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If there's any doubt as to why “big data” has become as ubiquitous in business as pens, chairs and coffee mugs, look no further than the margins. Since becoming the buzzword of the decade, big data has given countless businesses huge competitive advantages by redefining the quality of the information at their fingertips and the speed at which they can react. And profits have soared. So why have apparel brands lagged in doing the same?
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