2020 has permanently changed our perception of online shopping.  With a third of all purchases now being completed online,  offering an exceptional ecommerce experience will be essential for fashion brands as we move out of lockdown. Change is a key part of the fashion industry’s identity, so here are the trends set to transform fashion ecommerce in the year ahead.

With lockdown removing the choice between online and offline for non-essential purchases, reluctant online shoppers have been introduced to a new way of buying clothes. Ecommerce gave those consumers the convenience of browsing and trying on clothes from the comfort and safety of their own home, a benefit that has led to 17.2m Brits vowing to switch to online shopping permanently. However at home fitting rooms are only the tip of the iceberg, there are a lot more new looks for the industry to try on if they want to attract new customers while retaining existing ones. Here are the fashion trends that are worth styling your ecommerce experience around in 2021. 

Customer loyalty 

While it is important that online shops adapt to first time shoppers, it is also imperative that they cater to returning shoppers by perfecting their purchasing journey. Acquiring a new customer is anywhere from 5 to 25 times more expensive than nurturing an existing one. To thrive in 2021 brands will need to invest more in customer loyalty, especially as on average frequent shoppers spend 67% more per purchase than new customers. To create high value customers, you first need to earn their trust. A customer’s first experience will be a huge deciding factor in whether they return. By taking the time now to streamline your buying/return process and marketing funnel you can set your business up for success in 2021.

At Strive Digital we have the skills and insights to enhance your brand in line with your ambitions, delivering growth, increased exposure and changes in consumer perceptions. To perfect your customer journey get in touch today.

Sustainability

In 2021 consumers will be searching for economical and sustainable methods of buying or owning new clothes instead of buying new. This year has already seen a boom in recommerce, (the process of renting, reselling or thrifting previously owned apparel) with resale revenue increasing by more than 50%. Leading fast fashion brands like Zara, H&M etc. experienced a fall in web visitors in 2020, as consumers turned to more sustainable and digitally sophisticated retailers for their shopping fix. The growth of ethically sourced fashion has pushed bigger brands to reconsider their own practices as well as raise the bar on their user experience. If your business isn’t able to offer used items, it is worth considering how you could incorporate sustainability into your manufacturing or shipping process. Using minimal, recyclable packaging or donating to ‘green’ based charities could be a good place to start. 

User Experience

Smaller fashion brands have been able to disrupt the industry in 2020 because of their ethical reputation and their focus on providing a great user experience. It’s no longer enough to just have a functioning website, fashion businesses now also have to sell an experience. The trick to getting new and returning customers in 2021 will be in replicating the key benefits of high street shopping. Novice online shoppers want to feel confident in making a purchase, the same way they would if they had seen the product in a store. The best way to inspire that confidence is through social proof features such customer reviews, user-generated content and crowdsourced guidance. The implementation of side features such as live chat, tutorial content, keyword search and free shipping and returns can also go a long way to creating loyal customers. In a similar vein, by using AR on your website you can fill the gap for customers who prefer to try an item out before buying. Features like ‘See My Fit’ used on leading fashion brand Asos’ website, allows customers to see how an item will look on their body type through AR technology. An easier alternative is to encourage customer selfies, so shoppers can see the products in real life. 

The pandemic accelerated the trend to ecommerce and in this time 43% of online purchases were made by first time buyers. For fashion ecommerce the challenge now will be to retain these customers while continuing to attract new ones. 2021 offers great opportunities for online businesses, so now is the time to perfect your online marketing and the user experience to ensure sustained growth in the long term.

If you need a bespoke, responsive website or help in shaping your brand with creative digital marketing and design get in touch today.