Fashion Analytics in Africa and Middle East: Strategies, Tools, and Insights for Fashion Brands

Abstract

This chapter analyses the effectiveness of advanced data-driven marketing practices and fashion consumer analytics in emerging markets in the Middle East and African (MEA) region. It inspects the analytical tools facilitating decisions within the arising landscapes and examines data-driven marketing case studies, literature reviews, and reference frameworks to obtain a current view of fashion marketing in emerging markets. Additionally, this chapter investigates digital disadvantages in MEA markets, and the analytical tools facilitating decisions within the arising landscape. Each subsection researches systematic data factors to consider and re-evaluates the fashion landscape in arising markets.