Trends vs. Brand Identity

Hello!

The latest edition of FashionZone is here to keep you updated on the latest trends in the fashion world and e-commerce news. Are you ready?

Here’s what’s included in today’s email:

How to Reduce Cart Abandonment in E-commerce, Ways to Adapt to Social Media Trends to Increase Engagement, and How Sustainability Has Changed the Way We Sell.

Make every connection worth it ✨

Are consumers abandoning online shopping? After record growth, consumers are approaching online shopping differently.

An unprecedented situation: Instead of the 10% increase in global e-commerce sales initially predicted for 2024, growth is on track to reach only 8.8%.

This scenario reflects new consumer habits. An IDC survey revealed that consumers are likely to choose a different retailer if brands don't offer:

1 - Multichannel returns (53%);

2 - Online inventory insights (44%);

3 - Online and in-store shopping (43%).

In the race for customer attention, a physical presence can bolster e-commerce over time!

Keep an eye on what's to come: Features like in-store pick up for online purchases, and using stores to quickly fulfill local online orders could help restore the convenience consumers feel is missing.

Very demure or very mindful? 📵

From the cowboy aesthetic to the clean girl aesthetic, there's one thing that unites trends: social media.

Internet slang evolves quickly and opens up opportunities for brands to communicate with a broader audience.

But when is it appropriate for fashion brands to adapt to trends?

The truth is that not all brands can - or should - speak to their consumers by embracing every trend and hashtag that emerges on the internet.

Brands should try to understand buzzwords and see what aligns with their values, not just copy and paste them into marketing materials.

To help you get a better grasp of this, here are 3 questions to ask yourself before jumping on social media trends:

1 - Why is this trending?

2 - What does it tell me about audience behavior on this platform?

3 - What does it say about culture at this time?

Are you contributing to sustainable fashion? ♻️

If you can tick two or more items in the image above, your brand is helping make fashion retail more sustainable!

Research conducted at Ben-Gurion University shows that the environmental impact of retail has gone from being underestimated to becoming increasingly worrying.

And there’s something in common that needs to be resolved: exchanges and returns.

Between 22 and 44 percent of all returned clothing is never resold, and these unused returned items have a massive impact on the environment.

But what's being done about it? There are different strategies adopted within e-commerce operations, but it's important that brands adapt to new alternatives and invest in transparency when it comes to sustainability.

Go deeper! 🌐

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Thanks for reading this month’s newsletter and see you next month!