The penetration of online in fashion companies ranges between 5 and 10% , according to what the CEO of Veepee and Privalia in Spain, Albert Serrano, explained on Tuesday at the conference Fashion and e-commerce in Spain after the Covid -19 , organized by Esade.
The weight of purchases through the internet has grown with confinement, as the rest of the channels were not available, however, this format still has a long way to go.
The boom in online shopping is not new, the pandemic, as in so many other areas, has only accelerated trends that were already beginning to take shape. “Before fashion was not a safe bet, there was a lot of uncertainty about the inability to sell clothes online. Now it is one of the top 3 most demanded categories ”, highlighted Serrano.
In the last two decades, the expert continued, fashion sales channels have been very shaken by changes and have entered a crisis that they have not yet been able to reorganize.
“Crises occur when the old has not just died and the new has not just been born,” explained the head of Veepee and Privalia in Spain, who insisted that the responsibility of lifting the responsibility of lifting all sales .
Multi-brand physical stores are decreasing, their own establishments require a large financial outlay -more in an economic moment like this-, but it is not convenient to stay with the idea that the internet is a cheap medium because, as Serrano recalled, it is not .
What Covid-19 has contributed to is the appearance of new audiences that had not given this channel a chance so far. This is the case of the oldest. 40% of people who have bought online for the first time this year are over 55 years old.
But not everything is achieved thanks to this impulse, but the challenge is to ensure that these new visitors continue to buy in this way once normality has recovered. “This will only depend on the experience that has been given in each of the platforms,” insisted Serrano.
The key is to ensure that there are no frictions between the company and consumers, and the latter do not distinguish between the different channels when buying, so the manager commented that the key must be omnichannel, especially in countries like Spain.
“We Latinos like to go shopping as a leisure activity and so be it because it is the best way to create a brand,” acknowledged the manager.
But beyond that, the post-Covid stage and the rise of electronic commerce bring with it new challenges to which the industry must dedicate its efforts in innovation. Sustainability is one of the pending issues in this type of purchase due, among others, to a more individualized transport and more abundant packaging.
“What we are doing is using less plastic and more cardboard, but technology can help make decisions and optimize problems,” said Serrano. An example is a project that Privalia is working on so that returns go directly to a new customer without having to go through the company’s warehouse again.
Second-hand fashion is also a trend that will continue to gain strength in the future, especially for certain more premium garments, the expert predicted.
In all this development, the manager encouraged, it is necessary for the entrepreneurial ecosystem to participate, which in turn can benefit from the digital nature. “We can try new things very quickly and very cheaply,” he encouraged.
Despite the fact that Privalia is based on the surplus of the brands, Serrano does not fear that with the crisis, production will adjust more and more to demand. ” What worries me is that the business fabric is destroyed, that brands that should not die in normal situations due to a problem that is not really theirs”, he concluded.