Machine Learning-Driven Marketing Personas for the Luxury Fashion Market

Can machine learning transform the development of marketing personas for the luxury fashion sector? In the domain of luxury fashion, the potential of machine learning and Artificial Intelligence (AI) has only begun to be explored. While the transformative capabilities of AI are widely acknowledged across various sectors, the luxury fashion marketing domain presents a unique opportunity for groundbreaking advancements. This research demonstrates the application of AI algorithms on a comprehensive dataset that includes transactional, demographic, and behavioural data for a leading global luxury fashion company in Italy. The study concentrates not only on the technical abilities of the algorithms but also on their practical effects, providing beneficial insights for luxury fashion marketers, brand managers, and decision-makers. This study serves as evidence of the effectiveness of machine learning in fashion marketing, revealing its potential for transforming the luxury fashion industry. By extensive datasets, the study demonstrates how machine learning can offer a detailed insight into consumer behaviour, needs, and preferences. With luxury fashion synonymous with exclusivity and uniqueness, these insights can be invaluable in tailoring marketing strategies that resonate with discerning clients. The methodology and findings of the study are set to be a benchmark for future explorations in this domain.