At the “E-commerce in a digital age” seminar, organized by the Centre for Fashion Enterprise in which Le New Black was invited to participate, Vidya Narine was able to meet Geoff Watts, the friendly and spirited co-founder of EDITD.

Launched in 2009, just as Le New Black was, this English start-up drives innovation in trend analysis. Dedicated to brands and professional buyers, EDITD originated in the recognition that developing a business in the fashion industry, which is saturated and global, requires factual and accurate data. This new kind of society was launched by Watts, a web developer, and fashion designer Julia Fowler: two professionals with complementary profiles that have chosen to combine their technical skills and industry knowledge to offer both brands and retailers a filtering system and data analysis in real time.

The goal? Support their business and strategic decisions.

In total there are over 2 million products and 300,000 opinions that are extracted daily from various sources (websites and social networks) and analyzed by EDITD’s teams. Complete analysis reports are then delivered to registered buyers and brands.

The internet is of course an essential source of information for brands and retailers, as well as a tool for synthesis of data for strategic purposes. The fashion market is now more transparent, thanks to the explosion of blogs and social networks on which consumers clearly express their opinions and expectations. It is also a faster market, where brands and buyers have to react quickly to trends.

Le New Black and EDITD share the same fundamentals…

- Founders with complementary knowledges: technical development and fashion industry (Bernard Coulombel developer/technical director and Vidya Narine for Le New Black).
- A radically innovative and targeted B2B tool to support the commercial development of brands in real time.
- A completely new way to foster the relationship between brand and buyer, using tools offered by current technologies.
- A high quality positioning.

Overall, an inspiring meeting… see you soon EDITD!