2021 did not solve the pandemic and only sanctioned the hoped-for recovery for those brands that were ready. Today, the fashion industry needs to understand the basis on which to face 2022 that is still a victim of uncertainties and criticalities whose deadlines are elusive. That’s why they need to know what are the 3 things they mustn’t get wrong
In collaboration with Altavia
The fashion world had high expectations of 2021. It hoped to experience it first and foremost as a period of rapid recovery after the disasters of 2020. What we can say with certainty, however, is that the year we are leaving behind us has sanctioned a real revival for only a few players. Those who were ready and produced the innovations necessary to adapt to the radical changes in behaviour that we have described. The year that has just begun still shows many signs of uncertainty that will once again test the strategic capacity and rapid adaptation to change of brands. In addition to the necessary conversion towards sustainable development, the need to adopt circular production models and the acceleration of digital transformation, there are also logistical challenges and those linked to global inflation. So: what are the 3 things that the fashion industry must not get wrong in 2022?
Number 1 >
Don’t forget to connect the global perspective to the local one
The digital assets of brands collect a large amount of data and information through constant dialogue on different platforms. They are used, with the right tools, to gain centralised knowledge of the main characteristics of audiences and targets. Physical shops are a local point of contact where it is possible to check whether a brand’s promise of identity and value is succeeding in engaging its audience in the desired way. The physical point of contact needs to be equipped with the technological tools to entertain, narrate and collect data in a similar way to digital channels. Constant audience engagement must be one of the primary objectives of brands, who must be clear about how to guarantee a constant territorial presence.
Number 2 >
Don’t neglect the physical shop
In the age of digitalisation, the physical shop is destined to play the fundamental role of symbol and expression of the brand’s deep identity. Moreover, it is the place where the promise of value meets the customer and engages him with inalienable experiences. For example direct contact with the product. The store must be understood as an experiential space, capable of excitement and where people want to spend their time. Neglecting the importance of a satisfying and involving shopping experience means losing sight of a fundamental side of the fashion world, which is that of identity. The phygital experience sees the human being as the main protagonist.
Number 3 >
Don’t believe in traditional promotional leverage
People’s needs are no longer linked to the concept of the seasonality of collections and their purchasing choices will become less and less so. The challenge towards greater attention to environmental sustainability also contributes to questioning this production and creative model. This desire for personalisation and listening on the part of brands makes it increasingly difficult to impose a pre-established calendar indicating when is the best time to support sales through promotional leverage. The decline of sales is a symptom of the need for deep, strategic thinking about triggers that can turn active engagement into conversion. It becomes imperative to focus on the value of one’s own proposition, on dialogue with the market and to prioritise quality even for segments other than premium, entry to luxury and luxury.