Best Practices and Solutions for Ecommerce Executives in the Fashion Industry
Apparel and Footwear sales are experiencing a tremendous boost through online transactions. Ecommerce executives in the fashion industry need to take stock of how they can claim a share of this boom for their companies. Here are three of the best practices and solutions that can help them take advantage of this positive trend.
(1) Optimal Use of Social Media
There is no denying that social networking has contributed to changing the retail landscape. Social networking sites have made it easier for consumers to browse through buying options and do the necessary product research. Through sites like Instagram, FaceBook and Twitter, consumers are able to stay in tune with the trends for their age group and social circle. They are able to compare prices, connect with popular designers, and validate their choices.
Leaders in the ecommerce sector of the fashion industry need to focus on harvesting this minefield of opinion for their products. Even big name brands with brick and mortar outlets have taken to creating their own FB pages where visitors can leave comments. Some companies even go as far as assigning a social team to create a flurry of responses through a variety of sites, including Instagram.
(2) Brand Personality
A product’s brand will is vital to establishing its market. Therefore, leaders and decision makers in the ecommerce fashion industry must invest in creating a brand that their market can relate to. Brands will generate product loyalty if these succeed in convincing consumers that the product will meet their needs. However, this all begins with catching the consumers’ attention; this happens when a brand is imbued with personality, the clear and indefinable “oomph” that makes a brand stand out.
The ecommerce executive must lead in crafting a brand that will consistently exhibit the traits that make a product different from the rest. This brand must also target the market that the product aims attract.
Some experts believe that consumers tend to choose brands that reverberate with their own personality type. Predictably, the sophisticate will gravitate towards a suave and cultured brand, the practical buyer will seek a brand that guarantees quality and utility, while the adventurer will go for a brand that spells excitement.
(3) Easy Access Across Devices
The e-commerce fashion industry needs to maximize the use of mobile phones and tablets as sales channel. According to Michael Zargosek, Apple’s former Director of Marketing Communications and expert on interactive marketing, a basic rule to remember is keeping things simple. As a rule, when the process is too complex or time consuming, prospective buyers can click away – even when they would have wanted to buy the product.
If executives in the ecommerce sector of the fashion industry want to make use of all selling opportunities, they need to grab a hold of the most efficient mobile sales tools.
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