"Care for your clothes like the good friends they are." — Joan Crawford
In today’s world, this quote is well-justified as we can witness the constantly evolving fashion industry because of the actions of fashion lovers. People today want to stay best dressed, and with that arises so many demands that companies fulfill to remain at the top position in the market.
By adapting to changing consumer expectations, driving innovation, and building a positive brand reputation, brands can create lasting customer-brand relationships and build trust that keeps customers associated with you in the long run.
From the moment they enter your store or browse your website to the post-purchase follow-up, every touchpoint in the customer journey matters. So, if you want to thrive in the fashion industry, deliver the best-in-class customer experience and make customer-centricity the heart of your brand strategy.
Role of Customer-Centricity In The Fashion Industry
In today's highly competitive and ever-evolving fashion landscape, brands that prioritize their customers and create exceptional customer experiences are the ones that thrive. Customer-centricity goes beyond just providing great products; it's about understanding and anticipating customers' needs, preferences, and expectations and delivering personalized, relevant, and meaningful interactions at every touchpoint of their journey.
Further, Georges Essama, Head of Customer Relations at CAMTEL, says in Clootrack's 102 CX Expert report where 102 CX experts talk about their CX challenges “Brands need to work on engaging their workforce and leaders in adopting a common customer-centric culture. They need to get all the necessary tools and systems to get a unified understanding of their customers. And, they must absolutely dene, execute and evaluate a clear CX strategy under the supervision of corporate authorities (C level or Board).”
Customer-centricity plays a crucial role in delivering top-notch CX in the fashion industry. Here's how:-
- First and foremost, customer-centricity is crucial for building and maintaining customer loyalty. In the fashion industry, where trends change rapidly, and competition is fierce, loyal customers are invaluable. By focusing on their needs and preferences, and consistently delivering high-quality products and services, brands can earn the trust and loyalty of the customers. Moreover, loyal customers are more likely to make repeat purchases, recommend your brand to others, and become brand advocates, ultimately leading to increased sales and revenue.
- Secondly, customer-centricity is essential for understanding and meeting the ever-changing demands of consumers. Today's fashion consumers are more informed, empowered, and demanding than ever before. They expect personalized customer experiences, seamless omnichannel shopping experiences, excellent customer support, and many such customer journey-comforting aspects. Brands that adapt to these changing consumer expectations and provide exceptional experiences are the ones that stay ahead of the competition.
- Thirdly, customer-centricity plays a critical role in driving innovation in the fashion industry. By truly understanding customer demands and pain points, brands can identify opportunities for innovation and create products and services that address those needs. Customer feedback, insights, and preferences can inform the design, production, and marketing strategies of fashion brands, leading to the development of new and innovative offerings that resonate with customers and differentiate the brand in the market.
- Lastly, customer-centricity is essential for building a positive brand reputation. In the age of social media and online reviews, customer experiences can make or break a brand's reputation. Being customer-centric helps brands prioritize customer satisfaction and go above and beyond to exceed customer expectations. Those brands are likely to receive positive reviews, testimonials, and word-of-mouth referrals that uplift their brand image and attract new customers.
Customer-centricity is not just a buzzword in the fashion industry; it is a critical factor that can determine the success or failure of a brand!
Related Read:- 5 Things Leaders Do To Promote Customer-Centricity Using Customer Data.
Why are Personalization and Customization Becoming Crucial To Customers in the Fashion Industry?
One of the main reasons for personalization and customization becoming increasingly crucial to customers in the fashion industry in recent years is the abundance of choices that customers have in today's market. With so many options available, customers want to pick products and services tailored in accordance with their individual needs and preferences.
Another reason why personalization and customization are becoming more important to customers is the increasing use of technology in everyday life. Customer experience technology has made it easier than ever for companies to collect data on customers and their behaviors, which can be used to offer more personalized and customized experiences.
Customers have come to expect a high level of personalization and customization. And companies that fail to deliver the same may risk losing business to competitors that offer a more tailored experience. As such, personalization and customization have become essential elements of customer service and are critical to building long-lasting relationships with customers.
Here are 3 critical elements that attract today's customers toward personalization and customization:-
1) Unique Experience
Customers want to feel that the products and services they purchase are tailored according to their individual preferences and needs, providing them with a unique and personalized experience that cannot be found elsewhere.
Companies that offer a unique experience get high customer engagement and a loyal customer base. And this is because unique experiences create a sense of exclusivity, making customers feel special and valued, ultimately increasing brand advocacy and revenue for your fashion brand.
2) Improved Product Quality
When customers are given the option to customize their styling products, they can choose specific features and components that solve their issues, resulting in a product that is tailored to their requirements. This not only enhances the overall customer experience but also improves the quality of the product, as customers receive exactly what they want as their fashion accessories.
By incorporating customer preferences into product design and manufacturing, you can ensure that your products are of the highest quality and meet the specific needs of your customers, creating a healthy customer perception of your brand.
3) Higher Customer Satisfaction
When customers can customize or receive personalized products or services to their liking, they feel more involved in the buying process, which results in higher satisfaction. Personalization and customization allow companies to offer tailored solutions to customers' necessities, which makes customers happy and your offerings more reliable.
By providing customers with personalized recommendations and customized solutions, you can build faith and take brand-customer relationships to the next level. Eventually, higher customer satisfaction results in repeat business, positive reviews, and recommendations, which lead to increased ROI of CX and growth for the fashion company.
Customer Expectations: 10 Things You Need to Take Care of As A Fashion Brand
From quality products and trendy designs to fair pricing and sustainability, customer expectations are sky-high in this era. A fashion brand must learn to meet customer expectations and thrive in today's fashion market.
Here are the top 10 things customers expect from you as a fashion brand. Also, learn about the solutions to fulfill those expectations:-
1) Quality Products
In today's competitive market, customers demand high-quality fashion products that are both durable and stylish. Brands that prioritize quality are more likely to build a huge fan base and increase their market share.
To meet customer expectations, fashion brands must invest in high-quality materials, skilled craftsmanship, and rigorous quality control processes. They must also stay up-to-date with the latest fashion material used in the market and incorporate them into their designs without compromising on quality.
2) Trendy Designs
Customers expect fashion brands to keep up with the latest trends and offer unique, contemporary designs that stand out. To meet this expectation, fashion brands must have in-depth knowledge about their target audience and preferences.
These brands must also be willing to take risks with new designs while staying true to their brand identity. Keeping up with the latest fashion trends and blending them into their designs can help fashion brands stay relevant and attract new customers.
3) Fair Pricing
Customers expect fashion brands to offer products that are priced fairly, without overcharging or compromising on quality. Brands that prioritize fair pricing are more likely to build trust with their customers and create long-term relationships.
To meet this expectation, fashion brands must have a clear pricing strategy that takes into account factors such as production costs, competition, and target audience. They must also be transparent about pricing and avoid misleading customers with hidden costs or fees. Finally, they should offer discounts from time to time to make their products more accessible and promote them to customers.
4) Good Customer Service
From pre-sales support to after-sales service, customers expect fashion brands to deliver excellent customer service at all times. To fulfill this expectation, fashion brands must invest in well-trained customer service teams who handle customer queries, complaints, and feedback effectively.
The brands must also have a user-friendly website and social media presence that makes it easy for customers to interact with the brand. Finally, they should offer flexible and hassle-free customer support with robust policies to ensure a seamless omnichannel experience.
5) Easy Returns and Exchanges
Customers expect fashion brands to offer easy return and exchange policies, especially when shopping online. To satisfy this expectation, fashion brands must have clear and transparent return and exchange policies that are effortless to understand and follow.
Fashion brands must also provide a simple and user-friendly returns process that makes it easy for customers to initiate returns and track their status. Additionally, they should offer multiple options for returns and exchanges, including free shipping and in-store returns.
6) Fast Shipping and Delivery
Customers expect fashion brands to offer fast and reliable shipping options that deliver their orders within a reasonable timeframe. To complete this expectation, fashion brands must have efficient and streamlined logistics processes that ensure timely order fulfillment and delivery.
The brands must provide customers with accurate and up-to-date information about their orders, including shipping status and delivery tracking information. They can also ship the product before the assigned delivery date, showcasing their commitment and making customers happy.
7) Transparency
Customers expect fashion brands to be transparent about their sourcing, production, and supply chain processes. And to be transparent in front of customers, fashion brands must reveal their clear and detailed policies on labor practices, sustainability, and ethical sourcing.
Fashion brands must also provide customers with precise information about the materials used in their products and the production processes involved. Finally, they should be open to reviews and criticism that customers share and take steps to address any concerns or issues raised.
8) Sustainability
Today's customers expect fashion brands to take responsibility for their environmental and social impact and prioritize sustainable practices. Brands that promote sustainable fashion attract environmentally and socially conscious customers and differentiate themselves from competitors.
To follow sustainability purely, fashion brands must adopt sustainable production processes, use eco-friendly materials, and reduce waste and pollution. They must also ensure that their supply chain partners comply with ethical and sustainable approaches. Additionally, they should communicate their sustainability efforts to customers and provide them with information about the environmental and social impact of their products.
9) Inclusivity
Customers expect fashion brands to embrace diversity and inclusivity in their marketing campaigns, product offerings, and messaging. Brands that prioritize inclusivity can attract a wider customer base and create a more inclusive and welcoming brand image. And for that, fashion brands must offer a diverse range of products that cater to different body types, skin tones, and cultural backgrounds.
Fashion brands must feature a diverse range of models in their marketing campaigns and ensure that their messaging is inclusive and free from stereotypes. Additionally, they should actively engage with and listen to customer feedback from diverse backgrounds.
10) Innovation
Customers expect fashion brands to constantly innovate and offer new and exciting products and experiences. Fashion brands must invest in research and development and collaborate with innovative designers and artists.
Brands must experiment with new materials, technologies, and production processes to create unique and innovative products. Additionally, they should explore new ways of engaging with customers, such as through augmented reality and virtual reality experiences, to provide a more immersive and exciting shopping experience.
A Case Study of Customer Experience in the Fashion Industry
Customer experience insights from the sportswear dashboard of Clootrack, which collected and analyzed 31,775 customer reviews of 22 leading sportswear brands in the USA from January 2022 to October 2022. The insights are populated based on 2 segments - upper wear and bottom wear.
Size & Fit came out to be the number one driver, followed by Material and Fabric, and Looks and Style.
Further, the study reveals the analysis results based on gender. Males and females have different preferences using which any fashion brand can target the customers accordingly.
Women are more focused on color and comfort than the common top drivers and male customers tend to focus more on quality.
Combining all different insights from analysis, any fashion brand can bring transformations according to the availability of resources and capabilities and provide meaningful customer experiences that help to retain and acquire customers.
To Conclude
The fashion industry has recognized the importance of customer experience and has been adapting to changing consumer behavior and needs. By incorporating technology and personalization into their strategies, fashion retail businesses are creating a more seamless and engaging experience for customers.
It is evident that the success of any fashion brand is largely dependent on customer satisfaction, brand loyalty, and advocacy. Therefore, investing in customer experience should be a top priority for any fashion business.
In the end, the fashion industry should continue to embrace the changing landscape of customer experience, stay innovative, and keep evolving to meet customer expectations. By putting the customer at the center of every decision, the fashion industry can create a more meaningful and memorable experience for customers, one that keeps them coming back for more.
Ultimately, customer experience is not just a trend but a crucial aspect of business strategy that should be given careful consideration and investment to drive growth and success in the fashion industry.
Want to understand the WHY behind customer experience? Here you go!