Factors affecting consumer

taste of Gap products using

interpretive structural
modelling

Group 3
Case Summary

Founded in 1969 by Donald and Doris Fisher

CEO Art Peck was eliminating his creative directors for The Gap, Old
Navy, and Banana Republic brands and promoting a collective creative
ecosystem fueled by the input of big data. Rather than relying on artistic
vision, Peck wanted the company to use the mining of big data obtained
from Google Analytics and the company's own sales and customer
databases to select the next season's assortment. Peck was betting that
intelligence fueled by big data could outperform a fashion industry
creative director at predicting the future fashion trends and tastes of
consumers.
Problem Statement

● Big data in predictive analytics in marketing

● Used to sell existing lines and develop new products

● Develop Product 3.0 To help GAP improve competence

in combining spotting trends with reading reading real
time performance and acting faster on that.
VAXO Framework

● V if i leads to j but j doesn't lead to i

● A if i doesn't lead to j and j leads to i
● X if i and j lead to each other
● O if i and j are not related each other
Enablers

● Created Trends
● Global Trends
● Local Trends
● User Preference
● User demographics
 Structural self interaction matrix of
enablers (SSIM)

Created Trends Global Trends Local Trends User Preference User Demographics

Created Trends 1

Global Trends V 1

Local Trends V X 1

User Preference O X A 1

User Demographics V V V V 1
Interaction among enablers

Created Local
trends trends

Global
trends

User User
preference Demographics
Reachability Matrix

Created Trends Global Trends Local Trends User Preference User Demographics

Created Trends 1 0 0 0 0

Global Trends 1 1 1 1 0

Local Trends 1 1 1 1 0

User Preference 0 1 0 1 0

User Demographics 1 1 1 1 1

Created Trends Global Trends Local Trends User Preference User Demographics

Created Trends 1 0 0 0 0

Global Trends 1 1 1 1 0

Local Trends 1 1 1 1 0

User Preference 1* 1 0 1 0

User Demographics 1 1 1 1 1
Level Partitioning

Reachability Set Antecedent test Intersection Level

Created Trends 1 1,2,3,4,5 1 1

Global Trends 1,2,3,4 2,3,4,5 2,3,4

Local Trends 1,2,3,4 2,3,5 2,3

User Preference 1,2,4 2,3,4,5 2,5

User Demographics 1,2,3,4,5 5 5

Reachability Set Antecedent Set Intersection Level

Global Trends 1,2,3 1,2,3,4 1,2,3

Local Trends 1,2,3 1,2,4 1,2

User Preference 1,3 1,2,3,4 1,3 2

User Demographics 1,2,3,4 4 4

 Reachability Set Antecedent Set Intersection Level

Global Trends 1,2 1,2,3 1,2 3

Local Trends 1,2 1,2,3 1,2 3

User Demographics 1,2,3 3

Model of enablers

Created
trends

User
preference

Global Local
trends trends

User
Demographics
Disablers

● Prediction Accuracy

● Price Sensitivity

● Raw material price volatility

● Local Regulations

● User Acceptability
 Structural self interaction matrix of
enablers (SSIM)

Prediction Accuracy Raw material Price volatility Local Regulations User Acceptability

Prediction Accuracy 1

Raw Material V 1

Price volatility V X 1

Local Regulations V V V 1

User Acceptability V O O O 1
 Raw
Prediction
material
Accuracy

User
Acceptability

Local Price
Regulations volatility
Reachability Matrix

Prediction Accuracy Raw material Price volatility Local Regulations User Acceptability

Prediction Accuracy 1 0 0 0 0

Raw Material 1 1 1 0 0

Price volatility 1 1 1 0 0

Local Regulations 1 1 1 1 0

User Acceptability 1 0 0 0 1
Level Partitioning

Reachability Set Antecedent test Intersection Level

Prediction Accuracy
1 1,2,3,4,5 1 1

Raw Material 1,2,3 2,3,4 2,3

Price volatility 1,2,3 2,3,4 2,3

Local Regulations 1,2,3,4 4 4

User Acceptability 1,5 5 5

Reachability Set Antecedent test Intersection Level

Raw Material 1,2 1,2,3 1,2

Price volatility 1,2 1,2,3 1,2 2

Local Regulations 1,2,3 3 3

User Acceptability 4 4 4 2
 Reachability Set Antecedent test Intersection Level

Raw Material 1 1,2 1 3

Local Regulations 1,2 2

Model of disablers

Prediction
Accuracy

Price User
volatility Acceptability

Raw
Material

Local
Regulations
Thank you