Crafting amazing digital experiences in fashion and apparel using adobe experience manager

Fashion & Apparel eCommerce is a big business. In 2019, online sales in the category topped $103 billion in the United States, accounting for nearly a third of all retail sales. By 2023, sales will grow to $194 billion. Fashion buyers vary widely.

Millennials buy twice as frequently as Baby Boomers, although they'll spend half as much in a year. Meanwhile, Gen Z shoppers are turning the fashion and apparel industry on its head. As the world's most photographed generation, they shop the most frequently, often ordering several outfits each week. These shoppers need a constant supply of fresh looks because, as 24-year old Sukaina Benzakour, aged 24, told Refinary29 "Let's just say, wearing an outfit more than once is seen as a fashion crime." Price is a key concern.

Consumers favor retailers and brands that “get them.” Put another way, they’re loyal to a brand that provides relevant experiences every time they interact, regardless of touchpoints. The ability to deliver amazing customer experiences is now table stakes.

To do that, every fashion and apparel brands need to:

- Dazzle your customers with an engaging web and app experience based on their tastes and budgets

- Tell a compelling brand story across all customer touchpoints

- Lead with content

- Launch or upgrade your loyalty program

Every consumer wants confirmation that they’re making a decision that is right for them. Website experiences that treat the visitors as unique individuals will make a huge impact on the consumer -- and your conversions.

Use data to create segments based on browsing and purchase history - Men don’t want to see images of women’s clothes when they visit their favorite clothing brand to replenish their wardrobe; senior citizens and recent college grads have very little in common when it comes to fashion and apparel. Site visitors will leave your site immediately if they think your product line isn’t right for them.