E-commerce has become the primary stage for fashion retailing. Most clothing, shoe, bag, and jewellery brands can now be found selling their products on Amazon, Asos, Net a Porter, or their own online store. It doesn’t matter if it’s a fast-fashion brand or a luxury brand – almost everyone in the industry are establishing and strengthening their presence on the internet to reach more shoppers. Even traditionally brick-and-mortar stores are following the trend and setting up their own online store as another sales channel, especially as more and more customers are making use of the various internet providers in my area and doing a large part of their shopping online. Here are the elements that can bring success to a fashion e-commerce platform.
Offering a Unique and Differentiated Online Experience
When entering the e-commerce market, fashion brands should ideally offer something new and different from what is already available to shoppers. This will give them an edge in establishing and strengthening their presence on the internet.
For example, Net a Porter was able to create a successful online store because they provided something different – not just another platform for fast fashion items but also luxury items at reasonable prices. Today, they are one of the biggest players in the industry.
Another example is Everlane, an American online retailer that sells nothing but clothes and shoes. They offer a simplified shopping experience by only selling their own products that are ethical and sustainable.
Differentiation does not only apply to the price but also the offering. For example, a brand can offer limited edition pieces online before it’s available in stores or has a “try-at-home” service that allows shoppers to try the dress before they buy it.
Offering Great Customer Service
Aside from providing unique product offerings, brands should also prioritize their buyers’ concerns when selling through an e-commerce platform. As much as possible, they need to make themselves available for questions or concerns both before and after a sale has occurred – whether through email, phone call, or instant messaging.
They also need to prepare for any negative feedback because potential customers will sure leave negative comments and ratings – and this can affect a brand’s reputation. There’s should be guidance in place for negative comments and bad ratings to turn it into a positive one.
Having a Well-Designed Website
The overall aesthetic of the website matters a lot. Consumers wouldn’t want to browse and shop from a site that has a style that doesn’t match their taste. Fashion brands should keep in mind that fashion is, after all, an emotional business that needs to appeal to people’s senses and emotions.
Therefore, the site needs to match this sentiment by featuring eye-catching visuals and videos of products. The products should be on the spotlight and should show exactly what it looks like and what they can become. If it’s high-end jewellery, for example, it should exude luxury. Many jewellers use photo-editing services for jewellery to make their products shine.
But great websites are not just about good looks; they should also be user-friendly and able to load quickly even on mobile devices. If the website has an easy to use the search function, good product filtering tools, clear information regarding shipping rates and times, and great security measures such as SSL certification encryption then that means their visitors will have a great shopping experience.
This is probably one of the reasons why online shoppers keep coming back to platforms like Asos or Net a Porter because no matter how many times they visit their site, everything is still in place where they left them – making navigation much easier without having to spend time looking for what they want.
Other Offerings
There are dozens of fashion e-commerce platforms nowadays. The market has become so competitive. Fashion brands need to stand out. They can do so by branching out into other areas like e-coupons, launching a pop up shops or producing their own products under the brand’s name.
They can also increase their sales by offering loyalty and VIP programs to customers. They can reward them with points that they can use for discounts or free products. Or, retailers can offer members-only promotions and exclusive sale events just through an online shop’s platform.
Through these additional services, they would be able to engage with their customers more and help them have a memorable experience – which is what every fashion brand should aim for.
In summary, fashion e-commerce businesses need to offer something new and different from the rest of their competitors, provide great customer service, and have a well-designed website that matches the brand’s identity. By following these guidelines, fashion e-commerce businesses can create a successful online presence and increase their revenue.
