Moda y algoritmos: la plataforma “Stitch Fix” y la personalización en Moda
DOI:
https://doi.org/10.5965/25944630822024e5085Palabras clave:
moda personalizada, plataformaización, economía digitalResumen
Muchas actividades en la sociedad contemporánea están completamente atravesadas por plataformas digitales y que, como resultado, estas actividades se transforman al adoptar la lógica operativa de estas plataformas. La moda, como manifestación cultural, social y económica, no escapa a este proceso. Ante esto, este artículo tiene como objetivo analizar la plataforma “Stitch Fix” a partir de las categorías datificación y algoritmos, infraestructura, modelo de negocio y gobernanza (D’Andréa, 2020). Se concluye que Stitch Fix forma parte de la red creada por los Big Five, con un modelo de negocio que conecta a cuatro stakeholders principales (consumidores, empresas, marcas y estilistas) y que vende combinaciones de prendas de cajas y los respectivos productos. Moda que lo conforma. La gobernanza de la plataforma revela relaciones de control de la privacidad vinculadas a la legislación norteamericana, y los datos se comparten con plataformas externas. El proceso de datificación y algorítmico promueve un proceso de extracción y recomendación de datos que culmina en un proceso de personalización de la moda a partir de la combinación de piezas.
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Derechos de autor 2024 Ítalo José de Medeiros Dantas, Sandra Portella Montardo, Marcelo Curth
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