{"id":272424,"date":"2022-04-11T13:27:52","date_gmt":"2022-04-11T11:27:52","guid":{"rendered":"https:\/\/highxtar.com\/?p=272424"},"modified":"2022-04-11T13:27:52","modified_gmt":"2022-04-11T11:27:52","slug":"the-future-of-fashion-marketplaces","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/the-future-of-fashion-marketplaces\/","title":{"rendered":"The future of fashion marketplaces"},"content":{"rendered":"

In a new era with phygital<\/a> projection, marketplaces and\/or fashion firms are immersing themselves in experimental processes to transform digital commerce. Huge Commerce<\/a> provides us with a research report on how marketplaces are innovating the digital customer experience, determining the 4 seismic shifts defining the future of these platforms.<\/strong><\/p>\n

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Wow Concept Marketplace<\/figcaption><\/figure>\n

Growth accelerator HUGE<\/strong> is already the religion revered by companies as varied as LVMH, Kering and Spotify<\/strong>. Its updated manifesto on experience design, ranging from the digital to the physical sphere, is coupled with a series of loyalty and social commerce strategies needed to compete in the system.<\/p>\n

This evolution of the market model, according to the guidelines of Kim Nguyen, head of commerce at Huge, has new players such as Depop<\/strong> or social networks converted into marketplaces where to buy directly. Thus, those brands that discard the implementation of marketplaces will lose countless sales, such as those of the highly coveted Generation Z consumer<\/strong>.<\/p>\n

Marketplaces are thus established as one of the great strategies for brands, after pandemic times that have given a turn to reality; which has crossed from the narrative capabilities of retailers to the entrances to the metaverse. A cross-cutting shift analyzed by the Huge report distilling a series of market trends that will define future success in retail.<\/p>\n

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THE TRANSFORMATION OF DIGITAL COMMERCE<\/strong><\/h5>\n

Advertising is now uncovering a new marketing face based on commerce and retail media networks. In this context, the number of people shopping on social channels is expected to be 50% higher in 2022 than in 2019, according to the State of Fashion 2022 report by BOF and McKinsey<\/strong>.<\/p>\n

Social commerce and shoppable media<\/strong> thus become the direct connection to the new generations of customers thirsty for immediacy and shopping by emotion.<\/p>\n

What really makes the difference here is the breadth of advertising offerings by marketplaces such as Rakuten or Amazon<\/strong>, which go beyond sponsored search strategies and display ads, experimenting with concepts such as comprehensive video or live streaming as new marketing avenues.<\/p>\n

STRATEGIES AND NEW OPPORTUNITIES FOR FASHION FIRMS<\/strong><\/h5>\n

The new marketplace operations are about protecting brand equity and giving brands more autonomy over their visual identity, supporting storytelling and user experience. A concept that Amazon’s luxury retail marketplace<\/strong> has introduced into its strategy through a section within the app where brands can build their own digital storefronts, control inventory and define their pricing.<\/p>\n

The idea is that brands can also develop their own templates and write their own social media codes that are now framed in a product page template. Limitations in the brand experience that homogenize the aesthetic presentation in the front-end.<\/p>\n

Building on that common foundation, and providing a binding experience through live content streaming and direct messaging, those firms must invest in a differentiated experience on both web and app. Whether through the creation of private communities, unique loyalty programs, cross-selling narratives or augmented reality experiences that mark that differentiated value proposition over the classic “traditional” web shopping.<\/p>\n","protected":false},"excerpt":{"rendered":"

Huge Commerce provides a research report on how marketplaces are transforming the digital customer experience.<\/p>\n","protected":false},"author":2,"featured_media":272377,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[603,1909],"tags":[616],"class_list":["post-272424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion-en","category-internet-en","tag-laura-perez-en"],"acf":[],"yoast_head":"\nThe future of fashion marketplaces - HIGHXTAR.<\/title>\n<meta name=\"description\" content=\"Huge Commerce provides a research report on how marketplaces are transforming the digital customer experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/highxtar.com\/en\/the-future-of-fashion-marketplaces\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The future of fashion marketplaces\" \/>\n<meta property=\"og:description\" content=\"Huge Commerce provides a research report on how marketplaces are transforming the digital customer experience.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/highxtar.com\/en\/the-future-of-fashion-marketplaces\/\" \/>\n<meta property=\"og:site_name\" content=\"HIGHXTAR.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/highxtar\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-11T11:27:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/highxtar.com\/wp-content\/uploads\/2022\/04\/thumb-futuro-marketplaces-moda.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura P\u00e9rez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@highxtar_\" \/>\n<meta name=\"twitter:site\" content=\"@highxtar_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura P\u00e9rez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/highxtar.com\/en\/the-future-of-fashion-marketplaces\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/highxtar.com\/en\/the-future-of-fashion-marketplaces\/\"},\"author\":{\"name\":\"Laura P\u00e9rez\",\"@id\":\"https:\/\/highxtar.com\/#\/schema\/person\/a62803322cc288dffbdf6539d02d8c51\"},\"headline\":\"The future of fashion marketplaces\",\"datePublished\":\"2022-04-11T11:27:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/highxtar.com\/en\/the-future-of-fashion-marketplaces\/\"},\"wordCount\":503,\"publisher\":{\"@id\":\"https:\/\/highxtar.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/highxtar.com\/en\/the-future-of-fashion-marketplaces\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/highxtar.com\/wp-content\/uploads\/2022\/04\/thumb-futuro-marketplaces-moda.jpg\",\"keywords\":[\"Laura P\u00e9rez\"],\"articleSection\":[\"Fashion\",\"Internet\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2022\",\"copyrightHolder\":{\"@id\":\"https:\/\/highxtar.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/highxtar.com\/en\/the-future-of-fashion-marketplaces\/\",\"url\":\"https:\/\/highxtar.com\/en\/the-future-of-fashion-marketplaces\/\",\"name\":\"The future of fashion marketplaces - 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