiting those who are highly skilled in data analysis. However, being skilled in numbers does not mean you know what to do with those results. As data analysis becomes easier and more streamlined, it will require buyers who have the unique skill of translating the numbers into actual creative strategies. That’s a buyer who uses numbers as a means of getting to know the customer, fully putting themselves in their shoes to move forward and identify what future products are right for them. 

4. What tools or processes help integrate trend data into assortment planning?

The assortment builder and opportunity calculator are designed to help buyers by combining historical sales data with WGSN’s predictive analytics. They assist with assortment planning, accurately evaluate the ideal investment levels down to the SKU level and help identify any missed opportunities.

5. How can teams use forecasts to reduce risks without losing creative flexibility?

For good buyers, more data and more precise forecasting should never equal a lack of creativity. Those buyers embrace data as a means of illuminating blind spots, but still need to rely on their customer knowledge and creative inspiration to hit the right note for their unique customers.  

6. What kind of cultural change is needed within companies for data to be truly incorporated into decisions?

Companies have traditionally relied on historical data for decision-making. As the industry evolves, they must adapt to current changes by integrating forecast and predictive data into their daily operations to stay competitive. 

7. What advice would you give to a professional who wants to prepare for this new era of predictive and creative buying?

Given the current tough economic environment and emerging micro-trends, staying ahead in the market is more vital than ever. Timing the trends correctly will grow even more critical – this is where predictive analysis and future forecasts will play a pivotal role.

What’s next?

Throughout this blog, it has become clear that the future of buying doesn’t depend solely on data or intuition but on the ability to integrate both into an intelligent vision. Buyers who can transform information into insight and predictions into purpose will be the ones who truly lead the next era of fashion.

Join us and learn to evolve your buying strategy. Learn more about this movement here.