Fashion is not something that exists only in clothing. Fashion is in the air, on the street, fashion has something to do with ideas, the way we live and what is happening.
Coco Chanel, fashion designer and entrepreneur
Sell Fashion, But En Vogue, Please!
Marlene pants, a Kelly Bag, a Burberry scarf – for a long time, anyone who wanted to make a statement has done so with fashion. Today, fashion is the cross-channel staging of clothing. An attitude about life, an experience, a mission – anywhere, anytime. Yesterday it was still about linking the brick and mortar with online commerce; today it’s about connecting many online channels and touchpoints: Make every moment shoppable!
People with influence are the style icons, opinion makers and multipliers of the 21st century: Bloggers, Instagramers, YouTubers long ago replaced catwalk models as brand ambassadors. They inspire millions of fans on their social media channels, increase brand awareness and reach, and are thus the success factor of the hour for fashion e-commerce. The love for the most creative and influential stars has attained unimaginable heights.
Content commerce and social-media-expertise are the tickets to fashion e-commerce. It’s about building a 360-degree world of experience around the influencers, telling stories and so their targets buy them. Social connectors are the current must-haves: They grab consumers right where they hear these stories: On Facebook and Instagram, etc.