Highlights from Digital Fashion Academy
Digital Fashion Academy
The professional development platform for digital fashion
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How to analyse the customers' journey and eCommerce insights and new business models
??Fashion customer journey: the digitization of the fashion industry has intensified competition, making it crucial for brands to meticulously map the customer journey across all touchpoints. Modern consumers, equipped with instant access to information via laptops and mobile devices, frequently compare prices and services between physical retail stores and official brand websites, even while shopping in-store. This shift necessitates that fashion companies adopt a customer-centric approach, ensuring a seamless experience that integrates both physical and digital interactions.
A well-rounded customer journey consists of several critical stages:
To manage this journey successfully, brands must evaluate every touchpoint—before, during, and after the sale—across both physical and digital platforms, implementing an omnichannel approach that ensures consistent messaging and a seamless customer experience.
Discover more details here??
??Engagement Rate for Luxury Fashion Brands.
Traditional e-commerce metrics like Add-to-Cart and Conversion Rates may not fully capture the performance of luxury fashion brands' digital platforms. A more comprehensive approach involves analyzing the customer journey across all channels, emphasizing online interactions.
Focusing on the Engagement Rate during the product discovery phase - measuring user interactions with product galleries and images - provides a nuanced understanding of customer interest. This metric, while not an absolute quality measure, is valuable for tracking trends over time, especially when assessing the impact of website updates or experiments.
By optimizing the product discovery phase based on Engagement Rate, luxury brands can enhance both online and in-store customer experiences. In this context, you need to analyze the customer journey across all channels, with a special emphasis on online interactions. This journey can be visualized as a funnel.
Discover more in this article ?
????USE-CASE: Fashion E-commerce Technology & New Business Models.
As eCommerce technology evolves, it creates fresh opportunities for innovative business models. A growing trend for fashion brands and e-tailers is to harness the traffic on their digital platforms, such as websites, to boost revenue - either through selling advertising space or enabling third-party sellers to list their products.
So, what's the role of technology here?
Platforms like Shopify or Salesforce may not support third-party sellers, but specialized software solutions like Mirakl and Tradebyte allow brands to transform their websites into full-fledged marketplaces.
Check out how kidswear brand Jeanie and Jack is launching its own marketplace using Mirakl software ?
Digital fashion and retail trends
?? Upcycling is gradually gaining traction in the fashion industry, transforming waste into valuable and innovative products. However, scaling up remains a challenge. Luxury brands like Miu Miu and Coach are leading the way, but infrastructure gaps and logistical hurdles persist. Upcycling goes beyond using deadstock; it involves sourcing, cleaning, and reimagining materials, disrupting the fast-fashion model.
EU regulations are pushing brands to repurpose waste, but tackling overproduction is essential for real, lasting change. It’s time to rethink the industry from sourcing to production.
Read more in this article on Vogue Business ?
Online Courses Highlights
??Want to boost your career as a Fashion Ecommerce Manager?
Discover more about this course to master all the essential strategies and tools for running a successful online fashion business:
?gain a 360° view of the eCommerce lifecycle, from order placement to delivery;
?learn growth strategies, KPIs, financial metrics, and cost management for improved profitability;
?master logistics, customer service, and online store management to enhance customer satisfaction;
?explore CRM, email marketing, and market-specific strategies for global expansion.
?? Find out more and enroll now to get your certification. Learn from the experts Enrico Fantaguzzi Enrico Roselli Alexandra Carvalho Ilaria Sartorato Marcello Messina Filippo Chiari Gianluigi Zarantonello Elisa Elena F. Andrea Dell'Olio Marco Di Pietro Leonardo Pecchioli Mauro Lorenzutti Raffaele Nardo Marco Porcellana Maddalena Beltrami Giulia Rosetti Lorenzo Bortolotto Gilles Gaucher-Cazalis Iacopo Pecchi Ivan Saladino
??Dreaming of internationally expand your fashion marketplaces' selling?
Learn from leading experts how to sell successfully on digital Marketplaces, the course offers:
?real case studies from industry leaders;
?hands-on training: covering strategies, tools, KPIs, and techniques for international marketplace expansion;
?flexible learning: complete the course in 6-8 hours at your own pace, with access to quizzes, ebooks, workbooks, and templates.
? Boost your business or fast-track your career in managing marketplaces today. Specialized lessons by the experts Andrea Dell'Olio Iacopo Pecchi Giulia Rosetti Filippo Quattrone Enrico Fantaguzzi
?? Find out more:
??Reach your E-commerce financial targets with our Ecommerce Finance Online Course!
Take your management skills to the next level by learning from top fashion finance experts. Gain a deep understanding of:
?the essentials of profit and loss in e-commerce with real-world examples;
?budgeting and Forecasting processes explained;
?financial KPIs and best practices used in leading international companies.
?? Start mastering e-commerce finance today together with Enrico Fantaguzzi Gilles Gaucher-Cazalis Leonardo Pecchioli
?? More details here:
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