Social media has produced a new modus operandi to approach the fashion sector and its buyers.
Digitalisation is not a one-season fad, it is a new field that fashion companies are trying to conquer. It has changed the way in which distribution is carried out, it has multiplied the ways in which customers interact with the brand, it is a revolution. Influencers are one of those responsible for this phenomenon, with their publications being viewed much more than the best-selling magazine.
Brands have been able to expand their presence area code malaysia list and conquer new audiences thanks to digitalization. Publishing their own content is valued to attract the attention of consumers. The key has moved from talking about the product to what can be done with it. We owe personalization to digitalization, consumers will choose which brands they follow and consume according to their tastes and opinions.
The smartphone has become an extension of our hand. 39% of users between 18 and 29 years old admit to being constantly connected to a social network, where they follow or have contact with the influencers of their choice.
For this reason, purchasing decisions are made during the use of these social networks, before even entering the e-commerce site.
According to Brandwatch’s State of Social Media 2018 report , 80% of social media conversations about the fashion industry are positive comments, and 98.8% of them are generated by the audience, not by brands.
Fashion no longer needs to go out on the street. Nine out of 10 Instagram users follow an influencer . Brands know this and take advantage of it. This brings us back to the use of smartphones, one of the channels through which online sales are growing .
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Fashion owes it to digital marketing and big data
With the arrival of this new type of customer through social networks, new metrics have been developed with the aim of storing in a quantitative and reliable way the effectiveness of the factors in the fashion industry.
33.3% of brands in the fashion sector admit the relationship between sales of a product and the corresponding advertising campaign with an influencer . Knowledge of the impact of the activity of these factors has led brands to adopt these figures to receive data and implement new business strategies.
Thanks to the use of big data and investment in innovation, the technology giants are preparing to monetize this trend in the short term. Digitalization is a step from which there is no return, a range of possibilities to reach your consumer.