New business models, online sales, marketplaces and consumers - this and much more were discussed by experts at Fashion Tech Day as part of the New Retail Forum on September 10 at the Skolkovo Technopark.
Anna Lebsak-Kleimans, CEO and co-founder of Fashion Consulting Group (FCG), gave her expert assessment of the changes that are taking place today and will happen to us in the coming years in the fashion market.
“The interest in local brands continues to grow, they are becoming more and more in demand. Many major marketplaces rely on local brands, for example, if on Wildberries sales of foreign clothing brands grew by 17%, then sales of Russian brands jumped by 73%. The numbers speak for themselves. We see that the consumer is turning towards Russian brands, ”Anna Lebsak-Kleimans is sure.
Companies increasingly need to take into account the individual needs and demands of consumers, which confirms the trend of customization. Another evidence of this is the emergence of niche brands on the market, which, according to the expert, satisfy, at times, the strangest needs of customers, or vice versa - exist due to their versatility. “People are tired of utilitarian clothing, and an important trend is the return of color and decor,” notes Anna Lebsak-Kleimans.
Natalya Chinenova, chief consultant on business technologies in retail at Fashion Consulting Group, acted as a moderator in the discussion on sales development strategies on marketplaces and made a presentation on the specifics of working with marketplaces and current trends. Representatives from Ozon, Crocs, Zarina and Lamoda took part in the discussion.
The experts shared the results of their work for 2021 and talked about plans for further growth in sales in the fashion segment.
“Buyers will always choose those points of sale where it is more convenient and faster for them to buy, that is, marketplaces. Accordingly, brands simply need to be present on these online platforms. Only today, in order to be successful on the marketplace, it is necessary to take into account the trends in consumer preferences, in accordance with which the marketplaces develop. The sustainable development trend is already actively working on international platforms and is starting to gain momentum in Russia as one of the most important aspects of customer loyalty. Marketplaces are massively switching to environmentally friendly packaging, and this trend is clearly visible among the players on the Russian market. Equally important parameters of the relevance and popularity of marketplaces are inclusiveness, naturalness and diversity of nationalities. All these trends are important for marketplace providers to take into account, ”says Natalya Chinenova.