How do we truly deliver “fast fashion” in the age of immediacy?
Changing consumer shopping tastes and expectations are transforming the retail industry with digital interactions opening up the floodgates for how a consumer can experience a brand. The fashion industry is undergoing significant structural change because of this rapid acceleration and adoption of technology. From the way it delivers its collections, to how it promotes them to both the industry and consumers. This is a new era, which is changing the way we shop – forever.
Where traditionally there are big time lags between fashion week shows and the products then hitting the shop floor, increasingly there’s a race to get items into the hands of shoppers as fast as possible in order to capitalize on the hype the digital era has generated. This coupled with us all craving instant gratification means our expectations of “fast fashion” are constantly changing. We now expect compelling in-store technology, an “always on” 24/7 service mentality, real-time insight into product availability at individual stores and a consistent experience across a retailer’s assets.
It’s a high bar we have set for retailers as the shopping model of the near future is poised to look radically different from just a decade ago but it’s a change that comes with huge opportunity for TOPSHOP.
Key questions posed by TOPSHOP:
1. How do we keep pace with consumers’ changing expectations and rethink how we bring products to consumers in the way they expect in a world of instant gratification?
2. What tools do we need/partners should we work with to execute a truly forward thinking consumer experience?