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ΕλληνικάFashion e-commerce trends
The e-commerce fashion industry is one that has always proudly embraced and signalled change. Change is a key part of the fashion industry’s identity, appearing at almost every seasonal fashion show year after year.
As of today, there are 9 main trends in fashion e-commerce, which are listed below.
- ReCommerce goes mainstream
ReCommerce or reverse commerce is the process of renting, reselling or managing previously owned clothing through online or offline stores. Consumers are increasingly looking for economical, sustainable ways to buy or own new clothes instead of buying brand new. As the fashion world moves toward a more sustainable model and post-pandemic spending preferences force brands to be more responsible, resale is a fashion e-commerce trend that is experiencing resurgence.
Looking to an increasingly popular and profitable future, three major trends in fashion e-commerce are highlighted over the next 12 months: quality, sustainability and nostalgia.
- Athleisure moves into mainstream luxury
The biggest trends last year drove searches for both “streetwear” and “athleisure” keywords, with shoppers spending an average of 192 dollars on a new pair of sneakers – a 39% year-on-year increase.
- Sustainable and ethical fashion leads the way
The increasing growth of sustainability and transparency is due to consumers choosing to buy from brands whose values and ethics reflect their own, and these ethics are not limited to the environment – they also include issues related to human rights, the natural world, etc.
- Artificial intelligence replaces virtual shopping assistant
As more and more shoppers choose to buy from merchants whose messages align with their values, personalization and the act of relevance continue to be growing trends in every ecommerce industry. To solve this new problem of how to put the customer at the centre of their marketing strategies, ecommerce fashion retailers are increasingly turning to one solution: AI and, most importantly, AI chatbots.
According to a survey conducted by Hubspot, 48% of consumers would rather connect with a company via live chat than any other method of contact, and 35% of consumers would love to see more companies using chatbots.
- Fashion without gender, which means there is something for everyone
Recent data suggests that 56% of Generation Z consumers shop outside their assigned gender categories. Let’s look at real-life examples: fashion houses H&M and Zara have also introduced gender-free collections, while Tommy Hilfiger’s homewear section includes products that appear in both men’s and women’s sections.
- Omnichannel will make stores ubiquitous
In a survey conducted by eConsultancy, data revealed a 21% increase in online orders from March 2020 to March 2019. In a separate survey, 41% of respondents said they now buy things online for which they would normally buy in stationary stores. While e-commerce has an undeniable impact on physical commerce, omnichannel marketing supports the theory that retailers are not necessarily closing their doors, but are developing methods by which they can reach and deliver to their customers.
- Fashion without season introduces slow fashion
Slow fashion is, in simplest terms, fashionable clothing that lasts longer than one season and can be recycled or reused for as many different seasons or styles as possible. It has been gaining popularity lately, becoming one of the solutions for introducing sustainable fashion.
- Experience AR and VR in a fitting room
As the digital world continues to grow and change, more and more fashion e-commerce retailers are trying to retain existing customers and attract new ones by using Augmented Reality (AR) and Virtual Reality (VR) experiences. These experiences allow visitors to see themselves in the brand’s clothes, without having to visit a store, in a convincing attempt to purchase the products.
- Buying now and paying (for luxury) later
A new form of shopping that is being implemented in a wide variety of fashion e-commerce stores, both large and small. Customers are very eager to use this option, having the opportunity to purchase a product even when they do not have enough money at the moment[1].
[1] Yieldify “Fashion eCommerce: 9 Trends to Capitalize On In 2022” https://www.yieldify.com/free-guides/fashion-ecommerce-trends/