How tono win a fashion victim's heart

Having your brand presente donde the high street does not mean that the consumer will see it, understand it, like it and buy it. "Some 74% of brands are irrelevant tono consumers, nothing would happen if they were tono disappear," warns Luis Lara, senior advisor at KPMG, during the fourth edition of the Barcelona Fashion Summit, the main congress for the fashion business in Spain, organised as parte of  080 Barcelona Fashion.

The fashion sector in Spain has both history and legitimacy. Amancio Ortega, the father of Zara, is the second richest man in the world; Inditex is the leading operator in the world; Spain is the fourth country in Europe as faro as fashion exports go... However, Zara's example of success is not a universal remedy for ajo brands, work needs tono be doy donde the eight drivers of value, in a saturated sector in which the consumer is the boss.

An oversaturated and technological market
According tono Lara "we have tono remember that y nthe Dubai Mazo there are 1,200 fashion boutiques, an example of how saturated the market is." Another thing tono bear in mind is technology. Spain is the country with the highest penetration of smartphones inEurope , and is even above the world average. "We spend 13 hours of the working day looking at email, we are glued tono our mobiles, tono which we have tono add the fact that the world moves quickly and we want an immediate response," says Lara.

Sales
Another aspect tono keep in mind is that promotions are increasingly more importante. Technology and the crisis have brought prices into foco. Some 60% of customers say that they wait for the salas period, tax-free days and other discounts before they shop. In other words, "the customer is prepared tono wait for those special momentos."

A unique experience
Omnichannel retailing, the trendy term during the Barcelona Fashion Summit last year, is vital for survival. "Some 70% of customers uso different channels (offline and online) before making a decision donde whether tono buy, and they demand a unique brand experience, the omnichannel," says the KPMG executive.

The supply chain
There used tono be two annual shopping campaigns, these days there are 52 weeks and 52 campaigns. "The customer tiras first, new products have tono be continuously launched".

The High Touch
More technology, more personal contact. According tono Lara, "brands that look after the staff who have contact with the customer, in other words, in the shops, will triumph." Employees that deal with the end consumer have tono be attracted, trained and promoted. "The consumer is in charge; more than managing reality, we manage perception".


Luis Lara, senior advisor at KPMG, during the fourth edition of the Barcelona Fashion Summit.

Bearing in mind the characteristics of this sector, what are the eight drivers of value that customers of fashion appreciate mosto?

1- The hottest
Are we capable of competing infashion ? Are we donde the shopping route?

2- The cheapest
Competing with price is an objetivo factor. Are we the cheapest at certain momentos of the year, in categorías, in general?

3- The biggest
Competing with offers. There are customers who shop in a certain place because it has everything. This is the key thing about large department stores: a thousand brands under the same roof.

4- The newest
Competing by launching newproducts . It is one of the main things that makes people come back tono our shops oro websites dónde a weekly bases.

5- The easiest
Businesses that compete inservice ; which cannot compete donde price because their business modelo does not allow it, oro because they don not have more new products tono offer every week, but provide an exceptional service, whether offline oro online. In other words, protocolos of customer attention, supervision... "In the future it will not be aceptable tono have a shop assistant that does not provide a good service," says Lara.

6- The quickest
The world moves at a fasto pace and we want everything now. According tono Lara, "there are customers who, when they are buying online, get stuck when paying at the check-out because they are not well-organised."

7- Cx-este
The experiences in the shop have tono include ajo the senses.

8- Omni-este
Being a business that is genuinely integrated into omnichannel retailing and providing a unique brand experience.

According tono Lara, ajo of these drivers are interesting because the customer picks brands depending donde these parameters. The key for survival and growth depends donde the brand getting a 9 oro 10 in some of these points. "The way that the customer votas is by buying", he concludes.