ELECTRONIC WORD OF MOUTH IS (FASHION)ABLE.

• Position: YOUR LIFE - Brief article

Ever stare at your closet and wonder why fashion designers aren't creating the clothes you really want? Talking about it on social media just might be the answer, as hashtags could be the tool fashion designers use to forecast trends in the industry to better connect with consumers.

Data analytics are impacting all kinds of business, including the fashion industry. Li Zhao, assistant professor of textile apparel management in the College of Human Environmental Sciences at the University of Missouri, Columbia, has found that social media data can help fashion companies discover how communities are connected to their brands, helping them determine upcoming trends and if celebrity endorsements are having the desired impact.

"We know that people talk and are interested in fashion, so it makes sense that they...