Facebook - BCG report indicates digital influence on apparel consumers' rise to 60%
All eyes on the apparel sector as companies strategically prioritise reopening and digitally scaling as lockdown starts easing across regions. The report reveals how brands should drive innovation and implement digital strategies to drive business resurgence
Apparel is one of the most challenging fields, highly impacted by global uncertainties as well as distinct trends. In response to the fallout of the COVID-19 pandemic, many brands have started a series of digital initiatives to improve their speed to market and incorporate sustainable innovation.
With the increased usage of social media post pandemic, over 40% consumers learn about products across categories through designers and influencers. Social media has brought about new channels of advertising for brands to reach their target markets though peer recommendations and reviews.
Digitisation in Apparels – how is the industry changing?
Mobile and digital influence for the apparel category has significantly changed. Post the pandemic, smartphones have become more central to the consumer through virtual experiences and acceleration of past trends leading to stronger adoption of digital and online shopping.
Consumers are no longer content with simply buying apparels; exponential growth in the use of digital technologies has empowered them. A vast majority of consumers use digital channels before, during or after making their purchases. Potential solutions like virtual trials and expert reviews add in a touch-free experience, beyond discovery and retargeting.
The report points out three key factors that will have a higher impact on the Apparel category.
