E-Commerce and the Changing Face of Fashion
E-commerce is climbing the growth ladder with the help of social networking and digital apps. Shopping has transformed with more and more number of users turning to online content before making a purchase. Fashion and lifestyle blogs are featuring new emerging trends every day, and customers are welcoming social buying and selling platforms. Even as major global fashion houses are reluctant to join the online force, the rise of mobile apps is pushing e-commerce to a whole new level. E-commerce is the big phenomenon of recent times and it promises customers a truly fluid shopping experience.
With social media fuelling a digital rage amongst users, customers expect everything to happen ‘on the go’. The major expectation is an easy journey from the time of access of a webpage or app to the time of delivery of the product. Consumers now have access to more variety, trends, fitting, colors, and brands than ever before. Fashion retailers are now strategizing new ways to reach out to their customers as technology takes them as close to real-life retail shopping experience as possible. Fashion brands are now focusing on churning out better app functionalities. And it just keeps getting better!
With new apps on android and iOS taking you closer to your products at various levels, consumers can base their purchase decisions on the enhanced visual appeal and multiple images at various angles. Apps now offer users more control over product outlook with options like image zoom, alignment, margins, and viewing angles in order to get a thorough view of the product.
Online trial rooms
The latest marketing strategy taken up by these portals is to showcase videos of products to give customers an enhanced feel of the products. E-commerce players now have an answer to the problem of fit and size with the introduction of standardized virtual trial rooms that allow customers to preview how the product will look on them. Size charts that present detailed measurement scenarios enable customers to find their perfect fit. However, these size charts still leave some doubt in the mind of the buyer and have some room for improvement in order to achieve highest levels of personalized fit. Another feature that allows users a near-trial experience is a Virtual mirror. It overlays images of the user with images of clothing using touch to create mix and match outfits. These features help online retailers increase their conversion rate through enhancing customer satisfaction.
Webrooming and showrooming
Technology today allows shoppers to merge their journey online and offline. Webrooming allows customers to look for their favorite products online and then shop for the same offline while showrooming allows the vice versa.
Many online retailers have gone into the minds of their customers to look for innovation. How many times have we come across a dress we simply love and wished we could find the exact one online? Several apps have incorporated an image scan and upload feature that allows shoppers to search for a match online. This feature also allows users to compare prices and find similar products across several platforms.
Social media integration
Even the teens have social media presence, and any latest fashion trend spreads like forest fire with media uploaded to social networking almost instantly. Major retail brands now feature on social media sites such as Instagram and Facebook. By linking products that a customer shows preference to and tagging them on to social networking sites, shopping portals are opening new avenues to capture consumer attention. With integration of e-commerce and social media, small brands are hitting it big. The growth of shoptiques is presenting small retailers with the opportunity to tap online resources through a larger platform.
What does the future hold for fashion e-commerce
The apparel e-commerce market is set to become the top e-commerce market second only to consumer electronics. E-commerce has evolved to greater heights with dynamic and easy user interface that allow its users to drag, drop, and click images. This has helped e-retailers to manage products and multiple brands in an innovative way. Today’s multi-channel users are ready to provide personal data such as name, address, and payment information in return for great service. So building a customer database has become an easier task that enables finding personalized solutions to consumer needs. Retailers are now more than ready to implement customer-centric solutions that provide for a smooth omni-channel experience for their customers. As retailers make efforts to understand the shopper’s needs, preferences, and fit in a better way, the question is who can implement the solution first. After all, fashion e-commerce is turning out to be a customer-driven market where personalization is the keyword.