For the case study: Predicting Consumer Tastes with Big Data at Gap

1. Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not? Discuss the following:

What is the contribution of a creative director, and can big data and ML adequately replace their key roles?

Pros and cons of a creative director-led creative process and a data-driven creative process

2. How well can one predict consumers' fashion preferences based on past purchasing data? What assumptions does one need to make about consumer preferences to use past purchasing data to predict future purchasing behavior?

3. Does the data-driven approach work for all three of Gap Inc.'s brands: Old Navy, Gap, and Banana Republic? Why or why not?

4. Should Peck allow Gap Inc.'s brands to be sold on Amazon? Why or why not?