The new trends in fashion marketing for 2021
After having spent an atypical 2020, the fashion marketing industry has had to adapt to new changes. generated by COVID. Global profit fell 93% due to confinement and the closure of physical stores. This concluded with the diagnosis that the most affected retail sector last year was the fashion industry. Due to this situation, companies in the sector have had to adapt to this crisis and carry out an accelerated digital transformation.
‘’ In March 2020, 88% of companies asked their employees to work from home. ’’
Based on this data, we analyze the evolution of the fashion marketing sector: its consumers, trends and which have been the most significant changes.
Changes in consumer behavior
The impact of teleworking on brands
The main reason why the consumer lost interest in buying clothes, shoes and accessories during confinement was because of the time we spent at home. Being locked up, made us wear comfortable clothes and to be at home. The uncertainty of not knowing when we could go out made me not want to buy new clothes.
From impulse purchases to planned purchases
On the other hand, those addicted to fashion continued to fill the closets thanks to online shopping. These have gone on to carry out a more rational purchase, due to the increase in unemployment and decreasing income. Emotions have always played a fundamental role in the fashion industry, buyers now review their priorities thinking ” Do I really need this? ” And, consequently, reduce their non-essential expenses.
Marketing professionals cutting costs
Due to the uncertainty experienced by companies and the concern of buyers with their expenses, marketers in the fashion industry have also had to adapt their consumption habits and adjust budgets. In the first 6 months of 2020, marketing spend fell 43% in the United States and Europe.
3 marketing trends to apply in your fashion sector in 2021
The numbers are not deceiving. According to Euromonitor International research, international e-commerce accounts for 28% of clothing and footwear sales worldwide.
In the UK alone, the percentage of customers who bought online between 2019 and 2020 increased from 41% to 86%. This fact underscores the need for fashion retailers to digitize their long-term business model in order to reach their customers’ location – online.
Artificial Intelligence to personify
Mass marketing is a thing of the past. Providing a personalized experience to online shoppers is the current main goal. Grab their attention and convert them. How? Use technology and artificial intelligence to adapt them to the message, provide offers and content for customers in person.
An example is chatbots. They can ask customers important questions about their tastes. It will allow them to collect data to a great extent
You will get a lot of interesting information about their preferences and consumption habits. This will help your business to suggest products, encourage cross-selling and accelerate the indecision of whether or not to buy.
Sustainability on the agenda
The fashion industry generates 10% of the world’s carbon emissions. In recent years, it is no surprise. The term “sustainable fashion” has received attention and force.
Today, ” fast fashion ” enthusiasts have the opportunity to make more responsible purchases by launching more sustainable collections, such as Zara’s “Join Life” or H & M’s “Conscious” route.
One of the fastest growing trends in the last decade is recommerce. Especially young people. They have become addicted to the circular economy. Giving a new life to your clothes is the new fashion.
7 tips to make a difference with the online competition
Despite the increase in the number of online users, this represents an excellent opportunity for new customers. This also means that more efforts must be made to stand out in the market and stand out from the competition more and more. Getting to capture the attention of your customers and offer a perfect shopping experience in your online store is not easy. For this reason, investing time and money in technology and channels is essential. What is necessary is marketing that generates impressions, clicks and of course, conversion.
Take care of your online store
Fashion is synonymous with aesthetics! Your home page should attract attention from the first moment because it is the first thing that users will see. Advertise the products in the most attractive way possible. Use different-angle photos, close-ups, and short video clips with models. This will make for buyers