TNW: What’s Chicisimo Social Fashion Graph and how does it work? What kind of connections have you discovered with its help?
Gabriel: We have built the Social Fashion Graph, which is the global mapping of the world’s clothes, and how people build relations among those clothes, while they get dressed. When you get dressed, you choose to bring together different items. For example, you choose to wear a BCBG dress together with a J Crew jacket. Implicitlely, you are building a correlation among those two items, you are saying that, according to you (to your look), it makes sense to wear those two items together. You are contributing to the graph. The Social Fashion Graph is built on top all these relationships between looks. The looks are the raw data, and we at Chicisimo are structuring the data in such a way that we can obtain insights, and share those insights with the community. The Social Fashion Graph is not static, it’s moving and changing based on changing tastes. We can obtain different subsets of the graph, for specific brands, items, colors, countries, subgroups of people, etc. Some of the key findings are here – for example, we’ve learned that Zara has doubled its US penetration one year after they launched their ecommerce offering in the US. We learnt about this by analyzing the Social Fashion Graph. (via Chicisimo’s Social Fashion Graph: Data is always in style - The Next Web)