Navigating the Fashion Landscape

Introduction

In modern world morphed by technological advancement, consume of information particularly by millennial has changed drastically. Such technologies as Augmented Reality (AR) and artificial intelligence (AI) has induced different experience such as allowing trying on various lipstick shades via video virtualization, virtual fitting, and mobile robots to customized digital content that is catered to one specific need and desires (Pachoulakis, and Kapetanakis, 2012). As a true fashion lover, keeping up with the latest fashion trends and owning the most recent pieces is very important to me and is a way for me to express myself and portray who I want to be, no matter the occasion. If you are seeking fashion dissertation help, navigating the complexities of fashion trends and technology integration can be effectively supported through informed research and analysis.

Fashion enthusiast like I are faced with unique and continues change in street fashion driven into buying despite not being most sustainable and environmentally friendly option. Personally, I love that when I have an occasion, whether it is a birthday party or a business meeting that I need a whole outfit or just a specific piece for, I am able buy new and trendy fashion cheaply from fashion outlets such as Zara. The rise in online shopping and fast fashion industry over the past decades has significantly changed the fashion industry (Blázquez, 2014; Rose et al., 2012). For instance, the ability to browse through thousands of items within minutes and comparing styles and prices to find exactly one is looking for has largely enhanced customer experience.

Due to these reasons I have become more and more interested in fashion applications, from both high-end brands, such as Net-A-Porter, to high street brands such as Zara. Even if it is a Mobile Application (app) I do not necessarily always purchase from, I am fond of the idea of having one unique place with buttonized shortcuts that I can go to, to browse all of the newest releases or sale items from that brand or store, that holds all of my favorites, my shopping cart, my purchase history and even my browsing history without having to log-in each time or start from scratch. The mobile brings some advantages over the website that include accessibility, reliability, personalization, and ease of direct communication (chats and notifications).

However, due to various reasons fails to meet consumers need and expectation. Personally, a recent app that I deleted due to my lack of usage is the Topshop application. There are multiple reasons for this; first, I found the app interface and experience not optimized for mobile; the images are blurry, the page not fit the whole screen, and the app looked and felt outdated and stagnant. Additionally, it did not integrate Topshop’s blog or chat aspect as such not expanding the customer’s experience and connectivity beyond the e-commerce and purchase and have a more holistic relationship with other customers (Elmorshidy, 2013; Shen, 2012).

Moreover, the app failed to include shopping features and tools that makes shopping experience easier and more pleasurable. It misses out on the opportunity to link to other items and products worn on the model shot when one item is viewed. Unlike other apps such as Zara that take advantage of this, failure to integrate a direct link lowers customers’ interactions and experiences (Barnes et al., 2013). For example, viewing a black top, pop out and suggestion of similar black tops with slightly different features or styles engages and captivate a costumer. Topshop needs to be more aware of these demographics’ needs and tap into them (Faulds et al., 2018). These are a few of the features that are important for overall experience, and not having these features on the app reduced shopping experiences and satisfaction especially given that other brands’ apps such as Zara integrated the features.

Competitive advantage in fashion industry

The fashion industry is immensely competitive, and there is even more competition when it comes to the high street fashion e-commerce industry, due to the lower barriers to entry, low fixed costs and higher demand, and changing consumer needs and preference. The ease of purchase, as well as price and style comparison, and overall convenience makes this market extremely appealing to customers. As pointed by Dacko (2017), one way of gaining competitive advantage is focusing on increasing one-to-one engagement with consumers via the apps to keep them coming back. Focusing on customer relationship management is vital in order to maintain longevity, relevance, and profitability in this market (Mohr, 2013). Especially given that in 2017, 34.5% of total e-commerce revenues came from mobile, with future projections of 53.9% by 2020 (Krane, 2019).

Topshop should aim to be the ultimate app that shoppers want to shop from. This can be achieved by Topshop though multiple changes and improvements. First, implementing AR into the app reduces the problem of purchasing and item then fails to fit by given consumers a platform to try on, although virtually. Allowing shoppers to potentially see how accessories, shoes, bags and even some clothes look on them through their phone at home will increase their likelihood of purchasing items online and reducing returns (Kim, and Cheeyong, 2015; Boardman et al., 2020).

Secondly, the loyal users should gain access to certain items for a couple of days beforehand. In addition to motivating and encouraging shoppers to download and keep using the application, this would be beneficial particularly for Topshop since it operates in a fast fashion space. Therefore, for the fashion conscious customers, wearing the same outfit at the same time as thousands of others is bothersome, so having access to items 2 or 3 days before everyone else could make a big difference and would be a big reason to download and keep the application.

Lastly, Topshop need to provide an in- app based membership for customers who spend over a certain amount or those shop frequently. The members can be allowed to access Topshop’s personal stylists. They can chat with a personal stylist that they specifically chose based on their style preferences, the stylist can suggest outfits and pieces from Topshop for that customer. Integrating this will allow Topshop to gain more competitive advantage since currently no other high street brand offers stylists service to VIP and loyal customers. Stylists can communicate with their customers directly through the app via a chatting feature or even via video chat. This would also prove that Topshop values and cares about their loyal customers.

Customer Outreach through Campaign

Creating an advertising campaign that is engaging and evokes feelings of motivation, encouragement and inspiration. Such campaigns as ‘YoUnique’ empowering both women and men regardless of ages though their clothes, shoes and bags allows self-expression and storytelling though their style and ultimately allow them to be the best versions of themselves. This campaign would include a short series of videos, to capture viewers’ attention. The videos would be of real Topshop customers of different genders, ages, backgrounds and occupations. Having a wide variety of individuals in this campaign allows people to relate to the characters, and to see themselves through them, tapping into the Self-Expansion theory by Aron et al in 1986. This campaign will motivate consumers to enter and develop a close relationship with Topshop order to enhance the consumers’ ability to accomplish their goals. It also allows them to feel a part of a community through these videos, like they belong to and can identify with this group of people. Relationships based on self-expansion are long lasting and strong. Each video would show the character getting ready for a specific event, whether a work presentation, a bachelorette party, or a first date, and how using the new and improved Topshop app supports this process and helps them feel empowered. The character is shown through the process of chatting with their stylist to find the perfect look and shows how finding the perfect outfit can help them exude the confidence and thrive in these scenarios. The new added shopping features would also be highlighted in the video to show the overall experience. These videos would be short, around 30 seconds long, so that they can easily be viewed on Instagram, TikTok, Twitter and YouTube. This campaign also leverages Enriching Benefits, by resonating with customers’ beliefs, hopes and values as well as their sense of self, who they are, and who they want to be, and when customers are enriched, they feel inspired, proud and connected. Enriching benefits have the most impact on brand admiration, trust and love and will allow for customers to connect more with Topshop and create a stronger relationship.

By leveraging people’s attention and creating this campaign through these videos and visuals showing the ease of using the app and its new and improved unique features and functions while tapping into their emotions would be beneficial for Topshop to not only retain, entertain, and encourage their current customers and get them to download the applications, but it will also acquire and convert new customers who may not be familiar with Topshop as a whole or just might not be aware that they have a mobile application. These digital apps improvements, exciting campaign, and overall increase of multichannel retailing will complement Topshop’s existing offerings, raise awareness for the brand, and increase revenues.

Conclusion

In a highly competitive industry such in fashion, improvements in the app itself, in addition to the campaign highlighting these improvements will allow Topshop to stand out against hundreds of competitors worldwide and be an industry leader and stay relevant not only in the fashion space through their offerings (clothes) but become known for providing a holistic, well-rounded, integrated and digitally innovative mobile application. Overall, having these various features solely offered on the app creates an incentive for customers to spend more time and money at Topshop and specifically on the app. These improvements on the app combines great user experience, responsive design, and integration with their website and in store experiences (their blog and stylist services) will ultimately make a big impact at adding value for customers and even increase word of mouth surrounding their brand and experience.

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References

Barnes, L., Lea‐Greenwood, G., Gabrielli, V., Baghi, I. and Codeluppi, V., 2013. Consumption practices of fast fashion products: a consumer‐based approach. Journal of Fashion Marketing and Management: An International Journal.

Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), pp.97-116.

Boardman, R., Henninger, C.E. and Zhu, A., 2020. Augmented Reality and Virtual Reality: New Drivers for Fashion Retail?. In Technology-Driven Sustainability (pp. 155-172). Palgrave Macmillan, Cham.

Dacko, S.G., 2017. Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, pp.243-256.

Elmorshidy, A., 2013. Applying the technology acceptance and service quality models to live customer support chat for e-commerce websites. Journal of Applied Business Research (JABR), 29(2), pp.589-596.

Faulds, D.J., Mangold, W.G., Raju, P.S. and Valsalan, S., 2018. The mobile shopping revolution: Redefining the consumer decision process. Business Horizons, 61(2), pp.323-338.

Kim, M. and Cheeyong, K., 2015. Augmented reality fashion apparel simulation using a magic mirror. International journal of smart home, 9(2), pp.169-178.

Mohr, I., 2013. The impact of social media on the fashion industry. Journal of applied business and economics, 15(2), pp.17-22.

Rose, S., Clark, M., Samouel, P. and Hair, N., 2012. Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of retailing, 88(2), pp.308-322.

Shen, J., 2012. Social comparison, social presence, and enjoyment in the acceptance of social shopping websites. Journal of Electronic Commerce Research, 13(3), p.198.

Pachoulakis, I. and Kapetanakis, K., 2012. Augmented reality platforms for virtual fitting rooms. The International Journal of Multimedia & Its Applications, 4(4), p.35.

Appendix

Campaign: Brief:

Message: Empowering, Confident, Motivating, Inspiring

Visuals: A day-in-the-life style video, that is shot on one camera that shows each character in their homes, getting ready for their specific event, lots of frames of the app and the different functions, whether it be the live chatting with a stylist regarding how to wear and style the pieces, or showing how someone who has the membership is excited to receive a piece 3 to 4 days before their friends, and just the general app interface

Colors: Let the clothes, accessories, shoes, and bags be the color of the video (bright, colorful, young, fun) and let them stand out, so the rest of the colors of the videos and background can be more subtle, neutral and muted.

Sound: Motivating, Fun, Exciting, New, Young, Motivational and powerful music. E.g.: power Kanye west….

Characters: Jessica, Halima….

Social Media: Instagram, TikTok, YouTube, Twitter

Language/Slogans: YoUnique