Under the hood: Pattern intelligence
First, our challenge was to create a system that understands Marimekko's unique designs in a way that allows us to run operations on them - distance, clustering, similarity, feature extraction. Second, we needed to create a blazing-fast computer vision service that allows for users to take an image, extract the pattern information from that image and compare it across a broad selection of Marimekko's pattern base - all in less than a second, regardless of website traffic.
E-commerce interaction data has been used for quite some time for insights and customer understanding, but the pattern intelligence reveals the underlying trends for a fashion icon in the art of printmaking. It creates novel opportunities for not only captivating experiences but for product design, future portfolio planning and strategic marketing.
It also brings the customer closer. When we understand which patterns and design clusters customers engage with today, we get a glimpse of what they might be interested in tomorrow.