Fast fashion retailer SilkFred has upgraded its online analytics platform by deploying a new data-driven technology to manage its network of independent fashion brands.

The London-based e-commerce fashion site, founded in 2012, has partnered with data platform provider Looker to improve insights into customer trends and behaviour.

The website operates a virtual concession platform which hosts more than 600 independent clothing brands and provides real-time analytics and metrics on the performance of their product and marketing strategies.

The company is using Looker to upgrade its business planning, including seasonal peaks in demand, and track interest and sales across brands’ core target markets and demographics.

Emma Watkinson, chief executive and founder of SilkFred, said: “We’ve been able to be more customer-led, building stronger relationships with shoppers, while transforming the way our entire team works with data.”

She added that SilkFred, which has built up a social media following of more than one million, is looking to use improved analytics capabilities to grow the business in the UK, along with identifying international markets into which it could expand.

“The democratisation of data across the SilkFred business has driven an increasingly personalised approach to doing business,” added John O’Keeffe, vice president of EMEA at Looker.

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