The fashion e-commerce sector met the challenge even at the height of the epidemic when retail sales hit an all-time low. Online customers were drawn in by virtual changing rooms, easy delivery, and payment alternatives. With an annual growth rate of 23.1%, clothes, and accessories led the way as the retail industry continued to rebound. Many were made possible by the evolving nature of fashion eCommerce paved the way for many new trends.
One of the most vibrant sectors of the global economy is fashion. It varies with the seasons and swiftly adjusts to changes in consumer behavior, technology, and market circumstances. Due to the growing usage of social media and the internet, the worldwide eCommerce market might be worth $16 trillion by 2027. And a significant portion of all eCommerce sales are made by fashion brands.
Depending on their consumers and growth objectives, businesses adopt a variety of marketing methods. Others who want to reach younger millennial and Generation Z consumers may shift their focus to influencer initiatives and Instagram-friendly imagery. Some companies may invest more in editorial content than others. However, in all situations, it is essential to push attention beyond sales-driven goals, such as developing a brand image and increasing awareness.
10 Ways to dress-up Like a Pro- Fashion E-commerce Strategy
Let us just dive in with the strategies that have turned the tables for fashion e-commerce.
A fit for everyone
The term “Unisex” has long been in vogue in the fashion e-commerce world. As current cultural trends veer away from the conventional male and female roles in society, we are witnessing this much more in fashion.
We have been observing a growing deterioration of gender roles recently as a new cultural phenomenon. People appear to think that gender is based on how you feel about yourself rather than what gender is defined to be in society. And your style is one of the few things that truly reflects who you are. Many unisex alternatives are valued by companies that don’t categorize things as “male” or “female” by 48% of Gen Xers and 38% of other generations.
Leading the charge in genderless fashion e-commerce are companies like Vans, Selfridges, Totokaelo, Dion Lee, Telfar, and Saint Sernin. artistically pleasing and fearlessly!
Support user-generated content
On eCommerce websites, sincere reviews assist potential buyers in making wise judgments. Nearly 90% of consumers read customer reviews before making an online purchase. When these evaluations include a photograph or video of the consumer using your product, they have even more impact. In the realm of eCommerce, this is the closest thing to word-of-mouth advertising.
Encourage customers to give reviews on your product sites and to post their personal experiences using your branded hashtag on social media. #mycalvins by Calvin Kein is a prime illustration. On Instagram alone, it has roughly a million mentions.
Order now, pay later
Consumers have been less likely to make impulsive purchases as a result of the epidemic, which is bad news for industries like fashion e-commerce. Thankfully, buy now, pay later (BNPL) options have made it possible to continue shopping.
To offer micro-credits with installment alternatives, brands have teamed with several fintech startups (Klarna, Affirm, AfterPay). Most companies do not even charge interest if clients make their installment payments on schedule. Customers who might not be able to pay the entire sum in one go are placing more orders with companies, therefore. This results in increased sales, higher average order values, and better retention rates. Brands are receiving more orders from customers who might not be able to pay the entire amount all at once. Higher average order values, more sales, and improved retention rates are the results of this.
Promote sustainability
The fact that customers are gravitating toward businesses that practice sustainability and ethical sourcing is one of the major trends we’ve witnessed this year. Fast fashion e-commerce has a lengthy history of being linked to several human rights abuses and harmful environmental effects. This is a breath of fresh air.
Recently, the retail search engine Lyst discovered that:
“Slow fashion” earned 90 million social impressions in 2020. Searches for “vegan leather” and “upcycled fashion” both had YoY increases of 69% and 42%, respectively. Before the pandemic, this tendency was already on the increase, but COVID-19 has given it fresh life. People are becoming more cognizant of social governance and environmental concerns. As a result, companies are more inclined than ever to favor sustainable and ethical sourcing.
An Era of Athleisure
Athletics and leisure are combined to create athleisure. As consumers want more casual, athletic, and comfortable clothes, the sector is expanding quickly. The worldwide athleisure market may reach $549.41 billion by 2028, with athleisure orders rising by 84% since the epidemic.
Sportswear and gym clothes have long been associated with fashion, activity, and comfort. These days, they can also be used in various social contexts. After all, there’s no reason you shouldn’t shop for groceries while wearing your cozy yoga pants! Customers can carry huge mobile devices, wallets, and other necessities thanks to the numerous options offered by athletic wear, which combine design and usefulness. These options range from elastic knots to spacious pockets. Brands like Lululemon, Athlete, and Nike set the trend. But even the likes of Levi’s and Louis Vuitton have been catching up
Foster a personalized shopping experience
Particularly in eCommerce for fashion, personalization is no longer optional. Additionally, it relates to the entire customer experience. starting with your original ad campaign and continuing through your product pages and checkout procedure, including the retargeting email.
The contemporary consumer expects that every step of the purchasing process will be pertinent and tailored to their interests. Every stage of the buyer experience, from the “thank you for your purchase” email to the “Did you like our products” question, should be completely tailored to your customer’s interests and behavior.
An excellent place to begin is by looking at their past purchases. But it can go much further than that. You may give them pertinent offers, product recommendations, style references, and other helpful information by examining their browsing habits, fashion e-commerce preferences, weather, and purchase frequency.
Influencers become the mediators of communication
Generic fashion e-commerce marketing initiatives are almost certain to fail due to the oversaturation of social networks. However, skipping digital advertising is not an option given that building a social media presence and brand awareness exponentially increases the likelihood that users will search for the brand elsewhere.
A great example of effectively using social media marketing is ASOS (As Seen on Screen), an online fashion e-commerce destination that caters to millennials. They want an approach to client communication that is more genuine and accessible than typical advertising. So, they contacted influencers and created ASOS Insiders. “Insiders” promoted clothing, accessories, and other ASOS items on their social media platforms. These profiles would then be shown on the site along with the carefully picked aesthetics.
Engaging with product haul videos
It might be difficult to include potential clients in the purchasing process. Although creating a social media presence is effective, it does not guarantee that new customers will see your brand every time.
The Beyonce with Adidas clothing line Ivy Park is the ultimate example of how to promote a company to gain more exposure. First, rather than being an online store (the actual transaction is made through the Adidas website), it leverages the whole Ivy Park website as an advertising platform. The strategy is brilliant since it uses creatives to engage customers.
The lesson from Ivy Park’s fashion e-commerce marketing is to establish a close connection with your community, develop a campaign that is highly targeted, and you will save a lot of money on advertising.
A seamless shopping experience
Fashion e-commerce firms routinely roll out innovative purchasing experiences to attract more customers. The introduction of a new product category or a total makeover of the brand’s image may impact the experience. Regardless of the cause, it needs to be implemented in stages.
Customers are not prepared to embrace comprehensive changes, which is the reason. You must gradually acclimatize people to change to normalize it and ensure engagement and retention. When German fashion e-commerce company Zalando decided to become an eco-friendly business, they did so with this in mind. They undertook the shift in stages to guarantee both client retention and new customer acquisitions.
Highlight your USP (Unique selling proposition)
People’s personalities and fashion e-commerce are closely related. The clothes that a person chooses to wear reveal how they see themselves. It reflects their self-perception or how they hope to be perceived. Considering this, brand personification is essential.
Define your brand identity and the issues you support without fear. Adventurers and outdoor enthusiasts like Patagonia. The working class is symbolized by Carhartt as being reliable and hardworking. As well as promoting body acceptance and curvaceous people, curvaceous Kate.
The Final thought
The fashion e-commerce sector has demonstrated a remarkable capacity for recovery despite COVID. Brands have changed the way they approach marketing by utilizing data and technology to their fullest potential. The businesses that closely monitored trends and maintained their eyes on the prize have been the most prosperous. Make use of the tactics mentioned above to grow your online fashion e-commerce retailer this year.
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