E-commerce has been slowly taking over traditional commerce for a couple decades now and that trend seems to be accelerating with each passing year. The Covid-19 pandemic turned 2020 into yet another watershed year for e-commerce sales because far fewer people are going out to clothing stores. In fact, in many states, physical storefronts aren’t even open.
Most businesses big and small are relying almost entirely on their websites, digital storefronts, and e-commerce platforms to sell clothing garments and fashion accessories.
But there are other reasons for this shift toward e-commerce in fashion sales:
Fewer people are demanding to try on clothing before purchasing it.
In the past, consumers preferred to try on clothes before buying them. Items like shoes especially were considered purchases that shoppers needed to make in person. But these days many people have their trusted brands from whom they regularly buy and so are less concerned with whether the garment will fit. Additionally, if the garment doesn’t fit right, you can always mail it back and exchange it for free (minus the cost of shipping).
The rise of customized marketing and personalized websites allows consumers to feel more comfortable with a clothing brand. Personal relationships are forged between a fashion brand, its clothing manufacturers, and the consumer. This has allowed e-commerce to take over a significant share of the fashion market.
Additionally, many e-commerce clothing providers now use a fulfillment center to help them maximize their direct-to-consumer online orders. What this means is that online shoppers don’t have to worry about receiving the wrong product or a damaged product. This kind of corporate efficiency is another huge factor in the rise of e-commerce sales in the fashion and clothing industry.
Social media, early adopters and cultural influencers
It’s often said that fashion is cyclical….well, in the age of the Internet, it’s also viral. Social media has dramatically transformed the e-commerce market of fashion accessories and clothing. Celebrity endorsers, cultural influencers and early adopters on platforms like Instagram, Pinterest, Snapchat and countless other social media networks have changed the way clothing is sold online.
Just last year, Amazon launched its first fashion collection using a social media influencer on Instagram. The collection of blouses and other clothes remained consolidated on the Amazon app for a short window of time, during which they built hype around the brands.
Amazon also launched a new feature called “StyleSnap,” an image recognition widget that allows customers to upload images of garments they like and then find similar clothing on the Amazon app.
Amazon, which has a considerable monopoly over e-commerce sales in virtually every market, obviously understands the importance of the Internet, social media, and smartphone apps in fashion. Just as importantly, they understand the role of celebrities and social media influencers in branding.
E-Commerce in the age of the pandemic
We mentioned it above but it bears repeating. The Covid-19 pandemic has transformed the business and commercial sectors like nothing in recent history. From Costco to Amazon, stay-at-home mandates have massively reinforced the idea of online shopping and e-commerce.
Simply said, a huge percentage of shoppers who might usually visit brick-and-mortar stores are at home, sitting in front of their computer. And this is likely to continue until there is a vaccine. Realistically, it could easily be 2022 before things are totally back to normal.
While the lack of social events and the traditional Friday and Saturday nights out on the town may have slightly reduced the need for new outfits, most consumers who love clothing have probably still invested in their fashion wardrobes just as much. After all, many people are forging relationships and social lives on virtual apps and still want to be seen in the hottest outfits, clothes, and accessories.
2020 has been a major year for the growth of e-commerce sales in fashion and this trend will likely continue well into 2021 as the pandemic rages. In the meantime, keep an eye out for apps and social media platforms that carry your favorite brands.
