The engaging experience of fashion e-commerce

The clothing world knows no crisis: it is growing, and so is the marketing that drives its development. Compared with 2015 the increase is around 35%, according to figures from the annual report by the School of Management together with the Politecnico di Milano.

In Italy, fashion e-commerce ranks second in online sales, just behind electronics and IT, driven by multichannel retail.

Through the digital channel the brand not only lets users buy products comfortably from home, but also accompanies them in their search, suggests trending looks and matching items and guides them to the garment they want, often creating new needs.

It is therefore right to speak of a digital experience, with expectations equal to those of walking into a shop: only the way of buying changes, not the reasons for it.

An e-commerce site must therefore be able to tell a story, engage and excite the user, giving them a unique digital experience.

Building an e-commerce channel therefore requires careful analysis to connect with users in the best way: the choice of images, effects and platform design are all decisions that cannot be left to chance but must be studied and thought through.