Is Your Marketing Funnel Outdated?

Hello!

The October edition of Fashion Zone is here to update you on all the latest in the fashion industry. Are you ready?

In today's email, you'll find: 

Your sales strategies might be built on a broken funnel – but don't worry. We're here to help fix that! Plus, a look ahead at what to expect for the 2024 holiday season and how plus-size men's fashion is making big strides in the market.

GEN Z BROKE THE MARKETING FUNNEL

Believe it or not, over the past few decades, brands have been building their marketing strategies around a sales funnel that no longer exists…

That funnel was designed for an outdated world – and Gen Z isn’t part of it.

So, how is Gen Z approaching shopping? They're growing up with completely different priorities, influences, and technologies compared to previous generations, making their path to purchase more complex.

But there's good news: 71% of Gen Zers are open to discovering new brands. So, how can brands connect with them effectively?

US-based youth culture agency Archrival conducted a qualitative and quantitative study with Gen Zers and millennials. Here are the key insights for your brand:

What does all this data tell us? Brands have the chance to play the role of educator throughout the buying journey by offering informative content about their products.

It's also crucial to create a seamless experience both online and offline, as Gen Z effortlessly shifts between the two.

🕗 The time is now! Brands need to be present where their audience is – navigating the continuous cycle of inspiration, research, community, and loyalty.

Want to learn more about how each generation engages with online shopping?

Head over to our blog to discover how to optimize your online fashion store and what to prioritize based on your customer’s generation.

WHAT HAS SANTA CLAUS PREPARED FOR RETAILERS?

The 2024 holiday season is fast approaching… 

Is your brand ready to meet consumer expectations?

This year’s shopping season is set to be more dynamic than ever, with customers expecting the convenience of online shopping, exceptional in-store experiences, and faster customer service.

There’s one goal this holiday season: connect with your target audience the right way. Here are three tips to get your e-commerce store ready:

1 - Omnichannel is a must. Retailers who engage customers across multiple channels see higher sales and better customer retention.

2 - Streamline operations. Anticipating demand, optimizing inventory, and handling returns efficiently will separate the winners from those overwhelmed by the holiday rush.

3 - Customer experience is everything. Consumers want personalization, convenience, and a smooth checkout process.

📝 Got these tips down? Planning ahead will ensure a smooth holiday season with great results!

LUXURY RELUCTANCE: THE CHALLENGE OF SIZE INCLUSIVITY

Paris Fashion Week 2024 just wrapped up, and along with many trends, one recurring issue is back on the table: the lack of plus-size representation in menswear.

But what's behind this? There's minimal visibility from haute couture brands and a glaring lack of data on the plus-size fashion market.

At Milan Fashion Week 2023, only six out of 72 shows featured at least one plus-size male model – a mere 0.6%.

However, social media is playing a huge role in shifting this narrative.

And for good reason: these platforms drive cultural movements, activism, and give users a voice to advocate and express themselves.

The younger generation is leading this change, as they're more empowered to express themselves and make more informed purchases, often prioritizing brands that align with their social values.

There is hope, though! With the progress we've seen in plus-size female representation, audiences are increasingly challenging the status quo, raising awareness, and pushing for change.

Now is the time to amplify advocacy and representation to embrace more diversity in menswear.

📣 New client alert! Sheego, a leading plus-size brand in Germany and part of Otto Group, has recently introduced the Size & Fit Advisor. Sizebay’s solution perfectly meets the needs of this audience, making it easier for customers to choose the right size.

GO DEEPER!

While you wait for the next edition of our newsletter, check out some of our blog content: