Forrester reports that 27% of all fashion sales are now online, a sign that the standards for retail are changing. Apparel brands are triumphing in the eCommerce space by accounting for over a quarter of the top 1,000 internet retailers. When it comes to fashion brands, it’s also noteworthy that mobile commerce is making a big splash. Over 65% of online fashion traffic originates from mobile devices. The story that these numbers tell is that no fashion brand can afford to ignore the impact that eCommerce can have on their revenue.
In this blog, we will examine the different opportunities in the fashion world of eCommerce and what brands need to know before exploring the world of eCommerce.
#1. Consider your conversion rates
Your website can have thousands of visitors every single day, but if those visitors are not converting into customers, the traffic on your website is doesn’t mean much. In order to amplify your conversion rate, you will need to put together a plan of what you can do to attract the most qualified leads. Artificial intelligence, SEO optimization, and relevant ads will all help increase the lead flow of potential customers. The integration of on-page tactics, such as, product recommendations, promo code pop ups, and a seamless UX will retain the attention of visitors, as well.
#2. Invest in VR or AR
The investment into technology such as virtual reality (VR) and augmented reality (AR) allows for brands to tackle the biggest pushback of online retail– the fact that you can’t try on a garment before placing an order. Many companies have now invested into 3D technology that allows their customers to input their measurements to see virtually how a garment will look on them. Apps such as Virtusize enables consumers to try on the garment, compare their purchase to other outfits they own, and find the perfect fit. The premium suit company, Brioni, has digitized the entire made-to-measure process, so that customers can visualize the fit through 3D technology.
#3. Consider your social following
Marketing and branding are absolutely vital for any fashion brand to stand out online, build an audience, and survive the cut-throat competition. A strong social media presence could do wonders for your brand. This will help drive up the visibility of your own site as well as help in boosting your presence on the mega eCommerce sites. A strong following on social media can add tremendous synergy to your eCommerce game and open up the possibilities to mobile purchases. For instance, you could host a giveaway with the help of an influencer to take your brand to the next level or allow customers to make a purchase straight from an Instagram post.
#4. Make use of product data
If you are tracking consumer behavior as they move through the website, what their purchases look like, and compare it to your other visitors and customers, you can begin to use that data to improve the user experience for new and repeat clients. You can make suggestions of similar products that they have in their cart, what items will go well with their other purchases, and build their brand loyalty. Not only does this information improve the user experience, but it also allows you to track what styles are selling, what tactics get them to make a purchase and where you can improve.
The fashion industry is changing fast and it’s critical for brands that want to succeed for years to come to embrace this shift. Understanding this landscape and studying the fastest growing D2C brands will reveal the secrets that will enable your brand to truly scale in this digital era.
