Apparel

Don’t wait for opportunity. Create it.“

Shirts, shoes, tops, bottoms, and everything in between — the apparel category includes lots of products that keep the world looking sharp from head to toe. Increasing competition, fast fashion, and direct-to-consumer labels are all complicating the game, but the opportunity remains huge for forward-looking brands that are prepared to master the trends.

1. Revisit and revise your social strategy. 

Instagram, YouTube, and Facebook are all key platforms for the apparel industry. If you aren’t on these networks, start building out your presence ASAP. If you are, ask yourself these questions: Are you engaging with your followers in a way that makes you seem real, honest, and human? Are you being transparent about your products and your company? Are you creating highly engaging visual content? Is everything shoppable, so followers can browse and buy right from the social network?

2. Put the app in apparel.

Our Global Commerce Review showed that, in most world regions, for retailers with a shopping app, mobile now accounts for 65% of online transactions and in-app share of sales continues to grow. That’s no surprise, since app conversion rates are as much as 5 times higher than on mobile web across the world. Based on current trends, we expect the share of mobile to keep increasing, especially the share of transactions from apps for retailers who have them.

3. Get the data you need to deliver personalized experiences.

Millennials and Gen Z are more likely to ignore ads or use ad blockers, so when you want to reach them, you need to get it right. That means highly personalized ads with the right design, in the right place, at the right time.

If clothes make the man (or woman), data makes the marketing plan.