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    THEfuture
        By Paul McGregor
THE FUTURE
OF ONLINE
RETAIL
FOR FASHION BUSINESSES
How we can analyse current trends to plan for the future.
Establishing an online presence is critical in todays market, and
today I’m going to highlight some future trends to consider.


                                                                    1
ABOUT ME
•   I FOUNDED THE ONLINE RETAILER
    BRIGHTERMAN.COM BACK IN 2009

•   I’M A FREELANCE FASHION
    JOURNALIST, WRITING FOR VARIOUS
    ONLINE PUBLICATIONS
•   I ESTABLISHED MFM BACK IN 2010, THE
    ONLINE FASHION MAGAZINE FOR MEN
•   I’VE CONSULTED VARIOUS ONLINE
    RETAILERS REGARDING BUILDING AN
    ONLINE PRESENCE

WHO ARE YOU?
Do you own an online business? Do you own a bricks and mortar store? Do you prefer to shop
online or do you prefer to shop at the highstreet? On average how long would you say you
spend a day online?

                                                                                  2
DEFINING THE FUTURE
What I suggest within this presentation are only viewpoints generated from
the following:

  1     STATISTICS ON PAST GROWTH
         - How online retail has grown over a certain amount of time

  2     CURRENT RISING TRENDS
         - Which trends are arising in todays climate?
         - What can we analyse from these trends?

  3      TESTS INTO THE WAY WE REACT
          - How does the average person like to shop online TODAY?
          - Buying behaviours
                     JoeBloggs
PLEASE SIGN HERE ………………………………….
      What I suggest today has a good chance of becoming the future of
      online retail. But if I could predict the EXACT future, I’d be on a   3
      beach right now…
THE PAST
                                    People never used trust BUYING online.
                                    Today, technology and banking security
                                    measures have allowed us to trust shopping
                                    online


                                    £49bn was spent online in Britain in 2009.
                                    According to the latest IMRG Capgemini
                                    eRetail Sales Index, British online shoppers
PAST GROWTH                         spent £68bn in 2011.

How has online
retail changed in                   In 2000, I played Snake 2 on my Nokia
the past 10 years?                  3310… Today I can buy anything online
                                    using my smartphone.

Technology advancements and the increase in security measures has meant that
the growth of online retail has increased dramatically.

                                                                               4
DEALING WITH FUTURE CHANGES
You only need to look at the growth in the past 5 years to discover how
quick time is changing. WE NEED TO:


      THINK CONSISTENCY
      AHEAD Keep your USP
Don’t wait for           consistent across every
                                                       ACT
future growth,
THINK AHEAD
and act upon it
                         platform. Portray the
                         same message…                 NOW
             Be A Trendsetter
             Become an innovator and create the next trend. Implement
             technology into your online store which will attract an online
             buzz…
                                                                              5
Innovation
A new method, idea, product: "technological innovations".


                                                       SPREAD ACROSS
                        YOUR *                         MULTIPLE PLATFORMS
                       MESSAGE




DEALING WITH FUTURE CHANGES
As a new online trend arises, or a social media platform gains popularity it’s important to keep
the same message. Don’t change the way your brand or retailer is viewed across a wide range
of platforms. Keep the message your brand/retailer portrays consistent…
                                                                                         6
SOCIAL INTERACTION
 WORD OF MOUTH
 MARKETING ON
 STEROIDS




Interact with customers via Social
Media. More retailers are
embedding social media buttons and
realising the importance of social
interaction…




 Think about traditional word of mouth marketing and how you can
 establish that through online platforms. Create competitions on social
 media platforms, offer benefits to customers who share their experience
 online and make it easy for them to share your site.                      7
BRAND OUT                                                            How you market yourself online plays a huge
                                                                     part in standing out. Think outside the box and
                                                                     create a unique online marketing plan. Social
                                                                     Interaction, Online Video Personal Branding
              Technology                                             and Collaborations are all options.



Implement technology which will
                                                                     Web Presence
make your retailer stand out. Virtual
Fitting Rooms, Augmented
Reality, and Personalised Suggestions
                                                                 *
are all options.
                                                      Yoursite
                                                                        What’s the one thing that makes your online
                                                                        retailer different from your competitors
                                                                        around you? Cheaper prices? Unique
                                                                        product ranges? Fast delivery? Define your
                                                                        USP and spread that message across multiple
                               Get Specific                             social platforms…

   In todays market competition online is huge. It’s not
   as easy as creating an online store, launching it and
   receiving sales. Narrow your market and get specific                        USP
   with what you sell. If your product inventory is
   large, narrow it down and target one category in
   particular…
                                                                                                               8
PERSONAL BRANDING VS
COMPANY BRANDING




    JEREMY HACKETT              HACKETT LONDON

    Owner of Hackett            A brand known
    London, runs the blog       worldwide, with a reputation
    JeremyHackett.com –         for quality luxury designer
    Regularly attends Hackett   clothing for men. Founded in
    Press Days and has an Ask   1983 Hackett London now
    Jeremy section built into   has over 70 stores worldwide
    Hackett’s website. Calls    and has a strong online
    himself Mr Classic…         presence.
                                                               9
PERSONAL
BRANDING
Personal branding is
going to become a main
focus in the future, as we
tackle information
overload.

HOW CAN WE ESTABLISH A PERSONAL BRAND AND
WHAT ARE THE BENEFITS?
Consumers react better to a personal story rather than a company story. A personal brand
which is seen as an expert within a specific field will have more authority over consumers than
a company brand. People like to get personal, and they react a lot better to a personal story or
recommendation than a company story or recommendation.

                                                                                        10
MOBILE
                                                       STILL HASN’T REACHED IT’S
                                                       FULL POTENTIAL… the total time online via
                                                       a mobile device already exceeds the amount of time
                                                       spent online via traditional desktops and laptops. This is
                                                       largely because the web browsing capabilities of mobile
                                                       devices and mobile apps have improved dramatically
                                                       over the last few years.


TECHNOLOGY ADVANCEMENTS NOW ALLOW
CONSUMERS TO SHOP VIA THEIR MOBILES…
Online holiday shopping in 2011 showed substantial growth in mobile shopping activity, with both traffic and sales on mobile
devices more than doubling their volume over the same period a year earlier, according to research from IBM. During the
holiday shopping season, 14.6 percent of all online sessions on a retailer’s site were initiated from a mobile device (up from 5.6
percent the year before), and sales from mobile devices reached 11 percent versus 5.5 percent in December 2010. Clearly, more
consumers are becoming comfortable shopping and buying from retailer web sites using their smartphones…

                                                                                                                       11
CAPTURE THE M-COMMERCE
     OPPORTUNITY
It’s a proven fact that more time is spent browsing the internet via a mobile device than a computer. The real
opportunity for us as retailers is in converting those browsers – who are growing by the day – into purchasers.
Here’s some KEY tips on how to capture the m-commerce opportunity…

1. One-Click Checkout: As exemplified by Amazon, nothing beats the one-click checkout
experience for online shoppers. The more steps we put between the consumer and the final
transaction, the more we risk them dropping off (which, many times means the consumer never
returns).
2. Mobile Security: Security is an issue whether you’re shopping online using a laptop computer
or a mobile phone. However, consumers are more likely to lose a mobile phone than a laptop or
desktop and they are less likely to have password protected the phone than the laptop or desktop.
Consumers need to know that if they lose their phone or it gets stolen, their credit card
information is secure.
3. Websites that are fully optimized for the mobile shopping experience: If a consumer has to
pan around, pinch and expand things in order to make a purchase, they’re likely not going to do it.
Without a site and shopping experience that’s fully optimized for mobile, retailers risk losing the
consumers who are shopping on their phones. The average consumer prefers to shop via a
retailer’s m-commerce site than their downloadable APP.
                                                                                                             12
Consumers today are able to connect online and engage with retailers
through multiple Digital Platforms.


THE WAY WE SHOP ONLINE IS CHANGING, AND
IT’S IMPORTANT US AS RETAILERS ACT ON THIS.

As retailers it’s expensive to keep adapting to technology changes. Creating branded Apps cost,
developing mobile sites cost and enhancing our websites cost. Consumers like speed, and it’s
important that we focus on technology which has already advanced. Monitor the market and
monitor buying behaviors of consumers, and invest money in leveraging the correct digital
platforms…
                                                                                       13
DELIVERY SPEEDS
Trust for delivery has increased, and delivery speeds are A LOT faster!
Consumers will be more receptive to online shopping when Delivery
becomes Instant or Same Day…
                                            Already something we’ve seen implemented by larger corporations.
                               IN           Delivery online can be picked up in your local store and some retailers
                                            goes the step further bringing your goods out to your car. Pick Up
                            STORE           depots will allow smaller retailers to allow in store pick up.
                           PICKUP
                                                        For a more expensive price we can guarantee next day delivery in
                                                        todays market, which is trackable by the customer. But will delivery
                                 SAME DAY               times improve yet again offering same day delivery? A variety of third
                                 DELIVERY               party distribution centers may make this available to smaller retailers


                                                     “There’s been an accelerating trend in international or cross
                                                     border e commerce, and smaller niche online retailers are
                      INTERNATIONAL                  now doing 10-20% of their sales outside of their own
                                                     country”. Other big name retailers like Zara and Top Shop are
                           DELIVERY                  building out their online business to reach International
                                                     shoppers, even as the store base grows more slowly.
GUARANTEES
If you can offer fast, cost-effective delivery with a simple and fast return policy why wouldn’t we
shop online? If I can order a blazer from a website in the
                                                                                          14
morning, and receive it in the afternoon how could I complain
VIDEO
Video is becoming better received by consumers than photographs. High speed online streaming and the
ability for anyone to make high quality videos means Video is something we should all be looking to.
User-generated videos is something which we’re seeing on retail sites. Retailers are letting customers upload
video clips modelling new clothes or using a new purchase. Rewards can be offered for customer reviews via
video, uploaded to the product page.



Video Strategies:

•   Product Videos - Asos
•   How-To Videos
•   Brand Marketing – Blendtec
•   Internal Communications
•   User-Generated Product Reviews
•   Video Reviews - Zappos
•   Customer Service Videos – Google
YouTube is the third most popular website online and is seen as the second largest, search engine. Video’s
can be easily generated via a smartphone or an affordable camera and should defiantly be something you
look to utilise into your online business…
                                                                                                      15
TECHNOLOGY IN THE
  FUTURE
   Technology will improve the way we shop online, and implementing technology into our
   retailers can offer a unique experience to the consumers. Here’s some advancements in
   technology taking the fashion world by storm…

                                                     Personalised Shopping
                                                It’s as simple as asking the customer a series of
                                                questions and offering product recommendations
                                                related to their answers. A LOT of websites are
                                                embedding personalised results, and trying to gather
                                                data on what customers like to wear. This works
                                                great for retailers which a large amount of products,
                                                and gives the user a “personal shopping experience”.
                                                – Sites like StylistPick use personalised shopping as      BodyMap Technology
                                                a USP.
    Augmented Reality                                                                                   Bodymap technology is similar to
                                                                                                        Augmented Reality. Bodymetrics new
Augmented Reality (AR) is a term for a live
                                                                                                        technology lets customers virtually try on
direct or indirect view of a physical, real-
                                                                                                        internet purchases to ensure satisfaction
world environment (such as a camera on a
                                                                                                        and minimize returns. StyleGun have just
mobile phone) whose elements are
                                                                                                        launched with a feature including
augmented by computer-generated sensory
                                                                                                        BodyMap technology.
input such as sound, video, graphics or GPS
data. Due to recent innovations in scanning
technology, real objects and people can now
be scanned and placed into AR apps. This
gives the ability to have, for example, three
dimensional images of objects placed into a
room or on a person. Watch This                                                                                                    16
LESS FLASH, MORE FUNCTION
Flashy features on site are GREAT if implemented well. If they slow
down your site, and draw attention away from purchasing they’re not
worth it. Focus on creating an online retailer which is based upon
function, easy to use and quick to purchase…




                                                                                  RECEIVE
BROWSE
                                                  PURCHASE

IMPLEMENT TESTED TECHNOLOGY BUT KEEP
THE CONSUMER EXPIERENCE SIMPLE…
Consumers are busy people. Us as retailers need to keep things as simple as possible. It needs
to be easy as 1,2,3 – Browse, Purchase and Receive. As quick and efficient as the online world
allows us…
                                                                                       17
ONLINE AUTHORITIES
  The internet now allows anyone to create an authority and hold an influence on a huge number of
  people. Celebrity endorsements used to be the only way to get people with a huge authority over people
  to promote your product or business, and this method tended to be expensive and hard to achieve. The
  internet has opened up a new way to target online authorities, and create a celebrity status for
  ourselves…

  Creating A Celebrity Status
   Blogs and the ability to create content for the
   internet allow us to express our opinions to a
   wide audience – BryanBoy, Lookbook.nu,
   Aaron Marino

   Online Endorsements
   The above can be reversed engineered. The internet allows people to create
   an online celebrity status, and us as retailers can target these people to
   promote our products or business. More online platforms will be created
   which allow people to express their opinions or share their
   interests, creating a personal brand.
LOOKBOOK.NU CHICTOPIA                     YOUTUBE TWITTER BLOGGERS                               18
THINGS TO LOOK FOR…
•   Daily Deals and Flash Sales - This may seem like a very crowded playing
    field, but sites offering daily deals and flash sales are reproducing at a furious pace.
    Product comparisons can be made easily online in todays market, so making sure
    product prices are competitive and you stock unique products are hugely important…

•   Retail Based Social Networks - This is one trend experts don’t expect to happen at
    any large level but is defiantly something to monitor. A lot of retailers are looking to
    build a social network of its own. Facebook really owns this space in todays market,
    but it can be achieved if you keep it specific. ASOS have launched Fashion Finder,
    which allows users to interact, post looks and create outfits along with sell personal
    goods.
•   Strive To Stand Out – The online market is getting larger, and competition is getting
    vast. In the future it’s going to be more and more important for online retailers to offer
    something special to stand out. Whether that’s going the extra step when it comes to
    Customer Service, Unique Products or created a unique feature on your retailer
    website it’s important to go that step further. Creating a typical retailer, with nothing
    which makes it stand out from the rest will simply not be good enough in a few years
    time…
                                                                                               19
CONCLUSION
•   Personal Branding – Consumers will continue to respond better to personalitys and personal stories
    than company branding…
•   Mobile Technology – More and more people are browsing via a mobile, it’s time we caught up and
    offered an online retailer perfect for m-commerce…
•   On Site Technology – Augmented Reality, Personalised Shopping, BodyMap Technology and Social
    Interaction are all options to improve the online shopping experience. Until on site technology can be
    implemented smoothly, focus on function over flashy features…
•   Brand Out From The Crowd – Online competition is extremely competitive within the fashion
    industry. Focus on getting specific, creating a USP, and offering some different..
•   Innovation – In the future we’re going to see a rise of new innovative ideas such as social networking
    sites, and ways to market your business online. Define a message for your retailer which separates your
    brand from the rest and spread it across multiple platforms…
•   Delivery Speeds – Cutting down delivery times will dramatically enhance the online shopping
    experience…
•   Online Authorities –The internet has multiple platforms where anyone can share their interests or
    opinions to a worldwide audience. We’re seeing a huge rise of online celebrities and targeting online
    authorities within the fashion industry is a great way of creating a web presence.

•   Video – Photographs are always good but video is being preferred by consumers. Look to implement
    product review videos, viral videos, how to videos and customer service videos onto your retailer.

                                                                                                             20
GET IN TOUCH !

           twitter.com/paulrmcgregor

 www.whoispaulmcgregor.com

     *
             PaulMcGregor
      facebook.com/paulrmcgregor       www.brighterman.com

                                             www.mensfashionmagazine.co.uk
 THANK YOU
        FOR
  LISTENING                                                     21
Brought to you by :

PaulMcGregor              *

www.brighterman.com
SEE YOU SOON...



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The Future Of Online Retail - For Fashion Businesses

  • 1. * THEfuture By Paul McGregor
  • 2. THE FUTURE OF ONLINE RETAIL FOR FASHION BUSINESSES How we can analyse current trends to plan for the future. Establishing an online presence is critical in todays market, and today I’m going to highlight some future trends to consider. 1
  • 3. ABOUT ME • I FOUNDED THE ONLINE RETAILER BRIGHTERMAN.COM BACK IN 2009 • I’M A FREELANCE FASHION JOURNALIST, WRITING FOR VARIOUS ONLINE PUBLICATIONS • I ESTABLISHED MFM BACK IN 2010, THE ONLINE FASHION MAGAZINE FOR MEN • I’VE CONSULTED VARIOUS ONLINE RETAILERS REGARDING BUILDING AN ONLINE PRESENCE WHO ARE YOU? Do you own an online business? Do you own a bricks and mortar store? Do you prefer to shop online or do you prefer to shop at the highstreet? On average how long would you say you spend a day online? 2
  • 4. DEFINING THE FUTURE What I suggest within this presentation are only viewpoints generated from the following: 1 STATISTICS ON PAST GROWTH - How online retail has grown over a certain amount of time 2 CURRENT RISING TRENDS - Which trends are arising in todays climate? - What can we analyse from these trends? 3 TESTS INTO THE WAY WE REACT - How does the average person like to shop online TODAY? - Buying behaviours JoeBloggs PLEASE SIGN HERE …………………………………. What I suggest today has a good chance of becoming the future of online retail. But if I could predict the EXACT future, I’d be on a 3 beach right now…
  • 5. THE PAST People never used trust BUYING online. Today, technology and banking security measures have allowed us to trust shopping online £49bn was spent online in Britain in 2009. According to the latest IMRG Capgemini eRetail Sales Index, British online shoppers PAST GROWTH spent £68bn in 2011. How has online retail changed in In 2000, I played Snake 2 on my Nokia the past 10 years? 3310… Today I can buy anything online using my smartphone. Technology advancements and the increase in security measures has meant that the growth of online retail has increased dramatically. 4
  • 6. DEALING WITH FUTURE CHANGES You only need to look at the growth in the past 5 years to discover how quick time is changing. WE NEED TO: THINK CONSISTENCY AHEAD Keep your USP Don’t wait for consistent across every ACT future growth, THINK AHEAD and act upon it platform. Portray the same message… NOW Be A Trendsetter Become an innovator and create the next trend. Implement technology into your online store which will attract an online buzz… 5
  • 7. Innovation A new method, idea, product: "technological innovations". SPREAD ACROSS YOUR * MULTIPLE PLATFORMS MESSAGE DEALING WITH FUTURE CHANGES As a new online trend arises, or a social media platform gains popularity it’s important to keep the same message. Don’t change the way your brand or retailer is viewed across a wide range of platforms. Keep the message your brand/retailer portrays consistent… 6
  • 8. SOCIAL INTERACTION WORD OF MOUTH MARKETING ON STEROIDS Interact with customers via Social Media. More retailers are embedding social media buttons and realising the importance of social interaction… Think about traditional word of mouth marketing and how you can establish that through online platforms. Create competitions on social media platforms, offer benefits to customers who share their experience online and make it easy for them to share your site. 7
  • 9. BRAND OUT How you market yourself online plays a huge part in standing out. Think outside the box and create a unique online marketing plan. Social Interaction, Online Video Personal Branding Technology and Collaborations are all options. Implement technology which will Web Presence make your retailer stand out. Virtual Fitting Rooms, Augmented Reality, and Personalised Suggestions * are all options. Yoursite What’s the one thing that makes your online retailer different from your competitors around you? Cheaper prices? Unique product ranges? Fast delivery? Define your USP and spread that message across multiple Get Specific social platforms… In todays market competition online is huge. It’s not as easy as creating an online store, launching it and receiving sales. Narrow your market and get specific USP with what you sell. If your product inventory is large, narrow it down and target one category in particular… 8
  • 10. PERSONAL BRANDING VS COMPANY BRANDING JEREMY HACKETT HACKETT LONDON Owner of Hackett A brand known London, runs the blog worldwide, with a reputation JeremyHackett.com – for quality luxury designer Regularly attends Hackett clothing for men. Founded in Press Days and has an Ask 1983 Hackett London now Jeremy section built into has over 70 stores worldwide Hackett’s website. Calls and has a strong online himself Mr Classic… presence. 9
  • 11. PERSONAL BRANDING Personal branding is going to become a main focus in the future, as we tackle information overload. HOW CAN WE ESTABLISH A PERSONAL BRAND AND WHAT ARE THE BENEFITS? Consumers react better to a personal story rather than a company story. A personal brand which is seen as an expert within a specific field will have more authority over consumers than a company brand. People like to get personal, and they react a lot better to a personal story or recommendation than a company story or recommendation. 10
  • 12. MOBILE STILL HASN’T REACHED IT’S FULL POTENTIAL… the total time online via a mobile device already exceeds the amount of time spent online via traditional desktops and laptops. This is largely because the web browsing capabilities of mobile devices and mobile apps have improved dramatically over the last few years. TECHNOLOGY ADVANCEMENTS NOW ALLOW CONSUMERS TO SHOP VIA THEIR MOBILES… Online holiday shopping in 2011 showed substantial growth in mobile shopping activity, with both traffic and sales on mobile devices more than doubling their volume over the same period a year earlier, according to research from IBM. During the holiday shopping season, 14.6 percent of all online sessions on a retailer’s site were initiated from a mobile device (up from 5.6 percent the year before), and sales from mobile devices reached 11 percent versus 5.5 percent in December 2010. Clearly, more consumers are becoming comfortable shopping and buying from retailer web sites using their smartphones… 11
  • 13. CAPTURE THE M-COMMERCE OPPORTUNITY It’s a proven fact that more time is spent browsing the internet via a mobile device than a computer. The real opportunity for us as retailers is in converting those browsers – who are growing by the day – into purchasers. Here’s some KEY tips on how to capture the m-commerce opportunity… 1. One-Click Checkout: As exemplified by Amazon, nothing beats the one-click checkout experience for online shoppers. The more steps we put between the consumer and the final transaction, the more we risk them dropping off (which, many times means the consumer never returns). 2. Mobile Security: Security is an issue whether you’re shopping online using a laptop computer or a mobile phone. However, consumers are more likely to lose a mobile phone than a laptop or desktop and they are less likely to have password protected the phone than the laptop or desktop. Consumers need to know that if they lose their phone or it gets stolen, their credit card information is secure. 3. Websites that are fully optimized for the mobile shopping experience: If a consumer has to pan around, pinch and expand things in order to make a purchase, they’re likely not going to do it. Without a site and shopping experience that’s fully optimized for mobile, retailers risk losing the consumers who are shopping on their phones. The average consumer prefers to shop via a retailer’s m-commerce site than their downloadable APP. 12
  • 14. Consumers today are able to connect online and engage with retailers through multiple Digital Platforms. THE WAY WE SHOP ONLINE IS CHANGING, AND IT’S IMPORTANT US AS RETAILERS ACT ON THIS. As retailers it’s expensive to keep adapting to technology changes. Creating branded Apps cost, developing mobile sites cost and enhancing our websites cost. Consumers like speed, and it’s important that we focus on technology which has already advanced. Monitor the market and monitor buying behaviors of consumers, and invest money in leveraging the correct digital platforms… 13
  • 15. DELIVERY SPEEDS Trust for delivery has increased, and delivery speeds are A LOT faster! Consumers will be more receptive to online shopping when Delivery becomes Instant or Same Day… Already something we’ve seen implemented by larger corporations. IN Delivery online can be picked up in your local store and some retailers goes the step further bringing your goods out to your car. Pick Up STORE depots will allow smaller retailers to allow in store pick up. PICKUP For a more expensive price we can guarantee next day delivery in todays market, which is trackable by the customer. But will delivery SAME DAY times improve yet again offering same day delivery? A variety of third DELIVERY party distribution centers may make this available to smaller retailers “There’s been an accelerating trend in international or cross border e commerce, and smaller niche online retailers are INTERNATIONAL now doing 10-20% of their sales outside of their own country”. Other big name retailers like Zara and Top Shop are DELIVERY building out their online business to reach International shoppers, even as the store base grows more slowly. GUARANTEES If you can offer fast, cost-effective delivery with a simple and fast return policy why wouldn’t we shop online? If I can order a blazer from a website in the 14 morning, and receive it in the afternoon how could I complain
  • 16. VIDEO Video is becoming better received by consumers than photographs. High speed online streaming and the ability for anyone to make high quality videos means Video is something we should all be looking to. User-generated videos is something which we’re seeing on retail sites. Retailers are letting customers upload video clips modelling new clothes or using a new purchase. Rewards can be offered for customer reviews via video, uploaded to the product page. Video Strategies: • Product Videos - Asos • How-To Videos • Brand Marketing – Blendtec • Internal Communications • User-Generated Product Reviews • Video Reviews - Zappos • Customer Service Videos – Google YouTube is the third most popular website online and is seen as the second largest, search engine. Video’s can be easily generated via a smartphone or an affordable camera and should defiantly be something you look to utilise into your online business… 15
  • 17. TECHNOLOGY IN THE FUTURE Technology will improve the way we shop online, and implementing technology into our retailers can offer a unique experience to the consumers. Here’s some advancements in technology taking the fashion world by storm… Personalised Shopping It’s as simple as asking the customer a series of questions and offering product recommendations related to their answers. A LOT of websites are embedding personalised results, and trying to gather data on what customers like to wear. This works great for retailers which a large amount of products, and gives the user a “personal shopping experience”. – Sites like StylistPick use personalised shopping as BodyMap Technology a USP. Augmented Reality Bodymap technology is similar to Augmented Reality. Bodymetrics new Augmented Reality (AR) is a term for a live technology lets customers virtually try on direct or indirect view of a physical, real- internet purchases to ensure satisfaction world environment (such as a camera on a and minimize returns. StyleGun have just mobile phone) whose elements are launched with a feature including augmented by computer-generated sensory BodyMap technology. input such as sound, video, graphics or GPS data. Due to recent innovations in scanning technology, real objects and people can now be scanned and placed into AR apps. This gives the ability to have, for example, three dimensional images of objects placed into a room or on a person. Watch This 16
  • 18. LESS FLASH, MORE FUNCTION Flashy features on site are GREAT if implemented well. If they slow down your site, and draw attention away from purchasing they’re not worth it. Focus on creating an online retailer which is based upon function, easy to use and quick to purchase… RECEIVE BROWSE PURCHASE IMPLEMENT TESTED TECHNOLOGY BUT KEEP THE CONSUMER EXPIERENCE SIMPLE… Consumers are busy people. Us as retailers need to keep things as simple as possible. It needs to be easy as 1,2,3 – Browse, Purchase and Receive. As quick and efficient as the online world allows us… 17
  • 19. ONLINE AUTHORITIES The internet now allows anyone to create an authority and hold an influence on a huge number of people. Celebrity endorsements used to be the only way to get people with a huge authority over people to promote your product or business, and this method tended to be expensive and hard to achieve. The internet has opened up a new way to target online authorities, and create a celebrity status for ourselves… Creating A Celebrity Status Blogs and the ability to create content for the internet allow us to express our opinions to a wide audience – BryanBoy, Lookbook.nu, Aaron Marino Online Endorsements The above can be reversed engineered. The internet allows people to create an online celebrity status, and us as retailers can target these people to promote our products or business. More online platforms will be created which allow people to express their opinions or share their interests, creating a personal brand. LOOKBOOK.NU CHICTOPIA YOUTUBE TWITTER BLOGGERS 18
  • 20. THINGS TO LOOK FOR… • Daily Deals and Flash Sales - This may seem like a very crowded playing field, but sites offering daily deals and flash sales are reproducing at a furious pace. Product comparisons can be made easily online in todays market, so making sure product prices are competitive and you stock unique products are hugely important… • Retail Based Social Networks - This is one trend experts don’t expect to happen at any large level but is defiantly something to monitor. A lot of retailers are looking to build a social network of its own. Facebook really owns this space in todays market, but it can be achieved if you keep it specific. ASOS have launched Fashion Finder, which allows users to interact, post looks and create outfits along with sell personal goods. • Strive To Stand Out – The online market is getting larger, and competition is getting vast. In the future it’s going to be more and more important for online retailers to offer something special to stand out. Whether that’s going the extra step when it comes to Customer Service, Unique Products or created a unique feature on your retailer website it’s important to go that step further. Creating a typical retailer, with nothing which makes it stand out from the rest will simply not be good enough in a few years time… 19
  • 21. CONCLUSION • Personal Branding – Consumers will continue to respond better to personalitys and personal stories than company branding… • Mobile Technology – More and more people are browsing via a mobile, it’s time we caught up and offered an online retailer perfect for m-commerce… • On Site Technology – Augmented Reality, Personalised Shopping, BodyMap Technology and Social Interaction are all options to improve the online shopping experience. Until on site technology can be implemented smoothly, focus on function over flashy features… • Brand Out From The Crowd – Online competition is extremely competitive within the fashion industry. Focus on getting specific, creating a USP, and offering some different.. • Innovation – In the future we’re going to see a rise of new innovative ideas such as social networking sites, and ways to market your business online. Define a message for your retailer which separates your brand from the rest and spread it across multiple platforms… • Delivery Speeds – Cutting down delivery times will dramatically enhance the online shopping experience… • Online Authorities –The internet has multiple platforms where anyone can share their interests or opinions to a worldwide audience. We’re seeing a huge rise of online celebrities and targeting online authorities within the fashion industry is a great way of creating a web presence. • Video – Photographs are always good but video is being preferred by consumers. Look to implement product review videos, viral videos, how to videos and customer service videos onto your retailer. 20
  • 22. GET IN TOUCH ! twitter.com/paulrmcgregor www.whoispaulmcgregor.com * PaulMcGregor facebook.com/paulrmcgregor www.brighterman.com www.mensfashionmagazine.co.uk THANK YOU FOR LISTENING 21
  • 23. Brought to you by : PaulMcGregor * www.brighterman.com SEE YOU SOON... Back