Fashion is one of the principal sectors of economic activity from which, in addition, a more distinguished growth is expected. According to a report from the Strategic Research Center of EAE Business School, the expenditure of Spaniards on fashion will increase by 24% up to 2017. Also in Spain, according to the latest report of electronic commerce from the Telecommunications Market Commission (CMT), ecommerce of textiles has increased by 24% in the first trimester of 2013 and is expected to continue to increase.
If we combine the fashion sector with the mobile, which has become a booming purchasing medium gathering 24% of the acquisitions in Spain and 34% in the United States, we will get one of the most fruitful alliances in terms of business development.
The Smartphone is involved in the entire purchasing process of a fashion item: from the prior research and comparison of the different products and stores, the acquisition and subsequently, the evaluation of same. The companies of the sector are aware of this process and therefore, are focusing their resources toward the mobile media.
Lacoste campaign to attract the passersby to the spaces where it is sold
Some companies have become aware of the importance of geolocation to indicate to the potential client who checks his mobile while he walks, information of interest such as a locator of stores and specific promotions. Joining the advertising in the mobile medium with the location is an effective and novel way of attracting clients. In addition, the flexibility in terms of the format, such as a video, banner or interstitial provides great freedom to the advertisers.
The companies have their own applications with stores to facilitate the purchase from Smartphones.
Most of the companies in the fashion industry have native applications for the different platforms which include the complete catalogue of each season. They also facilitate the purchasing process directly from the mobile.
The content of the fashion theme has great influence on the acquisition of articles of fashion.
Fashion information has grown at the same time as the mobile medium, increasing both its audience as well as the influence that it has over it. The content of this sector and the advice which it uses to nourish pages with references directly to companies and styles are an excellent advertising resource. For any fashion brand, appearing in this content mean san exponential increase in their sales.
The mobile is confirmed, therefore, as a powerful ally of the fashion industry, providing a value of novelty and trend. The buyers use it both as a consulting tool as well as a purchasing medium and, with the anticipated growth, being a part of the advertising in the mobile will be a requirement for survival in the market.
