eCommerce and the Individual Fashionista

According to Forbes, eCommerce is projected to be a $300-billion business by 2015. Many brands now exist solely online and this has led to some new trends in how we shop. A particularly large trend, the empowerment of the consumer, is a trend that we have long supported at INDI. No longer do we have to settle for what buyers have decided are in fashion or wear certain things because of the season. In this day and age, thanks to the accessibility of the Internet, the purchaser now has the power to choose. It’s what the custom apparel movement is all about.

Another recent trend in eCommerce is private community-based shopping. Sites such as Gilt Groupe and ideeli strive to offer select pieces only to their members and at significantly reduced prices. At INDI we believe in exclusivity in a different way: in our product. Our jeans are made exclusively to fit you, not a random size 28. No one pattern is alike. Community or product, exclusivity in eCommerce is a trend that will define the future of face of shopping for years to come.

Both of these trends link back to a universal trend all consumer markets can relate to: identity.  Which online communities will I join, and what does that say about me? How can the products I buy reflect my individuality? This idea isn’t new, of course, but it is more powerful than ever as social media continues to evolve. In an age where almost any online consumer is Googleable, many brands have been putting a larger emphasis on identity marketing - how the increasing amount of consumer information affects which ads/brands they see.

Sounds like a dream right? Not necessarily. Take for instance, online privacy. Online privacy is a new concept, and therefore not fully regulated. Do a quick search for online privacy and a startling array of news stories come up, tales of personal information being posted to the web. Apart from obvious targets like Facebook and Google, sites like indie e-tailer Etsy have changed their privacy policy without notice, making customer’s full-names and purchases available for all to see. Thanks to the thorough nature of Google’s software these results have even begun popping up when a name is searched.

Moral of the story? Take advantage of the great offerings eCommerce will bring in the coming years, but always keep in mind exactly what it is you’re sharing.

posted by: Bonnie Coombs on March 31, 2011 at 11:24 am
filed under: Misc Musings | Add a comment
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