7 Tips to Improve the Fashion Omnichannel Experience | Sales Layer

7 Tips to Improve the Omnichannel Experience in the Fashion Industry

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2021 guide to the omnichannel experience in fashion and apparel

Since the sales season at the beginning of the year, one of the most common complaints (and the one that causes the most returns) concerns problems with choosing clothing sizes online.

It’s almost impossible to figure out how an item will fit an individual if they cannot try it on first. However, this can be greatly improved through a shopping experience designed for customers.

The omnichannel clothes-shopping experience should study current customer behavior in order to ensure their satisfaction, participation and engagement with the brand.

It can often be difficult to find online fashion catalogs that fulfil the public’s requests when it comes to presenting content and, as a result, the management of product information.

According to experts in the fashion sector, there are many challenges ahead for 2021 – faced with recent changes that affect both the fabric of the business itself and consumer behaviors.

Product content: the key to omnichannel fashion sales

The proving ground for fashion manufacturers and sellers is in product content. Through this, they can make contact with their buyers and within their commercial networks.

Those fashion brands that already enjoy a huge and loyal audience can start to experiment. The shopping experience for a Burberry product is very different from that of a Target shop, as the former is targeted towards people with higher purchasing power, while the latter is directed towards a younger audience.

Product content is a key element that needs originality, quality, personalization and the technology to automate text and data maintenance.

Stand out from the competition with unique and original photographs and texts.
Add value to the product by calling on its sensory and emotional aspects.
Improve your product pages and online store’s positioning on search engines.
Increase conversions by giving precise information that generates greater satisfaction and less returns.

PIM systems (Product Information Management) have become the essential software within the fashion industry for compiling, standardizing and distributing product information. A PIM platform will be a great support in implementing the following tips and improving your shopping experience in 2021.

7 tips for an excellent clothes-shopping experience

Define your product range appropriately for your target

Positioning your brand well means making your products visible to the right customers. Today, there are more and more fashion brands and sellers launching online.

What differentiates your fashion products? Are they organic and sustainable? Unisex, for women, men or children? Is it luxury, exclusive clothing, or more affordable? Slow fashion or fast fashion? Does your brand fit into a trend like athleisure?

Each type of fashion within the sector has a host of keywords that encourage better positioning.

Pay special attention to the mobile shopping experience

Shopping is becoming increasingly social, and the quickest way to view and share content is through smartphones or mobile commerce.

Brands need to take care when designing apps and responsive online stores, for which product content should be directly and clearly featured, adapted to smaller screen sizes.

On smartphones, highlight the essential details: high-quality images, price, sizes available, variations, stock, physical store locations (if these exist), and delivery costs and times.

Include images of the garments’ details

It’s essential to include images of the garment’s smaller details, as well as in-depth descriptions in both text and list form.

Opt for original product descriptions

For certain categories, a unique description can help to narrow down the customer’s search. Appealing to the consumer’s emotions and psychology is important in product texts.

Constantly highlight your new items and launches

The key is to highlight new products, or those restocked for a limited time only. This encourages loyal followers to revisit your catalog frequently and find products that they may have previously overlooked.

Customization is the best complement to your experience

Any fashion brand or seller can personalize the shopping experience, with less resources.

And finally, make sure your size guide is as clear as possible!

Being very specific with garment sizing information will save you countless returns and exchanges in fashion ecommerce businesses. Include reference tables on every product page, with standard sizes adapted to each country, and add original comparisons in your fashion-product content.

With digital shopping on the rise, online reservations and options to try on in store before buying are also becoming increasingly popular in the fashion sector.