Trends in fashion Branding (p.I)

E-commerce Continues to Grow

Today, people expect to access products and services anytime and anywhere more than ever, so omnichannel marketing and sales need to reach a new level. For consumers who are constantly online, the boundaries between online and offline are fading. A BigCommerce study shows that 2 out of 3 millennials prefer shopping online over visiting physical stores. There are now numerous apps that have revolutionized how millennials think about their wardrobes and shop for clothes online. Fashion brands increasingly rely on big data analytics to track sales and predict consumer needs, producing stylish clothing even before it becomes popular.

Brand Strategy and Digital Marketing

After a year of transformations, brands are fully embracing social media as a valuable source of business intelligence. Over the past year, people have become accustomed to interacting with brands from home. More than 500 million users engage with Instagram Stories daily. This format has dominated but shows no signs of fading. Livestreaming is also gaining popularity and will soon become part of the brand strategy for many companies on social media. Another aspect of digital marketing is engaging with people through VR. It creates the sense that the brand is genuinely present with its audiences, even if they’re on the other side of the world. Like virtual reality, recent events have accelerated the adoption of augmented reality (AR), including in social spaces. AR requires no extra equipment beyond a smartphone, making it highly accessible. Augmented reality is interactive and effective for engagement. Companies such as Burberry, Nike, and ARIAS New York have already pivoted towards digital, investing in hybrid spaces and using technologies like apps and body scanning to create more immersive experiences. Looking ahead, brands will integrate even more closely with social media, offering customers exclusive content and personalized experiences.

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