Fashion brands make up nearly 21% of all ecommerce transactions across the world according to Statista. While titans like Zara, Fashion Nova, and GymShark are leading the charge with soaring sales in the space, there's still plenty of room for newer brands to carve out a niche for themselves. Brands like Everlane, Reformation, and Allbirds have entered the market in the last decade and are making significant waves with their innovative approaches and strong brand identities. Whether you're just starting out with a sewing machine in your garage or looking to scale your ecommerce brand to six or seven figures in the coming years, there are certain fashion trends you can see all successful brands adopting, and you just can't afford to ignore them anymore.
Virtual AR and VR Fitting Rooms
A major concern for online shoppers buying apparel has always been: will the products fit me? With the pandemic making it difficult for customers to visit physical stores, this issue became even more pronounced. Enter AR and VR fitting rooms. These smart-fitting technologies use augmented reality (AR) and virtual reality (VR) to detect the customer's contour and provide an almost life-like view of the style, size, and fit of a particular item. This innovative solution not only enhances the shopping experience but also reduces the likelihood of returns, making it a win-win for both customers and retailers.
2. User-Generated Content (UGC)
User-generated reviews are now more influential than traditional influencers. According to a study by Flockler 93% of buyers find UGC very helpful for making buying decisions, and 35% of Gen Z predict that UGC will be more credible than branded content in the next 3 to 5 years. Building a robust feedback system to collect and showcase these reviews is essential. Authentic customer feedback provides social proof, enhances trust, and can significantly boost conversion rates. Check out our blog on getting started with User Generated Content for more in depth tips on how to build a robust feedback collection system for your brand.
3. Slow Fashion and Sustainability
Sustainability is no longer just a buzzword; it's a critical aspect of brand identity and consumer choice. According to a survey conducted by McKinsey during the beginning of the Covid-19 pandemic, “67 percent [of respondents] consider the use of sustainable materials to be an important purchasing factor, and 63 percent consider a brand's promotion of sustainability in the same way. Fashion brands can capitalize on this by being transparent about their sustainability efforts. Highlight the materials you use, share the initiatives you're taking on social media and across all your brand channels, including your packaging. Transparency builds trust and aligns with the values of eco-conscious consumers.
4. Expanding into Repair Services
Keeping in line with the trend of slow-fashion, adding post-purchase services like repair can help ecommerce brands stand out and speak to the concerns of consumers that value sustainability and longevity. Brands like Coach have started offering repair services, catering to these very needs. Offering repair services not only extends the life of products but also enhances brand loyalty. By offering repair services, you cater to the luxury market that values slow fashion and is willing to invest in long-lasting products.
5. Social Commerce and Shoppable Content
Social media plays an integral role in the ecommerce marketing strategy of many online fashion brands. According to a study by Social Champ, users spend about 151 minutes daily on average on social media, equating to nearly six years of their life in an average lifespan of 73 years. Social media platforms are evolving to facilitate in-app shopping, making it easier for consumers to make purchases directly from their feeds. TikTok, in particular, has become a powerhouse for driving brand growth. According to a 2021 TikTok report, 67% of users say TikTok inspired them to shop even when they weren't planning to, and 74% of users say TikTok helped them decide what to buy. Leveraging shoppable content on TikTok can help brands reach customers who are already in the purchasing frame of mind, driving sales and engagement.
As you navigate the ever-changing landscape of fashion ecommerce, remember that innovation and customer engagement are key. From virtual fitting rooms to sustainability, and from user-generated content to social commerce, these strategies are designed to help you connect with your audience on a deeper level.
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