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Back in 2013, BigCommerce co-founders Eddie Machaalani and Mitchell Harper predicted that by 2022, physical retail spaces would become mere showrooms. Their foresight still holds true today. Shoppers are no longer limited to physical stores, especially in the world of fashion. With the rise of mobile shopping, speedy deliveries, and round-the-clock customer support, fashion retailers are reshaping the shopping experience.
The fashion industry is no stranger to change, with trends shifting quickly. However, its digital transformation is a game-changer. Brands, whether large luxury labels or smaller players like Modern Vintage Boutique, are revamping their ecommerce strategies to attract customers and stay relevant in this evolving landscape.
ReCommerce, or reverse commerce, is revolutionizing the fashion industry. It involves renting, reselling, or thrifting previously owned apparel. Resale market growth was initially set to double, but it’s now poised to accelerate even more as the pandemic hits the economy.
Fashion brands are taking note, with companies like Dôen and Shein launching resale initiatives, recognizing the potential of this thriving market.
While the future for fast fashion brands in the resale sector remains uncertain, one thing is clear: the resale market is an enduring force that continues to expand.
The fashion industry, known for its environmental impact, is now shifting towards sustainability. About 52% of shoppers prefer buying from companies that care about the same things they do. One of these important things is sustainability.
Research shows that 42% of people worldwide buy eco-friendly and sustainable products. In some countries like Vietnam, India, and the Philippines, people buy sustainable items more often.
Due to the pandemic, people are changing the way they shop. 65% of customers plan to buy things that last longer, and 71% plan to keep their clothes for a more extended period.
With increasing searches for sustainable fashion, brands are adopting transparency and responsible materials. Topics like’vegan leather’ and ‘upcycled fashion’ are on the rise, as consumers seek brands aligned with their ethical values.
Inspiration: Patagonia is one brand that values sustainability. They actively support environmental causes and have a program called Worn Wear. It encourages people to buy and sell used items instead of always buying new ones.
Thrift, secondhand merchandising, and sustainable fashion are becoming mainstream.
Fashion brands are changing how they do business by offering repair services. This shift towards repair services is driven by sustainability.
Inspiration: Bottega Veneta, for instance, now provides a lifetime warranty for their handbags. Louis Vuitton is also into repairing bags, charging different prices based on the item and the repair needed.
Several brands, including Patagonia and Arc’teryx, have opened repair centers. Even fast fashion retailers like Zara and Uniqlo are getting in on the action.
Unisex fashion is making a big impact in the fashion world. This trend is growing as cultural norms are shifting away from traditional gender roles.
A significant percentage of Gen Zers (and a substantial portion of other generations) appreciate brands that offer products without strict gender classifications. Genderless fashion is also on the rise, making fashion more inclusive and diverse.
Also, fashion is rethinking the need for new clothes every season. Brands like Louis Vuitton and Michael Kors are going seasonless.
The athleisure market is growing fast, especially with more people working from home. Comfort and versatility are driving this trend.
Athleisure is taking center stage, not just for sport but for everyday wear. The athleisure market is expected to grow, driven by comfort and the rise of remote work.
Luxury brands are entering the athleisure space, with celebrities like Beyoncé and Rihanna glamorizing it. This trend is likely to continue as more people work from home.
It’s predicted that social commerce sales will almost triple by 2025, with over a third of Facebook users looking to shop directly on the platform. But here’s the problem: the engagement rates for fashion brands on social media are quite low. For example, Instagram’s rate is only 0.68%.
So, what works for fashion brands on social media? Well, about 46% of shoppers want to see product videos before buying. Platforms like TikTok and Instagram are great for driving sales because customers can see the product on real people. It’s even better if it’s a social media influencer they trust.
In addition to influencer marketing on social media, multichannel ecommerce is making it possible to sell directly in the places where your audience spends time.
Livestream shopping is also a big deal right now.
Inspiration: Nordstrom launched its own livestream shopping channel, and many companies are increasing their investments in livestream selling. Why? Because they’re getting conversion rates of up to 30% on Facebook and Instagram livestreams, and fewer product returns.
Customers expect a consistent experience across online and offline channels. Social commerce, Instagram Shoppable Posts, and marketplaces have given fashion retailers new ways to reach customers across platforms.
The pandemic made consumers more cautious about impulsive shopping, which affected sectors like fashion ecommerce. However, the introduction of “buy now, pay later” (BNPL) options has kept the shopping momentum going.
Many brands have partnered with finance start-ups like Klarna, Affirm, and Afterpay, which offer micro-credits with installment choices. These services often don’t charge interest as long as customers make their payments on time.
As a result, brands are experiencing an increase in orders from customers who may not have the immediate funds to pay the full price upfront. This leads to higher average order values, increased sales, and improved customer retention rates.
Technology is making online shopping easier. Augmented and virtual fitting rooms help customers visualize how products will look on them, reducing uncertainty about size and fit.
Personalization is a potent tool in modern ecommerce. According to Shopify research, 44% of customers are open to brands using their data for personalization, including product recommendations. However, it’s crucial to strike the right balance, as excessive personalization can spook shoppers, leading to abandonment.
Artificial intelligence is used to provide personalized product recommendations based on customer behavior. Chatbots and virtual style assistants make online shopping more personalized and efficient.
The concept of the “metaverse” remains in development, but it promises a digital realm where people can conduct daily activities, interact with friends, play games, and shop, all through augmented reality (AR) and virtual reality (VR) technologies.
Fitness apparel brands like Under Armour are exploring NFTs (non-fungible tokens) in retail. For instance, their collaboration with Steph Curry involved launching digital NFTs alongside physical products. NFT owners could virtually wear Curry’s shoes in various metaverses.
Forever 21, on the other hand, joined forces with Roblox to establish virtual fashion ecommerce stores within Roblox’s metaverse, known as the “Forever 21 Shop City.” Here, players operate the virtual store as if it were their own and shop for avatars within the game.
In today’s digital age, taking your business online is a no-brainer. Ecommerce platforms offer a comprehensive solution for online merchants, helping manage inventories, process payments, market products, and fulfill orders with user-friendly interfaces.
But for major fashion brands, one-size-fits-all ecommerce solutions won’t cut it. These solutions allow anyone to set up shop quickly with templates and basic features, which may not align with the need for customization and personalization that fashion industry leaders demand.
Many top retailers opt for custom-built websites designed to cater to their unique design and functionality requirements, creating an unparalleled customer experience. However, others prefer the convenience of off-the-shelf ecommerce platforms. For instance, industry giants like Fashion Nova and Gymshark trust Shopify to power their online stores. Fred Perry, on the other hand, relies on Adobe Commerce (formerly Magento), which handles over $100 billion in gross merchandise sales annually.
These platforms, along with WooCommerce and BigCommerce, offer a balance between simplicity for those lacking technical expertise and robust customization options. They boast numerous plugins to streamline operations and enhance customer experiences.
The choice between custom-built websites and leading ecommerce platforms depends on a retailer’s unique business model, requirements, and goals. While custom sites offer maximum flexibility, it’s worth noting that top ecommerce platforms can be highly adaptable, making them a strong choice for many brands in the fashion industry.
Apparel ecommerce has witnessed exponential growth, driven by its ease, convenience, and ability to provide frictionless shopping experiences.
In the vast world of fashion ecommerce, standing out is key. It’s not just luxury or big brands that shine; it’s those that invest in ecommerce strategies to engage customers and deliver a compelling user experience.
Here are some common tactics among the best ecommerce brands:
Shoppers don’t have time to scroll endlessly through disorganized product listings. Effective product filtering is crucial, allowing customers to narrow down their choices based on size, fit, brand, and price. A user-friendly website with excellent filtering can set you apart.
Mobile commerce is on the rise, with nearly half of all ecommerce purchases expected to be made via mobile devices. A responsive storefront is vital to keeping customers engaged, as 60% of consumers won’t return to a site with poor design or layout
Providing a variety of payment options is essential. While many stores offer credit or debit card payments, digital and mobile wallets and Buy Now, Pay Later (BNPL) options are gaining popularity. Offering diverse payment methods ensures customers’ preferences are met.
No one wants surprises when their online order arrives. High-quality product photos are essential. Top fashion ecommerce sites offer 360-degree images, multiple angles, accurate color representation, and zoom options. Some even feature models of various sizes wearing the same item, ensuring inclusivity.
Providing tailored deals to customers is gold. Using AI and consumer behavior tracking, you can create unique, personal, and consistent experiences. Personalization is no longer a luxury; it’s an expectation of modern customers.
Customers want a website that remembers their preferences and caters to their tastes.
Retailers should tailor ad campaigns, product recommendations, and post-purchase interactions based on individual needs, such as size, fit, style, and more. Personalization influences over 50% of all purchases.
Around 93% of new customers seek reviews before making a purchase. Let your customers do the talking for you.
In the apparel industry, user-generated content, like customer reviews and shared stories on social media, builds trust and confidence. Word-of-mouth marketing is powerful. When people see others enjoying your products, they’re more likely to trust and engage with your brand.
Efficiency is important, but so is enjoyment. Friendly designs and engaging product descriptions create an experience that’s both effective and entertaining. Implement smart-fitting tech for sizing, include product reviews for transparency, and make sure the journey is pleasant.
Set your store apart by going beyond traditional ecommerce. Consider gamified shopping experiences, virtual styling services, or other unique features to engage, excite, and entertain customers. This can lead to higher customer retention and even premium pricing.
In a crowded market, flaunt what sets you apart. Share your brand’s story and focus on niche categories like vintage, bohemian, or activewear. Make sure your customers understand why your brand is special.
Invite customers to be part of your brand’s community. Create rewards or affiliate programs, link your social media to your website, and engage with customers on a personal level. Choose the right platform, whether it’s Instagram, Facebook, Pinterest, or LinkedIn, and maintain a consistent brand voice.
Creating a memorable shopping experience is all about making your customers feel valued, understood, and part of something bigger than just a transaction.
Brands must demonstrate their commitment to diversity and inclusion not only in their products and marketing but also in the ecommerce experience. Implementing features like gender-neutral product filters and ranges can show that you’re listening to young consumers’ concerns.
Consumers care about the environment, and brands can win their trust by providing transparency regarding sustainable practices. Clear product descriptions and product passports detailing an item’s origins can appeal to eco-conscious shoppers.
Key performance indicators (KPIs) are vital for measuring success. Here are some industry benchmarks:
These KPIs provide insights into a brand’s performance and can guide necessary changes to enhance the customer experience and boost sales.
With years of experience, we’re poised to lead you through the dynamic and competitive world of the apparel ecommerce industry. We understand the unique challenges you face, from a vast range of products to ever-changing fashion trends, and we’re here to help you tackle them head-on. Our data-driven solutions empower you to connect with your audience in meaningful ways.
Ready to redefine your apparel ecommerce journey? Our team of experts is eager to assist you.
Your journey to apparel ecommerce excellence begins now.
MageCloud has extensive experience in the fashion industry, including:
For over a decade, we’ve provided proactive insights into Magento 2 coding standards, emerging technologies, security measures, and best practices. Our engineers, mostly Magento 2 certified, demonstrate our commitment to expertise and excellence. Moreover, our certified experts in Shopify and WooCommerce are well-equipped to handle other renowned platforms.
We are consistently available during office hours, offering communication channels such as Slack, Skype, phone, or email. In case of emergencies, we extend our support 24/7.
At MageCloud, we prioritize a personalized approach by assigning a dedicated team member – PM to your project. We kick off with a thorough and well-documented discovery process, a pivotal step for project success. Moreover, we provide transparency throughout the process. Clients have visibility into all tasks through Trello and can easily track hours, ensuring open communication and accountability.
