Finnish clothing and accessories group Marimekko has extended its partnership agreement with First Insight in a move that is allowing the company to use predictive analytics to operate more efficiently and improve speed-to-market.

Marimekko has implemented InsightSuite, First Insight's predictive analytics platform that enables retailers and manufactures to select, price, market and buy new products with no sales history. The software is helping the company get closer to its customers by gathering real-time data to drive more accurate product-related decisions.

"Customer input has become a crucial tool for picking successful designs," says Päivi Lonka, chief sales officer at Marimekko. "Our customers are excited to be included in our new product creation process and are responding at high rates to our requests for input."

First Insight uses online social engagement tools to gather real-time preference, pricing and sentiment data on potential product offerings. The information is filtered through the company's predictive analytic models to determine which products present the greatest opportunity.

"Marimekko's products are sold in over 40 countries, and each one has specific tastes and wants," said Greg Petro, CEO and founder of First Insight. "By leveraging the voice of the customer through predictive analytics, Marimekko will increase speed-to-market with trend-right products at the right price."