Startup peers into data crystal ball for fashion trends

THE ephemeral tastes of the fashion industry seem unpredictable, but a retail startup in Singapore has thought up a formula to maximise its clothing sales based on trend data.

Lift12 is a year-old company that has for the past six months supplied clothing to downstream retailers. Its women's line, Blake & Co, and graphic tees for men, 9fountains, are sold to online retailers such as Zalora in Singapore and Pomelo.com in Thailand. The company also sells to physical retailers across the region, and in Singapore, its clothing is carried at several stores down at Orchard Road.

Co-founder and creative director at Lift12, Andrew Wolf, told BizIT that the startup has devised a methodology to zero in on clothing with the best potential to sell, create those and push them quickly out of the warehouse.