The digital world has reinvented the way customers experience and buy fashion, the greater range of online channels and platforms is transforming the fashion shopping journey. So, while it is undeniable that the luxury goods sector is doing very well, it would be a mistake to underestimate the opportunities afforded by digital: the relationship between online and offline should be considered symbolic as the presence of an online landscape is proven to contribute to the growth of offline retail sales. Here we will use the research of Pieter Jongerius, Interaction director in design. He brings together the worlds of fashion, touchpoint strategy and e-commerce design and helps to learn a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
The digital role in fashion and luxury markets must be reshaped. Luxury brands need to be connected more tightly with customers to create the best customer experience ever with a consistent brand ceremony personalized for each unique customer across all the channels.
Today customers can gather information about the brand much easier than ever before. Interactive sale menu can provide superior assistance according to customer’s preferences, creating touchpoints between online and offline brand experience.
More and more brands start their own blogs in their search of control, SEO value and reach. Many feed prominent blogs with sponsored content. Some even go so far as to start a blog under a different brand like Styld by, by GAP. The blogosphere is flooded with images of recent collections, the audience is contributing to the total image of fashion.
So we are talking about democratization of the fashion market. More and more people create content, and the flow of content is by now truly overwhelming. Does that mean the end of the era of the star designer and exclusive brands? Definitely not. The most outspoken of them will survive and evolve in many incredible ways.
Increasingly, online platforms and patterns seem to be the enemy of creativity and innovation. Brands are risking to become online as “just nice white website” instead of unique space. Important factor is that customer behaviour mostly is impatient.
So brands have to come to conclusion that conversion into fast-working content is crucial. And its important to accept that such conversion has also become as a branding tool and main thing is to make it different.
How do our consumer brains work?
Branding cant afford to be boring and loose consumers.
You really have to understand what or who the brand is. Its great for a brand when there is a personality or family, dynasty in center. Personalisation is always inspiring factor… and thats where Storytelling comes out. (Previous post)
Branding by adding value to digital content is:
- Commerce (being unique)
- Advice (advices, inspirational content)
- Relation(online chat assistant, personal shopper, notifications for customer, suggestions)
- Community (building a communities around brands, groups, which give possibilities to design something, giving availability to vote for design, prizes, coupons etc.)
- Emotion (brand aims to illicit emotions and create associations with buying the product)
Brand’s behaviour creates exclusivity and innovation online, makes it exciting for customer to proceed and buy their product. Also it makes people want to participate in life of the brand by being part of it through social media.