Digital strategies for the fashion industry during pandemic

Digital Strategies
for The Fashion Industry
During Pandemic
Utilization of Digitization for the Fashion Industry in 2021
Bodypack X Partipost Webinar Event
Andri Hanryansyah - Bodypack Digital Marketing Executive
August 26th, 2021

1. Fashion’s digital transformation: Now or never
2. Opportunity behind the pandemic crisis
3. The advantages of digital for fashion industry businesses
4. Big factors in running digital during the pandemic
5. Attribution Model & Customer Journey
6. Making Digitization More Human
Table of Contents

1. Fashion’s Digital
Transformation:
Now or Never
Bodypack X Partipost Webinar Event | Andri Hanryansyah - Bodypack Digital Marketing Executive | August 26th, 2021

Bodypack X Partipost Webinar Event | Andri Hanryansyah - Bodypack Digital Marketing Executive | August 26th,
2021
https://www.cnbcindonesia.com/market/20210503181149-19-
242847/berat-hadapi-pandemi-ritel-fashion-terpaksa-tutup-gerai
https://www.cnnindonesia.com/ekonomi/20200702092410-92-
519882/produsen-zara-tutup-1200-gerai-akibat-corona
https://indiemarket.news/bisnis-ritel-berguguran-kini-
giliran-jakcloth-tutup-seluruh-toko-offline/
The Covid-19 Pandemic has Hit The
fashion Industry Strenuously
Fashion’s digital transformation: Now or never

2021
Source :
https://www.mckinsey.com/industries/retail/ou
r-insights/state-of-fashion

2021
Source : https://www.worldbank.org/en/news/infographic/2021/02/17/how-covid-19is-affecting-companies-around-
the-world
One out of Four Companies saw
their revenue drop 50%
On average, revenue dropped 27%
65% of business adjusted payroll by
reducing hours, wages or paid leaves.
Because of the adjustment, an estimated
11% of companies globally laid off their
workers.

2021
In average globally, the growth of digitization of
customer interactions accelerate are in 3 years.
Customer Interactions Digital Adoptions Business Digital Adoptions
Across business areas, the average of adoption
acceleration are in 7 years.
There are gaps of 4 Years ! The digital adoption acceleration of
Business are years behind the customer ! Fashion’s digital transformation: Now or never

2021

2021
The evolution of consumer behavior when society and
technology evolve faster than some companies’ ability to
adapt are called as Digital Darwinism.
The phrase first was coined by Evan I. Schwartz in 1999 in its
book Digital Darwinism & getting popular again in 2018 by Tom
Goodwin in its book Digital Darwinism : Survival of The Fittest
In The Age of Business Disruption.
This term is in reference to an era where technology and
society are evolving faster than businesses can naturally adapt.
Digital Darwinism is the application of Darwin’s Theory of
Evolution to the digital economy, where an organization’s
success or failure to adopt technology directly affects its
survival as a business.

1. An opportunity behind the pandemic crisis
2021

2. Opportunity
Behind the
Pandemic crisis

2021
Opportunity behind the pandemic crisis
Albert Einstein said,
“in the midst of every
crisis, lies great
opportunity.”

2021
https://ekonomi.bisnis.com/read/20200417/12/1228750/e-
commerce-dorong-perekonomian-indonesia-selama-pandemi-
covid-19-
https://www.liputan6.com/bisnis/read/4384258/pemanfaatan-
omni-channel-jadi-andalan-ritel-bertahan-di-tengah-pandemi
https://www.10magazine.com/womenswear/virtual-
clothing-digital-fashion-animal-crossing-carlings-final-
fantasy/

2021
Ecommerce
To be able to optimize its
potential, brands must start
considering it as a different &
parallel channel, with its own
value, which therefore can be the
pilot for whole business & not
only for the complimentary.
Omnichannel
Omnichannel is a multichannel
approach to sales that focus on
providing seamless customer
experience whether the client is
shopping online or offline store.
Omnichannel aims to provide a
coordinated customer experience
that is personalized, & efficient.
Digital
Fashion
Fashion has been slow on the
uptake with digital and immersive
technologies, but the pandemic
forced the industry’s hand.
Businesses grappled with new
ways using new innovative digital
channel as a new way to reach
consumers digitally.

3. The Advantages
of Digital for
Fashion Industry
Businesses

2021
The Advantages of Digital for Fashion Industry Businesses
Harmonize Brand Content
Harmonize
When all content elements work
seamlessly into the messaging, it can
help bring the brand value, story and
vision to the customers.

2021
Synthesize Data Coming from
Many Channel
Brands can move decisively towards
increasingly customer-centric strategies
using data and technology to create
increasingly segmented and targeted
messages, reduce response times to
market trends and demands, and offer
valuable support to decision makers,
who can thus base their strategies on
objective data, improving results in terms
of CPM but above all ROI;

2021
Identify Customer Profile
Brands can identify and understand their
customer profile and also define how
their customer react to or interact with
their product. How their journey when
they purchased the product.

2021
Quantify The Value of Each
Marketing Campaign
Brands can measure their marketing
campaign by linking it to subsequent
sales and measure it against concrete
business results or digital metric such as
clicks, impression, reach or engagement.

4. Big Factors in
Running Digital
During The
Pandemic

2021
Big Factors in Running Digital During The Pandemic
I. Budget Allocation

2021
II. Measurement of Impact
BUSINESS GOALS
Brand Recognition
Revenue
Customer Acquisition
Brand Engagement
Customer Relationship
Budget Effectiveness
Customer Satisfaction
MEASURABLE METRICS
Reach, Impression
Sales
Registration, Leads
Like, Comment, Share, Clicks
Time Response
ROI or ROAS
NPS (Net Promote Score)

2021
II. Measurement of Impact
MEASUREMENT TOOLS
Social Media Analytics (FB Suite / Facebook Creator Studio
Web Analytics (Google Analytics, Matomo, Google Tag Manager)
Sales CMS / Marketplace Dashboard
CRM Tools (Zoho, Saleforce, Brand24, etc)
Social Listening Tools (BrandMention, Mentionlytics)

2021
III. Agility and Adaptibilty
When the coronavirus pandemic erupted, companies
had to change. Many business-as-usual approaches
to serving customers, working with suppliers, and
collaborating with colleagues—or just getting
anything done—would have failed. They had to
increase the speed of decision making, while
improving productivity, adapt with new technology
and data in new ways, and accelerating the scope
and scale of innovation. And it worked.
Source : https://www.mckinsey.com/business-functions/organization/our-insights/ready-set-go-
reinventing-the-organization-for-speed-in-the-post-covid-19-era

2021
IV. Find The Right Audience For
Better Targeting
Customer Survey is one of method to find
the right audience for our business by
gathering customer details such as:
• Age,
• Location,
• Language,
• Occupation,
• Hobby or Interest
• Customer Pain Point (Related with
Your Services or Products)
Ask Yourself 3 Key Questions to
Understand How We Can Help the
Customer
• How can we help?
• What are customer main purchasing
barrier?
• Where and When the Customer Buying
Journey Starts?

2021
MALE (18 – 34) : Lifestyle, college students, first jobbers,
young professionals, more energic, not just going to
office but also for hangouts, sports, travels, and
adventures.
IV. Find The Right Audience For
Better Targeting

V. Asset Production and Content
Strategy.
2021
RESEARCH :
Top Trending
What's New?
Best Seller Product
Audience Preference
Competitor

2021
UNIQUE SELLING POINT:
What Makes Your Product Or
Service Better Than Competitors.
In online marketing, It’s Really
Important communicating your
USP clearly and quickly
V. Asset Production and
Content Strategy.

V. Asset Production and Content
Strategy.
2021
ATTRACTIVE CONTENT :
• Relevant With The Audience
• Relatively Fresh With Trends
• Use Graphic, Animation or Video
• Unique Message

5. Attribution
Model &
Customer
Journey

2021
Attribution Model
Customer touchpoints are the various
moments at which a customer will
directly, or indirectly, come into
contact with your brand. These
touchpoints make up the customer
journey, and are key to influencing the
customer experience.
Attribution is the practice of
evaluating the marketing
touchpoints a consumer encounters
on their journey to purchase.

2021
Attribution Model
An attribution model is the rule, or set of rules,
that determines how credit for sales and
conversions is assigned to touchpoints in
conversion paths.

2021
Attribution Model
Example of Customer Journey

6. Making
Digitization More
Human

2021
Making Digitization More Human
Winning in digital comes through people, not technology
Digitization and digital businesses are revolutionizing business. As companies introduce digital
customer service; as they transform logistics; as they commoditize what was previously
specialized, they must do so with their key employees, leadership and customers at the heart
of everything they do.
Focusing on people, and in particular consideration for human nature, are the only way to both
deliver a sustainable digital transformation and then to succeed as a digital business.
Three Main Focus to be invested for a better digital transformed business
1. People
2. Process
3. Technology

2021
Making Digitization More Human

Appendix

2021

Digital strategies for the fashion industry during pandemic

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