"Without data analytics we wouldn't be able to do anything anymore. It's not a luxury, it's a necessity. You have to have it - and if you don't you're going to be so behind everyone else."
Silva HrabarHead of Merchandising
Press
The EDITED Newsroom
The data fueling your news. As the biggest source of industry data, our coverage of the retail industry is unbeatable.
What we do
EDITED helps the world’s best retailers drive sales by eliminating guesswork. Our Retail Decision Platform optimizes buying and merchandising decisions, ensuring retailers get their product and prices right every time. EDITED's team of data scientists, engineers and retail professionals have created the platform using artificial intelligence, machine learning and image recognition technology to revolutionize the way retailers do business.
Getting assortment, pricing and promotions right is how all the value is created or lost in a retail business. So EDITED's platform is used daily by brands and retailers across six continents to analyze their markets in real-time, drive sales, maximize margins and trade more efficiently. And it's not just cutting edge online retailers; this is a product that's transformative for every business.
Brand & Retailers Tracked
Founded
Team Members
Our founders
Julia Fowler
Chief Operations Officer
Julia Fowler co-founded EDITED based on her frustrations as a former fashion designer with the industry’s lack of factual data and holes in traditional product development cycles. Fowler is now helping retailers and brands understand market dynamics by analyzing commercial, social and industry data.
Geoff Watts
Chief Executive Officer
Geoff Watts is the technical co-founder of EDITED, and has an extensive background in big data computing and management. With previous experience at Fiat and Fonterra, Watts is now helping retailers act more competitively within their markets by applying quantitative data to their decisions.
Press Articles
How can we help you
Find out about commercial retail trends as soon as they emerge and see what products, companies or price points are performing well or not. Our team of analysts are always unearthing fresh insights on the trends, strategies and shifts in the retail industry.
Oct 18, 2019
Where do your old clothes go when you don't want them any more?
Oct 16, 2019
When did we start calling fake leather 'vegan leather'?
Oct 11, 2019
Why Nostalgic Fashion Holds a Deeper Meaning for Millennials
Oct 11, 2019
Is Victoria’s Secret finally embracing all women?
Oct 10, 2019
More players are fighting for a smaller market in the denim category
Oct 9, 2019
Farfetch launches clothing donation programme
Press Releases
Announcements
Sep 11, 2019
EDITED Launches Homeware Vertical to Give Retailers a 360 View of This $226m Market
With more fashion retailers moving into homeware, EDITED’s new feature maps out their positioning in the market to compete against existing home retail giants.
Aug 13, 2019
EDITED Launches Beauty Vertical to Help Retailer’s Disrupt the $532bn Beauty Industry
EDITED’s new beauty feature debuts today to help retailers analyze and compete within the fierce beauty market.
Jul 24, 2019
EDITED’s Data Reveals How Retailers are Tackling Prime Day
Amazon’s Prime Day has caused a halo effect across the retail industry influencing discount strategies worldwide as it extends to its first two-day event sales.
Sep 5, 2018
EDITED’s Retail AI Knows Style Better than Fashion Pros
As the leader in retail data analytics, EDITED confirms its machine learning classifier for retail outperforms humans at every category it tested against.
Nov 27, 2017
EDITED Finds More Than Double the Number of Products Sell Out This Holiday Season
Apparel retail product sellouts at a 102% year-on-year increase, with accessories, sneakers and outerwear experiencing the heaviest price reductions
Jul 5, 2017
EDITED, a retail technology platform used by more than 20,000 retail professionals worldwide, launches its first certification program to fuel growth for fashion businesses
The leader in retail analytics joins Fashion Tech Berlin to exclusively launch EDITED Certification program in CEE countries, helping local retail professionals advance their knowledge using real-world online data.
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