Our team has been talking to experts in the world of European fashion and retail technology to learn more about which business trends to keep an eye on in the coming months. Brands are looking to stay competitive by involving more AI and eCommerce technology into the sales strategy—without losing the personal, luxury touch their consumers love. In this post, 11 experts in fashion and retail tech share their views on what consumers are looking for and how brands can combine creativity and technology to improve the customer experience.
On Loyalty and Customer Experience
When building the relationship with customers you need to go beyond transactions and build upon experiences, exclusivity and advocacy. Björn Borg, one of our athleisure clients, rewards you if you go for a run. Luisaviaroma.com, a luxury fashion client of ours, invites you to exclusive events and gives access to private shopping clubs. These are all great examples of how fashion brands and retailers can go beyond rewarding purchases.
Co-founder – Antavo Loyalty Management Platform
As a channel, mobile is becoming more and more important because it is seen as the connector between online and offline.
Co-founder and CEO – Keros Digital
On the Democratization of Advertising
A great deal of opportunity lies in exploring the creativity that everyday customers have.
UK General Manager – Tribe
On AI and Unified Customer Profiles
AI takes away some mundane tasks, opens up more time for customer support teams to focus on what they do best, 1-on-1 relationships… Brands can avoid AI compromising their luxury status by testing and really putting their foot in the ring.
Director of Digital Marketing – Farfetch
Using AI in the fashion business is great for unifying customer profiles online – offline and to “marry” the two.
Co-Founder & CTO – Trouva
On Innovation for Italian Fashion
Adapting to the new digital world is probably easier for smaller companies. Italian fashion brands and retailers need to strike a balance between tradition and innovation.
CEO – L’Autre Chose
There is a need for an innovative structure and, while having people who can internally support such innovation is a must, there is also the need to outsource.
Sales and Marketing Director – Patrizia Pepe
On the Reign of Amazon
Italian fashion shoppers like to buy from Amazon more than in other countries, with 49% of Italian shoppers spending 26% or more on fashion purchases on Amazon! 75% of Italian shoppers like Amazon’s recommendations and 21% rank Amazon as highly fashionable. The reason? Well, Italian fashion shoppers like curated customer experience and with Amazon’s heavily customized recommendation system, they’re providing exactly what customers seek.
Advice for Italian fashion companies:
- Implement or optimize loyalty programs
- Omnichannel is a must
- Online shopping must be fun
- Beat Amazon!
Managing Director Astound Commerce DACH, Italy and Member of the Management Board Astound Commerce
You can expect your customers to know more than you do about your product when they walk onto the store.
Director of Product Development – Farfetch
Brands can no longer define where customers can find them; just where they cannot find them… Smaller brands in the Zalando marketplace are being admitted to top spots next to the big ones in order to complement the experience.
Dr. Carsten Keller
VP Direct-to-Consumer – Zalando
While mobile and Amazon are still on the minds of retailers across the continent, so is the art of creating a curated, AI-enhanced experience that complements—without replacing—the personal brand touch.
Are there any trends that you would add to the list? Let us know.
Zsuzsa is CCO and Co-founder of Antavo, listed by Forbes as one of Europe’s top 100 female founders in tech. After acting as Antavo’s CMO for nearly a decade, she took over the role to help the company’s clients. She is also a former journalist and has been awarded by the European Commission.