Fashion commerce is the world as a shopping street
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Until recently, you could easily find your way around the 9 Little Streets in Amsterdam. Now, you often just head home disappointed: too many tourists, expensive parking and not enough choice. Nothing against the 9 Little Streets, because we #loveit. Visit it by bike after opening hours, get help from a fashionista and you are guaranteed to find what you are looking for. But the concept of the 9 Little Streets is simply not scalable and is only reserved for the happy few. Nowadays, consumers are doing the research themselves and are a contributing factor in the direction that fashion brands are taking.
Customers make their voices heard among a multitude of opinions on social media channels, where the influencer’s voice is the loudest, and together, they influence brands. This is why buying fashion at a distance has taken an important place in commerce. Today’s modern consumer is sitting in the driver’s seat. People are no longer buying stuff whatever is on display the shop window or in marketing.
Digital is one of the most important drivers in the transformation of the fashion industry. Download the longread to find out how to give consumers one integrated experience, powered by rapid innovation and convenience, resulting in brand preference.