John Surdakowski, profile picture
Uploaded byJohn Surdakowski
PDF, PPTX113 views

Where Fashion & Ecommerce Collide

The document details the intersection of fashion and e-commerce, highlighting the significance of online sales in the fashion industry, expected to reach $481 billion in 2018. It discusses essential tools for managing e-commerce such as platforms like Shopify and WooCommerce, along with payment gateways and customer service strategies to enhance brand visibility and customer interaction. The document also emphasizes the importance of multi-channel selling and leveraging social media for marketing, alongside emerging trends in consumer behavior and technology in e-commerce.

Embed presentation

Download as PDF, PPTX
Where Fashion and E-commerce Collide STATE OF THE INDUSTRY / AUGUST 2018 FIRST EDITION
Table of Contents INTRO 2. MULTI-CHANNEL SELLING 4. MARKETING YOUR BRAND 1. TOOLS OF THE TRADE 3. CUSTOMER SERVICE TRENDS IN E-COMMERCE E-commerce by the Numbers E-commerce Platforms Payment Gateways Shipping Providers Customer Service Software AI Chatbots (Facebook Messenger) Amazon Etsy Facebook Branding Content Marketing User-Generated Content Influencer Outreach Email (Transactional vs. Marketing) Gender/Behavioral/Personalized Marketing 5 13 22 17 26 27 8 19 24 11 20 16 24 12 21 16 25 26 3 14 23 7 18 CONCLUSION 28 Social Media Other Trends
Introduction
Introduction E-commerce is big business. According to the US Census Bureau, it accounts for almost 10% of all retail sales. It’s not surprising then that fashion brands invest heavily in their online presence. According to Shopify’s Fashion and Apparel Industry Report, worldwide e-commerce fashion sales are projected to hit US$481 billion in 2018. The largest opportunity in the market exists for small and medium fashion brands that are looking to expand their business worldwide. Thanks to technology, it’s easier and less expensive to get an e- Thanks to technology, it’s easier and less expensive to get an e- commerce website up and running. Third-party marketplaces make it easy for brands who don’t want a website at all. Sites like Lyst provide customers the opportunity to buy clothes from luxury brands like Valentino and discount brands like Akira. Lyst invests heavily in User Experience (UX) and Search Engine Optimization (SEO), which allows small and medium fashion brands to sell on a high-traffic website without investing as heavily in web development. Today we’re going to discuss the tools, trends, and best practices to incorporate into your brand and look a little at why they work. 4
E-Commerce by the Numbers Business is booming, and fashion brands both big and small are continuing to see an ncrease in website sales. Let’s take a look at some compelling statistics why you should have a strong online brand and boutique: 266 of Internet Retailers Top 1,000 are apparel brands (Digital Commerce 360) Designer Rebecca Minkoff sells clothing in more than 100 countries (Shopify) “DIGITALLY INFLUENCED” SPENDING 80% 80% of luxury brand spending is “digitally influenced” (McKinsey/Shopify) 5
6 27,4% 27.4% of all US clothing sales in 2017 were online (Digital Commerce 360) US CLOTHING SALES Online sales account for 60% of British luxury brand Holland Cooper’s US$13 million annual revenue (The Week) HOLLAND COOPER’S ONLINE SALES 60%
Tools of Trade
Tools of the Trade E-commerce Platforms SHOPIFY & SHOPIFY PLUS Your seamstresses love a sharp pair of scissors. Your designers have their favorite notebooks. As an e-commerce marketer, your tools of the trade are just as important. Here’s a brief overview of the digital tools every fashion e-tailer should have in their marketing arsenal. We here at Avex are a big fan of the Shopify platform (maybe it’s because we’re a certified Shopify agency). As one of the most popular e-commerce platforms around, it’s no surprise that Shopify remains a favorite of big and small fashion brands. It began in 2004 by fashion brands. It began in 2004 by a group of three friends who wanted to open an online snowboard shop. Disappointed by the lack of software to help them sell, they built their own, and thus Shopify was born. Today, Shopify has about a half million customers and serves companies like Tesla Motors and Google, as well as fashion brands Eugenia Kim, Ed Hardy and more. 8
If you know your way around WordPress and don’t want to learn another CMS, WooCommerce is a WordPress plug-in that allows you to add e-commerce capabilities to an existing website. Of the top million websites, WooCommerce has the largest market share (22% according to BuiltWith). WooCommerce has a free plan that gives you a chance to try it out before gives you a chance to try it out before investing in the full version. However, you may need to do some hand- coding to get things to look the way you want or change your WordPress theme to something designed specifically for WooCommerce. 9 We love Shopify because it includes a great deal of freedom and flexibility for tech-savvy brands with complex needs. You can integrate Shopify with other software (like Salesforce, Klaviyo, AdRoll and ERP systems) through Shopify apps. 22% WOOCOMMERCE MARKET SHARE WOOCOMMERCE
10 MAGENTO Magento is a powerful solution for brands with highly-skilled technical teams. The backend is more difficult to manage than Shopify, and requires a great deal of configuration to work properly. It started as shopping cart software about 10 years ago and evolved into a complete e-commerce solution when it was acquired by eBay in 2011. Today, Magento is owned by Adobe and is available as four standalone products or as an entire suite called Magento Commerce Cloud. standalone products or as an entire suite called Magento Commerce Cloud. The full suite includes business intelligence, order management, and access to the Magento Marketplace. The marketplace includes almost 4,000 extensions that connect Magento to your accounting, customer service, ERP and CRM systems. Because of its high price tag and the massive server space required to run it, Magento works best for the massive server space required to run it, Magento works best for medium to large brands with a healthy marketing budget. It is not a quick solution, and can take between six to 10 weeks to implement even a basic setup.
Payment Gateways Today, money travels as fast as fake news, and e-commerce provides an easy way to get paid quickly by customers around the globe. The two most popular options in the US are PayPal and Square. PayPal is almost as old as the internet itself, and it is the preferred method of payment for eBay and other online retailers. It’s easy to use, the fees are reasonable, and you can accept payments online and in brick-and- mortar locations. Square, a mobile POS system started by Twitter co-founder Jack Dorsey, has exploded in popularity over the last decade and provides over the last decade and provides similar benefits and fee structures to PayPal.While it’s easy to accept payment from most countries, some can be problematic. Payoneer is an online payment system that’s popular worldwide and accepts payments from more than 200 countries (as of April 2017). Shopify customers can use Shopify Payments, a gateway created exclusively for the platform. It includes a reader and one rate for all cards, depending on if they are online or in-person payments. Additional monthly fees apply. Shopify customers can use Shopify Payments, a gateway created exclusively for the platform. It includes a reader and one rate for all cards, depending on if they are online or in-person payments. Additional monthly fees apply. 11
Large brands are likely to experience significant cost savings by investing in building their own supply chain. While you may want to outsource certain aspects of packaging and shipping, having a “human-centered” supply chain gives socially-conscious millennial shoppers peace of mind and plays a significant part in your branding. Small brands might want to look into using a drop-shipper to help with some or all of the packaging and shipping process. This allows your team to focus on the product while still being able to deliver in the most efficient way possible. Shopify users can use the shipping a significant part in your branding. Small brands might want to look into using a drop-shipper to help with some or all of the packaging and shipping process. This allows your team to focus on the product while still being able to deliver in the most efficient way possible. Shopify users can use the shipping service built directly into their software. Other companies like Oberlo provide convenient and affordable solutions for boutique brands. service built directly into their software. Other companies like Oberlo provide convenient and affordable solutions for boutique brands. Shipping Providers 12
Customer Service Software 10 When selling online, your pool of potential customers is much larger than that of brick-and-mortar establishments. And, these customers buy and interact with your company much differently. For example, did you know that almost half of customers are open to buying items from a chatbot? That’s a lot of sales for companies that use customer service software to take advantage of AI and other innovative technologies. Choosing the right software package can seem intimidating. Two of the most popular options Choosing the right software package can seem intimidating. Two of the most popular options are ZenDesk and HelpScout, but it’s important to choose one that fits both your needs and your budget. it’s important to choose one that fits both your needs and your budget. 13
Multi-Channel Selling
One of the biggest mistakes some brands make is selling exclusively on their website. Even large e- commerce retailers like Nordstrom and Saks Fifth Avenue engage in multi-channel selling. Sophia Amoruso, founder of Nasty Gal Vintage, got her start peddling her wares on eBay in 2006. In her book #Girlboss, she discusses the ups and downs she experienced selling on the platform and how she transitioned into selling on her own site. Because of today’s competitive e- commerce landscape, brands need to look beyond their website to to look beyond their website to reach customers. Marketplaces like Lyst and Etsy are great places to sell because they have excellent reputations and a high volume of traffic, which means more potential customers are likely to find you. You don’t always have to list every item on each platform separately, either. E-commerce software like Shopify makes it easy to list items from your online store on other marketplace sites. While selling on marketplaces is critical to your brand’s success, don’t go crazy with it. It’s best to start with a couple of sites and then make a couple of sites and then make changes based on where you get the most business. The list below is by no means comprehensive, but it does provide some of the most popular places to get started. Multi-Channel Selling 15
While most people don’t think of Amazon as a fashion powerhouse, the e-commerce giant has been slowly and steadily building their fashion-selling empire. Amazon’s fashion e-commerce market share is projected to rise from 5% (2015) to 15% in 2020. With more than 310 million active customers, selling on the Amazon marketplace is a no-brainer. With more than 310 million active customers, selling on the Amazon marketplace is a no-brainer. Brands looking to stand out on Amazon should invest in Amazon A+ Content (aka enhanced brand content). This service allows brands to add more multimedia on product pages, including video, additional images, and comparison charts. pages, including video, additional images, and comparison charts. This enhanced content is a powerful tool that can engage customers in your brand and boost sales. Etsy, which boasts more than 31 million active buyers, is an online marketplace that caters to the maker movement and its customers. In addition to vintage and handmade clothing.they sell a variety of handmade items and craft supplies. Amazon Etsy 16
17 Facebook Think Facebook is only for small brands trying to establish a name for themselves? Think again! Big brands like Lacoste understand the value of selling to customers directly through social media instead of asking them to click through to their website. If you’re already engaging your customers on Facebook, which has more than 1 billion active users, it makes sense to allow them to buy directly on your Facebook business page. Facebook now allows you to feature products in your business page news feed. So if you pay to boost a post that features one of If you’re already engaging your customers on Facebook, which has more than 1 billion active users, it makes sense to allow them to buy directly on your Facebook business page. Facebook now allows you to feature products in your business page news feed. So if you pay to boost a post that features one of your products, you can not only learn more about what products are the most profitable, but the types of customers who will buy them as well. Facebook Shops are easy to create and make it easier for potential customers to buy from your products, you can not only learn more about what products are the most profitable, but the types of customers who will buy them as well. Facebook Shops are easy to create and make it easier for potential customers to buy from you. And in addition to creating a Facebook Shop on your business page, you can also sell through groups dedicated to your specialty.
Customer Service Trends to Increase Sales. Tools, AI, Chat, Best Practices.
19 Because the nature of doing business online is very different from brick-and-mortar retailers, the way you serve your customers should also be different. Here are a couple of key customer service points to include in your business plan that are different than what most offline stores must consider. Given that fashion is based on creativity, it’s easy to understand why AI often gets overlooked. But there’s been stunning developments on this front in the past few years, and brands that invest in it are learning more than they ever thought possible about they ever thought possible about their customers. Ever wondered why Stitch Fix is so successful? Their creative process begins by using powerful algorithms that sift through their customer database to determine what customers will want to buy. According to research by the Business of Fashion and McKinsey, using AI to “guess” what will sell can reduce forecasting errors by 50%. Nonetheless, there’s no need to fear AI replacing the role of the Customer Service Trends to Increase Sales AI
20 Nonetheless, there’s no need to fear AI replacing the role of the designer. Instead of rejecting AI, brands can use its powerful computing power to create designs based on what people want to wear and trends that other brands haven’t even thought about. Chat While nothing can replace human interaction, chatbots are a great way to help your customer service team answer simple questions and even make purchase suggestions. Brands like Burberry, Aerie (by American Eagle Outfitters), and more all use chatbots to improve customer service. Facebook now provides built-in chatbot features into Messenger, as well. Chatbots can serve as virtual shopping assistants and ease the stress on customer support personnel. Customer support employees must be able to hold a conversation online, since many customers ask questions during their shopping questions during their shopping experience. These suggestions by customer service software company Kayako provide a good workflow for any employee who handles questions via online chat, no matter the platform.
21 Social Media Because online customers tend to be active on social media, why not take advantage of this and use platforms popular with your best customers to serve them, too? With the evolution of social media, you don’t always need special software to hold an online chat session. For example, Twitter is a popular way to provide support to customers. If you’re active on social media, take a cue from brands like Burberry and create a Twitter account to provide customer service. Because Facebook has so many Because Facebook has so many active users, serving customers on it is a natural choice. Facebook Messenger provides a lightweight, free chatbot to help you answer customer questions. Customers that see you’re responsive (there’s a badge you can earn on your Facebook business page if you answer questions quickly) will likely contact you there more often. Though social media may bring your brand a lot of unwanted attention, there is an upside to handling customer issues and questions on social media where questions on social media where everyone can see it. If you deal with customers quickly and courteously, even “bad press” can generate marketing buzz for your company. 24621
Other Trends There are a variety of other trends shaping the future of e-commerce for fashion brands. For example, UX is increasingly being used to understand how easy a website may be navigated. Today, marketers commonly talk about UX because the nature of commerce has changed so much with the explosion of smartphones. The most important takeaway from it is that your website needs to be as easy to navigate as possible. If not, your customers may shop elsewhere. 22
Marketing Your Brand
24 Branding Just like fashion trends, best practices in marketing change all the time. Instagram is currently the hottest place to market, but Facebook is definitely still a contender. Here are some of the current marketing trends fashion brands can take advantage of to get more sales. The concept of content marketing has been around since the late 1800s when John Deere began publishing “The Furrow.” However, its rise in popularity has made it increasingly difficult to master. Today, content marketing isn’t just about blogging or print magazines. Fashion brands are taking Fashion brands are taking advantage of shoppable ads on Instagram and Facebook that link directly to a product page. Using an ad pixel, you can target shoppers who’ve already visited your site or looked at a specific product and invite them to engage with you again. These ads are with you again. These ads are effective because they remind visitors what they liked about your brand. This strategy is a big part of how online retailer Madewell is using Instagram to create sales. Their posts include beautiful photographs of their products, Content Marketing
25 User-Generated Content Today’s social media landscape is much different than it used to be. Likewise, the way brands market on social media is also much different than in the past. One example of this change is the rise of user-generated content, a change of which fashion brands can take full advantage. For example, take full advantage. For example, Vancouver-based activewear retailer Ryu ran a brilliant Instagram giveaway using the hashtag #WhatsInYourBag. They encouraged people to share photos using the hashtag in exchange for a chance to win prizes. This campaign boosted their prizes. This campaign boosted their follower count to more than 20,000 and generated 32,000 pieces of user-generated content that Ryu could use in their marketing. photographs of their products, short but compelling captions, and a direct link to buy the pictured product. With more than a million Instagram followers, Madewell is experiencing firsthand the power of content marketing.
26 Email Email marketing is one of the oldest forms of e-marketing around. While it may not be as sexy as influencer outreach or as fun as soliciting user-generated content, it works. Reaching out directly to customers and fans is the backbone of every great marketing campaign. Here are just a few of the types of emails you can send: marketing campaign. Here are just a few of the types of emails you can send: • Newsletters • Special promotions and sales • Nurturing campaigns • Reorder reminders Fashion brands can generate big business marketing through influencers, but it can be costly if not done correctly. This marketing strategy is hotter than Gucci right now, so do your homework and learn how to build relationships with a variety of influencers to boost your brand. Influencer Outreach
27 Gender/Behavioral Marketing Traditionally, online retailers believed women made up the majority of online purchases. While this may be true, research shows that 38% of men from a 2018 NPR/ Marist survey have made an online purchase of $1,000 or more. When creating marketing campaigns, fashion brands should use different marketing tactics for each gender based on what we each gender based on what we know about how men and women shop. Women tend to be bargain hunters and are likely to spend more time gathering information about a product before purchasing, while men, on the other hand, tend to be more focused on completing the task as quickly as possible. Behavior-based marketing is similar to using demographics like gender to using demographics like gender to shape your marketing efforts. Fashion brands can use their own customer data to create these campaigns, but third-party sources like Think with Google and Facebook Audience Insights can provide valuable data to assist this process. Use a tool that allows you to automate newsletters and nurture campaigns. For personalized, automated campaigns, we recommend Klaviyo. Other popular tools include MailChimp, Drip, and Campaign Manager.
646-982-1574 / INFO@AVEXDESIGNS.COM / AVEXDESIGNS.COM The online fashion business is booming. By taking advantage of classic marketing techniques and current marketing best practices, your brand can be on its way to becoming a powerhouse. If you’re looking for help putting your best foot forward, we’d love to help. Avex Designs creates effective digital shopping experiences and marketing campaigns for brands both large and small. Give us a call today! Conclusion

More Related Content

PDF
Ecommerce trends in 2015 - What to expect
byNiclas Winroth
 
PDF
Com cap v-tex slides rise of dnvb
byCharlotte Brook
 
PPTX
U.S. E-Commerce Landscape and Trends 2014
byHaruki79
 
PDF
Master Class - Digitally Native Vertical Brands with Hassan Yassine, GAIA
byCollective Academy
 
PDF
eCommerce trends 2019 by Divante.co
byDivante
 
PPT
Impact Of E Commerce On Business
byMaryam A
 
PDF
7 ecommerce trends in 2014
byGoSquared
 
PDF
2017 fall com cap retail instore research
byCharlotte Brook
 
Ecommerce trends in 2015 - What to expect
byNiclas Winroth
 
Com cap v-tex slides rise of dnvb
byCharlotte Brook
 
U.S. E-Commerce Landscape and Trends 2014
byHaruki79
 
Master Class - Digitally Native Vertical Brands with Hassan Yassine, GAIA
byCollective Academy
 
eCommerce trends 2019 by Divante.co
byDivante
 
Impact Of E Commerce On Business
byMaryam A
 
7 ecommerce trends in 2014
byGoSquared
 
2017 fall com cap retail instore research
byCharlotte Brook
 

What's hot

PDF
ComCap DNVB Overview Sept'16
byUren Dhanani
 
PPTX
eCommerce Trends for 2015
byGrant Morrow
 
PDF
2015 - eCommerce AJ
byArchanaa John
 
PDF
NRF 2017 call to action - Personalization Overview Nov'16
byUren Dhanani
 
PDF
Top 13 eCommerce Trends for 2018
byBonspace
 
PPTX
Content, Design and Technology Trends in Ecommerce 2015
bySalmon Limited
 
PPTX
State of Ecommerce Marketing, 2014
byHubSpot
 
PDF
7 Effective B2B Ecommerce Trends of 2018
byAPPSeCONNECT
 
PDF
eCommerce Trends 2016-2017
byDivante
 
PDF
eCommerce20 ebook
byRalf VonSosen
 
PDF
Looking Forward to NRF 2017 – November 2016
byCharlotte Brook
 
PDF
Ecommerce Sector Report January 2018
byIndia Brand Equity Foundation
 
PDF
ComCap IRCE Presentation
byUren Dhanani
 
PPTX
Guide to Dreamforce 2016 – Digital Retail Marketing
byCharlotte Brook
 
PPTX
Guide to IRCE 2016
byCharlotte Brook
 
PPTX
50 Compelling Statistics on Global eCommerce
byPromptCloud
 
PDF
Latest E-commerce Trends 2016
byPixelCrayons
 
PDF
Your 2020 guide to a successful e commerce holiday planning
byMohamed Amine Ben Yahmed
 
PDF
25 Digital Transformation Case Studies In Retail
byHappy Marketer
 
PDF
Retail Evolution in the Digital World
byMayank Raheja
 
ComCap DNVB Overview Sept'16
byUren Dhanani
 
eCommerce Trends for 2015
byGrant Morrow
 
2015 - eCommerce AJ
byArchanaa John
 
NRF 2017 call to action - Personalization Overview Nov'16
byUren Dhanani
 
Top 13 eCommerce Trends for 2018
byBonspace
 
Content, Design and Technology Trends in Ecommerce 2015
bySalmon Limited
 
State of Ecommerce Marketing, 2014
byHubSpot
 
7 Effective B2B Ecommerce Trends of 2018
byAPPSeCONNECT
 
eCommerce Trends 2016-2017
byDivante
 
eCommerce20 ebook
byRalf VonSosen
 
Looking Forward to NRF 2017 – November 2016
byCharlotte Brook
 
Ecommerce Sector Report January 2018
byIndia Brand Equity Foundation
 
ComCap IRCE Presentation
byUren Dhanani
 
Guide to Dreamforce 2016 – Digital Retail Marketing
byCharlotte Brook
 
Guide to IRCE 2016
byCharlotte Brook
 
50 Compelling Statistics on Global eCommerce
byPromptCloud
 
Latest E-commerce Trends 2016
byPixelCrayons
 
Your 2020 guide to a successful e commerce holiday planning
byMohamed Amine Ben Yahmed
 
25 Digital Transformation Case Studies In Retail
byHappy Marketer
 
Retail Evolution in the Digital World
byMayank Raheja
 

Similar to Where Fashion & Ecommerce Collide

PDF
E-commerce in fashion industry
byDivante
 
PPTX
ecom slides.pptx
byCHSubhaniGujjar
 
PDF
50+ Shopify Tools to Grow and Manage Your eCommerce Business
byPixc
 
PDF
2021 ECOMMERCE REPORT: Latest eCommerce Trends, and Best eCommerce Platforms ...
byLitExtension
 
PDF
B2C and B2B eCommerce and Shops for SMEs and Agencies in 24h
byLukas Hertig
 
PDF
eCommerce trends from 2017 to 2018 by Divante.co
byDivante
 
PDF
1st Shopify Meetup in Perth - February 2018
byTradeGecko
 
PDF
Guiding Principles for Building an Ecommerce Website
byArabNet ME
 
PPTX
What is eCommerce
byColin Lewis
 
PDF
E-Commerce 2016 Trends and Innovations
byCarmelon Digital Marketing
 
PDF
E-commerce Trends from 2015 to 2016 by Divante
byDivante
 
PDF
007. 7 Trends Ensuring eCommerce Growth in the Fashion Industry.pdf
byIT Delight
 
PPT
Future Commerce - 8 trends that are changing how we buy and sell online
byFadi Shuman
 
PDF
WooSesh 2022: Connected Commerce
byBeka Rice
 
PPTX
Leveraging Technology for Business Growth
byincommerce
 
PDF
10 Digital Commerce Trends from the Fashion and Apparel, 2020 Report
byAlaina Carter
 
PPTX
TYPES OF WEBSITES YOU CAN CREATE ON SHOPIFY.pptx
bye-Definers Technology
 
PPTX
DE presentation111.pptx
byUsii1
 
PDF
Ecommerce-POS Landing
byMadalin-Dumitru Vranceanu
 
PPTX
project Presentation.pptx
byManeetBali
 
E-commerce in fashion industry
byDivante
 
ecom slides.pptx
byCHSubhaniGujjar
 
50+ Shopify Tools to Grow and Manage Your eCommerce Business
byPixc
 
2021 ECOMMERCE REPORT: Latest eCommerce Trends, and Best eCommerce Platforms ...
byLitExtension
 
B2C and B2B eCommerce and Shops for SMEs and Agencies in 24h
byLukas Hertig
 
eCommerce trends from 2017 to 2018 by Divante.co
byDivante
 
1st Shopify Meetup in Perth - February 2018
byTradeGecko
 
Guiding Principles for Building an Ecommerce Website
byArabNet ME
 
What is eCommerce
byColin Lewis
 
E-Commerce 2016 Trends and Innovations
byCarmelon Digital Marketing
 
E-commerce Trends from 2015 to 2016 by Divante
byDivante
 
007. 7 Trends Ensuring eCommerce Growth in the Fashion Industry.pdf
byIT Delight
 
Future Commerce - 8 trends that are changing how we buy and sell online
byFadi Shuman
 
WooSesh 2022: Connected Commerce
byBeka Rice
 
Leveraging Technology for Business Growth
byincommerce
 
10 Digital Commerce Trends from the Fashion and Apparel, 2020 Report
byAlaina Carter
 
TYPES OF WEBSITES YOU CAN CREATE ON SHOPIFY.pptx
bye-Definers Technology
 
DE presentation111.pptx
byUsii1
 
Ecommerce-POS Landing
byMadalin-Dumitru Vranceanu
 
project Presentation.pptx
byManeetBali
 

Recently uploaded

PPTX
Affiliate Summit West - Lily Ray Keynote 2026
byLily Ray
 
PPTX
SORTIQSOLUTIONS. pptx ppt on ppc a topic from digital marketing
bysortiqsolutionss
 
PDF
Rochester Homes Product Guide January 2026
byJimWilliams206540
 
DOCX
What Is Affiliate Influencer Marketing.docx
byWo Link
 
PDF
SFMC User Group CPH - January 2026 - From Campaigns to Conversations
byLukas Lunow
 
PDF
Facebook Group Marketing Tips for Sustainable Growth
byagrowth llc
 
PPTX
seo-complete-guide-2026-for-rankings-pro
byprabhakarpandav2
 
PDF
Sell on Nykaa Fashion: A Visual Guide for New Brands & Sellers
byTouchstone Infotech
 
PPTX
Increase Google LSA Impression Share: 5 Fixes to Spend More of Your Budget
byDigital Harvest
 
PDF
ROAD safety SOLUTIONS brochure ltek NEW (1).pdf
bydgtlmktlyncotek
 
PDF
Top 123 Place to USA Binance Accounts Online-Uk.pdf
bybimif63078
 
PDF
Webinar - Measuring & Winning AI Search Visibility | VertoDigital x Rankscale
byjules791567
 
PDF
Your Website Is Invisible to 800 Million People: The ChatGPT Visibility Crisis
byUdit Goenka
 
PDF
AI In Advertising 2026 - Optimization Expectation and Framework
byAvinash Chandra
 
PDF
What is the Difference Between Unacademy Referral Code and Promo Code
byvayomeg600
 
PDF
Purchase Twitter Accounts with Full Access and Secure Setup.pdf
bytopusapro.com
 
PDF
2026 Google Ads Playbook: 5 Strategies Behind $200M+ in Profitable Ad Spend
bySearch Engine Journal
 
DOCX
Top Factors That Make Old Gmail Accounts More Valuable
bypvasmmpath
 
PDF
Learn About Buying Verified Twitter (X) Accounts (Every User Needs to Learn).pdf
bygsghhgf8
 
PDF
How To Buy Verified Wise Accounts – for a secure,& fully prepared profile.pdf
byapasanilion108
 
Affiliate Summit West - Lily Ray Keynote 2026
byLily Ray
 
SORTIQSOLUTIONS. pptx ppt on ppc a topic from digital marketing
bysortiqsolutionss
 
Rochester Homes Product Guide January 2026
byJimWilliams206540
 
What Is Affiliate Influencer Marketing.docx
byWo Link
 
SFMC User Group CPH - January 2026 - From Campaigns to Conversations
byLukas Lunow
 
Facebook Group Marketing Tips for Sustainable Growth
byagrowth llc
 
seo-complete-guide-2026-for-rankings-pro
byprabhakarpandav2
 
Sell on Nykaa Fashion: A Visual Guide for New Brands & Sellers
byTouchstone Infotech
 
Increase Google LSA Impression Share: 5 Fixes to Spend More of Your Budget
byDigital Harvest
 
ROAD safety SOLUTIONS brochure ltek NEW (1).pdf
bydgtlmktlyncotek
 
Top 123 Place to USA Binance Accounts Online-Uk.pdf
bybimif63078
 
Webinar - Measuring & Winning AI Search Visibility | VertoDigital x Rankscale
byjules791567
 
Your Website Is Invisible to 800 Million People: The ChatGPT Visibility Crisis
byUdit Goenka
 
AI In Advertising 2026 - Optimization Expectation and Framework
byAvinash Chandra
 
What is the Difference Between Unacademy Referral Code and Promo Code
byvayomeg600
 
Purchase Twitter Accounts with Full Access and Secure Setup.pdf
bytopusapro.com
 
2026 Google Ads Playbook: 5 Strategies Behind $200M+ in Profitable Ad Spend
bySearch Engine Journal
 
Top Factors That Make Old Gmail Accounts More Valuable
bypvasmmpath
 
Learn About Buying Verified Twitter (X) Accounts (Every User Needs to Learn).pdf
bygsghhgf8
 
How To Buy Verified Wise Accounts – for a secure,& fully prepared profile.pdf
byapasanilion108
 

Where Fashion & Ecommerce Collide

  • 1.
    Where Fashion and E-commerceCollide STATE OF THE INDUSTRY / AUGUST 2018 FIRST EDITION
  • 2.
    Table of Contents INTRO 2.MULTI-CHANNEL SELLING 4. MARKETING YOUR BRAND 1. TOOLS OF THE TRADE 3. CUSTOMER SERVICE TRENDS IN E-COMMERCE E-commerce by the Numbers E-commerce Platforms Payment Gateways Shipping Providers Customer Service Software AI Chatbots (Facebook Messenger) Amazon Etsy Facebook Branding Content Marketing User-Generated Content Influencer Outreach Email (Transactional vs. Marketing) Gender/Behavioral/Personalized Marketing 5 13 22 17 26 27 8 19 24 11 20 16 24 12 21 16 25 26 3 14 23 7 18 CONCLUSION 28 Social Media Other Trends
  • 3.
  • 4.
    Introduction E-commerce is bigbusiness. According to the US Census Bureau, it accounts for almost 10% of all retail sales. It’s not surprising then that fashion brands invest heavily in their online presence. According to Shopify’s Fashion and Apparel Industry Report, worldwide e-commerce fashion sales are projected to hit US$481 billion in 2018. The largest opportunity in the market exists for small and medium fashion brands that are looking to expand their business worldwide. Thanks to technology, it’s easier and less expensive to get an e- Thanks to technology, it’s easier and less expensive to get an e- commerce website up and running. Third-party marketplaces make it easy for brands who don’t want a website at all. Sites like Lyst provide customers the opportunity to buy clothes from luxury brands like Valentino and discount brands like Akira. Lyst invests heavily in User Experience (UX) and Search Engine Optimization (SEO), which allows small and medium fashion brands to sell on a high-traffic website without investing as heavily in web development. Today we’re going to discuss the tools, trends, and best practices to incorporate into your brand and look a little at why they work. 4
  • 5.
    E-Commerce by theNumbers Business is booming, and fashion brands both big and small are continuing to see an ncrease in website sales. Let’s take a look at some compelling statistics why you should have a strong online brand and boutique: 266 of Internet Retailers Top 1,000 are apparel brands (Digital Commerce 360) Designer Rebecca Minkoff sells clothing in more than 100 countries (Shopify) “DIGITALLY INFLUENCED” SPENDING 80% 80% of luxury brand spending is “digitally influenced” (McKinsey/Shopify) 5
  • 6.
    6 27,4% 27.4% of allUS clothing sales in 2017 were online (Digital Commerce 360) US CLOTHING SALES Online sales account for 60% of British luxury brand Holland Cooper’s US$13 million annual revenue (The Week) HOLLAND COOPER’S ONLINE SALES 60%
  • 7.
  • 8.
    Tools of theTrade E-commerce Platforms SHOPIFY & SHOPIFY PLUS Your seamstresses love a sharp pair of scissors. Your designers have their favorite notebooks. As an e-commerce marketer, your tools of the trade are just as important. Here’s a brief overview of the digital tools every fashion e-tailer should have in their marketing arsenal. We here at Avex are a big fan of the Shopify platform (maybe it’s because we’re a certified Shopify agency). As one of the most popular e-commerce platforms around, it’s no surprise that Shopify remains a favorite of big and small fashion brands. It began in 2004 by fashion brands. It began in 2004 by a group of three friends who wanted to open an online snowboard shop. Disappointed by the lack of software to help them sell, they built their own, and thus Shopify was born. Today, Shopify has about a half million customers and serves companies like Tesla Motors and Google, as well as fashion brands Eugenia Kim, Ed Hardy and more. 8
  • 9.
    If you knowyour way around WordPress and don’t want to learn another CMS, WooCommerce is a WordPress plug-in that allows you to add e-commerce capabilities to an existing website. Of the top million websites, WooCommerce has the largest market share (22% according to BuiltWith). WooCommerce has a free plan that gives you a chance to try it out before gives you a chance to try it out before investing in the full version. However, you may need to do some hand- coding to get things to look the way you want or change your WordPress theme to something designed specifically for WooCommerce. 9 We love Shopify because it includes a great deal of freedom and flexibility for tech-savvy brands with complex needs. You can integrate Shopify with other software (like Salesforce, Klaviyo, AdRoll and ERP systems) through Shopify apps. 22% WOOCOMMERCE MARKET SHARE WOOCOMMERCE
  • 10.
    10 MAGENTO Magento is apowerful solution for brands with highly-skilled technical teams. The backend is more difficult to manage than Shopify, and requires a great deal of configuration to work properly. It started as shopping cart software about 10 years ago and evolved into a complete e-commerce solution when it was acquired by eBay in 2011. Today, Magento is owned by Adobe and is available as four standalone products or as an entire suite called Magento Commerce Cloud. standalone products or as an entire suite called Magento Commerce Cloud. The full suite includes business intelligence, order management, and access to the Magento Marketplace. The marketplace includes almost 4,000 extensions that connect Magento to your accounting, customer service, ERP and CRM systems. Because of its high price tag and the massive server space required to run it, Magento works best for the massive server space required to run it, Magento works best for medium to large brands with a healthy marketing budget. It is not a quick solution, and can take between six to 10 weeks to implement even a basic setup.
  • 11.
    Payment Gateways Today, moneytravels as fast as fake news, and e-commerce provides an easy way to get paid quickly by customers around the globe. The two most popular options in the US are PayPal and Square. PayPal is almost as old as the internet itself, and it is the preferred method of payment for eBay and other online retailers. It’s easy to use, the fees are reasonable, and you can accept payments online and in brick-and- mortar locations. Square, a mobile POS system started by Twitter co-founder Jack Dorsey, has exploded in popularity over the last decade and provides over the last decade and provides similar benefits and fee structures to PayPal.While it’s easy to accept payment from most countries, some can be problematic. Payoneer is an online payment system that’s popular worldwide and accepts payments from more than 200 countries (as of April 2017). Shopify customers can use Shopify Payments, a gateway created exclusively for the platform. It includes a reader and one rate for all cards, depending on if they are online or in-person payments. Additional monthly fees apply. Shopify customers can use Shopify Payments, a gateway created exclusively for the platform. It includes a reader and one rate for all cards, depending on if they are online or in-person payments. Additional monthly fees apply. 11
  • 12.
    Large brands arelikely to experience significant cost savings by investing in building their own supply chain. While you may want to outsource certain aspects of packaging and shipping, having a “human-centered” supply chain gives socially-conscious millennial shoppers peace of mind and plays a significant part in your branding. Small brands might want to look into using a drop-shipper to help with some or all of the packaging and shipping process. This allows your team to focus on the product while still being able to deliver in the most efficient way possible. Shopify users can use the shipping a significant part in your branding. Small brands might want to look into using a drop-shipper to help with some or all of the packaging and shipping process. This allows your team to focus on the product while still being able to deliver in the most efficient way possible. Shopify users can use the shipping service built directly into their software. Other companies like Oberlo provide convenient and affordable solutions for boutique brands. service built directly into their software. Other companies like Oberlo provide convenient and affordable solutions for boutique brands. Shipping Providers 12
  • 13.
    Customer Service Software 10 Whenselling online, your pool of potential customers is much larger than that of brick-and-mortar establishments. And, these customers buy and interact with your company much differently. For example, did you know that almost half of customers are open to buying items from a chatbot? That’s a lot of sales for companies that use customer service software to take advantage of AI and other innovative technologies. Choosing the right software package can seem intimidating. Two of the most popular options Choosing the right software package can seem intimidating. Two of the most popular options are ZenDesk and HelpScout, but it’s important to choose one that fits both your needs and your budget. it’s important to choose one that fits both your needs and your budget. 13
  • 14.
  • 15.
    One of thebiggest mistakes some brands make is selling exclusively on their website. Even large e- commerce retailers like Nordstrom and Saks Fifth Avenue engage in multi-channel selling. Sophia Amoruso, founder of Nasty Gal Vintage, got her start peddling her wares on eBay in 2006. In her book #Girlboss, she discusses the ups and downs she experienced selling on the platform and how she transitioned into selling on her own site. Because of today’s competitive e- commerce landscape, brands need to look beyond their website to to look beyond their website to reach customers. Marketplaces like Lyst and Etsy are great places to sell because they have excellent reputations and a high volume of traffic, which means more potential customers are likely to find you. You don’t always have to list every item on each platform separately, either. E-commerce software like Shopify makes it easy to list items from your online store on other marketplace sites. While selling on marketplaces is critical to your brand’s success, don’t go crazy with it. It’s best to start with a couple of sites and then make a couple of sites and then make changes based on where you get the most business. The list below is by no means comprehensive, but it does provide some of the most popular places to get started. Multi-Channel Selling 15
  • 16.
    While most peopledon’t think of Amazon as a fashion powerhouse, the e-commerce giant has been slowly and steadily building their fashion-selling empire. Amazon’s fashion e-commerce market share is projected to rise from 5% (2015) to 15% in 2020. With more than 310 million active customers, selling on the Amazon marketplace is a no-brainer. With more than 310 million active customers, selling on the Amazon marketplace is a no-brainer. Brands looking to stand out on Amazon should invest in Amazon A+ Content (aka enhanced brand content). This service allows brands to add more multimedia on product pages, including video, additional images, and comparison charts. pages, including video, additional images, and comparison charts. This enhanced content is a powerful tool that can engage customers in your brand and boost sales. Etsy, which boasts more than 31 million active buyers, is an online marketplace that caters to the maker movement and its customers. In addition to vintage and handmade clothing.they sell a variety of handmade items and craft supplies. Amazon Etsy 16
  • 17.
    17 Facebook Think Facebook isonly for small brands trying to establish a name for themselves? Think again! Big brands like Lacoste understand the value of selling to customers directly through social media instead of asking them to click through to their website. If you’re already engaging your customers on Facebook, which has more than 1 billion active users, it makes sense to allow them to buy directly on your Facebook business page. Facebook now allows you to feature products in your business page news feed. So if you pay to boost a post that features one of If you’re already engaging your customers on Facebook, which has more than 1 billion active users, it makes sense to allow them to buy directly on your Facebook business page. Facebook now allows you to feature products in your business page news feed. So if you pay to boost a post that features one of your products, you can not only learn more about what products are the most profitable, but the types of customers who will buy them as well. Facebook Shops are easy to create and make it easier for potential customers to buy from your products, you can not only learn more about what products are the most profitable, but the types of customers who will buy them as well. Facebook Shops are easy to create and make it easier for potential customers to buy from you. And in addition to creating a Facebook Shop on your business page, you can also sell through groups dedicated to your specialty.
  • 18.
    Customer Service Trendsto Increase Sales. Tools, AI, Chat, Best Practices.
  • 19.
    19 Because the natureof doing business online is very different from brick-and-mortar retailers, the way you serve your customers should also be different. Here are a couple of key customer service points to include in your business plan that are different than what most offline stores must consider. Given that fashion is based on creativity, it’s easy to understand why AI often gets overlooked. But there’s been stunning developments on this front in the past few years, and brands that invest in it are learning more than they ever thought possible about they ever thought possible about their customers. Ever wondered why Stitch Fix is so successful? Their creative process begins by using powerful algorithms that sift through their customer database to determine what customers will want to buy. According to research by the Business of Fashion and McKinsey, using AI to “guess” what will sell can reduce forecasting errors by 50%. Nonetheless, there’s no need to fear AI replacing the role of the Customer Service Trends to Increase Sales AI
  • 20.
    20 Nonetheless, there’s noneed to fear AI replacing the role of the designer. Instead of rejecting AI, brands can use its powerful computing power to create designs based on what people want to wear and trends that other brands haven’t even thought about. Chat While nothing can replace human interaction, chatbots are a great way to help your customer service team answer simple questions and even make purchase suggestions. Brands like Burberry, Aerie (by American Eagle Outfitters), and more all use chatbots to improve customer service. Facebook now provides built-in chatbot features into Messenger, as well. Chatbots can serve as virtual shopping assistants and ease the stress on customer support personnel. Customer support employees must be able to hold a conversation online, since many customers ask questions during their shopping questions during their shopping experience. These suggestions by customer service software company Kayako provide a good workflow for any employee who handles questions via online chat, no matter the platform.
  • 21.
    21 Social Media Because onlinecustomers tend to be active on social media, why not take advantage of this and use platforms popular with your best customers to serve them, too? With the evolution of social media, you don’t always need special software to hold an online chat session. For example, Twitter is a popular way to provide support to customers. If you’re active on social media, take a cue from brands like Burberry and create a Twitter account to provide customer service. Because Facebook has so many Because Facebook has so many active users, serving customers on it is a natural choice. Facebook Messenger provides a lightweight, free chatbot to help you answer customer questions. Customers that see you’re responsive (there’s a badge you can earn on your Facebook business page if you answer questions quickly) will likely contact you there more often. Though social media may bring your brand a lot of unwanted attention, there is an upside to handling customer issues and questions on social media where questions on social media where everyone can see it. If you deal with customers quickly and courteously, even “bad press” can generate marketing buzz for your company. 24621
  • 22.
    Other Trends There area variety of other trends shaping the future of e-commerce for fashion brands. For example, UX is increasingly being used to understand how easy a website may be navigated. Today, marketers commonly talk about UX because the nature of commerce has changed so much with the explosion of smartphones. The most important takeaway from it is that your website needs to be as easy to navigate as possible. If not, your customers may shop elsewhere. 22
  • 23.
  • 24.
    24 Branding Just like fashiontrends, best practices in marketing change all the time. Instagram is currently the hottest place to market, but Facebook is definitely still a contender. Here are some of the current marketing trends fashion brands can take advantage of to get more sales. The concept of content marketing has been around since the late 1800s when John Deere began publishing “The Furrow.” However, its rise in popularity has made it increasingly difficult to master. Today, content marketing isn’t just about blogging or print magazines. Fashion brands are taking Fashion brands are taking advantage of shoppable ads on Instagram and Facebook that link directly to a product page. Using an ad pixel, you can target shoppers who’ve already visited your site or looked at a specific product and invite them to engage with you again. These ads are with you again. These ads are effective because they remind visitors what they liked about your brand. This strategy is a big part of how online retailer Madewell is using Instagram to create sales. Their posts include beautiful photographs of their products, Content Marketing
  • 25.
    25 User-Generated Content Today’s socialmedia landscape is much different than it used to be. Likewise, the way brands market on social media is also much different than in the past. One example of this change is the rise of user-generated content, a change of which fashion brands can take full advantage. For example, take full advantage. For example, Vancouver-based activewear retailer Ryu ran a brilliant Instagram giveaway using the hashtag #WhatsInYourBag. They encouraged people to share photos using the hashtag in exchange for a chance to win prizes. This campaign boosted their prizes. This campaign boosted their follower count to more than 20,000 and generated 32,000 pieces of user-generated content that Ryu could use in their marketing. photographs of their products, short but compelling captions, and a direct link to buy the pictured product. With more than a million Instagram followers, Madewell is experiencing firsthand the power of content marketing.
  • 26.
    26 Email Email marketing isone of the oldest forms of e-marketing around. While it may not be as sexy as influencer outreach or as fun as soliciting user-generated content, it works. Reaching out directly to customers and fans is the backbone of every great marketing campaign. Here are just a few of the types of emails you can send: marketing campaign. Here are just a few of the types of emails you can send: • Newsletters • Special promotions and sales • Nurturing campaigns • Reorder reminders Fashion brands can generate big business marketing through influencers, but it can be costly if not done correctly. This marketing strategy is hotter than Gucci right now, so do your homework and learn how to build relationships with a variety of influencers to boost your brand. Influencer Outreach
  • 27.
    27 Gender/Behavioral Marketing Traditionally, onlineretailers believed women made up the majority of online purchases. While this may be true, research shows that 38% of men from a 2018 NPR/ Marist survey have made an online purchase of $1,000 or more. When creating marketing campaigns, fashion brands should use different marketing tactics for each gender based on what we each gender based on what we know about how men and women shop. Women tend to be bargain hunters and are likely to spend more time gathering information about a product before purchasing, while men, on the other hand, tend to be more focused on completing the task as quickly as possible. Behavior-based marketing is similar to using demographics like gender to using demographics like gender to shape your marketing efforts. Fashion brands can use their own customer data to create these campaigns, but third-party sources like Think with Google and Facebook Audience Insights can provide valuable data to assist this process. Use a tool that allows you to automate newsletters and nurture campaigns. For personalized, automated campaigns, we recommend Klaviyo. Other popular tools include MailChimp, Drip, and Campaign Manager.
  • 28.
    646-982-1574 / INFO@AVEXDESIGNS.COM/ AVEXDESIGNS.COM The online fashion business is booming. By taking advantage of classic marketing techniques and current marketing best practices, your brand can be on its way to becoming a powerhouse. If you’re looking for help putting your best foot forward, we’d love to help. Avex Designs creates effective digital shopping experiences and marketing campaigns for brands both large and small. Give us a call today! Conclusion