FT NEWS

The year 2021 will see the rapidly growing online marketing industry exceed by 120 billion dollars. The hottest topic right now at all fashion summits happening online is how critical it is to design a landscape with effective digitalisation strategies, finest output, and high-yield portals that ensure better online performance. Some significant elements that brands must appraise are:

1. SUSTAINABLE APPROACH

 Sustainability has been very strongly discussed in most debate panels and webinars, where for future benefits of production, the change has been gladly adopted. It’s a wake-up call that can’t be ignored whether they are fashion, luxury, or beauty brands; it’s a financial and logistical win-win. Brands have to value the environmental impact before they create or market anything in the future.

2. EMOTIONAL QUOTIENT

If there’s one thing people have learned in the aftermath of the pandemic, it is having compassion towards what people have lost and dealt with. So, if a product doesn’t embosom in people’s minds considering the tough times we’ve all been going through, it’s not going to go very far. Keeping the DNA of products connected to the emotions of the targeted clients, providing cultural comfort is equally important in creating digital innovations.

3. THE NEW NORMAL

 There are no two viewpoints anymore on how drastically the world and our lives have changed. Keeping that new normal in mind, customers began to buy things that are more useful and informative, seeking out sources that are more influencer-driven and promoted strongly on social media. Making content that is more creative and at the same time useful for awareness, and depicting social issues in a positive way will definitely be the key to move forward.

4. IMPACT ON SOCIAL MEDIA

It cannot be denied that the culture has shifted to fashion bloggers and social media influencers, and this new wave intensified during the Covid-19 pandemic. Many fashion-leaders and trendsetters have highly engaging social media channels that influence buyers. The creative heads of companies are looking into creating digital content for their own social media channels by collaborations, to improve their digital presence.

5. PRODUCT PROPULSION

Tackling all the challenges of the rapid shift in the global market, the products need to keep up with the surge of what’s trending. With the widespread digitalisation of the market space, changes in consumers’ mindsets and circumstances requiring technology to accept more intelligence and leverage data, opportunities need to be quickly identified and used to move forward. If the concept and news you utilised are not innovative and intriguing for the buyer, it’s going to be cast aside in this fast-paced race of easy access.

6. FUTURE OF ONLINE BUYERS

The biggest companies and fashion week councils are working towards building the future of fashion and buyers coming on digital platforms from various organisations to boost trends and collections. Exploring and adopting online trends with new challenges is key, where products have to look justified with their presentations and photoshoots, and virtual recognition has to be created more professionally where the sense of the products and placement is unambiguous. With increasing demand online, one has to focus more on the on-screen aspect now more than ever. It’s going to be a slow and slightly critical year ahead of us in the transit, so going forward by being prepared with what works best with sharp digital streaming. Changing the mindset from offline physical shopping for a while will ignite interesting behaviour in the experience of progressive shopping.