Zoom Fashion: Five Marketing Insights From A Remote World

Jenni Kavanagh our consultant managing the role
Posting date: 3/11/2021 12:07 PM
Remember Fashion Week? That place where Designers shared their imagination on stage, and models wore outfits which seemed out of this world. Remember the mall? That place where you found clothes to make you stand out as an individual in your surroundings.

Now that we’ve been quarantined and social distanced for a year, and our office is our living room, fashion doesn’t play so much into our daily lives. Or does it? Sure, it’s had to change just like we have. Actually, it’s because we’ve changed. Where once consumers followed fashion, now fashion follows the consumer.

From the Digital Transformation with AI to the call for comfort, the fashion season has changed. Here are a few insights as to how.

Five Marketing Insights on the Future of Fashion


  1. Demand Is Down 

    Whether you work from home or at a remote location, the rules of office fashion have changed. So has formal wear fashion for that matter. With no events to attend, no weddings in play, and most restaurants closed, the need for clothes to wear for specific outings have fallen out of favor. 

    Add in a mix of unemployment and slowed spending – choices focused on food and rent versus clothing, footwear, and accessories, and the fate of fashion seemed completely downgraded. But companies with a conscience, and those focused on leisure and activewear, have an opportunity to bounce back. Consumers working from home are focused on casual for business, and comfort for consumers interested in health and wellbeing.

  2. Digital Is Up

    Online sales, virtual customer service, and digital transformation of the retail industry have bloomed within just a few months. Shopping is social and brands have had to keep up.Since the debut of finding fashion fits in a videogame-like format which allows you to virtually try on different styles of clothing, haircuts, shoes, or design your own accessories, fashion has gained ground in VR.

    Though brick-and-mortar stores aren’t out of the game yet, online sales will reign. Fashion brands are finding ways to adapt and balance the needs of their consumer from a mix of online, virtual experiences with a human touch.

  3. Classic Comfort

    Whether we’re in bunny slippers, slipper socks, or bare feet as we pad across the living room to our computer, we can feel a little childish glee that slippers are estimated to grove 50% or more this year. Add in our most comfortable set of lounge pants, and all we have to worry about is a top that seems business-y enough for our Zoom meetings, right?

    Though the pandemic has escalated consumer desires for comfort and casual wear, most were already in the mindset – even before work from home and remote working became the new normal.

    However, with the consumer mindset focused on form and function versus the latest and greatest, much of the fashion industry has faced major overstock issues. Consumers now want clothing that’s better made, lasts longer, and is more sustainable. These new consumer demands and facing overstock issues have forced brands to improve Insight Analytics for the industry.

  4. Social Justice Is On The Line

    Brands who focus first on their employees and vendors are more likely to win the hearts of today’s consumer. Shopping is still social. But now it comes with a social justice impetus to pay workers fairly for their work as they learn about pay structures or lack thereof for garment workers and sales assistants. 

    Ultimately, consumers are calling for authenticity and transparency. Brands who engage authentically at every level of their logistics and supply chain, could more easily find common ground and a boon of support from shoppers for showing they care.

  5. AI-Focused Fashion Gains Ground

    AI and Machine Learning are helping brands at scale and offering consumers a unique virtual experience. From chatbots to smart image recognition systems, AI is transforming the industry at every level – manufacturing to quality assurance to design and Marketing and sales.

    Outside the making of the products, AI is facilitating change and improving the shopping experience. Using Predictive Analytics, Advanced Analytics, and intelligent automation, it is improving the efficiency of the consumer’s journey. 

Though fashion has definitively shifted online, that doesn’t mean there’s no room at the table for brick-and-mortar space. Opportunities exist for a blend of digital, pop-ups, and temporary locations so brands can expand their reach at every place consumer’s might prefer to shop. But in the digital space, ecommerce and mobile apps are a focus for consumers and fashion brands alike as it offers a ‘try before you buy’ within a virtual medium.

If you’re interested in Big Data & Analytics, Advanced Analytics, Life Sciences, Data Science, or any of our Data professional fields, we may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more. 

For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com

For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

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