As we all know, the internet has invaded all markets in the world and fashion has definitely not escaped it. At first, “Haute Couture” brands like Dior, were denied to incur into web business but the wind of change in imminent and even the most reluctant brands are beginning to develop some online tools so they won’t get behind in this race for conquering the market.
Opportunities for fashion brands in online marketing
One of the reasons some brands have maintained themselves away from the online market is the claiming that shopping online not always turns out to be as promised; all over the internet, there are these posts of people who bought online and didn’t get what they wanted.But truth is that this problem could be more related to a brand fail than to the fact it was bought online. In this matter, all the benefits that customers find on buying online surpass by much the inconvenients. To be honest, apps and online shops are evolving as fast as the internet itself and the options to prevent this kind of mistakes are better and better every day. In fact, even smaller fashion brands are getting together online to keep up with the market. This is the case of the app “Shoptique” which reunites lots of small fashion brands into one online boutique and therefore, they can be seen by every user. Just like a real boutique but instead of going to the place or to the small shop that has “those shoes”, you can buy them online from the comfort of your bed. Even though conquering the e-commerce can be a little bit scary for those old and luxury fashion brands that are used to be exclusive and selective, the reality is that by the moment,online fashion represents a big opportunity for this industry. Actually, it is very common that famous people like the Kardashians, Rihanna, Beyonce and others use their social networks to promote the brands they actually like and this definitely is a great way for those brands to catch up to this online wave.
Other benefits for fashion brands in online market
Besides, it is undeniable that when you sell your merchandise online, costs lower down a lot. In the first place, you don’t need a real shop so rent costs, services costs, legal costs and even personal costs disappear. Also, customers have reported that a complete and user-friendly app is really much more satisfactory than a personal attention, even when the salesperson is very kind and receptive, it is much easier to select an option from the app than explaining to a different person what are your needs. Finally, the increasing number of online fashion sales allows the opportunity to dispatch all those old collections that are still taking dust in the atelier … online sales can reach all over the globe and surely are some people somewhere in the world willing to have that “two years ago” pants and, why not? Even the newest collection can be a lot more approachable when customers can find it online. So, when it comes to fashion, brands will have to adapt sooner or later because e-commerce and online marketing have invaded all kind of markets, fashion included.
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