The e-commerce revolution has touched almost every aspect of human existence. With more and more businesses going online, a multiplicity of products and services are accessible at the click of a finger. The fashion industry, too, has experienced a positive impact of the digital boom. As fashion has stepped beyond the realms of physical stores and reached mobile and computer screens, the industry has witnessed phenomenal growth. The future looks bright for online sellers as they are all set to take the advantage of the upcoming technological innovations.
Global Fashion at Fingertips
Fashion e-commerce has ushered in a new era, bringing global trends right at the fingertips of fashion enthusiasts. International brands have gone online and opened up for buyers across the globe. All they need to do is to order the latest products and these are shipped to their doorstep. From the seller’s point of view, they can reach buyers everywhere through their online stores, without opening physical stores or investing in extensive marketing strategies.
Enhanced Customer Engagement
Online stores and mobile apps give an excellent user experience which goes a long way in enhancing their engagement. Consumers love to browse the designer products which are featured on the online stores for them. The idea is not only to gain customers but to retain them. For this purpose, e-commerce fashion business encompasses customer-centric aspects such as excellent customer care, customization, content marketing, polls, and questionnaires.
Another way that internet selling makes it big for the fashion industry is by incorporating latest technological innovations. Augmented reality and 3D technology have made it possible to “try before buy” in virtual try rooms. These smart technologies have widened the reach of online stores as buyers now trust them to get great fits. Similarly, buyers can make secure payments and shop the products with full confidence.
When a fashion retailer goes online, he can avail the advantage of social media marketing. Buyers interact with each other as well as entice potential customers through reviews and social networking. As customers engage in social interaction, the sellers get the benefit of reaching far and wide without investing in promotional efforts.
The best part of following the e-commerce trend is that fashion businesses can build as well as reinforce their brand name. They can pitch in celebrities and industry influencers (bloggers in the case of fashion industry) to endorse their brand and get recognition for it. The power of internet and mobile can be leveraged for taking their brand beyond the boundaries of countries and regions.
Despite making the most of the technological boom, online fashion sellers are still ridden with issues like poor conversion rates, cart abandonment, and high return rate. Though the challenges for fashion e-commerce are many, yet it is likely to sustain the growth curve in the coming time.