Fashion is an industry with a lot of key trends. This does not mean the use of snake print, but the trends that truly dictate the direction the industry as a whole and the retailers take. 2018 was a year of reckoning according to McKinsey, but it is predicted that 2019 will be one of an awakening for the fashion industry.
It is now time for companies to admit that the old ways of doing things no longer work. In today’s market, being nimble is vital. Focussing on everything from the market to speed to social issues and transparency are vital.
Growth can no longer be taken for granted. There are a lot of key trends that are set to affect the fashion industry in the next year. It is important that you know what they are.
Omnichannel Combining Of In-Store And Digital Experiences
Sales from physical store sales have been eclipsed by online sales for years and this trend is increasing. The problem is that this a confusing situation when you consider that research shows consumers still want the in-store experience. This means that retailers should not put all their eggs in online shopping in the future. This is why omnichannel shipping is a big future trend.
Consumers will look online for customer reviews and competitive prices. They will use their mobiles to look for information products while in the store and return items that have been bought online in-store. This is a clear sign that instore and digital channels are clearly intertwined.
The vital component for this integration is mobile. Mobiles are used to browse, pay, augment reality and integrate social media into the overall shopping experience. This will include everything from smart fitting rooms to pay by app.
AI To Tailor Shopping Options To Customer Buying History
AI or artificial intelligence is already transforming the way that retailers are interacting with their customers. McKinsey has conducted research which suggests 75% of fashion retailers are looking to invest in AI within the next year. Gartner states that the early adopters of visual search may be able to increase their digital commerce revenue by up to 30%.
Some of the brands already using visual search to enhance customer experience include ASOS and H&M. These brands allow customers to take pictures of items they see in-store and find similar ones on their website. This is only one example of the uses of AI.
Hiring Trends In Fashion
The fashion industry is in a state of flux and this can clearly be seen through the recruitment trends. A lot of socially-minded marketers who looked at a career in fashion because of the glamour are leaving the industry. They are tired of fast fashion and the impact this has on the environment.
This does not mean that there are no areas in the industry that are not attractive options. There are a lot of sustainable brands that have emerged alongside fashion startups where these marketers can work and bring about change. A lot of high-street fashion names are also coming to understand the need for fresh digital talent needed to make it in this saturated market.
There is a general move away from generalist marketing roles with more brands looking to hire specialist marketers. High street retailers, particularly those with large physical stores, are in the process of playing catch up in terms of digital marketing. They are now looking at hiring PPC, SEO and email specialists to help them get ahead in the world where fashion is consumed online. Digital specialists will need technical skills within the PPC and SEO arena such as indexing and crawling. Email specialists will need to specify HTML and ESP experience.
Advice For Hiring Managers
The best advice out there for hiring managers is to act quickly. When you have a digital specialist, you need to move on them. These candidates are in high demand and they will not stay in the job market for long. The same goes if you’ve got marketing director jobs to fill – you need to move fast!
There are a lot of specialists who have multiple opportunities and they are going to look for the highest salary. However, you should not be put off by this because many are hired by digital-savvy online fashion brands.