The fashion industry is rapidly evolving, and the trends in the industry are far more interesting than we might first give them credit for. While some called 2018 the year of the reckoning, 2019 is one that is going to be a year of awakening. The old rules that guided the industry no longer apply. Times have changed and today companies need to be more transparent, faster to respond, more nimble, and more switched on.
Social issues are at the forefront of people’s minds, and fashion companies need to take a stand – whether that stand is siding for something, or staunchly keeping out of the debate, they need to make a decision. Companies need to be nimble, and they need to plan for growth, and plan TO grow as well. Let’s take a look at some of the most important trends in the industry.
Omnichannel Marketing – Digital Meets in Store
Online sales are growing, often at the expense of bricks and mortar sales. The store-front still has an important place in the retail world, though, and companies should make sure that they don’t neglect bricks and mortar and become too dependent on online. Omnichannel shopping is a major trend, and it is something that can bolster both niche’s bottom lines.
Customers want to see competitive prices, and they want to be able to access consumer reviews, so they shop with their mobiles in hand. Options such as click and collect, and returning online purchases in-store, are major time-savers for consumers, and another way that the two experiences are intertwined.
Mobile devices are a key to this kind of integration since they allow for social media integration, browsing of catalogs, online payments and even augmented reality as a part of the shopping experience. Smart fitting rooms, pay-by-app, and order on the go offerings all make use of mobile tech.
AI – Better Buying Recommendations
AI has transformed the way that retailers and customers communicate. One paper published by McKinsey suggests that as many as 75% of all fashion retailers have plans to invest in AI over the next year. According to Gartner, offering visual search features is a must for retailers, because it could incase digital commerce revenues by as much as 30%.
Many brands are already doing this, with ASOS and H&M offering visual search and ways of enhancing the customer experience. Customers now have the option of taking photos of items that they find in store, and finding similar items via their website.
The fashion industry is constantly changing, and marketers are feeling that effects. The socially conscious people who got into the industry because it looked glamorous are sick of the ‘fast fashion’ trend and its impact on both human wellbeing and the environment. There are still some good options for people who want to make a difference, though. Stopgap is a company that is putting an increasing number of marketing professionals in vibrant roles with sustainable brands and ethical startups.
Big high street names now recognise that they will need to find digital talent if they want to be seen in a crowded market. Today, the idea of a generalist marketer does not serve brands well. Companies are playing catch-up with their digital marketing, and are hiring specialists who work only on PPC, SEO or email, so they can build a strong brand and a good online presence.
Digital specialists need to know their niche well, whether that’s crawling and indexing, or HTML and ESP.
What Should Hiring Managers Look For?
Hiring managers should be on the lookout for enthusiastic digital specialists who know one niche well. These candidates are in a lot of demand and are likely to be juggling several opportunities at once, with the potential for higher salaries. Don’t be put off by this. Look at these people as good opportunities and hire them when you find them, especially if they are enthusiastic about your brand.
If you want to know more about attracting top-quality talent for your digital marketing jobs, contact us today.