Staying in fashion on social media
The fashion industry needs to embrace social commerce to connect with the next generation of consumers, particularly Gen Z and Millennials. The COVID-19 pandemic has accelerated the growth of e-commerce and pureplay internet retailers, changing the fashion retail landscape.
Social commerce, which involves completing transactions directly on social media platforms, has become a crucial part of the fashion retail journey for many consumers. Key trends in social commerce include using social media platforms for fulfillment, leveraging shoppable content from posts and videos, and exploring platforms like Pinterest, Instagram, TikTok, and Snapchat to reach target audiences.
Live streaming and gaming are also important avenues for engagement, while the audio revolution, including voice search and podcasts, offers new opportunities for brand exposure. Fashion brands should focus on variety and freshness to keep consumers engaged, with constant innovation and adaptation to changing consumer behaviors and technologies.
Overall, the fashion industry must recognize that social and mobile platforms are integral to its success in the modern era.