As we continue to emerge from the COVID-19 pandemic, one thing is clear – fashion retail has changed forever, with many of the old certainties washed away by fundamentally changing customer needs and behaviours.
It is now well known that lockdowns put consumers through crash course in ‘digital everything’, with more shopping regularly online than ever before – but that shift is just the tip of the iceberg.
For fashion retailers, adapting to the new retail reality is not just about rebalancing the roles of instore and online. The truth is that fashion consumers now shop via a diverse mix of channels – in-store, by mobile, marketplaces and more – and expect outstanding experiences everywhere.
As a result, brands must rapidly acquire the ability to engage consumers wherever they shop – and here, ambitious SME retailers can find competitive advantage over larger, less nimble competitors.