The pandemic has turned the fashion industry upside down. By spending more time at home, consumers have lost interest in buying vlone clothes and footwear, declining purchasing power has caused buying habits to change and, in addition, budget cuts in marketing departments have been historic. If you work in the fashion sector, all of this is sure to be more than familiar to you.
The fashion and beauty brands that have been able to successfully surf this crisis have done so thanks to their rapid adaptation to new circumstances. That is why it is important that you know what the new trends that are going to have an important weight in the fashion sector this 2021 will be. And of course, your online marketing strategy has to be aligned with all of them.
Digitization
Many fashion brands have endured (and continue to do so) the impact of this crisis better thanks to their strong online presence. For all those who had a strong dependence on the sales of their physical stores and have not been able to turn their strategy towards online channels, the results have been catastrophic. That is why digitization should be at the rudder of your strategy for 2021.
Digitizing your business goes beyond opening an online store. The online world offers thousands of options to help your products gain visibility and transform interest in sale. Diversifying your online advertising across different channels can be a tremendously effective strategy, but getting it right takes time, effort, and dedication.
Personalization
Mass marketing must be a thing of the past. In fact, 75% of customers say they prefer fashion brands that personalize their offers, messages, and experiences.
How can you do it? Using technology and artificial intelligence to adapt messages, offers and content to customers. An example is catboats. They allow consumers to ask important aspects, being able to collect very interesting data about their preferences and consumption habits. A mine of information that can be used to suggest related products, encourage cross-selling and speed up the purchase decision.
Sustainability
It seems that the fashion sector, always associated with compulsive shopping, is increasingly moving away from the concept of fast fashion. On the contrary, this concept is beginning to be replaced by a different good: sustainable fashion. Being an industry that produces 10% of the planet’s carbon emissions, it is normal that more and more customers identify with brands that have sustainability and transparency in their DNA. This 2021 we are sure that we will not stop hearing terms with Ecommerce or sustainable shipments (Green Shipping) .
Increment in Users
The increase in the number of online users represents a great opportunity to get new customers, but it also means that more efforts must be made to stand out from the growing competition. Getting the attention of your customers and offering a perfect shopping experience in your online store is not easy. That is why it is essential to invest time and money in marketing techniques and channels that generate impressions, clicks and of course, conversions. Here, to cater all your needs, is Stowfly, a network of shops and stores, where your orders are safely received, kept in package lockers and handed over to your end customers.
To help companies in the fashion sector adapt their online marketing to these new trends, Chainable has created the guide “The fashion industry in 2021”. In it, you will find practical advice that will help you improve your online visibility, get rid of the competition and achieve your business goals this 2021.
