From this we concluded that there are two paths for Infatuation Apparel to make their transition.
1. To make sure the online buying experience offered something new the store couldn’t as well as, be competitive with other stores with a high online youth factor (18-34).
2. Have social media clout and some high equity stakeholders among their customers.
After participating in several rounds of brainstorming we came up with some ideas that lead to starting the design process and formulating possible solutions.
Our first task was to take the data and combine the most important into solvable task.
I. Major Concerns (The Buying Experience)
We started with three major types of concerns and broke them down into more definable categories.
1. Imaging/Product Description
2. Search Ability
3. Pricing/Shipping
Carefully dissecting the major concerns we were able to evaluate and select ideas based on what had the largest impact and lowest cost and time to implement.
For example an item with very low impact but very costly to design and change may have gotten discarded in the first rounds of design and implementation.
Digitalization of Fashion Events: Traditional fashion events in Atlanta likely adapted to include more digital components. Runway shows, showcases, and fashion weeks might have incorporated livestreams and interactive experiences.
Rise of Influencer Marketing: Influencer collaborations and digital marketing strategies became more prevalent; impacting consumer preferences and trends.
E-commerce Growth: The emphasis on building a strong online community and being more inclusive of local designers and boutiques.
Collaborations and Partnerships: with the fashion community we were able to leverage other product types that shared the same audience for greater cross marketing appeal.
Sustainable and Inclusive Fashion: We worked with brands through events and online to incorporate these values into their narratives, aligning with the evolving preferences of consumers.
These changes collectively influenced how fashion was showcased, marketed, consumed, and perceived in Atlanta and the southeast during this period, aligning with the broader global trends influenced by the post-pandemic digital shift in the fashion industry.
With our influencers and brand partners we created an effective hashtag campaign that are key people used to turn on their audience to the brand
Branding
With our influencers and brand partners we created an effective hashtag campaign that are key people used to turn on their audience to the brand.
Our cross-channel infrastructure and strategy continues to put Infatuation in a position for driving brand discovery while also playing to consumers’ shopping behaviors in a way that feels both natural to customers and highly effective for the brand. By providing professional content featuring influencers involved with the brand; a lot of new and unique views were generated. The orgnaic engagement not only increased visits to the website, but return visits to the e-commerce site and the per visit purchase amount also went up.
