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Digital Transformation

Digital Transformation for the fashion industry represent the change from paper to digital. It begins with the creative aspects of collections creation and it ends in the shift of the marketing budget from paper media to digital ones.

Here some areas that are affected by digital trasnformation in the fashion industry and how:

  • Collections design: trends and sales data are collected in real time from ecommerce clicks or likes on social media. Macro trends in fashion are analyzed using digital tools such as Google trends or AI applications such as Livetrend or Nextatlas.
  • Sales are affected by Digital Transformation by the change in consumer habits and clients preferences who now prefer to purchase fashion items both B2B and B2C online. In B2B sales the diffusion of fashion wholesale platforms such and Joor and Centra have made virtual showrooming easier and faster. On the B2C end customers are more and more buying fashion items from digital stores, marketplaces, apps and social network. With an important increase of video shopping.
  • Fashion Marketing has become a digital first activity: traditional communication channels  have been replaced by digital media, social media, marketing platforms in cloud, CRM, Email marketing, mobile direct messaging, digital out of home. The skills required to marketing managers to be successful in fashion marketing are the numerical and digital skills.

Read more on Digital Transformation in the fashion industry in the articles below.

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