Skip to main content

In the world of fashion, the term “omnichannel” resonates loudly. Yet, many fashion brands grapple with harnessing its potential effectively. According to a 2023 Omni-Channel Retail Index study by Salesforce, a staggering 73% of customers traverse multiple channels during their purchase journey, underscoring the importance for fashion brands to establish a seamless presence across various platforms.

However, orchestrating such a synchronized strategy entails substantial coordination and content creation, posing challenges in crafting captivating content for every channel. So, how can fashion brands elevate the live shopping experience for their customers while maximizing their content’s impact? The answer lies in one word: Video.

Understanding the Omnichannel Experience in the Fashion Industry

The omnichannel fashion experience adopts a holistic approach, leveraging multiple channels to engage with the target audience where they spend their time. It transcends a single channel, ensuring that fashion products remain visible and accessible to customers across a myriad of platforms throughout their entire fashion journey.

Omnichannel vs. Multichannel: A Crucial Distinction

It’s vital to differentiate between multichannel and omnichannel experiences, as these terms are often used interchangeably but hold distinct meanings. Multichannel involves establishing a presence across many platforms, while omnichannel entails maintaining a consistent brand message across all channels.

The distinct advantage of omnichannel over multichannel is that regardless of the customer’s chosen platform for their fashion shopping experience, your brand remains an unwavering presence.

Video’s Pivotal Role in Elevating the Omnichannel Fashion Experience

Optimizing for Search Engines

Video has become an integral part of any successful omnichannel fashion strategy, especially concerning search engine optimization (SEO). Remarkably, videos feature in 62% of Google’s global searches (Demand Sage), signifying that video content is no longer merely an option but a critical component of the omnichannel approach.

Notably, search engines extend beyond Google today. Video-centric platforms like YouTube and TikTok have evolved into popular search engines in their own right. Younger generations frequently turn to short-form videos to find answers to their fashion-related queries. By neglecting video, fashion brands risk overlooking entire platforms and a burgeoning population of video-first searchers.

Enhancing Conversions

Numerous studies have quantified the conversion benefits of incorporating video into the omnichannel fashion experience:

  • Companies employing video enjoy a 27% higher click-through rate compared to those that don’t. (Source: Aberdeen Group)
  • They also experience a 34% higher web conversion rate. (Source: Aberdeen Group)
  • On social media, video surpasses photos in organic reach, boasting 135% higher reach. (Source: HubSpot)
  • Impressively, 46% of consumers take action after watching a branded social media video. (Source: HubSpot Research)

Enriching the Online Shopping Experience

In the realm of fashion, context is paramount. While detailed product descriptions and images hold significance, videos offer a superior means of conveying product value. Though product descriptions are valuable, few customers read them meticulously. Many base their fashion purchases on what they see in product photos and reviews.

Videos excel in capturing viewers’ attention and providing a clearer and more contextual understanding of fashion products. Consequently, customers who make fashion purchases online possess a comprehensive understanding of the products they receive, leading to greater satisfaction.

Elevating the Phygital Experience

Surprisingly, many fashion customers engage in some form of a phygital shopping experience, melding digital brand content with in-person fashion shopping. By integrating video into your omnichannel fashion strategy, you offer in-person shoppers high-quality video content that enhances their overall shopping experience. Consider experimenting with diverse video styles, such as in-store QR codes and livestreaming, to reach a broader online audience.

A prime example of the phygital experience’s success is seen in Beekman 1802’s collaboration with Firework and Live Rocket. By combining an in-person holiday shopping pop-up with a shoppable digital livestream, Beekman 1802 achieved outstanding results, including a 51% sales surge in just an hour and a half.

Captivating Customers with Video

Use video to capture the attention of potential fashion customers. Videos encapsulate your brand’s essence better than any other content format, making them ideal for introducing your brand, showcasing authenticity, providing information, demonstrating products, and guiding customers on their fashion journey.

Incorporating Video Across the Funnel

Understand where video fits within your fashion marketing strategy and determine which stages of the customer journey respond best to various video formats. Collect first-party data by hosting videos on your website to gain insights into customer viewership. Then tailor video content accordingly:

  • Top-funnel: Short-form video
  • Mid-funnel: Influencer livestreams
  • Bottom-funnel: Product tutorials

Emphasizing Product Value

Fashion customers often seek education and value when exploring products. Videos offer a unique opportunity to educate customers about the value of fashion products in the format they prefer. Consider creating tutorials, Q&A sessions, and influencer videos.

Providing Engagement Opportunities

Ensure that your videos facilitate ongoing engagement. Interactive videos enable viewers to seamlessly interact with your brand, offering links to purchase, learn more, or explore additional videos.


The modern fashion shopper, especially Gen Z, values authenticity in their shopping experience. Personalized video content can make shoppers feel special. Utilize first-party customer data to serve tailored content to different audiences based on their viewership data and personalize calls to action based on the ways they’ve interacted with your video content.

Delivering Video Across Fashion Channels with Firework

If omnichannel is the ideal strategy to meet your fashion customers where they are, then impeccable video content is the key to reaching those customers effectively. If you’re ready to seamlessly integrate video into your fashion brand’s omnichannel strategy, connect with the experts at Firework today.

Firework is a video commerce platform that helps fashion brands create and deliver engaging video content across all channels, including websites, social media, and livestreaming platforms. Firework’s platform also offers a variety of features to help fashion brands personalize video content, measure the impact of their video campaigns, and drive sales.

Firework is a powerful tool that can help fashion brands create and deliver engaging video content that drives sales and enhances the omnichannel customer experience. If you’re looking to take your fashion brand’s omnichannel strategy to the next level, Firework is the perfect solution for you.

In addition to the above benefits, Firework also offers the following benefits to fashion brands:

  • Increased brand awareness: Firework can help fashion brands increase their brand awareness by reaching a wider audience with their video content.
  • Improved customer engagement: Firework’s interactive video features can help fashion brands improve customer engagement.
  • Higher conversion rates: Firework has been shown to increase conversion rates for fashion brands.
  • Reduced return rates: Firework’s video content can help fashion brands reduce return rates by providing customers with a better understanding of the products they are purchasing.

Looking to improve your omnichannel strategy, book a demo with Firework tonight!


Subscribe to our monthly newsletter

Access the latest trends, insights and information about the future of commerce.

Related Posts

Firework’s Visionary Tech Earns Recognition from Fast Company

November 28, 2023

Victoria’s Secret & Co. Partners with Firework to Redefine the Online Shopping Experience

December 1, 2023

Firework & Team Up to Make Verified Video Reviews Shoppable

November 15, 2023

Transforming Retail Customer Support: How One-to-One Virtual Shopping is Reshaping the Industry

November 7, 2023

The Future of Retail: How to Bring Your In-store Shopping Experience Online

November 2, 2023

Elevating Your Perspective: The Power of the Vantage Point in Your Workplace

November 1, 2023
All Blog Posts

Put your commerce in motion

Find out how Firework can power your business forward.