Fast Fashion Retailers Launch Visual Search and Gen Z Prefers to Shop In-Store
FAST FASHION RETAILERS LAUNCH VISUAL SEARCH
Visual search offers a way for fast fashion retailers to gain online market share.
Forever 21 president Alex Ok finds visual search one of the most important recent innovations in e-commerce, considering the technology a bridge between traditional discovery in retail and the convenience of online shopping. Likewise, visual search acts as a guide for shoppers who may be overwhelmed or unaware of new assortment releases.
Retailers like Asos, H&M, and Boohoo group are offering the ability for shoppers to emulate outfits they see by uploading an image that can be matched to corresponding items in the brand’s assortment.
GEN Z WANTS THE REAL THING
Gen Z never ceases to amaze. Most members (98%) own smartphones, but less than 25% make mobile purchases. Many prefer to interact with their favorite brands in person. Because Gen Z was raised with technology, we assume the digital natives prefer to be immersed in tech, but it's quite the opposite.
TJ MAXX AGAINST THE GRAIN
TJ Maxx is digging into brick-and-mortar, emphasizing its storefronts over online presence. Recent sales growth is attributed to the value of in-store shopping and bargain hunting, an irreplaceable experience that digital shopping doesn't quite capture. For now, the search factor of off-price will continue to lure in shoppers.
THE CDFA GOES BACK TO THE DRAWING BOARD
New York Fashion Week has been in a rut as of late, and The Council of Fashion Designers of America has noticed. Previously, advertising plastered taxi tops, light pole banners, and bus shelters. Now, the CDFA has released a VisuWall geo-targeted campaign deployed through vacant storefronts.
“We wanted to better tell the story of the huge industry behind [NYFW] that makes everything run — to celebrate everything that’s going on in New York and retail," said Mark Beckham, the CFDA’s VP of Marketing.
The VisuWall will establish geofencing, shooting banner-like ads to fans based on mobile activity. Once clicked, they’ll be taken to the CFDA’s landing page featuring the New York Fashion Week schedule.
OLD NAVY EXTENDS SIZING
"Size YES," Old Navy's size inclusive campaign will bring its online exclusive plus line into 75 stores. Customers can take advantage of a 74 size collection with eight variations. Shoppers also receive free shipping when they order from any store.
ADIDAS SHOWS LOVE
Adidas is ending the summer strong with a community-focused project entitled “/// <3 NYC,” or "Adidas Loves NYC." The series is a homage for NYC's melting pot and will shed light on the diverse art, music, and fashion that thrives within the city limits.