WGSN’s Head of Marketing Intelligence Lorna Hall details five unmissable insights into the fashion industry.
1. The power of mobile
Mobile is the tool that we all use to navigate the world, which is why, in retail, it’s becoming crucial to apply the lens of mobile to all we do. In our extreme engagement series we looked at how mobile usage is driving the need for retailers to start serving up a personalised view on their online product offerings at scale.
2. The power of data
Loyalty schemes are less relevant to today’s shopper because more than ever we expect every part of our experience with a brand to look relevant and personal to us, a quick internal health check on whether you have the right structure to drive real loyalty in your business is to look at how you are using data, if it’s largely siloed within a loyalty scheme that’s an indicator you’re not moving with the customer or the times.
3. The power of leadership
The change needed to capitalise on data insights into shopper behaviour demand new styles of leadership in retail and a shift from top down structures.
4. The power of the store
Retailers are starting to reassess the store’s role in a brand's overall customer experience. Brands are transforming-static environments into dynamic places, offering deeper lifestyle experiences and communal interaction, the store is becoming a marketplace for relationships not just products.
Personal data is going to drive more product development decisions and most marketing in the future. We're on the cusp of an era of creative contextual marketing powered by data and one where personalised product runs will be a reality for brands at many levels of the market.
