Fashionable Trends

Written by Martin Lucas

We were at the Fashion Summit in Manchester this week, where the core focus was about how to prepare for the future of your eCommerce operation. Here is my analysis of a few insights I picked up from some awesome talks:

Personalisation

This is in growing demand and something we know extremely well at Mastermindset (Irrational Mathematics was our invention - we’ve been asked to talk about it at a school for gifted mathematicians - and we use it in complex marketing and platform solutions) as we believe and have proven that a personalised experience makes customers happier, while increasing loyalty and word of mouth. It means we are always on the hunt for innovation and proof in this field.

A number of talks referred to the following:

Time to market. Speeding up the time it takes from concept to design to being for sale online is becoming an increasing priority. Boohoo has reversed the mass production model: it used to be (and still is for most brands) a purchase of 10,000 items from a supplier, which was done to lower the cost. Now it has become a purchase 200 items from the supplier but of more ranges, so still 10,000 items but across lots of design types. This allows Boohoo to offer a wider range, change the collections more often and add more choice and personalisation to their experience.

Fast fashion. You will start to hear this phrase more and more. The time to market is a factor here but there is also an emerging demand for quicker deliveries and more customised options for the purchaser. ‘Buy before 10pm and get it the next day’ is one example being trialled by Public Desire. The overall trend is all about more choice, more range, more experiences that match what each customer desires. A personal experience wins.

Associated product promotion

What is personal does not need to be subjective, not when companies like Bunting exist, as they are a tool which helps you identify what types of products to show and when. For example, when buying a guitar, the common mistake is to show accessories for that guitar on the page as suggested things to purchase (a classic upsell). What their talk showed was that this is an assumption; the customer has not actually decided they want that guitar so you should show other guitars to help them know they are in the right place to make the initial buying decision they intended. Then, when they ADD the guitar to their basket, THAT is when you can suggest associated purchases as they have already selected their guitar. It’s a very simple but extremely effective suggestion.

Engagement

Some great insight from Adam, the founder of Coolr, an official Workplace by Facebook partner. If you don’t know Workplace, then it’s pretty simple: Facebook has made a version of Facebook that is a private network for a company. Adam gave a great rundown about how our way of communicating at work has not evolved to the way we communicate in life, and then dropped a few (very funny) examples about assumptions we make about the younger generation.

If you consider what makes Workplace work well, it’s that everyone already understands how to use it, so you can adopt it and stream your communication and collaboration onto it with less of the generational challenges of groups or email, some clinging dearly to fax and printing and others just lost inside their phones. Check out workplace here

Context

Right message, right platform, right time.

This is a great way to think about all your social media activity. I wrote Freedom of Speech this week to help you with style of voice to use. As for the right platform, consider how mega-brand Geico took down the ‘Skip ad’ challenge on YouTube:

[embed]https://www.youtube.com/watch?v=PA_An6LcWtc[/embed]

Only post to platforms where your market is spending their time, so you don’t waste yours!

That leaves us with the Right Time. Well, for any fashion companies out there, let me leave you with a puzzle:

What time of the day are you most likely to buy clothing?

Can you explain why?

If you can figure out the answer for your target market, then you’re all set.

If you want a fun discussion about this puzzle then just drop me a line.