It’s the most fashionable time of the year! As designers show off their latest collections on the world’s most prestigious runways, photographers and fashion critics gather front row for a sneak peek of 2020’s must-have styles. And this year, in addition to the boldest outfits making waves, dramatic developments are taking place in the fast-growing world of eCommerce fashion. Given that the global fashion online market is predicted to grow to $872B by 2023, next-gen fashion brands are eager to try on the industry’s noteworthy trends (Statistica, 2018).
1) Malls Out, Mobile In
First it was malls, then it was desktop, now it’s mobile. With smartphones in the hands of shoppers everywhere, mobile shopping (or mCommerce) will account for 54% (around $659 billion) in sales by 2021. Brands are rushing to optimize their customers’ online experience, covering everything from easier scrolling to stored payment information and integration with payment providers.
Forward-thinking brands know that providing the most seamless and enjoyable experience is essential for LTV. Customers who have a negative online shopping experience are 62% less likely to purchase again. Additionally, user-generated content, as well as shoppable Instagram ads, are a MUST for fashion brands with impulse purchases and digital window shopping on the rise.
2) Fitting Rooms are Moving Home
Returns have always been a pain point for online fashion retailers, as shoppers don’t have the chance to try on clothes before buying. This challenge results in over-ordering and high-return rates, for which online brands pay a hefty price. The growing trend by social media influencers to “snap and send back” (order outfits simply to wear them, snap pics for social media and return) is also an issue for even the biggest of fashion brands.
How can eCommerce brands overcome this obstacle? In addition to investing in AR, including sizing tools and virtual fitting rooms, brands are adopting “try before you buy” models. This allows customers the convenience of mobile shopping, while maintaining the comfort of the traditional, old-school shopping experience. ThirdLove, for example, offers women the option to try on bras before committing to buying, with their Perfect Fit Promise: “Wear it, wash it, and if you don’t love it, we’ll take it back within 60 days.” The best part? Free returns and exchanges for all U.S. orders.
3) Green is the New Black
Whether selling fast fashion or high-end designer products, one thing is clear— green is the new black. According to First Site, “73 percent of Gen Z shoppers would pay more for sustainable items, with the majority of that chunk willing to pay a 10 percent price premium.” As younger shoppers demand ethical and eco-friendly practices from companies on both ends of the luxury scale, brands are rethinking how they manufacture and sell items.
Most recently, Zara announced its bold plans to go green. The fashion power-house set its green goals high promising that all cotton, linen and polyester used by the brand will be organic, sustainable or recycled by 2025. Inspired by Zara, a growing number of fashion brands are discovering that using sustainable materials to minimize their ecological footprint is more than just a passing trend. In fact, brands can increase environmental awareness at every stage of the customer’s journey by opting for sustainable packaging and lower-emission last-mile delivery solutions.
Bond provides eCommerce fashion brands the tools they need to stay stylish during the last-mile. With growing sales from mobile and an increasing demand to go-green, fashion brands are on the lookout for last-mile partners with whom they can confidently strut down the catwalk, straight into consumers’ closets.