The fashion industry is pretty visible in terms of high-profile events held in cities like New York or Milan. Fashion designers drape models with their latest creations, and then those models stroll down the catwalk while photographers turn night to noon with flashes. However, while that might be the public image of the industry, fashion companies face significant challenges. Rather than leading consumers with new designs and styles, these companies still must understand their audience, what drives them, and what consumer behaviors affect their success. Data science is being used to do just that.