CURRENT TRENDS WITHIN FASHION RETAIL
Today’s media landscape is constantly changing:
new cultural influences appear, innovative technologies change the way people behave and emerging platforms make marketing richer and brand experience more inclusive. Here are some current sightings on what’s happening right now in how fashion brands and retailers starts to embrace digital solutions.
ARE YOU ON THE LIST?
The macro trend of recognizing loyal consumers and giving back is clear in several fashion marketing activities.
Aside from offering quality in products, many brands also create impact to the offerings. Instead of giving the VIP treatment to supermodels & celebrities, focus are on the actual shoppers. If you treat your fans well, the rest will follow. There are a clear trend in lots of brands that are offering exclusive access and limited edition for fans only, thus making them strong ambassadors.
Example: YSL Devoted to Fans. Net-a-porter secret sale – for facebook fans only
The macro trend of using consumers as influencers are also becoming clear in the fashion industry as consumers are even making their way up on the runways. The term “Idolism” will soon be obsolete in describing someone’s once fanatic worship of hot shot celebrities.
No longer will she be dominated nor intimidated, she is now her own fashion stylist, designer, and journalist. Fashion brands have to be aware to stay agile in their marketing strategies as trends are now under the stewardship of consumers. With easy access to social media platforms, everyone can be a model and have fans too.
Example: Choo247 shoes. Free People display consumers wearing items using Instagram API
SHOP IN, SHOP OUT
As physical and digital retail space converge the shopping experience finds more places. Now with the all-pervasive SCREEN CULTURE, everything from bus stops to TV programs can be an outlet, as consumers armed with smartphones or tablets embrace innovative new applications and technologies to browse your collection and shop from the subway and all the way home. Consumers browse, shop and share anywhere with everything from interactive displays, sharable mirrors, QR enhanced items helping them to a richer brand experience.
Example: Stella McCartney/Selfridges interactive storefront with cameras.
WHY IS THIS HAPPENING?
Brands need to understand the accelerating shift of power from brands to consumers. They have to keep up with the fast-changing technology options and constantly learn to cope with consumers’ fickle minds and changing hearts.
THE RISE OF SHOPPERS’ EXPECTATIONS
Shoppers expect better service, and enjoy all-rounding shopping experience in both physical and digital space. They are utilizing technology that many fashion brands are slow to adapt to.
ACCESSIBILITY OF MULTIPLE DIGITAL CHANNELS
Digital retail has reached critical costs that interactive displays and mobile connected stores are now able to actualize at much lower cost. Mobile consumer screen displays like iPad has also bridged the threshold between consumers & businesses.
INTEGRATED MULTI-PLATFORM BRAND EXPERIENCE
As big and strong brands develop their online offerings, integration becomes intuitive and easier to access. Consumers are able to explore and select their shopping preferences, and decide how and where they want to put their money at.
For more information and inspiration on digital fashion retail, give us a call!