Why Fashion Brands Need an Online Presence?

Between the Clothing Rack and the Smartphone Screen: Why Fashion Brands Must Have an Online Presence?

If you ever thought that shopping for fashion is an experience that can only happen between hangers, you probably haven't seen the industry data in recent years. The fashion and apparel industry is undergoing a real revolution, and not on the runway - but online. Research shows that as early as 2019, sales of brands in online channels grew an average of 3 times more than physical stores. Today, in a post-COVID world that has intensified the shift to digital even more - it represents a critical bottleneck for every brand. Whether through building an e-commerce website, a dedicated app, an inspiring Instagram page, or any combination of online tools - if you're not online today, chances are you don’t exist at all. Let’s dive into the fascinating statistics behind this trend and understand why every item today needs a winning virtual showcase to sell.

This is not just a "trend," this is the new reality

Don’t let yourself get confused by the hype and buzzwords. Online fashion commerce has long ceased to be considered a "passing trend" or a marginal sales channel. On the contrary - it is a strong and significant business direction that no brand can ignore. Here are some data points that sharply illustrate the historic shift from physical stores to a digital experience:

• Fashion giant H&M reported that in 2022, over 50% of its total sales came from the online arena.
• A McKinsey study predicts that the rate of online apparel purchases will reach 40% of total revenue by 2025, compared to about 20% a decade ago.
• According to NPD Group data, the number of consumers purchasing clothing and accessories online rose by 85% from 2019 to 2022.

The numbers don’t lie - while store sales are stagnating or even declining each year, online sales continue to break records. Still, there are quite a few brands that missed the opportunity and have yet to harness the power of digital for their sales. The problem is that in a world changing so rapidly - those who do not adapt quickly will simply get lost in the competition. Can we even imagine Zara or ASOS without a strong online store? Probably not. Therefore, the recommendation for every brand and designer is simple - start seeing the digital space not just as an addition but as a central and vital arena for your activity. In today's era, the showcase is not only the display window - it is also the screen on the customer's smartphone.

A New Shopping Experience for a New Consumer

But why has this change occurred? Why do people love to shop for fashion online so much? Well, a significant part of this lies in the new generation of consumers and their changing demands regarding shopping. Today’s younger generation does not just want to “shop” - they want to connect, imagine, belong to a community. And this is precisely where the power of online spaces lies, opening endless possibilities for creating shopping “experiences” beyond just a physical product:

• Augmented Reality - No more guessing how the item will look on us. With one click, we can "try on" remotely and see how the outfit "fits" on our digital avatar.
• Personalized Recommendations - Thanks to Big Data, websites know exactly what suits our style and can smartly suggest items that complement our order.
• Stunning Visual Experience - Studies show that people remember images six times better than text. So why imagine in our head if we can see everything in stunning video or an inspiring Lookbook?

No wonder data indicates that visits to fashion sites last three times longer than in physical stores. When the entire purchase becomes a kind of captivating interactive show, why even get up from the couch? And if we go further - the connection to the brand digitally begins long before the actual purchase. Consumers get inspiration from social media ads, from influencers wearing the item, from posts shared by friends. It’s a complete marketing cycle built on digital interaction, which ultimately drives conversion and sale with one simple click. Overall, this is a new language, a new ritual, and a new way to “shop” that simply fits the 21st century.

How to Enter the Digital Game and Win It

So now that we understand why this transition is so vital, the question arises - what do we do? How do fashion brands seize the opportunity and create their own online empire? Well, more than anything else, the key lies in understanding the platforms and choosing the winning strategy for each business:

• Developed E-commerce Site - Building an e-commerce site is the first and obvious step. Here, you need to invest in excellent UX, stunning design, and smooth and easy purchasing options. Don’t compromise on any aspect - because in the digital world, every click counts.
• Dedicated App - One level above a well-built site is an app designed and tailored specifically for the buying purpose of your brand. It can incorporate innovative AR/VR technologies for an excellent experience, and above all - it maintains customer loyalty.
• Social Media - Instagram, Facebook, TikTok, and others have long become the ultimate showcase for fashion. Here you can create engagement, share inspiration, and even sell directly from the feed. Take a cue from brands like Nike that turn every post into a coveted item.
• E-commerce on Social Networks - Recently, social networks themselves have added integrative buying options - so you can purchase an item straight from the Instagram post or Facebook post. This shortens the customer journey and creates particularly high conversions.

In short, of course, there is no exact formula. Every business needs to consider its goals, resources, and added value, and maximize the relevant tools. Perhaps starting with building an excellent e-commerce site, then gradually developing an app and building a broad online community. The main thing is to recognize the importance and take the first step. Be there for your customers everywhere, know the virtual space as well as your physical flagship store, and simply embrace this new and amazing reality.

In Conclusion: It’s Not the Future, It’s Here and Now

If you had to take one thing away from all this text, let it be this sentence: If you want to survive and thrive as a fashion brand today - you have no choice but to embrace the digital world. Whether by building an advanced e-commerce site, creating inspiring content on social networks, or developing a dedicated app - you must create a significant presence across all possible channels. Because the customers are already there, they are already expecting a captivating online encounter, and they are not very patient with brands that miss the opportunity.

So absorb all the statistics, trends, and insights we’ve covered. Remember that the goal is not just another dry sales platform but creating an interactive and unforgettable experience. One that not only converts visitors into buyers but turns them into loyal, engaged community members. The combination of the stunning aesthetics of the fashion world with the advanced technology of digital - holds endless possibilities for growth and development. And it is no longer a future forecast on some distant horizon. It is here, it is now, and it will only intensify.

So let’s go, start imagining the world (and wardrobe) that could be - and embark on this digital journey without delay. Your customers, and the dizzying growth that will follow, will thank you for it.