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Big Data in Practice by Bernard Marr

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30 RALPH LAUREN Big Data In The Fashion Industry

Background

The world we live in is becoming increasingly digitally connected. This trend is having an impact on everything, and fashion is no exception. Wearable technology, often referred to simply as “wearables”, is expected to become increasingly popular as the Internet of Things (IoT) takes off – a process that is expected to accelerate with the recent launch of the Apple Watch. Among the big names in high-end consumer fashion that have shown they are keen to embrace this new market is Ralph Lauren, which unveiled their connected PoloTech Shirt at the 2014 US Open tennis tournament. The shirt was released on sale to the public in August 2015.

What Problem Is Big Data Helping To Solve?

With the PoloTech Shirt, Ralph Lauren are aiming to improve fitness, wellness and quality of life for its users – from everyday customers to professional athletes.

How Is Big Data Used In Practice?

Sensors attached to silver threads inside the shirt pick up the wearer’s movement data as well as heart and breathing rates, steps taken and number of calories burned. The accompanying app, available free on iTunes, monitors the data and reacts by creating custom cardio, strength or agility workouts, on the fly, based on those readings.

In case you’re wondering: yes, you can wash the PoloTech Shirt, but you have to remove the slightly-larger-than-credit-card-sized Bluetooth transmitter first. The company are currently looking into ways the device ...

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