In the current era, the two big words that define the fashion industry are ‘unique’ and ‘usefulness’, which also differentiate a successful and dying fashion brand. Fashion has been one of the fastest growing and evolving industries as it has proven to be an important aspect of lifestyle, self-expression, status and aesthetics for us. The fashion industry is one of the few that offer creative freedom, innovation and evolution among all the other flourishing industries. With the rise of e-commerce/social e-commerce and the unexpected impact of the COVID-19 pandemic, it is an unparalleled challenge for the new and established brands to break through the highly cluttered market and become the next big thing. Often, a brand’s survival depends on the path and strategies followed by it to create ‘noise’ in this exceedingly competitive market.
1 Create an Experience
What we see today is much more than a piece of apparel or outfit being sold to the consumer. There has been a major shift in consumer behaviour who are expecting an experience, brand language and vision that aligns with their own. Most brands are redirecting their approach and budgets to building a seamless, reliable brand experience by using tools to directly engage with the customers. The aim is to initiate the engagement right from the user entering the App/shop and going beyond the usual purchasing to the delivery cycle without considering whether the shopper has made any purchase or not. This transition towards creating a pleasing and responsive experience for the consumer also facilitates the brand agenda of making a mark in every dynamic fashion industry. Today, labels prefer to look at the bigger picture and offer as much personalisation as possible to make the buyer feel a part of their growth and success story.
Diese Geschichte stammt aus der May 2022-Ausgabe von Business Of Fashion.
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Diese Geschichte stammt aus der May 2022-Ausgabe von Business Of Fashion.
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