The Future of Ecommerce Fashion Isn’t Style … It’s Tech

Barriers to entry,E-commerce,Fashion

When it comes to fashion — particularly online fashion — there’s good news and bad. The good news is the internet has leveled the playing field, radically. Traditional barriers to entry and growth have all but disappeared. Costs related to production, distribution, sales, and marketing are lower than ever. On top of that, a new report of the future of ecommerce clothing and accessories revealed that the sector is expected to grow to $223 billion by the close of 2016 and to $355 billion by 2020. The bad news is style is no longer the differentiating factor. It’s not that style doesn’t matter in fashion. Of course it does. Creativity, innovation, and disruption have always driven the fashion industry and, naturally, they still do. However, if you want your brand to be more than just a trending meme or viral flash — that is, if you want to build a sustainable company — simply being “cool” won’t cut it. After all, the internet is teeming with cool. Fortunately, adapting to the tech-focused future of fashion doesn’t mean you have to learn how to code. In fact, all it really comes down to are two approaches: (1) make it fit and (2) make it personal. Make It Fit Experience-based products have always had a hard time in the purely digital marketplace. Why? Because of brick-and-mortar stores answer to the one question customers ask most: Does it fit? And unfortunately, even if you manage to overcome this challenge with a sale, fit can still be a post-sale killer. With an average return rate as high as 30% — compared to 8.9% for traditional stores — returns...

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