By Direct Link - Clothing and footwear were among the first product categories to be sold online when the internet slowly began to make its commercial breakthrough in the mid-1990s.
The category has defended its position and is today the number one category in most of the developed e-commerce markets around the globe.
From a consumer perspective, the industry has undergone tremendous development, not least when it comes to technological progress.
The fashion e-commerce industry is highly competitive, and brands are trying various marketing concepts to stand out.
Especially younger and tech-savvy fashion consumers appreciate the possibilities provided by different types of augmented reality like virtual fitting rooms.
Being able to visualize what a garment looks like, naturally makes the whole shopping experience more fun and pleasurable.
These features have also been shown to help reduce returns, which is much needed in the fashion industry from a sustainability perspective.
A constant presence in social media is today basically a must for fashion brands that want to stay relevant.
Influencers have also, as well as in the online beauty category, become an increasingly important weapon in the fierce battle for customers.
In larger markets, some fashion influencers have several million followers and they make a difference, above all in the younger target groups. One trend we can observe is the increasing consumer interest in slow fashion.
If the opposite, fast fashion, is characterized as low-cost trendy fashion lines inspired by high-end brands and celebrity culture, slow fashion can be described as a reaction against the whole idea behind fast fashion, and instead focusing on high-quality textiles and second-hand recycling.
The fashion industry is forecasted to grow significantly in the next ten years. By 2029, the fast fashion market is projected to grow by 20 percent – the second-hand market by 185 percent.
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