These days, Consumers are demanding greater diversity and inclusivity in the fashion industry. Also, this condition includes entities like models used in advertising and the clothing sizes by brands. Customers demand fashion brands to offer products to a diverse range of body types, sizes, and skin tones. In this regard, it can be stated that Consumer trends impact fashion brands by driving changes.
This drive changes in marketing strategies, customer experience, product offerings, emphasis on brand values, and collaboration opportunities. These trends are crucial for the fashion industry to let the brands stay relevant. And meet the evolving demands of the customers.
Consumers choose products that resonate with their values, and in this way, the brands become more accountable for their business decisions. Fashion brands adapting most effectively to an ever-changing environment acquire the best position to maintain a great brand image.
There is a need to get an understanding of the prevailing consumer trends that influence the selling and promotion strategies of fashion brands. Learning these trends is vital for encompassing the rising demand for diversity and inclusivity.
1. Diversity And Inclusivity
Diversity entails incorporating a broad range of individuals with visible differences, including age, sexual orientation, skin colour, ethnicity, and body shape. Social media and the digital era have been playing a vital role in holding brands accountable. This is one of the reasons why fashion brands are looking forward to adapting to the changing times in terms of size, inclusivity, and racial representation.
Consumers these days are looking for purchases from brands with greater diversity and inclusivity in terms of the models used in advertising and the clothing sizes. Brands that fail to do so witness backlash from customers. GWI study reveals that more than a third of UK consumers indicate that they choose to purchase from a brand when they see someone of their body type in an advertisement.
2. Digital Experiences
Consumers seek interactive digital experiences with fashion brands. In this regard, it can be said that these days, fashion brands have been relying on augmented reality (AR), offering a range of possibilities to create distinctive encounters and adjust to new shopping habits. Augmented reality provides an exceptional shopping experience and significantly boosts sales. Retailers find it easier to achieve their business goals.
The Deloitte report even reveals that 71% of shoppers express a likelihood of increasing their shopping frequency with AR-powered apps. 40% of consumers state that they would be willing to pay a higher price for a product tested using AR technology. January 2022 reports reveal that H&M launched its first-ever virtual collection. Through a competition where participants had the opportunity to suggest imaginative and creative names for the showcased outfits.
Winners had the unique opportunity to virtually “try on” any outfit. By submitting a photo of themselves, transformed into an animated image, allowing for easy sharing on various social media platforms.
3. Phygital Shopping Experience
“Phygital” refers to the integration of the physical and digital worlds. The physical shopping experience entails incorporating digital elements into the traditional fashion environment. That too with the potential to elevate the fashion industry. Phygital shopping experience is highly beneficial for enabling fashion designers, creators, and brands to have better control over the ownership of their creations.
Phygital shopping experience contributes to an engaging shopping experience. This phygital experience in real-time interaction gives rise to new categories of experiences. The use of augmented reality and virtual reality technologies have contributed differently in fashion industry. It ensures the creation of a more convenient and immersive experience for the next generation of customers.
4. Virtual And Robot-assistants
An innovative brand with forward-thinking strategies needs to look forward to ways to gain additional recognition. This can be possible with a great move incorporating a virtual assistant to assist customers in their shopping experience. The consumers with this option get the opportunity to choose the perfect style regardless of the occasion.
Such a trend proves to be highly intriguing for physical stores facing challenges with foot traffic and providing accurate fashion advice. Robotic assistants have the potential to understand customers’ preferences. Engaging in a brief conversation and considering style preferences gives customers the opportunity to reap the benefits of personalized recommendations.
Final Words
Consumer trends impact fashion brands in plenty of ways, and in this regard, the brands must keep adapting to these trends. It is crucial for brands in the fashion industry to stay relevant and meet the evolving demands of the customers. If you wish your business to expand within the local marketplace and beyond, you need to, first of all, understand consumer behaviour and market trends. By taking the time to identify what your customers want, you will get every opportunity to create products and infrastructure aimed at meeting the needs of the consumer.
