Geoff Watts and Julia Fowler: EDITED

Bringing data and analytics to the fashion industry

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Geoff Watts and Julia Fowler, 35 and 29
Company: EDITED (Stylescape Ltd)
Web: www.edited.com

Former fashion designer Julia Fowler knew the industry needed more factual data to resolve forecasting challenges. So, with co-founder Geoff Watts, she created EDITED (formerly EDITD), which helps brands and retailers develop better products and price them correctly, advises them when to discount and interprets what consumers are saying. The business won Seedcamp 2010 – a highly-regarded investment and mentoring scheme for technology companies across Europe – and in 2011 announced seed funding of $1.6 million lead by Index Ventures.

EDITED monitors the web, then presents data on an attractively simple dashboard; its easy-to-understand analytics has been a game changer for fashion buyers, merchandisers, designers and suppliers. The company has clients in the UK & Europe, USA, South Africa, Australia and Asia, and is working with several high street retailers who pay a subscription fee determined by the amount of data required.

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