Future of Fashion Retail

E-commerce and online shopping brought about the first wave of changes to the traditional
way of shopping. Convenience and efficiency have encouraged consumption. This transition
has challenged physical stores, which are now facing new challenges. Fashion retailing is
evolving rapidly, with the main focus on improving the customer's shopping experience.

In addition to selling products, physical stores are seeking to become a multi-sensory

experience for the consumer, a place to experiment and let their imagination run wild. To
this end, retailers are beginning to adopt a range of technologies to integrate the online and
offline worlds. The shopping experience will be more interactive, agile, pleasurable, and
personalized. Smart fashion is the key to the success of the stores of the future, as shoppers
are changing and, with them, the way they consume.

Virtual technology at fingertips

Today online shopping can be boring, tedious, and uninspiring. They have changed little in
recent years, like unstylish products, tiled on a large white screen. For this reason, new
technologies are aiming for more human and personal experiences. Many stores have
incorporated virtual reality into web browsers and mobile apps to make online shopping
more immersive and visual.

On the other hand, the biggest disadvantage of online shopping is the inability to try on
clothes. Consumers must take the risk of buying a size and not getting it right. But thanks to
these new tools, users can try on clothes digitally. All they have to do is select the desired
products and the corresponding measurements, which will then be adapted to an avatar. In
this way, the customer can also receive a garment that fits his or her specific measurements,
all from the comfort of his or her home.

Other stores also have a team of stylists who create customized virtual lookbooks, as in the
case of the Neiman Marcus brand. They offer customers early access to promotions and
sales. They also help them buy gifts for their partners, family, and friends.

Augmented reality

Imagine hundreds of people trying on the same clothes in physical stores. To our relief, more
and more retailers are incorporating augmented reality, such as interactive mirrors. These
allow shoppers to try on anything they want without touching anything, just by standing in
front of these mirrors. The customer chooses the garment and the exact measurements and
can try on as many combinations as desired in real size.
When the customer is satisfied, they place their order and the store will deliver the unworn
garment. Augmented reality is a great option for retailers as it ensures a personalized and
safer experience. Thanks to this resource, customers have access to contamination-free
products. This is essential, especially at a time when hygiene protects our health.

At the end of the day, target audience segmentation is essential for brands looking to
improve their value. Physical stores are not dead; they just have to deliver what people want
because consumers have to feel special to build their loyalty.