Do you know which key trends are driving the fashion industry are at present? Here, we a referring to the trends that retailers, and the industry in general, are following and not fashion statements such as mock crocs, capes and snake prints among others.
For fashion companies, the year 2019 is being labelled as a new beginning, as opposed to the reckoning that was 2018 according to McKinsey. Some of the traditional rules have been overtaken by time ad events, something that these companies will have to accept. From transparency, addressing social issues and speed to market, agility is everything in today’s market.
Simply put, taking growth for granted won’t work anymore. Over the next year, the following key trends are expected to dictate the course that the fashion industry will take.
In-store and online experiences will be brought together through Omni channel shopping
Over the recent past, in-store sales have been on the decline as online sales climbed rapidly. This has created a somewhat difficult to understand the situation. Retailers cannot simply abandon brick and mortar stores altogether as consumers still find value in-store experiences according to research findings. Omnichannel shopping has therefore risen to become one of the big trends in the industry today.
The connection between online and in-store channels is quite clear given that customers use the internet and mobile devices to research various products, search for consumer reviews and hunt for the best prices when shopping in physical stores; and drop off their online store purchase returns at physical stores.
Mobile technology is essential to this combination. Mobile technology drives everything from digital payment apps to smart fitting rooms; it is used to make payments for purchases and enables easy and convenient browsing through the integration of augmented reality and social media into the overall shopping experience.
Retailers match the customer’s purchase history with their shopping options with the help of Artificial Intelligence.
Retailers are interacting with their customers in a completely new way thanks to AI (Artificial Intelligence). This year alone, up to 75 percent of retailers are making plans to adopt the use of AI according to research findings published by McKinsey. The first group of retailers to embrace visual search expected to see a 30 percent increase in their e-commerce revenues according to Gartner.
By allowing shoppers to take pictures of in-store items so that they can use them to search for similar items on the online store is one of the ways brands such as ASOS and H&M are taking advantage of visual search to provide an improved shopping experience to their customers.
Hiring trends in the fashion industry
The fashion industry is at a turning point without a doubt. The industry’s hiring trends clearly demonstrate this. Fast fashion and its environmental impact is driving socially conscious marketers, who were initially drawn in by the glamour, away.
On the other hand, there are some attractive career options still available in the industry. As high street brands see the need to bring in fresh digital talent to survive in a highly congested market and sustainable start-ups and brands continue to grow, we at Stopgap have been able to secure an increasing number of opportunities for marketing professionals.
Jess Sinton, Stopgap Senior Consultant explained that as brands focus on adding specialist marketers to their ranks, traditionally generalist marketing roles are being abandoned. Jess continued to say that to gain ground in today’s market where fast fashion is being moved effortlessly online, high street brands, especially those operating many physical stores, are in search of email, Pay-Per-Click (PPC) and Search Engine Optimization (SEO) specialists.
According to Jess, marketers usually require HTML and ESP experience, while digital specialists need PPC and SEO related technical skills, such as indexing and crawling.
Jess offers the following gems of advice to recruiting managers:
According to Jess, fashion companies need to act fast whenever they find a digital specialist; this is because these professionals are bound to be snatched up quickly by competitors due to the huge demand for their skills.
Jess continued to say that given the many opportunities available to them, these prospective employees will demand to be remunerated well for their services. This shouldn’t put you off, according to Jess; because recruiting managers usually want Stopgap to find such people for them, and digital-savvy fashion companies usually hire them on the spot. The right marketing manager job could just be waiting right around the corner.
Contact Jess now, if you are interested in learning more about how you can recruit the best marketing professionals in today’s fashion industry.