How online fashion companies use data to enhance sales

London - Have you ever wondered how the latest must-have fashion item unanimously finds itself prominently on the page of all the major e-commerce platforms? The reason is data. From Net-a-Porter to FarFetch, Topshop to M&S, there isn't a global online retailer who doesn't rely on data analytics to drive their sales. When all the online stores are featuring bomber jackets top of their page, this is not coincidence, this is science.