Three Online Fashion Strategies in the Face of the COVID-19 Pandemic

This is written for the BoutiqueSetup Fashion Blogging Contest 2020-21

For the past decade, the fashion industry has seen nothing but success and growth. However, due to the COVID-19 pandemic, the industry has been negatively affected, not only economically, but structurally in terms of how the industry operates and functions. Fashion brands now have to worry about sales and prioritizing their way into the e-commerce world.

Due to the restrictions of the pandemic and the constant lockdowns, consumers haven’t been able to go outside. This has caused many in-store boutiques and shops to close, or even shut down forever. People are staying inside and getting the things they need delivered to them. So, fashion brands have been jumping in on the demand of the online stores to try to make the most of this dire economic situation.

There is no denying that in-store retail has declined, but this doesn’t mean online sales have increased, either. The pandemic has affected people greatly as many have lost their jobs and are getting their paychecks reduced. People are focusing on the essentials, such as paying rent and buying food, whereas fashion and other excessive consumptions are put on the back burner. Thus, while brands have seen more sales coming from online stores than in-store retail, online sales have been decreasing as a whole.

Due to the COVID-19 pandemic, online stores have become the main point of sales for many clothing boutiques and stores. As consumer preferences change, brands are pushed to come up with designs that would not only attract consumers, but also spur them to buy items that most would not consider to be essential during a global pandemic. The pandemic has pushed brands to become more creative with their sales, marketing, and user-interface designs.

Three ways to improve the fashion e-commerce landscape

An essential strategy to improve fashion e-commerce is making the online shopping experience just as good or even better than the in-store experience. One way to do that is by improving the web design.

Many companies have started to design and create virtual try-on’s on their website to make it easier for customers to find their size and virtually see how the clothes would fit on their bodies. For example, the household brand Maison Valentino has made their website into a virtual Valentino boutique. This has created an interactive experience with customers and makes them feel as if they are shopping in-store. Another example is GCDs creating a virtual runway on their website. Instead of having a live fashion show, GCDs animated their models and clothes into anime style; they have even animated celebrities as guests for their animated fashion shows! This creativity has pushed many consumers to visit their websites, thus increasing sales and brand awareness.

Valentino Insight Virtual Boutique

Gucci limited edition packaging

The second way to improve fashion e-commerce is by providing the best customer service possible. Brands should have well trained customer service teams to respond to customers the minute an inquiry is made. When consumers are at home, they don’t like to wait around for fews days just for a brand to answer emails. Another way to improve customer service is by providing excellent packaging and fast shipping. Great packaging can create a more personable and customized experience for customers, thus increasing customer retention and customer satisfaction. Luxury brands, such as Gucci and Chanel, usually go the extra mile to make their packaging look beautiful. In addition, fast shipping is another element of great customer service that brands should leverage to retain customer loyalty and satisfaction. For example, Farfetch, one of the biggest online luxury fashion retail stores, can provide shipping from Europe to the United States in under three days.

Thirdly, innovating new products can increase online sales as well as customer loyalty, highlighting the designers’ and stores’ creativity and innovation even under a stressful economic period. As the average consumer is staying at home more, the requirement to dress up and go out has been decreasing, thus reducing demand for fancy dresses and suits. As many people are in pajamas all day or are in comfortable clothing they can lounge in, there has been an increase in loungewear and indoor workout clothing. Thus, many brands have taken in consideration this ongoing trend and changed up their designs to appeal to consumer demands.

Prada Re-Nylon Bag

For instance, luxury brands like Dior and Louis Vuitton have made fuzzy slippers that have proved to be best sellers. Many upcoming brands have shown more interest in creating eco-friendly and sustainable fashion. Consumers are more conscious of what they are consuming and wearing, and would prefer eco-friendly and sustainable products over those that have been made through fast fashion methods. For example, Prada has been using recycled nylon fabric for their nylon material clothing and bags, showcasing their care for the environment while still staying on trend.

The COVID-19 pandemic has unideablty changed all of our lives significantly. As for the fashion industry, online fashion stores are not slowing down anytime soon. Brands will continuously strive to innovate and create sustainable changes to the industry in the face of a pandemic and economic downturn. If done right, online stores will replace all in-store boutiques in the future, leveraging the virtual experience to the fullest.