Question: if we replace the Creative Directors with data-driven processes, as was Peck's call, and given our understanding of consumer behavior, then what is it that

if we replace the Creative Directors with data-driven processes, as was Peck's call, and given our understanding of consumer behavior, then what is it that data adds in this industry? At the same time, we have to ask whether the data approach allows the Gap to perform the roles of trendspotting and tastemaking, or whether it merely enables them to be trend-followers...?

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