The Fashion Techie

How Global Beauty Retail Left Fashion Behind Despite Recession

December 16th, 2009

“Savvy brands are employing a mix of complementary channels, including online sales, catalogs, and social networking to maximize their reach and target consumers in the format that’s most comfortable for them.”-Karen Doskow, Industry Manager for Consumer Products Research for Kline.

When it comes to technology, especially online, viral, and social media marketing, fashion retail has been drastically left behind. Though the introduction of fashion bloggers, social shopping networks, and unique ecommerce solutions has given the fashion industry a push, it seems like the beauty industry is one step ahead.
A new study was just released by Kline entitled Kline’s Beauty Retailing Global Series. It features findings that support the theory that beauty retail has used technology and customer service to its advantage. They key to their success is a combination of online and offline strategies including:

• How to YouTube videos
• PC and iPhone “Try Before You Buy” applications
• Sampling programs
• Vending Machine Mall Kiosks
• Drugstore visual merchandising (making customers like they are in the mall)
• Social Media Connections
• Discounts and exclusive offers
• Creative Innovation

“…the rural population in Brazil is a huge potential market that depends heavily on direct person-to-person sales, while the more sophisticated and fickle shoppers in the mature beauty markets must be lured with exclusive offers, steep discounts, cool iPhone apps, and social media connections.” -Carrie Mellage, Director of Consumer Products Research for Kline.

The fashion industry need to understand that the global beauty retail industry made such leaps and bounds these past 3 years despite the recession because of innovation and new strategies. Understanding how to use those strategies can possible answer the question plaguing everyone…how do we get consumers to shop again?