Fashion brands must improve digital marketing as online shopping grows

Consumers are growing more and more accustomed to buying clothes online, so much so that the share of e-commerce sales is set to grow from 20 percent today to 25 percent by 2020, according to a joint study by international marketplace Zalando and consultancy firm Boston Consulting Group (BCG). In this scenario, it is crucial for fashion brands to have a firm online marketing strategy, which is why the duo surveyed 90 global fashion brands belonging to 40 companies, as well as a group of senior executives in Western Europe, to learn how they are doing online marketing. They found out there is still a lot of room for improvement. Here are the study’s main takeaways: