Customers no longer just purchase their favorite fashion brand. They want to experience it on multiple channels which are all seamlessly interconnected.
“When we selected our platform, we really looked at how we could merge eCommerce and content with the technology that commercetools provides. We wanted a strong back end to scale our business.” – Laura Mehler, VP Strategy & Operations and Commerce at Highsnobiety
Embrace Digital Transformation
Fashion brands have no option but to become digitally-savvy brands and embrace the digital transformation. It is now fundamental for fashion brands to redo the entire consumer-brand relationship because there are no more typical consumer segments, no more geographies, and no more one-size-fits-all solutions.
Matching Consumers’ Expectations
Consumers’ expectations are now at the highest bar. They are no longer content with the simple purchase transaction, they now want to have an experience attached to it. They want to interact, belong, influence and be the personal version of the brands from which they buy.
The Importance of Social Media
Fashion shoppers are conscious about how they look on social media, and about the perception of the brands they buy and own. The majority of consumers use social media channels before, during or after making their purchases to tell the world about their ownership of the brand.
Omni Channel Touchpoints
Omnichannel is the concept of integrating all consumer touchpoints like social media, brick-and-mortar, online, mobile, and others to provide a frictionless and top-notch shopping experience to customers. Although the retail apocalypse is a fact in some areas, consumers aren’t abandoning retail stores in general. Instead, they expect traditional and digital retailing to be intertwined to enjoy an inspiring and convenient brand experience.
Fashion brands are now finding more ways to tap the personalized experiences for their consumers. They create and serve content and recommendations on the basis of individual preference and past shopping behavior. By tapping the data and information of any customer, brands are walking extra miles in creating a customized and personalized shopping experience.