Through the Cube study, Vogue Business and Google have analyzed the evolution of behavior on the Net. Four main trends emerge. The study then sets out to provide recommendations to fashion and luxury players, as well as some in-house tools to help them adapt.
82 percent of consumers prefer fashion and luxury brands to help them express themselves rather than showcasing their values or expertise. A trend characterized by the emergence of personalized recommendations on social networks and the increase in the number of people sharing videos online. Brands can capitalize on this trend by making more long-form content that a 2022 Ipsos study shows is increasingly popular with Gen Z, or YouTube Shorts (fifteen to sixty seconds), perfect for attracting attention.
Consumers are looking for “more human” relationships with brands. In fact, it is important that they communicate in an authentic way, especially on eco-responsibility topics for which positive changes are expected. Brands can help consumers better understand their values by highlighting relevant features of their products in their online communication and ads, through Google Shopping and Search. Also, Google Cloud can make it easier for shoppers.
Being far and close at the same time: paradox and strength of the web
73 percent of consumers say they evaluate the most appropriate channel for each purchase. In this hyper-connected world, the boundaries between online and offline shopping experiences are therefore increasingly blurred. Embracing new technologies such as visual search can enable a more immersive experience. Multiple search is now available in English, worldwide, and will be expanded to over seventy new languages in the coming months. This feature allows users to search more intuitively using a combination of images and text. In turn, it helps advertisers bring their ads to life with more engaging imagery. Augmented reality is another tool that retailers can use. The virtual fitting of clothes and accessories makes it possible to better understand the size and cut, but also personalizes the buying process.
73 percent of luxury goods buyers choose a brand based on its commitment to unconventional and connecting technologies. To connect with this audience, fashion and luxury brands will need to develop online experiences that are social or hyper local. Whether it’s squad shopping (shopping online with others), or other forms of web communities, there is a need for e-commerce sites to be more like social platforms. To take action, brands will need to collaborate with creators who share and represent their values. Collaborations can take place offline – organizing events, co-designing collections – and online with sponsored videos or the “community” tab of YouTube. In this tab, creators can help build more human relationships by engaging them in polls, GIFs, text, images, and videos.