fashion, woman, clothing

How online retailers can achieve next-level personalisation through customer collaboration in Digital Fashion ?

The fashion industry, ranging from global discount retailers to exclusive luxury brands, drives a significant part of the global economy. Fashion is one of the most challenging fields, highly impacted by global economic uncertainty as well as distinct trends and industrial changes. In response to the pressure for growth and cost efficiency, many brands have started a series of initiatives to improve their speed to market and to implement sustainable innovation in their core product design, manufacturing and supply chain processes.   A fundamental challenge for many fashion brands is that, increasingly, they lag behind consumers’ expectations. The role of the consumer has shifted from one of passive observance to enabled dominance. They are no longer content with simply buying fashion products; exponential growth in the use of digital technologies has empowered them. They want to interact, belong, influence and be the brands from which they buy. Informed, selective, and in charge, they care about how they look in public and on social media, and about the perception of the goods they buy and own. The vast majority of consumers use digital channels before, during or after making their purchases. In an age defined by technology the power of fashion bloggers in the millennial era has had a lasting influence on consumers, facilitated by the rapid growth of social media and new technologies This means that becoming a digitally-savvy brand can no longer be considered a separate business. Instead it will increasingly be fundamental to organisations and the entire consumer-brand relationship. There are no more typical consumer segments, no more geographies, and no more one-size-fits-all solutions.   With platforms like Instagram, Facebook, Twitter and YouTube, consumers are able to comment on their experiences with products and companies and to share them with their friends. This has led to the growing need for companies to generate positive customer experiences in order to minimize negative word-of-mouth messages, which would easily be spread within the social media platforms to other, potential customers. Another form of social media that is very popular with younger, fashion conscious women, is blogging. Fashion blogs have grown to be one of the most effective ways of sharing experiences and recommendations over the internet and they are a effective way of marketing products straight to the target customer with low cost. It is not only a place where young women go to find specific products to buy, but also a place to roam around and accidentally find something desirable. It can increase the amount of internet store buying, since it can link the user directly to the place of purchase. Blogging is one of the oldest and most traditional forms of social media, which started to emerge in the late 1990s. The concept and usage of blogs have changed in line with the development of technology. Chaffey, Ellis-Chadwick, Johnston and Mayer (2006, 387) define web logs or “blogs” as follows: they give an easy method of regularly publishing web pages which are best described as online journals, diaries or news events listings. They may include feedback (trace-back) comments from other sites or contributors to the site. Frequency can be hourly, daily, weekly or less frequently, but daily updates are typical.   The fashion industry has far more well known and famous bloggers than many other industries or subject matters such as food(ex. cooking), politics or travel. Examples of bloggers that blog in the field of fashion, that have achieved international fame and acknowledgement in the fashion industry are people like Perez Hilton, Anna Dello Russo, Pandora, Susie Lau and Vanessa Jackman.     As fashion bloggers may also create new trends and styles though their blogs and inspire designers for their lines. They may discuss ethical or ecological matters of clothing production such as the sanding of jeans which can cause serious health issues for the workers.   The main objective of this article is to find out To analyse the online clothes buying pattern of women in India • To understand major factors influencing online shopping • To provide recommendations to online retailers(e-tailers) based on consumer opinion   Now let us look into the frequency of women’s clothes  purchase from different platforms. For better understanding for the customer satisfaction in their online platform, we have to prepare a questionnaire and can do a community survey. The questions we can include for this can be like:   How often do you buy clothes from Amazon? How often do you buy clothes from Myntra? How often do you buy clothes from Flipkart? How often do you buy clothes from Zivame? How often do you buy clothes from Jabong? How often do you buy clothes from Limeroad? How often do you buy clothes online? How often do you compare clothes on different websites before buying? How often do you go through the reviews of others before buying? How often your purchases are planned? How often your purchases are planned? How often your purchases are impulsive? How often do you purchase Western wear? How often do you purchase Traditional wear? How often do you purchase party wear? How often do you purchase sports wear? How often do you purchase Lingerie? Important factors considered while making online purchase How much brand influence your online purchase? How much durability influence your online purchase? How much styles influence your online purchase? How much comforts influence your online purchase? How much ease of delivery influence your online purchase? How much varieties for money factor influence your online purchase? How much values for money influence your online purchase? How much return policy of e-tailor influence your online purchase? How much discounts and offers influence your online purchase?   Customer Suggestions to improve online clothes Shopping Experience   Quality   Quality check of products before dispatching Better stitching quality to avoid quick wear off Quality of material to be improved Colour of fabric Display mismatch Products displayed on website doesn’t match with actual product Colour mismatch Information Provide better description about products, material of fabric Size chart should be provided Customer ratings to be displayed Wash care Comparison of products for sale on different websites   Product
Provide well-known brands Varieties of products and brands
Customized products
Variety in sizes of clothes
More durable clothes
Improve on design and styles
Service and availability  
Timely delivery
Faster delivery
Encourage customer feedback
Trial purchase option
Provide live chats
Customer friendly
Return rules should be made more simpler
Better illustration of the product
Clothes sizes vary with different brands and difficult to pick the right size of clothes
Customer care service has to be improved
Free shipping
Customer loyalty program
Offers on online purchase
Products purchase should provide value for money
Free shipping
  Innovate to stay ahead Using recommendation engines to showcase a personalised product selection will soon no longer be enough for tomorrow’s ecommerce retailers. Instead, customer data will underpin a revolutionary process of mass-product and service customisation and personalisation, at an individual level. This creates an opportunity for retailers to engage customers in an immersive experience of collaborative creation, resulting in a more sustainable industry and greater customer brand loyalty online.  

10 thoughts on “How online retailers can achieve next-level personalisation through customer collaboration in Digital Fashion ?”

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