As digital marketing alters the business ways, we see numerous ventures getting energetic with the latest developments. Always at the top of trends, the fashion industry is no exemption.
There are presently 45.36 million e-commerce users in the UK, with an additional 4.06 million users expected to be shopping online by 2021. Four years from here and now, these 49.42 million e-commerce users will spend an average of 2,251.82 USD online.
By 2021, Fashion will still be the most procured online category, with an assessed value of 34.85 billion USD.
52% of customers are brands change happens if the company doesn’t make an effort to personalize communications to them.
However, with all this growth in the fashion industry, competition is rising as well. Fashion brands need to launch a personalized Omni channel experience to meet their audience’s needs in every part of their buyer journey.
Online shopping is vast when it comes to fashion and there’s no doubt that users want a real-time, special experience. Fashionistas are turning to the internet as an approach to research brands before they buy so that online experience plays a massive role in the decision-making process.
More customers are beholding for an Omnichannel shopping experience which makes going from shopping online to a smartphone to a brick and mortar location seamless. Companies that bid this are likely to get more return customers than those who do not.
Trends for mobile device generated commerce is anticipated to be on the rise resulting in more than 50% of sales by 2021.
That’s why it’s important to build engaging content and form distribution channels that can assist customers in every step of their journey. To be more precise, here are some things companies should be thinking about doing to generate sales and be competitive in the market.
- Shopping Content
Shopping content is merging the content companies produce and the shopping experience. While this is not an exclusively new concept, improvements in technology have made this even more suitable for customers. For instance, both Facebook and Instagram deal with shopping ads and it is predicted that shopping TV may not be far behind.
In the meantime, brands are encouraged to influence user-generated content and blogging to their advantage. Sharing pictures with links that can pull consumers directly to pages where they can buy products is a good option.
- Enhanced Customer Service Various Platforms
Regardless of how much things change; one thing continues as before; customers will be put off by an awful service experience. That is the reason increasingly more fashion websites are giving chatbots.
Chatbots offer quick and reliable service to customers and most do not mind using them. Levi's might stand out in chatbot innovation by offering a chatbot virtual stylist to enable consumers to find the ideal match of pants.
- Personalized Email Marketing
Email marketing is actually an effective way of reaching out to customers, especially if you are personalizing the product & services.
You can customize emails to customers based on their flavors which can be determined by reviewing previous purchases. The weather in the area they live in can also be a call to promote seasonal fashion items. If a consumer abandons their online shopping cart, mail reminders may be an effective way to remind them to come back and complete their purchase.
Be sure to send out these emails with customer names encompassed.
- Blogs
Blogs are the best way to construct relevant and engaging content for customers. Blogs can be shared via emails and social media, helping brands to stay updated in a customer’s mind when they are ready to purchase. Brands are advised to include shopping content links and other technologies embedded in their blogs to further stimulate sales.
Some blog ideas can embrace content of people trying and sharing thoughts on new products, insider looks on how items are finished and local tours. Others might provide product contextual. For instance, a new sneaker product may be promoted with a blog that shares backstories of sneaker designers or celebrities and their sneaker stories.
All content should be implanted with product links that let readers transition to the shopping experience effortlessly. For the fashion industry, creating a blog that reads like a stylish fashion magazine is highly endorsed.
- Investments by Influencer
Influencers are still playing a key role in digital marketing, exclusively when it comes to the fashion industry. Although there are predictions that this trend has become so vast it will eventually decline, there seems to be no sign of that happening in the upcoming future.
Influencer marketing is not only effective but also creates a way to get around ad-blockers and easily measure return on investment (ROI).
In the future, companies will be looking to initiate persistent relationships with celebrity influencers who will serve as ambassadors to their products. Those who can’t afford A-list celebrities may be regarding work with lower level talent, or micro-influencers, who still have an immense following on social media.
- Future Trends in Fashion World
While all of these approaches are predicted to continue growing, here are some predictions for digital marketing in the future:
Voice-enabled content: Voice enabled technology will become more incorporated in the shopping experience. Perry Ellis is already on the front position of this with its Ask Perry Ellis feature. Here, consumers can ask Perry Ellis what to wear for any occasion and an Alexa bot can contribute them suggestions. An Amazon Alexa is anticipated to follow.
More Augmented Reality: Outfitting to the customer’s preference of not having to go to a store to see how a product will fit, the calculation is that there will be an increased amount of Augmented Reality to see to these demands. Eyeglass maker Warby Parker is top in this technology with an app that scans people’s faces and proposes glasses that will best suit them.
Enhanced Interactive Emails: Taking personalized emails to the next level, brands are trying out with mailable microsites which will allow customers to search without hurling the website. Others will be including live backgrounds, animated GIFs and interactive features to make their emails that the readers want to open.
Instagram Stories: Already a widespread medium, Instagram stories allow brands to visit in their fan’s newsfeed all day, increasing awareness and favorability.
With customers viewing to make their fashion shopping more convenient, digital marketing is gradually rising to the occasion. Companies with new innovative ideas for apps and websites that can make the shopping experience seamless and can provide engaging content to their customers will be the ones to watch while others may fall by the roadside. It will be interesting to see how the aspect of the fashion industry will be affected as these developments continue to emerge.
Author Bio:
Iyyapan Kalimuthu has been the lead digital marketer and professional content writer in a well recognized SEO service since 2010. He is very much interested in ghostwriting, web content, Ebooks and SEO articles. His passion is to help others in all aspects of marketing and so he often conducts advanced digital marketing training programme. Writing content is not simply his job, it’s his craze and he breathes for it!
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