47 years ago, the first Zara physical store was opened in Coruña, Spain. 35 years later, in 2010, this was the first Inditex group store to open its e-commerce channel. It only took one more year for Pull & Bear, Bershka, Massimo Dutti, Stradivarius, Oysho and Uterqüe to also bet on e-commerce.
Buying clothes online is becoming more and more common. So much so that in the Hot Sale 2022 report, prepared by the Mexican Association of Online Sales (AMVO), “fashion” was positioned as the best-selling category, as it represented 39% of total sales during the campaign. In addition, it had more than 5,000 mentions on social networks.
That is why the fourth edition of Hot Fashion will be held from August 15 to 22, the most important online sales campaign for the fashion, beauty and accessories industry, where companies offer their best discounts and promotions online, in addition to publicizing and promoting its e-commerce channels.
E-fashion
“The fashion category is here to stay and to position itself due to variety issues,” says Víctor Islas, CEO of the fraud prevention company ClearSale.
According to the Scandit study, 75% of consumers would be willing to use mobile apps to access personalized in-store promotions and offers.
But it was not always like this. Islas mentions that, although this category has gained great relevance, within the history of e-commerce it was not one of the initial topics.
“They were electronic, books, CD’s, standardized products. The topic of fashion had a slow start because the consumer mistrusted the products, the sizes, the return process… if you didn’t have a garment left, people didn’t understand how it worked. It was a valid concern for users,” says Islas.
Thanks to today’s technological advances, buying these products online is getting easier.
To begin with, the subject of photographs. “We have already taken better photos where you can see the product, the fabric, the finish, a 360 view where you can see better angles with higher quality images, garment measurements… all of this helped establish trust,” shares Islas.
This has caused that in regions such as Europe and the Middle East, e-commerce is becoming an alternative option to store commerce.
The same Scandit study mentions that 47% of consumers in these regions decide not to go to a point of sale or physical store to avoid long lines; 43% due to the limited availability of stock of products or services, and another 36% because they do not find the answers they need in managers or employees.
Fraud in the fashion industry
Víctor Islas mentions that “fashion” is a product highly desired by fraudsters because it is easier to resell. “Especially limited edition ones, such as sneakers, pockets or articles in general that have limited editions”.
On the other hand, sporting goods are also often a target for fraudsters. “We see a very interesting trend of jerseys from teams that just won becoming more targeted by fraud.”
For example, the sale of Atlas and Real Madrid shirts skyrocketed.
In general, any resale product on the market is attractive, such as luxury items or anything with limited production. And it is especially with these products that businesses must be very careful,
