Read: 1348
Our desire for self-expression through fashion is returning. After two years of living in yoga leggings and sweatshirts, consumers are ready to express themselves through their wardrobe agn.
A recent Google study, complemented by search trs, illuminates the evolving demand for clothing and accessories, shedding light on how marketers can shape their strategies accordingly. These insights offer a fundamental shift that could reshape marketing calars and campgns across the industry.
Reevaluating seasonal dynamics
Our findings indicate that there's been a notable change in consumer behavior this season. Our data from a September 2021 survey n=500 and January 2022 survey n=500 reveals that consumers are considering purchasing from brands they have heard about recently, suggesting a shift towards seasonal demand.
Understanding the digital landscape
In-depth analysis of SimilarWeb data indicates that dly active users DAUs for top fashion apps surged in 2021. This tr highlights how consumer engagement with digital platforms has increased and provides insights into where marketers should focus their strategies.
Leveraging audience intelligence
YouGov's Brand Index offers a deeper understanding of brand consideration based on consumer awareness over the last two weeks R2 = 0.67. By correlating this data, marketers can better align their efforts with consumer needs during peak shopping seasons and beyond.
Navigating content trs on YouTube Shorts
The platform has seen an accumulation of more than 5 trillion views since its launch in September 2020, emphasizing the importance of short-form video content. Burberry's use of YouTube Shorts to provide a front-row seat to their AutumnWinter collection event serves as a prime example.
Adapting storytelling for short-form content
Brands that effectively adapt to the medium are more likely to captivate viewers' attention. This involves leveraging visual language preferred by audiences, creating standalone pieces of content with hooks like how-tos and integrating them into the platform's context.
Facing seismic changes in the fashion industry
The pandemic has affected every sector; however, its impact on the fashion industry is profound. With shifting seasonal demand and a desire for sustnability, forward-thinking brands that are willing to reassess their strategies will be well-positioned to capture demand and sustn growth over the long term.
In , understanding consumer behavior changes like these offers invaluable insights for marketers in the fashion industry. By integrating data-driven strategies with thoughtful , companies can better align with evolving trs and meet consumers' changing needs.
To stay ahead of the curve, we recomm following our latest data, insights, and inspiration from Think with Google to navigate this dynamic landscape successfully.
Let's explore together how the future of shopping is shaping up for Europe, Middle East Africa:
Follow us on LinkedIn
Connect with us on Twitter
Engage with us on Facebook
Subscribe to our RSS feed
Stay tuned for more updates and insights from Think with Google.
This article is reproduced from: https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/shifting-fashion-demand-spring-summer/
Please indicate when reprinting from: https://www.859l.com/Clothing_and_apparel/Fashion_Trends_2023.html
Fashion Trends Post Covid Recovery Consumer Demand Shifts Analysis Seasonal Dynamics in Fashion Digital Engagement with Brands Audience Intelligence for Marketing Short Form Video Content Strategy