{"id":3801,"date":"2019-03-19T09:45:05","date_gmt":"2019-03-19T04:15:05","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3801"},"modified":"2024-05-17T12:28:17","modified_gmt":"2024-05-17T06:58:17","slug":"bridging-the-gap","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/bridging-the-gap\/","title":{"rendered":"Bridging The Gap: Fashion Brands Innovating To Go From Discovery To Purchase"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69fada3990302\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69fada3990302\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/bridging-the-gap\/#simplify-shopping-with-see-now-buy-now-and-mobile-first-experiences\" title=\"Simplify Shopping With See Now, Buy Now And Mobile-First Experiences\">Simplify Shopping With See Now, Buy Now And Mobile-First Experiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/bridging-the-gap\/#refine-site-search-functionality\" title=\"Refine Site Search Functionality\">Refine Site Search Functionality<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/bridging-the-gap\/#enable-the-personal-stylist-experience-for-shoppers\" title=\"Enable The Personal Stylist Experience For Shoppers\">Enable The Personal Stylist Experience For Shoppers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/bridging-the-gap\/#personalize-the-shopping-journey-for-every-consumer\" title=\"Personalize The Shopping Journey For Every Consumer\">Personalize The Shopping Journey For Every Consumer<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Consumer psyche is fast changing with shoppers today prioritizing convenience and speed above all else. Brands of the likes of Amazon, Uber, and Netflix have set the bar for consumer expectations incredibly high because of their impeccable service. So, naturally, brands that don\u2019t meet these expectations are likely to be deserted for their counterparts who provide flawless customer experiences. Many fashion brands too are grappling with the same issue, leading to the time lag between discovery and purchase being much higher than it should be. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, what must fashion brands today do to reduce the lag and keep their customers happy?<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"simplify-shopping-with-see-now-buy-now-and-mobile-first-experiences\"><\/span><b>Simplify Shopping With See Now, Buy Now And Mobile-First Experiences<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Consumers today no longer rely on fashion magazines or fashion week events to stay updated on the latest trends. Instead, they take to social media where influencers, celebrities, and their peers post updates donning \u201cwhat\u2019s in\u201d at a given time. And because they\u2019re doing most of the research by themselves, shoppers want what\u2019s trending now, now \u2013 and not months after the trend is pass\u00e9. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many fashion brands are working to bridge the gap from inspiration to purchase with the see-now-buy-now model. Brands like Zara and Rebecca Minkoff have done incredibly well after implementing it in the recent past.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When Rebecca Minkoff first took to the see-now-buy-now model, the brand saw sales going up <\/span><a href=\"https:\/\/www.fastcompany.com\/40461496\/is-fashion-week-dead-rebecca-minkoff-and-anna-sui-debate\"><span style=\"font-weight: 400;\">211%<\/span><\/a><span style=\"font-weight: 400;\"> in one season and <\/span><a href=\"https:\/\/www.fastcompany.com\/40461496\/is-fashion-week-dead-rebecca-minkoff-and-anna-sui-debate\"><span style=\"font-weight: 400;\">264%<\/span><\/a><span style=\"font-weight: 400;\"> the next. Traditionally, shoppers would see photo blasts of the same Minkoff outfits for months after they were launched in fashion week events without being able to buy them. And by the time they were available for purchase, shoppers were no longer interested in the outfits. But with see now, buy now, they were able to buy the latest outfits right away instead of having to wait around for months.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With respect to\u00a0<\/span><a href=\"https:\/\/www.vue.ai\/blog\/vuestudio\/go-from-play-video-to-add-to-cart-in-seconds-the-magic-of-shoppable-videos\/\"><span style=\"font-weight: 400;\">shoppable videos,<\/span><\/a><span style=\"font-weight: 400;\">\u00a0which leverage artificial intelligence to automatically recognize products showcased in a video and allow consumers to buy these products via embedded links instantly \u2013 can also increase consumer engagement considerably. Such videos can even be <\/span><a href=\"https:\/\/www.vue.ai\/blog\/vuestudio\/shop-the-look\/\"><span style=\"font-weight: 400;\">enhanced<\/span><\/a><span style=\"font-weight: 400;\"> with computer vision technology to curate looks exclusively for every shopper based on changing preferences in real time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fashion brands would also do well to increase buying potential across social media (as they inspire most shoppers\u2019 buying decisions) with other features like buy buttons and product tags in photos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With mobile browsing gaining immense popularity in recent years, mobile search is only continuing to expand as a driver of product discovery. This has gone so far that mobile commerce sales alone are likely to hit an all-time high of about <\/span><a href=\"https:\/\/www.statista.com\/statistics\/557951\/mobile-commerce-transaction-value-worldwide\/\"><span style=\"font-weight: 400;\">$693 billion<\/span><\/a><span style=\"font-weight: 400;\"> in 2019.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, the <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/the-state-of-fashion-2019-a-year-of-awakening\">State of Fashion 2019<\/a> report reveals that the conversion rate for apparel and jewelry on mobiles is currently at an average of 0.9%, which is considerably lower than the conversion rate on desktops of 3.2%. That is why creating an unparalleled mobile experience for users is extremely crucial for\u00a0<\/span><span style=\"font-weight: 400;\">fashion brands to increase mobile conversions. Making their e-commerce platforms mobile responsive alongside providing secure payment options via mobiles are the most important tasks for fashion brands looking to do this.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Burberry is one fashion brand that gets both these aspects right, allowing for an impeccably smooth mobile shopping experience, with <\/span><a href=\"https:\/\/www.digitalcommerce360.com\/2016\/01\/15\/mobile-accounts-more-half-burberrys-web-traffic\/\"><span style=\"font-weight: 400;\">over half<\/span><\/a><span style=\"font-weight: 400;\"> of its e-commerce traffic coming from mobile accounts alone.<\/span><\/p>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"refine-site-search-functionality\"><\/span><b>Refine Site Search Functionality<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Fashion retailers have known for a while now that consumers who use site search are highly likely to have an intent to buy. Such shoppers have gathered sufficient information about what they want and are now seeking product content to satisfy other motivators for purchase like price, if the product is in stock, shipping charges, and so on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The provision of a search box itself, in fact, drives the expectation of relevant results. This is especially true in the case of fashion brands that offer a vast range of products across categories. And if this expectation is met, shoppers can easily move from searching for a product to the product page and then to checkout swiftly. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take Fashion Nova\u2019s site search for instance. It fits consumer expectations perfectly because it clearly lists out relevant products for shoppers when they enter what they want in the search box. Try typing out \u201cred flannel shirt\u201d in their search box and take a look at the suggestions that show up \u2013 all relevant in terms of color, material, and type of product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, a study by the Baymard Institute reports that as many as <\/span><a href=\"https:\/\/www.smashingmagazine.com\/2014\/08\/the-current-state-of-e-commerce-search\/\"><span style=\"font-weight: 400;\">34%<\/span><\/a><span style=\"font-weight: 400;\"> of ecommerce sites do not support shoppers\u2019 searches by the exact product names. This is a huge number that fashion brands, in particular, simply cannot ignore because, if today\u2019s impatient shoppers don\u2019t find what they want when they look for it, they will simply move away to a competitor\u2019s site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, fashion brands would do well to explore features like <a href=\"https:\/\/www.vue.ai\/solutions\/automated-product-tagging\/\">automated product tagging<\/a> for their catalogs. Such a tool can automatically tag categories, subcategories, visual, and non-visual attributes for any product media content. Doing this will increase not only the accuracy of the product tags but also word-based site search results, allowing consumers to enjoy a smooth shopping experience.<\/span><\/p>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"enable-the-personal-stylist-experience-for-shoppers\"><\/span><b>Enable The Personal Stylist Experience For Shoppers<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3803\" aria-describedby=\"caption-attachment-3803\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3803\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_1285492390-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_1285492390-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_1285492390-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_1285492390.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3803\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Making it easy to find products with efficient site search is certainly important. But another aspect that is proving to be extremely crucial in transitioning shoppers from inspiration to purchase is helping them visualize how an outfit might look on them. And with more shoppers today wanting a styling experience curated exclusively for them, a personal stylist almost seems like a mandate. However, many consumers may not be able to afford one as personal stylists are often considered a luxury that only celebrities enjoy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where artificial intelligence is changing things in fashion. AI can now be adopted to give consumers the luxurious experience of having a personal stylist without worrying about the high costs associated with one. <a href=\"https:\/\/www.vue.ai\/products\/outfit-recommendations\/\">AI-based digital stylists<\/a> can provide exclusive <a href=\"https:\/\/www.vue.ai\/products\/outfit-recommendations\/\">outfit recommendations<\/a> for various occasions to each shopper while factoring in the shopper\u2019s likes and dislikes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some fashion brands are going the chatbot way to do this. ASOS\u00a0 launched a gifting assistant chatbot on Facebook Messenger during a recent holiday season, which recommended gifts to shoppers based on relevant questions asked. However, such an application of AI does not help with visualization.<\/span><span style=\"font-weight: 400;\">\u00a0This is why many fashion brands are taking to <\/span><a href=\"https:\/\/www.vue.ai\/blog\/vuestyle\/the-new-age-of-personal-styling-and-outfitting-vuestyle-an-ai-stylist\/\"><span style=\"font-weight: 400;\">Virtual Stylists powered by AI<\/span><\/a><span style=\"font-weight: 400;\"> that recommend different ways to style and pair products for different occasions based on a shopper\u2019s needs. Such stylists factor in the shopper\u2019s behavioral patterns as well as product preferences and styles to provide recommendations based on the rules of fashion.<\/span><\/p>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"personalize-the-shopping-journey-for-every-consumer\"><\/span><b>Personalize The Shopping Journey For Every Consumer<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Every consumer today wants their shopping experience to be exclusive \u2013 tailored just for them based on their preferences, which change at the drop of a hat. That said, they always know what they want and will not think twice to shop around to find it. So, fashion brands are in a constant neck-to-neck race to provide an unparalleled, personalized shopping experience to every shopper at every stage \u2013 right from web pages to promotions to product recommendations.<\/span><\/p>\n<figure id=\"attachment_3804\" aria-describedby=\"caption-attachment-3804\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3804\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_389437000-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_389437000-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_389437000-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_389437000.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3804\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">A survey of over 7000 consumers by Salesforce even revealed that <\/span><a href=\"https:\/\/www.salesforce.com\/blog\/2016\/11\/swap-data-for-personalized-marketing.html\"><span style=\"font-weight: 400;\">58%<\/span><\/a><span style=\"font-weight: 400;\"> of consumers say personalization plays an important role in determining whether or not they will buy from a brand. And as many as <\/span><a href=\"https:\/\/www.salesforce.com\/blog\/2016\/11\/swap-data-for-personalized-marketing.html\"><span style=\"font-weight: 400;\">57%<\/span><\/a><span style=\"font-weight: 400;\"> of them are willing to give away personal data for a personalized experience!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an industry like fashion that has an extremely crowded market, brands need to stand out with their customer experience if they want shoppers coming back to them. And to be able to understand and cater to consumers\u2019 changing needs in real time, they need to leverage data and adopt technologies like artificial intelligence and machine learning for top-notch personalization.<\/span><\/p>\n<p><a href=\"https:\/\/www.vue.ai\/blog\/vuecommerce\/dynamic-personalization\/\"><span style=\"font-weight: 400;\">Dynamic personalization<\/span><\/a><span style=\"font-weight: 400;\"> that adopts AI uses every consumer action to understand consumer intent better. Not just that, the smart algorithms employed learn everything about a shopper in real time with recommendations influenced by historical data as well as every click. Such personalization can even go so far as to factor in visual attributes of outfits like color, style, sleeve length, pattern, and more through computer vision processes to get more relevant <\/span><a href=\"https:\/\/www.vue.ai\/blog\/vuecommerce\/your-shoppers-ai-powered-stylist-vue-ais-ensemble-generator\/\"><span style=\"font-weight: 400;\">recommendations for entire ensembles<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In future, fashion brands would do well to bridge the gap between discovery and purchase with improved shoppability potential across platforms and increased efforts toward better mobile experiences. Infact, enhanced search and user experience to make shopping a breeze through personalization and better site <a href=\"https:\/\/www.vue.ai\/products\/ai-powered-personalized-search\/\">personalized search<\/a> will also go a long way with consumers and have them coming back. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Consumer psyche is fast changing with shoppers today prioritizing convenience and speed above all else. Brands of the likes of Amazon, Uber, and Netflix have set the bar for consumer expectations incredibly high because of their impeccable service. So, naturally, brands that don\u2019t meet these expectations are likely to be deserted for their counterparts who  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3805,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[154,55,106,48],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fashion Brands Innovating To Go From Discovery To Purchase<\/title>\n<meta name=\"description\" content=\"Consumer psyche is fast changing with shoppers today prioritizing convenience and speed above all else. 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