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CALIFORNIA – Tech giant Google has partnered with the World Wide Fund for Nature (WWF) to expand its work in the fashion industry having partnered with Stella McCartney last year to improve transparency within the firm’s supply chain.

Working with WWF Sweden, Google is vying to provide a platform supported by Cloud technology which fashion brands and retailers can leverage to gain a comprehensive overview of their raw material sourcing actions.

“It's our ambition to create a data-enriched decision-making platform that enables analysis of the supply chain in a way that has not been possible before at this scale,” said Ian Pattison, head of customer engineering, Retail, Google UK/ IE. “Partnering with WWF brings together Google Cloud's technical capacity, including big-data analysis and machine learning, and WWF's deep knowledge of assessing raw materials. Together, we can make supply chain data visible and accessible to decision makers, and drive more responsible and sustainable decisions.”

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