May 18, 2020
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Our top 5 fashion retail trends will help you shape your marketing communications campaigns during these uncertain times.
For further details on our fashion retail marketing strategy trends, download PDF: Marketing-In-A-Crisis-Fashion
For many retail brands, digital is now their only consumer presence.
Make this work as hard for you as possible by investing in UX and content to ensure the path to purchase is frictionless and you are adding value to the consumer journey. Even when lockdown eases up it is likely many consumers will avoid bricks and mortar where possible, so it won’t be a wasted investment.
In the short term we have seen that whilst web traffic is up to retail sites, a higher % of visitors aren’t converting, so ensure that you are attracting wider visitors through search engine optimisation, paid advertising, and focus on conversion rate optimisation to increase purchases.
No-one predicted that working from home comfort would be the next big fashion trend, but here it is!
Retailers are seeing demands for casual and loungewear clothing soar and we’re even seeing fashionistas share their working from home outfits on popular Instagram account www.instagram.com/wfhfits/
Make sure that casual wear, loungewear and comfy WFH attire are all prioritised in your comms – whether that’s the website, social or even email.
With most consumers not having an issue with brands going out with comms, it is important to consider practically how to shoot products in a fast-moving retail industry. Vastly attended shoots will have to be whittled down or be cancelled altogether.
Look to experiment with virtual model dressing, CGI influencers or even encouraging models (or fans!) to shoot at home themselves to ensure that customers still have access to the latest trends.
The closure of retail factories around the world is highlighting the impact that the fashion industry is having on the environment with emissions falling up to 25% in China at the beginning of lockdown.
This is not going unnoticed by consumers and was a trend that was already bubbling under the surface with a focus on fast fashion. We may see this under even more scrutiny over coming months therefore it’s important to bring your enviro-creds front and centre of your comms to reassure consumers they are making the right choice.
With fashion businesses losing vast amounts of stock due to the Covid-19 outbreak, it’s likely we’ll see that fashion production focuses on more flexible supply chains rather than cost efficient, bulk orders.
This may require more agile ways of marketing with deliveries coming closer to season and focus of marketing plans being much more reactive than proactive. Ensure that brand guidelines and comms frameworks are robust to allow speed and responsiveness.
If you need any further support or information then do not hesitate to contact the Mediaworks team.
Thank You. Stay Safe.
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