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~ CheckOut2Th eWorld ~

SELLING FASHION

AROUND THE

WORLD ONLINE

Text: Sarah Jennings, Tarro Giannesi, Frank van den Berg // Photos: CheckOut 2 the World

Th e fashion industry, consisting of clothing, footwear and accessories was valued at an
estimated $2.5 trillion, or 3% of global GDP in 2017. Th is number demonstrates the size of
the opportunity available for fashion retailers, with approximately 7 billion customers using
their products every day. We asked the CheckOut2Th eWorld experts to give us their tips and

insights for fashion brands looking to expand.

he growing importance of e-commerce Generating leads and building your brand
E-commerce is a critical force for growth in the Sarah Jennings
Tfashion industry. In 2017, e-commerce accounted • Th e best use of your marketing budget will depend on numer-
for $450.7 billion of global fashion sales. In 2019, the ous factors including your brand positioning, what you sell,
amount is expected to grow by 14.1% year on year, reaching and which markets you’re entering. It’s important to ensure
8.0%
just under $600 billion over the 12-month period. Already your messaging and your customer experience are appropriate
7.0%
the biggest slice of the e-commerce pie (29.4%), online for each country. To help get found in new territories most
6.0%
fashion sales are predicted to grow at a compound annual companies would include PPC SEO and social media in their
growth rate (CAGR) of 8.7% (faster than the overall e-
5.0% strategies. Testing is crucial and remember that the dominant
commerce market).
4.0% search engines and social media platforms may diff er.
3.0%
2.0% • Don’t take short cuts in producing your content
1.0% Percentage sales growth in the and keyword lists. Proper localisation of your site,
fashion industry worldwide in 2019, by region using native experts, is the fi rst thing you need to
0.0%
APAC Emerging Europe Emerging Latin America Total fashion MEA North America APAC Mature Europe Mature
industry
get right, before promoting your products. Making
Low estimate High estimate
8% mistakes at this point will lead to a waste in your
7% advertising/promotional budget as visitors to your
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6% site won’t convert.
8.0%
5% 7.0%
4% • In fashion (and beauty), maybe more than in any
6.0%
3% 5.0% other industry, infl uencers can play a role in lead
2% generation and brand building, so much so that the
4.0%
1% 3.0% US brand Revolve reports that 70% of sales come
0% 2.0% from infl uencer activities. Th e impact of infl uenc-
1.0% ers can go even further; 5 of the top 10 women’s
0.0% apparel brands on Alibaba Groups Taobao were
APAC Emerging Europe Emerging Latin America Total fashion MEA North America APAC Mature Europe Mature
industry
founded by infl uencers.
Low estimate High estimate
1 obaninternational.com

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