Having a nuanced understanding of a global market’s culture, geography and climate can mean the difference between success and failure for fashion e-retailers, Charles Whiteman recently wrote in Sourcing Journal.
Being fluent in a market's seasonality is especially important, explained Whiteman, MotionPoint's SVP of Client Services. By cleverly adapting localised website content, promotions and product stock, e-retailers can serve these new consumers in resonant, authentic ways. This increases customer trust and conversions.
In the article, Whiteman shared consumer and seasonality insights into several thriving e-commerce markets, including Germany, France and Russia.
One such insight: "Germans seem to love low-cost winter accessories, like scarves," Whiteman wrote. "By actively promoting these products, particularly during the check-out process, a fashion e-tailer can see an overall lift in order values."