Shopping online is becoming increasingly common. For instance, 78% of all Dutch people made an online purchase in 2023. This percentage is expected to continue rising in the coming years, representing a massive market. Moreover, more than half of online purchases are for clothing. It is therefore essential for the fashion industry to keep up with eCommerce trends to stay afloat. In this blog, we will discuss some of these trends.
Invest in Technological Innovations
By embracing new technologies, you can improve personalization and increase customer satisfaction. Below, we mention two relevant innovations.
Augmented Reality
Augmented reality can be used to offer virtual fitting rooms. When customers can virtually try on clothes, they are better able to gauge what they like and what size fits them well. This reduces the number of returns. A good example of a company for which we have built a virtual fitting room is
Charlie Temple, an online eyewear retailer.
Personalization and AI
Another interesting innovation is
AI-driven recommendation systems, a game-changer for the fashion industry. By analyzing large amounts of data, such as previous purchases, search behavior, and interactions on social media, these systems can make accurate and personalized product recommendations. This not only increases customer satisfaction but also the likelihood of purchases. For instance, a customer who prefers sustainable fashion can receive recommendations for brands known for their environmentally friendly practices.
Reducing Environmental Impact
Besides investing in technological innovations, it is also crucial for fashion companies to reduce their environmental impact. The fashion industry is known for its significant ecological footprint, including water usage, pollution from clothing production, and the waste generated by rapidly changing fashion trends. However, eCommerce offers unique opportunities to enhance
sustainability within the sector. We will mention two examples of this.
Reusing Clothing
Firstly, more attention can be paid to second-hand clothing. The platform
Vinted is a good example of how successful the online sale of second-hand clothing can be. By offering second-hand clothing online, fashion companies reduce waste and promote the circular economy.
Sustainable Transport
Secondly, there are many ways to make transport more sustainable. For example, CO2 emissions can be reduced by switching to electric vehicles. Additionally, sourcing materials locally can shorten transport distances. Furthermore, packaging materials can be made more sustainable by limiting the amount of material used and choosing recyclable options. Finally, it's useful to optimize logistical processes. To do this, link your platform to an
order management system. This system offers features such as backorders and configurable delivery options. This allows companies to better respond to demand, avoid overproduction, and optimize transport.
When you have made sustainable steps, it is important to be transparent about this to the customer. This builds trust and contributes to a positive brand image.
Using Multiple Channels
It is becoming increasingly popular to use multiple channels while shopping. We will discuss the trend of social media shopping and how all channels can be seamlessly integrated.
Social Media Shopping
In addition to using platforms, apps, and physical stores, social media shopping is becoming more popular.
Over 30% of all Instagram users occasionally shop via Instagram. Clothing is particularly suitable for this. This also represents an opportunity for increased revenue, especially for B2C eCommerce. To capitalize on this opportunity, it's important to create visually appealing posts. Eye-catching photos and videos perform well on
social media. Posts that are not overtly commercial tend to perform better than very commercial ones. Make it interesting.
Channel Integration
Customers also expect to move effortlessly between different channels. From searching in the webshop to trying on quickly in a physical store, and from switching from social media to a mobile app. They expect the same quality of service, product range, and user experience on every channel. To achieve this, the
omnichannel strategy can be used, a strategy to seamlessly connect all channels. The success of the omnichannel strategy depends on how well different systems work together. For example, seamless integration between your ERP systems and your platform is necessary.
The Necessity of Keeping Up with Trends
Significant changes are taking place in the eCommerce landscape that the fashion industry can capitalize on. New techniques such as augmented reality and artificial intelligence make shopping more personal and can improve customer satisfaction. Additionally, sustainability is becoming crucial. There are opportunities for the fashion industry to reduce environmental impact by making transport more sustainable and by promoting reuse. Finally, the use of multiple channels and social media shopping are trends. To provide a seamless shopping experience, applying an omnichannel strategy is necessary. By keeping up with these trends, you will not be left behind and can increase customer satisfaction.
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