Online shopping in the past few years has arguably become the most accessible way for consumers to update their wardrobes and keep up with fashion trends. In quarantine, the desire to online shop is heightened by the fact that it’s something tangible and exciting to look forward to - for those who are stuck at home, shopping becomes not only a hobby, but the delivery is actually exciting. Content creators in particular have been focused on updating their social media accounts at home, and are often ordering new outfits for photoshoots. Moreover, online shopping is every introvert’s dream: as our world becomes more digital, and our needs can be met more quickly and efficiently if we don’t leave the house, the pull for ordering clothes online is indisputable.
Luxury brands have definitely been stepping up to the plate in terms of encouraging consumers to order their products online in the last few years. One thing I’ve noticed as a consumer is the tendency of luxury brands to be elusive and creative on social media, rather than outwardly marketing their products. Gucci is an excellent example of this, as their Instagram revolves around creative photoshoots and editorial-style pictures, without the option to buy the clothes highlighted in the picture. However, their website is tailor made for online shopping. This seems to be the model for various high-end brands, as they draw in consumers with creativity and seal the deal with online accessibility.
They understand their brands are more compelling when they don’t attempt to convince consumers to buy their products - they nonchalantly tease their audience with glimpses into the world of high fashion, daring them to shop online.
When online shopping was first introduced, there was a tendency to assume that consumers would gravitate solely towards low end-middle end products. This makes sense: without actually trying something on, feeling fabric or textiles in your hand, or analyzing how an article holds your body, it can be difficult to commit to an expensive purchase. Luxury brands have adapted to this by adding style guides to each article, adding details on how the product should fit, and sometimes having the option to book an online consultation to ensure you receive your perfect fit. If dissatisfied, customers can also often return their purchase for free.
As our cultural psyche accepts online shopping as the norm, luxury brands have been consistently stepping up and making the experience easier for consumers. I’m excited to see how high-end brands, led by people of colour in particular, innovate and contribute to the development of the online shopping experience.