2020 is a year with many strong changes to the world economic overview due to the impact of the COVID-19 epidemic. This event has changed consumer behavior in choosing products and purchasing methods, and they have also become more strict with campaigns that force brands to change their marketing strategies. Here are some fashion trends that brands can apply to their communication strategies in 2021.

1. Social media x E-commerce

Not only when COVID-19 broke out and completely froze outside shopping activities, but in recent years, consumers have also tended to shift their demand to stores to online platforms. However, the impact of the epidemic on E-Commerce is likely to have changed the way retailers do business.

More and more people are focusing on online shopping for new products, rather than well-known products – no experience required. This not only rapidly increased the number of online orders, but also changed the nature of demand from customers.

The first period of 2020 saw a downturn for most businesses, but E-commerce shows that many businesses have adapted well to the situation. To continue to generate revenue and sales, brands must constantly offer discounts, quick sales, and gift cards to users on the e-commerce site. So even though the overall average prices of products are lower than usual, actual sales volume is increasing as online shopping is the only way most people can currently buy products, even for items that need practical experience such as fashion. It shows that, if other sales channels are affected, E-Commerce can still ensure sales for businesses and gradually replace the direct purchase method.

E-commerce brings convenience to both brands and buyers. For brands, e-commerce channels allow for efficient order processing and completion of purchases in the fastest time. Besides, thanks to the support from social media channels, product information is clearer and brings diverse experiences to consumers. If eCommerce is the ultimate destination for customers to decide to buy, content on social media is the gateway to help products be recognized.

In addition, marketers invest heavily in social media influencers (KOL/Influencer) who have a tracking file that aligns with the brand’s target audience, so they can communication to a more specific client file.

2. CSR becomes the main marketing activity

According to statistics, fashion is the second most polluted industry in the world. After environmentalists reported that the marine environment is seriously polluted by fashion waste with pollution levels forecast to reach 1 ton of plastic per 3 ton of fish, the giants in the manufacturing industry fashion like H&M, Adidas immediately made commitments to “sustainable fashion”.

This trend was born as the promise of famous fashion brands about a new era, when people can still satisfy their beauty needs without harming the living environment. Especially when natural disasters are increasing, but human needs do not decrease.

This is considered a fashion trend that benefits both consumers and brands. Consumers are willing to pay higher prices for environmentally friendly products, which they believe are contributing to a sustainable living environment through correct shopping behaviour. At the same time, buyers also easily change the level of loyalty with the brand if there is a new brand that offers media messages that affect their emotions.

“Buy clothes made from only one material”, Christopher Raeburn – Designer, Creative Director of Timberland

3. BOPIS Trend – Buy online, Pick-up in store

Along with the product discount strategy on the eCommerce platform, retailers are also applying the BOPIS (Buy online, Pick-up in store) model to meet customer expectations. This stands for: Buy Online, Get In-Store , a great way to drive online traffic while bringing their offline and online experiences together.

Combining the online and in-store experiences offered by BOPIS allows retailers to interact with customers, keep customers up to date on the products they need, and provide a convenient way to shop more for everyone.

In today’s retail environment, shoppers want more choice and flexibility in how orders are fulfilled. They consider speed and efficiency to be key factors in determining whether or not they want to engage with brands. The BOPIS model fulfills those conditions by allowing customers to choose the items they want to buy and the exact time they want to pick them up.

4. Take advantage of new platforms

Tik Tok is currently the most developed content platform, and brands cannot ignore the opportunity to reach new target audiences on it. TikTok has a high organic reach. Brands create viral content that will help their audience identify the brand easily, at a low cost or for free. Using hashtags is also a way to help push video views higher on TikTok.

A week after Levi’s partnered with TikTok influencers, product views have more than doubled. The campaign also attracted more customers to Levi’s e-commerce site.

When physical stores were forced to close or at least drastically reduce the way they operate, many people turned to Shopify to continue selling. Basically, Shopify provides tools that allow businesses to open digital versions of their stores across multiple channels, including social media, to maximize the sales they can generate.

For many, this could be their first experience with Shopify, and Shopify has provided additional support services for merchants during the pandemic such as a three-month free trial of the Commerce platform. electronic for users to familiarize themselves with.

In fact, the number of consumers making first-time purchases from all Shopify merchants has increased by 8% since the quarantine measures were introduced, while the number of consumers purchasing from a single merchant has increased by 8%. The new Shopify is up 45%. In total, the value of goods sold through Shopify’s e-commerce and point-of-sale systems increased by 46%, a number that is only expected to increase as these businesses become more familiar with how it operates. new.

5. Building a digital marketing plan to boost sales in 2021 for fashion customers

The end of the year is a golden time for businesses to increase revenue and develop marketing plans for the next year. With the fashion industry trending changes over the past year, brands can consider the following corresponding marketing activities:

  • Optimize the shopping experience on mobile with Social x eCommerce service, build a new social media channel.
  • Increase customer traffic to online channels with Social Group Marketing, combining Influencer and eCommerce.
  • Increase competition on sales channels with product introduction videos, product review Livestream with KOL

For more information about the digital marketing strategy plan for businesses, please contact:

SKYPERRY – Digital Marketing Agency