Pandemic Marketing Trends
May 16, 2020
No other disease or virus has had the profound effect that COVID19 has impacted on the human race. However, disorder is soon followed by advancement. The newly arrived corona virus has created a new paradigm of contact free ( or so called contact-free) shopping and in the process of creating this new trend, the utilization of technology has been greater than ever. Brands are swiftly readjusting their marketing strategy with increased use of technology.
This will become the new start for the fashion industry as a whole as “contact-free” as the key word. The industry is already actively using the key word in their marketing. Fashion brand Handsome, has launched a home fitting service “at home” for consumers to try on the clothes before their purchase. Consumers can select up to 3 products on the website and to have them delivered to their homes. This service was made to target consumers that didn't want to run into shopping clerks in stores.
Moreover, luxury fashion brands have also began to expand their online platforms in the increasing online sales. Chanel, the definition of luxury, live streamed their 2020 F/W collection held at Grand Palais in Paris last March. There was also efforts in holding meeting with buyers via livestream. Shopping technology that fits cnotact free marketing is in the limelight. These are some examples.
Virtusize
Virtusize is a sizing solution developed to reduce the sizing issues of online shopping. As a result of virtusize, return rates have reduced 30%, purchase conversion rates have increased more than 10% and revisitation has also increased 40% . With reassurance of zero sizing issues online, consumers are willing to pay for more expensive goods even online. Virtusize has a large consumer database, over 10 million, collected from partner brands such as New Balance, Canada Goose, Acne Studio, All Saints, Uniqlo and also platform such as Zalora and Lotte.
AR accessories – Lologem & Blueprintlab
In the current status quo, accessories is the most developed in adapting AR technology. While only size measurement technology is applicable for clothing and footwear, AR is already a commercialized service in accessories. Lologem offer a AR solution to try on the products and see the accessories on themselves. The company also has an instore app service in addition to their mobile and PC version which works in favor of hygiene concerned consumers who want to style the accessories on themselves.
Blue print is a solution for virtual fitting. The biggest selling point that blue print can offer is that consumers can easily customize the final design by color, size and shape. The company has a partnership with McLaren and gives AR solutions for VIP consumers with customized sunglasses
Limitations
Even though there are enough fashion related tech on the market, the main reason it has difficulty becoming the mainstream is mainly because of technology completion and the costs. The expensive technology is burdensome for smaller fashion brands and for the technology to be used in larger numbers, it must measure up to the high standards the consumers expect as well as giving merit whether it be size or shopping experience.
Once considered a revolutionary technology, virtual mirrors became a thing of the past with its limited functions. Nevertheless, untact marketing and retail is no longer a ‘luxury’ but a ‘necessity’ and efforts into overcoming the limitations is becoming more important than ever.
