Growth of Mobile Commerce

One of the biggest drivers of the growth in fashion ecommerce has been the expansion of mobile commerce. As people spend more time on their phones and tablets, they are increasingly using these devices to browse and buy fashion products. It's now common for consumers to check various apps and websites while out shopping to compare prices and items. In fact, mobile now accounts for over 50% of all online visits to fashion retailers according to recent reports. This trend is only expected to increase as younger generations who have grown up with smartphones come of age as consumers. Fashion brands have responded by optimizing their sites and apps for mobile to better meet this growing customer behavior.

The Rise of Influencers

Social media has amplified the impact of U.S. Fashion Ecommerce influencers who showcase the latest looks on platforms like Instagram and YouTube. These "it" girls and guys have amassed huge followings and act as tastemakers steering what's trendy. Savvy brands have partnered with top influencers to promote new collections and drive sales. Influencers in turn earn money by tagging sponsored outfits. The influencer marketing model has proven highly effective at inspiring online shopping and bringing new customers to retailer sites. It's given emerging indie brands a platform to gain traction alongside established houses. Figuring out how to authentically engage influencers remains an important focus for fashion ecommerce companies.

Personalization and Customization

Customers increasingly want personalized shopping experiences that allow them to customize or personalize products to better suit their individual tastes. Fashion ecommerce brands are responding by enabling more customization options online. They allow shoppers to alter design elements, add monograms or engravings, choose from an array of fabric or color choices when ordering. Emerging digital manufacturing technologies also enable more on-demand and made-to-order items. With personalization, online shoppers feel a stronger connection to what they buy. It also creates a unique product experience that can't be found elsewhere which fosters loyalty and repeat business. More mass retailers are now adopting these customizable approaches.

Growth of Resale and Rental Services

Consumers have grown more conscious of waste and want alternatives to U.S. Fashion E-commerce that produces tonnes of unworn clothing. This has spurred growth in resale and rental fashion services. Popular resale sites like Poshmark, ThredUp and The RealReal allow people to buy and sell used luxury items and designer finds at discounted prices. Rental subscription services like Rent the Runway, Le Tote and Style Lend give customers access to constantly rotating wardrobes without long-term ownership. Resale and rental allow people to refresh their wardrobes more sustainably and affordably while minimizing environmental impact. Both models have seen significant growth and are finding favor among Gen Z and Millennial shoppers especially.

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