Changes in Fashion Marketing
Consumer behavior has been reshaped by changes in the past couple of years.
The pandemic has caused major shifts that have posed uncertainties for retailers and shoppers alike.
A lot of fashion events which draw thousands of visitors from around the world will appear different this year with some of them becoming virtual.
As real life becomes more inextricably intertwined with virtual life, the fashion industry needs to employ more technological innovations to respond to market needs.
Given below are some trends that have emerged in fashion retail:
Breaking Gender Stereotypes
A lot of brands are consciously moving beyond the gender binary. The cisgender approach to fashion is transforming itself to include a more inclusive, gender-fluid ideology.
There are quite a few brands that are adopting gender fluidity and as a result are helping those who are often overlooked by the mainstream fashion industry.
For example, Tomboy X is a gender-inclusive company that offers undergarments for all shapes and sizes.
Customer Engagement
Customer engagement is still a priority for retailers. Rewarding customers will motivate people to buy a product.
Customers can also be retained by improving offers based on their buying trends and choices.
For example, Harvey Nichols’ state-of-the-art loyalty application offers surprises, products, and secret sales based on the shopping and searching behavior of customers.
Digital Marketing
The Dutch fashion concept store, Boucle Hommes et Femmes, demonstrated its involvement with its customers during the pandemic with its digital marketing strategy the ‘Surprise Bag’ service.
Customers were encouraged to share their fashion preferences and their measurements.
Once they were submitted, an employee would create a customized ‘Surprise Bag’ and deliver it. The following day they would return to take back any items the customer didn’t want. This personalized approach earned the retailer 100% of its weekly sales averages in April 2020 alone.
Social Shopping
Runways now span from Tokyo to TikTok. One cannot deny that fashion comes alive through virtual elements and this is where social media platforms are extremely useful.
Major retailers like Macy’s and Nordstrom had to permanently close down stores due to decreasing sales.
However, it is more than just sales, as customers’ needs have to be put first. Online shopping is a convenient and safe alternative.
The shift is about the entire online shopping experience. A lot of fashion retailers are getting creative by offering masks, reduced shipping fees, virtual dressing rooms and more. Some brands have virtual stylists on Instagram. The brands that adapted quickly were successful in converting in-store foot traffic to online traffic.
Pandemic Fashion Trends
With a lot of customers being quarantined at home, business casual wear and dressy outfits have given way to comfier alternatives like loungewear.
Fashion retailers have seen an increase in the sales of ‘waist-up’ apparel. People are also opting for cozy slippers, Ugg slippers have become a must-have item.
