The Impact of Data Analytics on Fashion Design in Sri Lanka’s Fashion Retail Industry

Abstract

This study investigates the impact of data analytics on fashion design within Sri Lanka’s fashion retail sector. The research explores three core analytical domains: trend forecasting, customer analytics, and sales analytics to assess their influence on design innovation and performance. A quantitative approach was used, employing a structured questionnaire distributed to 143 fashion designers across Sri Lankan retail brands. Results from correlation and regression analyses revealed that customer analytics and sales analytics significantly enhance fashion design success, while trend forecasting showed a weaker but positive effect. The study concludes that while Sri Lankan designers are increasingly integrating analytics into their workflows, full adoption remains limited due to infrastructural and knowledge gaps. These findings contribute to the global discourse on fashion analytics, offering insights for developing economies seeking to strengthen data-driven design practices.