Category Archives: Fashion

Fashion, HR, International Women's Day, News

Shining a light on diversity and inclusion in luxury brands on International Women’s Day

By Abigail Wilmore, Founder, People Flow

As we celebrate International Women’s Day, it’s an ideal opportunity to reflect on the progress made in women’s careers but also to shine a light on the work still needed.

When my mother went out to work and my father raised my sister and me, at that time she couldn’t even get a bank account on her own so it clear that the world of work and women’s rights have dramatically changed for the better and there are more women in leadership positions than ever before.

However, when you look at most executive boards today across all industry sectors it’s still a sea of white male faces.

I was disappointed yet reinvigorated to act when I read the findings of a new report The Outsiders Perspective which focused on diversity in the UK fashion industry and how it can unlock business growth, published by the British Fashion Council, The Outsiders Perspective and the (Fashion) Minority Report, with the support of knowledge partner McKinsey & Company.

The report highlighted several diversity and inclusion gaps that exist particularly in the fact that just 9% of executives and boards in the UK fashion industry are held by people of colour, and 39% by women. Just 11% of executive team and board “Power Roles” (being namely CEO, CFO, Chair and Creative Director) are held by people of colour, and 24% by women. Interestingly despite this, 86% of white men in the industry believe the industry is diverse and 46% of women of colour believe the industry is diverse.

Also, while it has been positive to see in recent years that catwalks and campaigns showcase diversity, this diversity isn’t being mirrored in executive teams and that really needs to change.

The report highlighted the undeniable link between leadership diversity and business success and outlined some key actions needed to achieve industry-wide improvements and enhance talent retention.

As fashion thrives on diverse perspectives, it stands to reason that having a diverse team and broad range of thoughts and ideas is needed at the highest levels of decision-making and creativity.

As our industry is ever more global and the need for cultural interconnectedness is essential, the lack of diversity in leadership will alienate new markets and future customers and suppress innovation.

It’s time to for companies to move beyond lip service and take urgent strategic and tactical steps. One solution is to rethink the entire recruitment and talent management processes and design it for inclusion at every level, taking positive action to promote women and particularly women of colour, to leadership roles and not just at Chief Marketing Officer, Chief People Offer roles but across the board in CEO and CFO roles.

In my view, the Outsiders report serves as a catalyst for change –  the opportunity for brands to create more inclusive culture where every voice is heard and valued.

Change won’t happen overnight but if it is driven and advocated for by the leaders, sponsored from the very top of organisations, and operationalised effectively, it will come.

It is good to see some fantastic initiatives from the likes of the British Fashion Council who offers a range of education initiatives including scholarships to widen access and opportunities into fashion and The Fashion Minority Report, who offer mentoring and paid internships to help diverse talent to access careers in the fashion industry and creative sector.

As we navigate an increasingly interconnected world, the importance of diversity in fashion cannot be overstated. It’s not just about reflecting the world we live in; it’s about shaping the future we aspire to create.

As we celebrate International Women’s Day, it is an opportunity to champion diversity, equity, and inclusion in fashion and beyond.

 

 

Eyecare, Fashion

Sunglass Hut Continues Growth Through Marketing Pushes

In late 2023, Sunglass Hut orchestrated a triumphant festive pop-up activation in the heart of London. The event featured a dynamic arcade game where visitors could test their skills and vie for the chance to win exclusive prizes. This engaging setup was an integral part of Sunglass Hut’s #ShadesofHoliday campaign, designed to immerse consumers in a world of festive fun and unveil exclusive sunglasses styles.

The success of this event was not an isolated achievement but a culmination of several marketing strategies prepared for the event itself and the brand’s previous initiatives. Sunglass Hut’s relentless efforts have contributed to building its name and reputation on a global scale. Below, we take a closer look at how the retail eyewear giant has created engaging marketing campaigns over the years.

Blending online and offline presence

With a legacy dating back to 1971, Sunglass Hut has evolved into a global powerhouse with over 3,000 retail outlets worldwide, from the shopping centres of Westfield or West Quay in the UK to the vibrant metro of Herald Square in the United States. However, the brand didn’t rest on its laurels as a brick-and-mortar giant. Sunglass Hut has made sunglasses available online since 1998, offering an array of online-exclusive eyewear such as Ray-Ban’s RB4408 or Burberry’s BE4415U to cater to customers seeking a purely virtual shopping experience. More than presenting a simple catalogue of eyewear, Sunglass Hut also introduced innovative technologies like the Frame Advisor, which identifies frames that complement facial features, to enhance the consumer experience.

The brand effectively balances its online presence with creative drive-to-store tactics, exemplified by collaborations like Ready Player Me’s avatars and digital sunglasses, which link virtual merchandise to physical locations. This engagement strategy not only keeps Sunglass Hut at the forefront of industry trends but also drives foot traffic to brick-and-mortar stores, reinforcing its position as an eyewear trendsetter.

Embracing the latest technology

Sunglass Hut has always been at the forefront of embracing novel technology to enhance the customer experience. From the Frame Advisor to the Virtual Try-On, the brand has seamlessly integrated augmented reality technology into its online platforms. The Ready Player Me collaboration also marked a significant leap in merging virtual worlds with physical retail.

Another standout example of Sunglass Hut’s tech-driven approach is its partnership with Emperia, which gave rise to the virtual reality store Sunglass Hut Utopia in 2022. This cutting-edge concept combines gaming and try-on technology, offering an immersive experience for customers to explore and virtually try on exclusive summer eyewear from renowned brands. By continually pushing the boundaries of technology, Sunglass Hut ensures that its customers stay engaged and excited about their eyewear shopping experience.

Collaborating strategically with brands and influencers

Sunglass Hut’s commitment to innovation extends beyond technology to intriguing collaborations. Alongside partners like Emperia, the brand strategically collaborated with marketing powerhouses such as Jackleg Studio to amplify the brand’s message. In their 2021 campaign, Jackleg Studio crafted the bespoke track “Don’t Stop The Feeling” for Sunglass Hut, a creative collaboration that resonated with audiences, accumulating over an impressive 37.4 million views. The success of the campaign not only bolstered Sunglass Hut’s visibility but also highlighted the brand’s knack for selecting collaborators capable of creating content that captivates and resonates with a broad audience.

Moving beyond collective ventures with marketing entities, Sunglass Hut has also ventured into collaborating with individual artists such as Dua Saleh and Shekhinah. These collaborations bring a unique and personal touch to the brand’s marketing efforts, tapping into diverse and authentic perspectives while aligning itself with artists whose individuality mirrors the brand’s commitment to celebrating personal style. These help enrich the brand’s identity, positioning it as a dynamic and inclusive force within the fashion and eyewear landscape.

 

With these marketing pushes, it is clear that Sunglass Hut’s growth story is more than about selling sunglasses — it’s about creating a brand experience that transcends traditional retail. As the retail eyewear giant looks toward the future, it remains clear that its growth will be fueled by a combination of creativity, technology, and strategic partnerships.

For more insights on business news in the UK, check out our other posts on Business In the News.

 

E-Commerce, Fashion, News

Is this eBay’s best kept secret? The unknown sustainable fashion retailer selling designer shoes and branded trainers with up to 60% off

Fashion fans can save up to 60 per cent on designer shoes and branded trainers, whilst helping to save the planet at the same time, thanks to an innovative sustainable fashion business which is selling new, seconds and ex-display footwear at a fraction of the RRP.

There are significant savings to had on luxury designer brands including Jimmy Choo, Manolo Blahnik, Balmain, Balenciaga, Loewe and many more. Must-have trainer brands including trending styles from New Balance, Nike, Adidas and Converse are also up for grabs with up to 50 per cent off RRPs.

The footwear is being sold by sustainable fashion retailer Sole Responsibility – quite possibly one of fashion’s best kept secrets. The reseller is responsible for saving hundreds of thousands of pairs of perfectly wearable shoes from landfill or incineration.

 

All stock is either new, ex-display or with a small mark or fault. Products are purchased directly from retailers and sold on to shoppers at discounted prices via a dedicated eBay store. Everything that is sold is clearly marked up and photographed so buyers can see what they are purchasing. But be quick – stock is snapped up quickly, with popular brands and sizes flying out the door.

 

Simon Payne, founder of Sole Responsibility said: “Whilst the popularity of re-sale platforms like Vinted and Depop is absolutely flying, the seconds market is currently a bit of an ugly sister of the fashion industry.

“Seconds clothing and footwear just isn’t really on shoppers’ radar’s, but this makes up a huge proportion of the astronomical waste that goes on in the industry. These are clothes and shoes that are produced but never make it to market because of small faults and marks deeming them unsellable.

“When you think that fashion production makes up 10% of humanity’s carbon emissions AND it can take up to 40 years for a pair of shoes to decompose; it is criminal that products, which are perfectly wearable but have never seen the light of day are simply being disposed of. Shopping more sustainably is more than buying and selling the occasional item on Vinted. Seconds also need to be a consideration to help lessen our impact on the planet.

“At Sole Responsibility we are trying to change the way that the fashion industry and shoppers view seconds. Shoes especially are subject to wear and tear as soon as they are worn. We are saving these products, giving them a new lease of life and passing on these savings to shoppers. So if you’re in the market for a new pair of trainers or shoes then check out what you could save by buying seconds. Functional items like walking boots, wellies and event kids’ school shoes are perfect for buying in this way because they will show signs of wear and tear quickly anyway.

 

Products currently live on the site include:

JIMMY CHOO X MUGLER PUMPS 100 WOMENS MULES GOLD CHAIN (UK 5) – £499.50 (SAVE £350.50)

BALENCIAGA BLADE WOMENS BOOTS (UK 7) – £750 (SAVE £700)

ADIDAS STELLA MCCARTNEY OUTDOORBOOST 2.0 COLD WOMENS TRAINERS (UK 6) – £139.50 (SAVE £69.50)

NEW BALANCE 574 WOMENS TRAINERS UK 5 EU 37.5 – £54.50 (save £40.50)

NIKE AIR FORCE 1 CRATER WOMENS TRAINERS (UK 4) – £79.50 (SAVE £15.50)

For more information visit https://soleresponsibility.co.uk/ to shop trainers and shoes visit https://www.ebay.co.uk/str/soleresponsibility

Fashion, Marketing, PR and SEO

Print on Demand T-shirts: The Power of Connecting with Your Local Community

In our fast-paced world, it’s not about offering great products anymore. Businesses need to forge meaningful connections with their local communities. One effective way to do this is through the use of print on demand (POD) t-shirts. These crafted garments provide an opportunity for both businesses and individuals to engage with their communities, foster connections, and build lasting brand loyalty. In this article, we will delve into the advantages and strategies of utilizing print on demand t-shirts for connecting with your community.

1. Introducing Print on Demand T-Shirts; A Win-Win Solution

Print on demand refers to a business model wherein designed products, like t-shirts, are created when an order is placed. This approach eliminates the need for inventory while granting flexibility in design and production. For businesses, this means they can create customized t-shirts that embody their brand identity, values, and connection to the community in a cost-effective manner.

2. Boosting Visibility; Show Off Your Local Pride

Custom-printed t-shirts offer an opportunity for businesses to showcase their connection to the community. By incorporating landmarks, slogans, or events into the shirt designs, businesses can create walking advertisements, leveraging the largest print on demand network, that spreads awareness and pique curiosity. This not only attracts customers but also fosters a sense of pride and belonging among locals.

Let’s say there’s a coffee shop that wants to support creativity while boosting its brand recognition. They could collaborate with a street artist and sell limited edition t-shirts featuring the artist’s popular murals. This way, the coffee shop not only supports talent but also becomes more recognizable among residents and tourists.

3. Building Community Connections; Bringing People Together

Beyond the marketing advantages, custom-printed t-shirts can serve as conversation starters and bring communities together. When individuals wear these designed shirts, they become brand ambassadors who ignite conversations and form connections. These shirts act as bonds that allow like-minded individuals to identify with each other and engage in meaningful interactions.

To maximize community engagement, businesses can organize events, contests, or even meet-ups centered around their custom-printed t-shirts. These gatherings provide opportunities for people to connect, share their experiences, and strengthen their bonds with the brand and community. This social aspect emphasizes that businesses are more than entities; they actively contribute to the local scene.

4. Supporting Causes; Printing with a Purpose

Print on demand t-shirts can serve as a means of supporting causes or charities. Businesses can engage meaningfully with their community by donating a portion of t-shirt sales to causes. This philanthropic approach generates goodwill and cultivates an association with the brand.

An example of this strategy in action is when a brewery creates custom t-shirts featuring wildlife. By dedicating a percentage of the proceeds to a wildlife conservation organization, the brewery does not only raise awareness about the cause but also encourages locals to support it through their purchase. This collaboration between business and community showcases how print on demand t-shirts can make a difference.

5. Harnessing the Power of Social Media; Expanding Reach

In today’s era, social media plays a vital role in engaging communities and promoting businesses. By harnessing the influence of networks, businesses can enhance the impact of their print on demand t-shirts.

Encouraging customers to share photos or stories of themselves wearing their shirts on media platforms can serve as an effective method to create excitement. Offering incentives like discounts or exclusive content further motivates customers to join the conversation and spread the word.

Furthermore, businesses can partner with influencers, and organize online competitions to reach a wider audience by combining the reach and engagement of media. With this unique appeal of print on demand t-shirts, businesses can craft a vibrant marketing strategy that drives community involvement and brand expansion.

In Conclusion

Print on demand t-shirts present an opportunity for businesses to establish connections with their local communities. By incorporating elements into their designs that foster community participation, supporting causes, and leveraging social media platforms, businesses can forge strong bonds and cultivate brand loyalty. Through these endeavors, print on demand t-shirts transcend being garments; they become tools that unite people to celebrate shared values and foster a sense of belonging. So don’t hesitate. Start forging connections one shirt at a time!

 

E-Commerce, Fashion, Fashion Tech, News

Fashion sector proving resilient as crowds descend on London Fashion Week – but inflation taking its toll

The glamour and allure of London Fashion Week 2023 isn’t just limited to the runway. As fashionistas from around the world descend on the British capital this month, the fashion and footwear industries are celebrating remarkable growth in revenue, defying economic challenges and setting trends in consumer behaviour.

According to the latest industry data from the eCommerce provider, Visualsoft, both fashion and footwear have demonstrated exceptional resilience and vitality in the market over the past year. Even accounting for inflation, these sectors have outperformed expectations, with footwear boasting an average growth rate of 27% year-on-year, while fashion is not far behind at 22%. These impressive figures are paralleled by a surge in order numbers, with both sectors experiencing an approximate 15% increase.

What’s more, the average order value (AoV) for these two sectors is on an upward trajectory. Fashion has seen a 5.5% AoV increase, while footwear has witnessed a substantial 10% boost. This impressive growth underscores the enduring appeal of fashion and footwear in today’s ever-changing market.

While fashion and footwear take the lead, other sectors have also shown commendable growth. Health, beauty, and cosmetics, have experienced a revenue increase of approximately 6%.

One prominent trend that has emerged over the last year is the shift towards mobile shopping. AoV and revenue have increased in nearly all sectors for mobile, indicating a transition away from desktop spending. Health, beauty, and cosmetics is the only sector that bucks this trend, with increased revenue through desktop and reduced mobile revenue.

Fashion and footwear have recorded the most significant year-over-year increases in mobile order numbers, each achieving over 20% growth. Even in sports, which has seen the lowest mobile order growth (-5%), the increase in revenue (2%) and AoV (7%) demonstrate that consumers are spending more per transaction.

Notably, health, beauty, and cosmetics boasts a significantly higher conversion rate than any other sector, with rates 2-3 times higher on most days. This suggests that shoppers on these sites are highly inclined to make a purchase, possibly seeking specific products they are already familiar with for repeat purchase.

Lenny Nash, CEO of Visualsoft: “As London Fashion Week 2023 looks set to impress with its style and innovation, the fashion and footwear industries are sending a powerful message of resilience and adaptability in the face of changing consumer preferences. Our data clearly indicates that consumers are embracing fashion trends and are especially keen to invest in quality footwear, making this year’s London Fashion Week a significant milestone for these thriving industries. In the face of a challenging financial situation consumers are still keen to enjoy small treats, such as new clothing, and will be looking for a seamless eCommerce experience to make this as easy and enjoyable as possible.”

 

E-Commerce, Fashion, Fashion Tech, News

REVOLUTIONISING MULTI-CHANNEL RETAIL: All Saints Founder Stuart Trevor Showcases the Power of Stored’s Two-Tap Checkout with His Eponymous New Brand; STUART TREVOR

The future of shopping is about to be unveiled, and it’s a groundbreaking fusion of cutting-edge payment technology and sustainable clothing. All Saints founder Stuart Trevor introduces an innovative brand that redefines the fashion landscape by creating clothes solely from discarded material. The launch of his eponymous new brand STUART TREVOR will be powered by Stored, the trailblazing mobile payments start-up, who will be providing seamless payment solutions for this event during London Fashion Week.

Stored’s technology will enable the brand to convert browsers to customers in just two taps. Stored’s mobile payment experiences drive exponential growth for retailers, by utilising a frictionless two-tap checkout. The superfast checkout boosts conversion rates by up to 250% and improves checkout completion time by 58%. Stored can be deployed across channels, including pop-ups and events with no code, making Stored the ideal partner for multi-channel retailers. 

The STUART TREVOR brand’s ethos of sustainability and conscious consumption combined with Stored’s commitment to innovative omnichannel payment solutions delivers a paradigm shift in how we experience shopping.  As the fashion world converges for London Fashion Week, Stored’s technology will seamlessly power the payments for STUART TREVOR brand, delivering an unmatched shopping experience that resonates with modern consumers.

The STUART TREVOR brand’s pioneering approach, driven by founder Stuart Trevor’s passion for sustainable fashion, offers a resounding solution to the fashion industry’s environmental challenges. By crafting a unique range of clothing from discarded garments and deadstock fabric, the brand represents a compelling counter-narrative to the culture of excessive clothing production. The event, scheduled at The Academy Of Beauty & Culture, promises to be a transformative experience, reflecting the brand’s fusion of sustainability and innovation. Beyond STUART TREVOR, this event also marks a collaborative effort, uniting sustainable brands that are redefining the future of shopping. 

“I am excited to see our payment technology align with Stuart Trevor’s visionary approach. This partnership exemplifies our commitment to redefining the shopping experience, where sustainability and convenience converge to shape the future of retail and drive exponential growth across channels.” says Danny Howe, co-founder of Stored.

“We’re not just launching a clothing brand; we’re unveiling a future shopping experience that combines the best of sustainable fashion with cutting-edge payment technology,” Stuart Trevor asserts. “Stored’s frictionless payment solutions complement our mission of delivering an eco-conscious and convenient shopping journey.”

As the anticipation builds for this remarkable event, the partnership between STUART TREVOR and Stored sets a new standard for the fashion industry. A future where seamless payments converge with sustainable fashion is not just on the horizon – it’s here, and it’s transforming the way we shop.

—

About Stored 

Stored create mobile payment experiences to enable brands and retailers to sell more, anywhere. Through using Stored, retailers can craft amazing, high converting experiences to seamlessly connect customer journeys and drive exponential growth. Simple and intuitive, brands and retailers can create campaign-led checkouts in minutes to convert more customers through a customised payment experience. Stored provides measurable performance and customer insight, including previously unseen customer interactions and visibility of engagement across channels. 

www.joinstored.com 

 

Business, Business Investment, Fashion, News, Tech

Outdoor clothing brand Jöttnar raises seven-figure investment

 

Technical outdoor clothing brand, Jöttnar, has completed its latest investment round, raising over £1m through a mix of re-investment and crowdfunding, in a deal advised on by expert dealmaking firm, GS Verde Group.

The raise will support the business in accelerating the expansion of its product range, team, and customer base.

Jöttnar was conceived in Arctic Norway by founders Tommy Kelly and Steve Howarth. As two former Royal Marine commandos, they honed their skills as the world’s elite specialists in extreme cold weather, mountain warfare, and survival by exposing themselves to Norway’s extraordinarily demanding environmental conditions. These experiences inspired them to launch a range of technical outdoor clothing which excels in performance, protection, and style.

The £1.3m raised through Crowdcube, more than 150% over the original target investment, will fuel hiring within the product development and marketing divisions, expand Jöttnar’s women’s range and broader categories, and open wider distribution channels.

Jöttnar co-founder and Director, Tommy Kelly, said: “As lifelong mountaineers, climbers, and skiers, we leverage our first-hand experience into creating premium, disciplined designs and personally test our products to ensure each is up to the challenge.

“Customer loyalty forms an integral part of our success to date, and so crowdfunding was a natural progression for our next phase of growth. There is now a great opportunity to break into wider marketplaces and deliver an exciting growth plan.”

Multidiscipline dealmakers, GS Verde Group, advised on the deal, and the Development Bank of Wales and Venrex also provided funding and venture capital investment respectively.

Fashion, News

The Advantages of Apparel ERP Software for Fashion Supply Chain Operations

In 2022, the estimated value of global market revenue for apparel and accessories was $1.5 trillion. Supply chain operations play a crucial role in the success of this industry. From sourcing raw materials to delivering finished products, efficient and well-managed supply chains are essential for meeting customer demands, optimizing costs, and staying competitive in the market. 

To navigate the complexities of the fashion supply chain and overcome the challenges associated with it, fashion businesses are increasingly turning to technology for support. One such technology that has revolutionized the way fashion companies manage their operations is apparel enterprise resource planning (ERP) software.

Apparel ERP software is a comprehensive management system designed specifically for the fashion industry. It integrates various functions and processes across the supply chain, including inventory management, production planning, order management, financials, and more. By providing a centralized platform for data management and streamlining operations, apparel ERP software enables fashion businesses to enhance their efficiency, productivity, and profitability.

In this post, we’ll explore the advantages of apparel ERP software for fashion supply chain operations. Keep reading to learn how this software can transform the way fashion businesses operate in today’s dynamic and competitive landscape.

Overview of Apparel ERP Software

Apparel ERP software stands as a robust and all-encompassing solution tailored exclusively for the intricate needs of the fashion industry. It seamlessly combines diverse functions and departments within fashion businesses, establishing a centralized platform that streamlines and optimizes operations.

This software encompasses a wide range of modules, including inventory management, production planning, order management, and financial management, enabling fashion businesses to adopt a comprehensive approach to their supply chain. With its versatile capabilities, apparel ERP software equips fashion businesses with the necessary tools to navigate the complexities of the industry and achieve operational excellence.

Streamlined Inventory Management

Efficient inventory management is paramount in fashion supply chain operations, given the ever-changing fashion trends and customer demands. Accurate visibility and control of inventory become imperative in this dynamic environment. Apparel ERP software tackles these challenges head-on by offering real-time inventory tracking, minimizing the risks associated with excessive stock or shortages.

Moreover, it leverages historical data and market insights to enable precise demand forecasting. This allows businesses to optimize their inventory levels strategically and make well-informed purchasing decisions, leading to increased operational efficiency and profitability.

Efficient Production Planning

Production planning in the fashion industry is a multifaceted challenge that demands a resilient solution. Apparel ERP software offers a streamlined approach through integrated planning tools and automated workflows. With this software, businesses can adeptly handle the complete product lifecycle, encompassing design, development, material sourcing, production scheduling, and progress monitoring.

By optimizing these processes, fashion businesses can curtail lead times, elevate efficiency, and bolster overall productivity. The utilization of apparel ERP software enables fashion businesses to navigate the intricate landscape of production planning with ease, driving their operations toward enhanced performance and success.

Enhanced Supply Chain Collaboration

Efficient collaboration among key participants in the fashion supply chain holds paramount importance in ensuring smooth operations. To facilitate seamless communication and coordination, the implementation of apparel ERP software proves essential. This innovative solution establishes a centralized platform for real-time data exchange, enabling suppliers, manufacturers, and retailers to access synchronized information.

Such transparency and cooperative engagement enable seamless alignment of activities and well-informed decision-making. As a result, this fosters robust relationships, mitigates errors, and ultimately elevates the overall efficiency of the supply chain.

Improved Order Management and Fulfilment

Efficient order management and fulfilment are crucial for seamless fashion supply chain operations. However, manual processes and fragmented systems often result in delays, errors, and customer dissatisfaction. Apparel ERP software comes to the rescue by automating key tasks like order entry, invoicing, and shipping, streamlining the entire process.

Moreover, it offers real-time order tracking, enabling businesses to provide accurate delivery updates to customers. By optimizing order management and fulfilment, fashion businesses can elevate customer satisfaction and foster loyalty. With streamlined operations, they can meet customer expectations with precision and establish a reputation for reliable and prompt service.

Scalability and Growth Potential

The scalability and growth potential of fashion businesses pose notable challenges. However, apparel ERP software offers an effective solution with its adaptable and customizable nature. Leveraging a modular architecture, this software allows businesses to tailor its functionalities to their specific requirements, facilitating seamless integration.

This capability enables them to capitalize on growth opportunities without encountering disruptive obstacles, positioning them for sustainable expansion and success in a constantly evolving industry.

Final Thoughts

In the fast-paced and ever-evolving fashion industry, the significance of speed, accuracy, and responsiveness cannot be overstated. To thrive in this landscape, fashion businesses must recognize the importance of leveraging apparel ERP software. By adopting an apparel ERP solution, businesses can stay ahead of the curve and position themselves for long-term success.

AR, Fashion

The Impact of Augmented Reality on How We Buy Clothes Online

Online shopping has been on the rise for some time now. The sheer convenience of online shopping means that this trend will never lose popularity. However, there’s always room for improvement and eCommerce stores are leveraging the latest technologies to ensure their customer are coming back for more.

The most popular technology in this endeavor is Augmented Reality (AR) that redefines how people shop for clothes and other produce online these days. That being said, let’s have a look at the impact of AR on how we buy clothes online these days.

Trying clothes on without visiting a store

One of the most prominent features of AR technology in eCommerce is the ability to try things out without you having to actually visit a store. You can use mobile apps to tryout makeup, clothes, shoes and even see how furniture pieces would look in your home and it’s all thanks to augmented reality.

That said, you can spend hours trying out Fruit of the loom polo shirts until you find a perfect match for you and you can do so on you phone while you’re relaxing at home. This is a perfect blend of retail experience and online convenience that consumers are going crazy over.

A whole new eCommerce experience

Online stores have always been popular among consumers. Browsing different products throughout different online stores is more than appealing way to shop around, especially when you can do everything on your computer or phone and have the goods delivered to your doorstep.

However, online stores lacked one thing that you could only find in brick-and-mortar shops and that is the experience of seeing different products in person, as well as trying them out. But AR technology bridged that gap and created a whole new eCommerce experience that brings advantages of both worlds into the online environment.

More personalization down the line

The thing about technology is that various devices and apps collect user data and their preferences in order to provide a more personalized and customized experience for them.

Therefore, trying out clothes using AR technology brings more benefits down the line as online stores can monitor which clothes you like so that they can make better recommendations for you upon your next visit.

This gives a whole new meaning to upsell and cross-sell promotions that will benefit both customers and eCommerce store owners in the long run. It also saves you the time and trouble on browsing products until you find something you like.

E-Commerce, Fashion, News

British designer Paul Smith fashions increased revenue and conversions with Klevu and Limesharp

Luxury brand and designer, Paul Smith, has refreshed its digital commerce experience, improving online conversions and boosting revenue through its partnership with Klevu and Limesharp.

For over 50 years, Paul Smith has celebrated independent design, championing positivity, curiosity and creativity. What began in a small, 3 x 3 metre shop in Nottingham, England, has grown to 130 shops and counting around the world, with locations in over 60 countries. Remaining true to the legacy of the brand, Paul Smith ecompasses fashion, art, and fun, placing customer experience at the centre of everything it does.

However, its legacy platform meant Paul Smith couldn’t provide the digital experience that truly represented the brand. “As a fashion brand with fantastic shops, each very unique and well designed, I was frustrated at our fixed/limited monolith front end – the website you visited didn’t represent our infamous Pink Wall shop in LA, or our flagship in Ginza or Paul’s local Albemarle in Mayfair. I wanted the website to be a Digital Flagship that was fast, designed for us and our product and customers, so we could always be best in practice, not hindered by technology” said Hannah Bennett, Head of Digital at Paul Smith.

The brand began the process by installing Klevu on the existing monolithic frontend, before the larger replatforming project started. This allowed Paul Smith to lean on Klevu AI to maximise conversion and revenue during the transformation.

Integrating Klevu search, and category merchandising software from the product discovery platform has enabled Paul Smith to serve up more accurate results to shoppers faster than ever before. In just an 8-week period, Paul Smith saw revenue from search up by 74%, ecommerce conversion rate up by 31% and per session value up by 26%. Klevu AI automatically provides insights into real-time shopper behaviour, which in turn amends the order of the products and content to maximise conversions and revenue.

 

Bennett continued: “A lot of other companies we have either used or considered for merchandising were too singing and dancing. We were given all these options, and the reality is we’re a brand. We need to be telling customers what’s hot right now, and what they should be looking at. So we wanted something that we could plug in and just leave to tick over, like Klevu. Now, we will pin key products that we feel need to be highlighted, or easily switch product ordering to favour high stock items when we are in sale mode. Other than that we let Klevu AI run in the background and it works.”

 

Klevu’s category merchandising solution has seen conversion rates increase by 34%, per session value boosted by 20% for men’s category pages and conversion rates up 49%, whilst per session value has increased 15% on women’s category pages.

 

Alongside Klevu, Limesharp was chosen to rebuild Paul Smith’s ecommerce platform on a composable ecommerce architecture to suit the needs of the business.

Ed Bull, founder of Limesharp said: “Through our discovery process with Paul Smith we found brand content that was tucked away in the blog containing incredible product information. This was particularly prevalent with the many collaborations that took place over the 50 years of Paul Smith. This formed part of our objectives…how can we bring that rich content to shoppers focussed on product discovery? When you search for a collaboration on the site now, like Manchester United or Cycling, the stories are showcased with the product which is really powerful.”

The design agency utilised Klevu’s solutions to allow Paul Smith to visually show relevant stories, relating to products, for the curious customer. The headless technology approach means that Limesharp could create a very unique design, leaning on Klevu’s API’s to fetch the data needed.

 

Nilay Oza, CEO and Co-Founder at Klevu, commented: “The Paul Smith team has learned to trust Klevu AI to deliver the right product and content results to shoppers, manually merchandising as lightly as possible. This balance of AI automation and strategic control through the easy-to-use admin panel has empowered Paul Smith’s ecommerce team  to be efficient and high-performing – resulting in higher conversion rates, greater sales figures, and improved customer satisfaction. I can say on behalf of the entire Klevu team, we are overjoyed with the results that Paul Smith has seen. We’re honoured to be working with such an iconic brand.”