Fashion Ecommerce: How Digital is Transforming French Fashion Industry
The fashion industry is one of the most thriving industries in France. For decades, French fashion houses have been defining trends that are followed globally. However, with the rise of ecommerce and changing consumer behavior, the industry is undergoing major transformations. In this article, we explore how digital is revolutionizing French fashion and the opportunities as well as challenges it brings.
The Rise of Online Shopping
With the widespread availability of smartphones and internet connectivity, online shopping has seen skyrocketing growth over the past decade. According to a report by KPMG, the share of online sales in the total fashion retail market in France grew from 9% in 2015 to 15% in 2020. This upward trend is expected to continue with online sales projected to account for 25% of the total fashion market by 2025.
Several French brands like Zadig & Voltaire, Sandro, and Maje that were previously only available offline started investing in robust ecommerce platforms and online marketing. International giants like ASOS, Boohoo, and Zalando also boosted their presence in France. This allowed fashion conscious French customers access to a wider selection of brands with just a click.
The Pandemic Push to Digital
The COVID-19 pandemic has accelerated the shift to online like never before. With stores shut during lockdowns, ecommerce became a lifeline for customers and a necessity for retailers. According to a study by McKinsey, online penetration increased by 5-10 years in just 3 months in 2020 due to the pandemic.
Major France Fashion Ecommerce luxury houses which were traditionally very wary of digital moved their flagship stores and runways online. Brands like Chanel, Dior, and Louis Vuitton that previously had minimal web presence focused on optimizing their ecommerce experience. Livestreamed runway shows and virtual shopping tours helped brands stay connected with customers.
Challenges of Omnichannel Experience
While ecommerce has enabled greater discovery and access for customers, integrating online and offline experiences seamlessly remains a challenge for many French fashion brands. Synchronization of inventory, collection availability, sizing and returns across channels needs streamlining.
Standardization of the omnichannel experience also requires investments in technology, training store staff as well as rethinking physical store footprint. Multiple touchpoints can confuse customers if not integrated cohesively. Data privacy laws in France have also slowed adoption of personalization tools compared to international markets.
Opportunity in Technology and Sustainability
Fashion technology is an area that offers exciting opportunities to French brands. Startups focused on areas like AI virtual try-on, personalized styling, AR/VR shopping experiences can help brands elevate omni experiences.
Rising customers focus on sustainability also presents a chance. French fashion is renowned for its craft but now customers want durable, eco-friendly clothing. Blockchain, recycled materials etc can help French brands lead more sustainable practices. Partnerships with startups can help brands adopt new technologies seamlessly without disrupting core DNA.
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