The fashion industry is seeing its success bolstered by digitalisation. The high street may be falling on tough times, but thanks to the digital world, the industry is worth £32.3 billion in the UK alone. While brick and mortar struggles and stores continue to close, the sector is still increasing, with global online revenue being nearly three times more in 2018 than it was in 2015.
So, what exactly are the steps to digital success? Mediaworks’s fashion white paper has identified five areas that retailers must focus on to be a part of the growth:
Journey personalisation
The customer experience is soon to be the main reason why a consumer chooses your brand. By 2020, it’s anticipated that this factor will rank above cost and product in importance.
Words carry enormous power. Be sure that you translate your intended brand voice to your product and you’ll capture the attention of your audience and become a prominent voice in the industry.
Cart Abandonment
During 2018, 8/10 of frequently abandoned products in the UK were fashion items. As more fashion brands make their move online, it’s important that businesses have a great first impression on anyone that visits their website. With more consumers finding it easier to shop online, leading to the closure of many high-street stores, ecommerce websites must learn why conversion rate optimisation (CRO) is important for them.
Feed Optimisation
Don’t just rely on the likes of Google Shopping in 2019, it’s important to consider utilising your shopping feeds to the likes of Amazon and Etsy too. Product feed optimisation using data from the likes of Google and Amazon can help ensure your product content is as rich and optimized as possible as well as other factors including stock and size availability, which will inevitably help you improve your ROI.
Cross-channel data
Social media has become extremely important in getting your product noticed. For Baby Boomers, almost a quarter admit to shopping on Facebook, while Millennials utilise Instagram and Snapchat.
From first impressions to the eventual sale, developing a complete view of your customer using advance data capturing techniques means you can make the most effective product suggestions possible.
Click and Collect
As multi-channel retailing becomes more popular in the online fashion world, more retailers are offering click and collect service. With the rise of online only fashion retailers, customers are now expecting convenience, speed and experience throughout their shopping experience.
For more information about each of the above, visit digital marketing agency Mediaworks’ website to download fashion retail digital marketing review whitepaper.
