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Complete Guide to Building a Successful E-Commerce Business in the Fashion Industry

INTRODUCTION

After the losses suffered by the fashion industry during the COVID-19 pandemic, the sector has seen a slow but consistent recovery. Many experts have even resorted to calling the present decade as one of the best times for this industries as many are hoping for a 9.63% growth by 2027 in revenue.  With the recent innovations in technology, there is a notable rise in demand for convenience among the consumers with individuals preferring to purchase products online instead of taking effort to visit physical stores.

The fashion industry thrives on creativity and individuality which translate well into the online space. Another factor that determines fashion is the continuously changing trend, which makes practices like the JIT(Just In Time) production method popular. JIT production is a strategy that involves manufacturing products only when the customer orders it. This is done to prevent waste of resources and mitigate loss. This method of production is highly compatible  for E-commerce as it allows for faster communication and is convenient for the purchasers. Further customisation options and vast size choices make the fashion industry ideal for E-Commerce.

FINDING YOUR NICHE

Stepping into the realm of fashion is like being a fish in  an ocean. The first step to get your brand noticed is to research consumer trends, find the unfulfilled demand and satisfy it.  This makes it an adequate task to define your brand. Specialising in a domain like luxury, sustainability, streetwear  or cruelty free. For example, people concerned for animal protection would buy cruelty free products over other ones. This also assists with building a loyal customer base. Tools like Google Analytics and Facebook Audience Insights can help with identifying this gap in the market.

Staying updated on the ever evolving fashion trends is critical. Social Media platforms like Pinterest and Instagram assists in assessing consumer behavior like spending habits, complimentary products and viewing times.

SETTING UP YOUR E-COMMERCE PLATFORM

Choosing The Correct Platform

How to Choose the right social media platform for your business in 2021

 

 

 

 

 

 

 

 

 

E-Commerce platforms like WooCommerce and Shopify allow businesses to host their shops online. Selecting the right platform is detrimental for the success of your online store, one must carefully analyse their target audience and choose the required features creating ease of access they want their customers to have while balancing between the scalability of the software and cost of use. One must also install a good customer support mechanism to increase customer retention.

Design And Functionality

 

Myntra's Web UI Journey — AMP and PWA | by Vijay Krishna | Medium

A well designed store should be visually appealing and easy to navigate. This can be done by use of  pre-made templates or hiring the correct designer who can create a comprehensive layout that aligns with your brand. Some methods to ensure functionality are integrating advanced search options, removal of hidden charges, a seamless checkout process and use of product filters.

Use of well thought customisation according to the brand’s identity plays a key role in defining your brand’s identity. Features, plugins, add-ons, virtual try-ons and personalised recommendations are proven ways to elevate the user experience.

E-COMMERCE FASHION WEBSITE 

Having A Good User Experience(UX)

Asian couple smiling and happily use smartphone to online shopping. Husband ready to pay birthday present for beautiful wife. Find accommodation online for honeymoon, App online, book flight tickets. 33981888 Stock Photo

Your website should have a seamless and well engineered user experience design. The website should ensure that visitors can find whatever they need with minimal effort. Setting up fast loading pages, removal of any type of deceptive or highly intrusive advertisements and well distinguished action buttons make navigation easy while also aligning your website’s layout with the customer’s expectations.

Device Optimisation

How to Optimise Content for Mobile Users | Content Whale

Statistics prove that over 75% of the population in developing countries prefer using smartphones over laptops or computers while shopping online as they are cheaper, portable and more convenient to use. This makes mobile optimisation non-negotiable. Websites made should be responsive in nature(change size according to the size of one’s device) and prioritise loading speeds for better engagement and prevent frustration among users.

Secure Multiple Payment Gateways

Securing diverse payment options from use of otps and upi to netbanking gives users ease of access and allows them to choose a payment option they trust. Use of gateways like PayPal, Stripe and Apple Pay ensures compliance with data protection regulations like PCI DSS which protect the consumer’s personal data.

BUILDING BRAND IDENTITY

Relate to a Memorable Brand Story

Creating a story regarding the formation of your brand attracts consumers when advertised. The inspiration behind your brand may strongly resonate with the consumer base which in turn creates brand loyalty and creates a preference hierarchy in the mind of your target audience.

Developing a Strong Brand Voice and Personality 

There are various elementary factors that help your brand stand out ranging from the important representations like the brand logo and other visual elements, such as color schemes, font and typography. These subtle details are the very foundation of your brand identity and maintaining consistency across your website, social media, packaging and marketing materials reinforce brand recognition and increase psychological trust in your brand. 

Further, voicing opinions that appeal to your audience on certain topics lead to increase in brand recognition especially with those who resonate with those values creating a strong community and publicity through word of the consumers mouth.

DIGITAL MARKETING TRICKS

Search Engine Optimisation(SEO)

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What good is your website if it is not seen?

The internet is an open source medium and anyone can host their website through it. Many times websites have similar names and it  is a tough competition to be in the top of the search results. 

Search Engine Optimisation refers to the steps taken by the developer to ensure that any browser tags their website as high priority. This can be done by inserting relevant titles, using fast loading pages, and maintaining a common format which is compatible with the browsers. It’s a good practice to learn and implement these practices or hire an SEO Specialist to keep your website relevant.

Collaboration with Influencers

Platforms like Instagram, YouTube, and TikTok are perfect for advertisements, especially in collaboration with an influencer with a decent following. Social media platforms usually cater to a younger audience who aspire to be like the content creators they view. Having such an influencer spread your fashion brand and preferences can greatly increase your outreach to a newer audience.

Fashion influencer marketing: all you ...

CONCLUSION 

Fashion is an ever evolving industry and the only means of success is the ability to continuously adapt. Involving E-Commerce allows use of data driven strategies and allows for a personalised approach. This inturn increases customer satisfaction. By following the steps mentioned in the guide, we hope that you can establish a successful online fashion business that stands out and has an edge over the others.

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Rahul M. B2B Service Provider

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