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Digital transformation continues to surge, dramatically transforming the fashion industry. With a projected growth of over 10% in the US and EU from 2023 to 2025 — following an unprecedented 30% surge during the COVID-19 pandemic — the fashion industry’s online retail metamorphosis is far from a fleeting trend; it’s a revolution. This extraordinary shift is driven by an increasing consumer dependency on digital channels for exploring and purchasing fashion products.

Central to this revolution is the role of video, shaping and influencing consumers’ online shopping behavior. Video provides an immersive, dynamic way to showcase products, captivating the attention of consumers in a compelling manner. An impressive 85% of consumers heavily rely on video during their online shopping experiences, demonstrating its critical importance in the digital shopping landscape. Furthermore, 48% express that video boosts their confidence when shopping online, and 36% find video most useful when discovering new products.

The fashion industry’s escalating online retail transformation and the rising reliance of consumers on video while shopping online present a tremendous opportunity. Fashion brands have the potential to harness the power of video, not just for increasing visibility, but also for bolstering customer engagement, trust, and conversion rates. This is the dawn of an exciting era where video reshapes the fashion industry’s digital narrative, creating a more interactive, engaging, and confidence-boosting shopping experience.

How to Leverage Video in the Fashion Industry

In the evolving landscape of the fashion industry, video content has emerged as an influential and versatile tool that enhances the showcase of fashion items in ways static imagery can’t. Notably, this dynamic medium can be strategically utilized to serve distinct purposes at different stages of the consumer journey. 

At the top of the sales funnel, social media platforms, influencers, and video content on landing pages play an essential role in boosting brand awareness. Moving through the funnel towards conversion, shoppable videos and livestreams step in as powerful tools for driving customer engagement, capturing their interest, and spurring them to action.

Especially for such a visual-first category as fashion, video skillfully showcases products’ style and fit, providing customers with a clear and vivid image of what they can expect from their products. This innovative approach not only supports product discovery but also significantly enhances conversion rates by resonating with customers on a personal level.

Moreover, video content serves to answer questions and provide detailed insights into the products. It allows for in-depth explanations and demonstrations, covering various aspects such as material quality, size fit, styling options, and more. Video can fill in the gaps that traditional product descriptions might leave, reducing uncertainty and enhancing the consumer’s confidence in their purchase decision.

Additionally, video can effectively amplify online retail marketing campaigns by providing a more immersive and interactive experience for the audience. It allows the brand to tell a story, create an atmosphere, or convey a particular lifestyle that resonates with its target customers. These elements can significantly enhance the impact of marketing messages, fostering a deeper connection between the brand and its audience.

Video serves as a powerful medium in the realm of fashion, effectively straddling the balance between engaging storytelling and persuasive product showcase. Its diverse application, from top-of-funnel awareness to bottom-of-funnel conversion, solidifies its standing as an indispensable tool in contemporary fashion marketing.

Revolutionizing Fashion with Short and Interactive Videos

One of the most dynamic ways to unleash the power of video for fashion brands lies within the realm of short, interactive videos. This potent combination of sight/sound/motion storytelling with interactive, engaging, and actionable elements is transforming how brands connect with their audience and reshaping the fashion industry’s digital landscape. 

Shoppable short videos revolutionize the short-form video format by empowering viewers with the capability to purchase products directly from the video. Through interactive features such as clickable links, interactive hotspots, and detailed product cards, viewers can explore and buy products, smoothing the path toward a seamless shopping experience. By fostering a more immersive and engaging environment, shoppable videos significantly enhance the potential for conversion, thereby increasing the chances of transforming casual viewers into loyal customers.

And today’s consumers seek and expect customized brand experiences. The interactive elements of shoppable short videos provide a platform for customers to answer questions such as “Which product suits you best?” consequently resulting in personalized shopping recommendations. By leveraging data from user interactions, brands are empowered to create tailor-made experiences that not only enhance the customer’s connection with the brand but also drive conversions effectively.

In a recent study, a staggering 83% of consumers indicated that videos with interactive features such as purchase links are a deciding factor in their online purchases. This data underscores the vital role of interactive videos in influencing consumer behavior and the subsequent purchase decision-making process.

The unique characteristic of shoppable short videos is their versatility, seamlessly fitting into diverse digital marketing strategies. They’re particularly impactful when embedded into email campaigns, a tactic that helps brands stand out in the crowded world of email marketing when deleting messages is just a click away. Visual, engaging video content breaks through the monotony of text-heavy emails, grabbing the customer’s attention and encouraging them to explore further.

And it goes without saying that social media has forever changed how people consume content. They have nurtured an environment where consumers are well-accustomed to authentic, vertical short-form videos. These formats resonate with today’s mobile-first consumers due to their compatibility with mobile viewing. 

But, while social video works amazingly well to drive awareness of products, it hasn’t truly delivered on expectations for driving direct sales. Thus, when planning a modern video commerce strategy, it makes sense that fashion brands should leverage shoppable short videos for a mobile-friendly shopping experience on their own sites. 

The success of Stolen Stores offers a prime illustration of this transformative approach in action. The brand has adeptly harnessed the potential of shoppable short videos, leveraging social media influencers to spotlight the style and fit of their dresses. This innovative approach has allowed Stolen Stores to create an engaging, virtual runway that extends beyond the traditional barriers of fashion marketing, demonstrating how the creative application of short and interactive videos can revolutionize the industry.

Embracing the Multi-Format Realm of Livestream Shopping 

The realm of fashion has persistently been in a state of flux, continually adjusting to the changing times. Recently, there’s been an exhilarating evolution in this industry—livestream shopping. This development significantly pivots from the traditional online shopping experience by offering a more interactive, engaging, and dynamic way for brands to connect with their customers.

Livestream shopping, an online retail trend that has grown exponentially, is a platform where customers can witness a brand’s products in action and make real-time purchases. It paints an enticing virtual landscape where customers feel like they’re part of the action, not merely bystanders. 

While livestreaming is generally thought of as a way to promote a big product launch or tie into a large event, livestream shopping is not restricted to a single format but can host a diverse array of content that fashion brands can leverage to capture the interest of their target audience. Just a few of the ways fashion brands are using livestream video content include:

  • Digital showrooms use live video hosted by your sales associates to recreate your in-store experience online. It’s like inviting your customers for a store visit anytime, from anywhere. Customers can purchase directly from your digital showroom videos as they enjoy one-on-one interaction with your team
  • Influencer collaborations offer another unique advantage to brands. By partnering with influencers, they can reach broader audiences and capitalize on the trust influencers have established with their followers. It’s an excellent way for fashion brands to expand their reach and tap into new customer bases.
  • The Q&A sessions and/or tutorial format enables fashion brands to engage directly with customers, providing them with in-depth product knowledge and resolving any queries in real time. This encourages open dialogue, improves customer understanding, and fosters trust.
  • Fashion brands can also take advantage of exclusive promotions or livestream events to create a sense of urgency and exclusivity among customers. These could include limited-time offers or sneak peeks of upcoming collections, which tend to increase customer engagement and drive sales.

Livestream platforms, such as Firework, offer unique features like quizzes and polls to add an element of fun to the shopping experience. This not only keeps viewers engaged but also provides valuable customer insights to brands. Furthermore, Firework offers the capability to simulcast to multiple platforms, thereby expanding a brand’s reach and driving higher conversion rates.

In the United States, the adoption of live commerce is significantly high, especially in the fashion industry. A study by McKinsey revealed that clothing is the top category purchased by live commerce shoppers at 43%, while fashion accessories are third at 31%. These numbers reflect the potential of livestream shopping in revolutionizing fashion retail.

To illustrate, consider Natori, a fashion brand that has astutely leveraged the potential of Firework. By focusing on product education and cultivating brand loyalty, Natori has managed to amplify its visibility and conversion rates through livestreams. Their strategy has paid off handsomely, resulting in a staggering 141% higher conversion rate and a 19% increase in average order value compared to users who did not participate in a livestream. This clearly signifies the power and impact of livestream shopping in today’s digital-savvy fashion world.

As fashion continues to embrace video, livestream shopping offers a promising new frontier—a shopping experience that is not only visually appealing but also engaging and interactive. The results speak for themselves, and it’s clear that this trend will only grow more prevalent in the fashion industry’s future.

The Revolution of Online Retail Video Commerce: A New Era

As digital platforms continue to evolve, we’ve observed an undeniable shift in consumer behavior and preferences. From prolific social media influencers to innovative direct-to-consumer (DTC) brands, the pivot towards video as the ultimate medium of engagement has become more than a trend, creating a vibrant tapestry of creativity and consumer interaction.

Given the inherent visual appeal of fashion, video is an ideal platform for showcasing style. In this dynamic landscape, innovative video solutions such as concise short videos and engaging livestreams stand out as highly effective tools. These mediums offer an enticing, almost tactile glimpse into the world of fashion, making them particularly advantageous for an industry that thrives on aesthetics and inspiration.

As we continue to navigate through the digital era, the necessity for fashion brands to remain not only competitive but also innovative is increasingly paramount. Remember, the future of fashion isn’t just video commerce – it’s video engagement, video storytelling, and video inspiration.

Firework is poised to be your guiding partner in this digital revolution. Connect with your dedicated customer success manager (CSM) today to explore how Firework can assist you in leveraging the extraordinary capabilities of video. Transform your online retail site, amplify your brand’s digital narrative, and watch as your brand takes center stage in the digital fashion scene.

The future of fashion is intrinsically linked with video, and your brand is invited to be an integral part of this transformative journey. Are you ready to redefine your brand’s story through the lens of video? Let’s embark on this journey together. Book a demo or, if you’re already part of the Firework family, connect with your CSM to harness the power of video today.

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