Omni-channel Fashion Retailing To Play A Significant Role In The New Normal

From concrete stores to online shopping, the fashion retail space has been re-creating, re-planning, and re-positioning themselves to speedily developing business environment.


The one foremost carry forward which the year 2021 will have from 2020 is the ongoing impact of the COVID-19. The pandemic is anticipated to influence economies for at least a couple of years to come. The “New Normal” is here for a long stay, and like every trade, the fashion retail business exposed incredible agility in adjusting to the demands of the current time. From concrete stores to online shopping, the fashion retail space has been re-creating, re-planning, and re-positioning themselves to speedily developing business environment, industry trends and shifting consumer needs.  

Certain drifts that are at a budding or emerging stage now will intensify and expand this year. While the supply chain management and logistics network would have mostly retrieved and rehabilitated from the lockdown shock wave, public movement and footfall are anticipated to stay squeezed. 

Amidst the current scenario, below are some of the key fashion retail trends expected in 2021.   

Online shopping        

Online shopping will reinforce, and retail brands will focus on leveraging contemporary technologies to deliver a smooth virtual shopping experience. The attempts will be to make online shopping feel more tangible and broadening a customized practice to the shoppers.                                                                                                                                                                              

Digital knowhows                                                                                                                                             

This is anticipated to perform a key role by ensuring facilitating transformation for the retail ecosystem. The implementation of digitalization across businesses would address manifold issues and reinforce numerous facets of the trade, including strengthening the supply chain management and logistics network, hastening digital promotion activities, forecasting revenue and sales, direct sales, and encompassing to consumers an incomparable shopping experience.                                     


The computerization methods such as using sales CRM software, which can automate recurring tasks like scheduling follow-up emails to prospects and leads over time, are being adopted. Going forward, analytical examination will play a significant role in defining the sales management and business forecasting.       

Artificial Intelligence                                                                                                

AI is one of the greatest advancements for which the fashion industry is waiting. With people devoting more time online, much of the action will be online. It will offer brands to ensure more mind space for consumers.  Fashion brands and data collectors would be obtaining huge amounts of information and insights into shopper preference. AI has a key part to play to manage the data and discover buyer behavior and support brands plan their portfolio. It will help brands recognize their worst- and best-retail products. 

Augmented and Virtual Reality

AR & VR are customer-focused features that will transform the way shoppers experience the brand online. They have been shutting the rift for several years now; however, due to numerous considerations the trend has enhanced this year and will bolster further in 2021. AR technology in stores can let buyers to gain access to any apparel through digital media while VR technology would facilitate the users try clothes virtually. In addition to shopper fulfillment and brand experience, the technologies will also benefit in lowering the number of return cases. 

Enhanced digital promotion and new sales networks

Digital marketing & promotion budgets are destined to rise more than what was projected during the pre-COVID age. A massive push would be to influence all possible digital platforms for enticing shoppers, driving sales, and most significantly maintaining brand loyalty. Furthermore, e-business is anticipated to achieve more market stake, while fashion brands will leverage innovative strategies such as going hyperlocal or unveiling pop-up stores. 

The current international scenarios have made it significant for most segments to differentiate and display resiliency in their business operations. As brands embrace forthcoming trends and make them conventional, the industry is essentially stirring towards omni-channel fashion retailing.

This effectively means brands would be utilizing multiple channels to amplify sales, whether it is through a mobile phone, concrete store, a pop-up store, or a laptop. The idea is to make the shopping experience across platforms unbroken, absorbing, appealing, and seamless, while forming a constant link with the customers. Omni-channel fashion retailing is futuristic, and it is going to be the leading highlighting trend for the eras to come.   

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house

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