“In fashion, one day you’re in and the next you’re out,” German model and producer Heidi Klum famously quipped on the Project Runway show a decade ago.

While Klum’s advice has stood the test of time over the past decade, it is perhaps even more apt in today’s world, where TikTok-fueled micro-fashion trends change faster than established brands can churn out new collections. 

Succeeding in today’s world of fashion is thus no longer a function of just producing a viral collection. It also requires brands to delve deeper into their customers’ needs, personalize their shopping experiences, and effectively communicate with them.

A truly personalized shopping experience, of course, takes various shapes and forms — and it is also one that seamlessly bridges the online and offline divide. In the digital realm, it entails curating products that speak to the buyer’s preferences based on their profile and shopping preferences, enabling them to make purchases quickly. And inside physical stores, it means offering experiences such as personalized discounts based on available inventory and their location.

Offering such innovative experiences requires brands to have a solid technological foundation — one that is agile and cost-effective. It must also deliver a strong return on investment while enabling them to quickly test out new ideas, according to BigCommerce‘s Senior Vice President of Marketing, Meghan Stabler.

In addition, brands must have a well-defined roadmap and a deep understanding of their customers’ journeys, Stabler said.

Understanding customers’ needs and tailoring experiences based on their preferences requires brands to carefully assess the inflow of data from physical, mobile, and digital channels. This approach tends to have a synergistic effect on all aspects of the business, whether it is improving customer experience, boosting eCommerce sales, or merchandising strategy. 

Another tactic that can help fashion brands outshine their competitors is engaging their customers at the right moment in time. For example, targeting customers with well-thought-out content based on the dates and times they are the most likely to engage with the brand can significantly drive engagement. 

“Personalization is key. Content is key. And data is key,” Stabler said.

And finally, brands must ensure that they team up with the right tech partner that can enable them to easily integrate various technologies without significantly increasing overhead costs. 

“It’s a matter of evaluating what level of simplicity or complexity you need based on your size, and then plugging in the right people or the right organizations to help meet your needs,” Stabler added.