Monday, 11 march 2019 | Redacción CEU
The development and implementation of electronic commerce is one of the great transformations that the fashion business is experiencing. Omnichannel has become a need in the face of consumer demand for a different service. Customers increasingly trust digital channels to make their purchases: finding the best prices, accessing a huge amount of references, making purchases at any time of day, accessing free shipping services, returning products if they are not interested in them, etc. For its part, the companies which are specialized in this industry are beginning to understand that if they do not adapt to the new scenario, they may run the risk of disappearing.
The eighth edition of the Barometer Vente-privee Group-Modaes.es of Fashion Companies in Spain has evaluated the health state of the industry from the opinions of 300 fashion firms. This report points at the online channel as the most important medium in the long term in this business. It is true that the previous editions of this study already reflected the growing interest of companies in digital media, but this is the first time that this distribution channel has been placed in first position. Specifically, 32% of firms place it there, followed by 28% companies who point to the multi-brand format and 19% who opt for stores. The percentage considerably departs from the 18% which was collected in 2017 and the 16% in 2016.
In turn, 86% of companies in the industry recognize having started a plan to adapt to omnichannel, and only 3% of them claim to have completed it. This figure only confirms that this type of processes is not temporary, but they must evolve over time and in relation to the context. The technological development is unstoppable and contributes to making it practically impossible to set an end date for this kind of actions.
Another striking fact is that, in 2012, only 65% of the companies which participated in the survey confirmed having an online store. Now, the figure has practically encompassed all the participants. Likewise, more and more companies place the online division as the main reinforcement area, ahead of other key departments like product, finance or expansion. In turn, the commitment to e-commerce also seems to contribute to creating more job opportunities. 63% of these fashion companies plan to increase their staff to cover the needs in e-commerce.