Digitalisation and AI are reshaping the fashion industry and the brands who react the quickest are winning. The rise of personalisation and omni-channel shopping are pushing brands to develop avant-garde solutions, and in the first of a two-part blog, we look at how personalisation is changing the game in fashion.

Increased Demand for Personalised, Relevant Advertising and Customised Products

In a recent survey, personalisation was named the number one trend to watch for fashion brands in 2018. Consumers want their purchases to reflect their values and express their uniqueness, are increasingly selective and have high expectations, particularly when it comes to luxury goods.

Jose Neves, Founder and CEO of online platform Farfetch noted “customisation will be the next revolution in luxury.” Demand is on the rise for unconventional, signature items, reflected by innovative brand partnerships and and in-store customisation services.

As well as products, consumers want a personalised, seamless customer journey. According to research by trend forecasters WGSN and Walpole one of the most effective ways to acquire new customers in the luxury field is to offer a personalised online experience. In a smartphone era, consumers have started to miss the human element and digital personalisation has the potential to fill the void. Highly personalised marketing and online shopping experiences can make consumers feel more engaged with and ultimately more loyal to certain brands.

The Power of Shoppable Instagram Stories

In a study of 108 fashion houses with revenue ranging from the millions to the billions, Instagram was determined to be the most relevant app, with 100% of companies surveyed active on the platform. As well as organic posts and sponsored content, Shoppable Instagram Story Ads are a powerful tool for inspiring, engaging and retargeting consumers to drive conversions. Unsurprisingly, 72% of people have made fashion, beauty or style-related purchases after seeing items on Instagram.

Forward-facing brands have noticed this change in customer behaviour and are leveraging data and technology to speak to their customers as individuals and not as strangers. In a cluttered space unique, personalised adverts really cut through the noise and consumers are happy to exchange personal data for a more tailored experience.

Spirable is helping fashion brands like Hunter Boots create contextually relevant ads that drive engagement, deliver more return on ad spend and increase conversions. Why not read Facebook’s Case Study outlining how contextually relevant, weather-triggered video ads performed significantly better than generic ads.

When it comes to personalisation in the fashion industry it’s not about asking consumers to buy, but about surprising and delighting them with useful content that is personalised, relevant and in-the-moment.