This reality has led different brands to take the step of creating their own e-commerce Marketplace where they can sell different brands that are similar to the DNA of their main brand. “ I think we are seeing the tip of the iceberg, but the pandemic will be the catalyst and we will see a significant development ,” says Cristina. She adds the concept of the metaverse, which brands seem to be heading towards en masse as it welcomes a certain younger audience or one that is beginning to be early adopters.
In Cristina's words, "fashion is one of the most fragmented consumer sectors and one of the first con bulgaria number data sumer sectors to launch into the development of digital channels. The proliferation and evolution of digital fashion marketing in Spain is the order of the day ." Despite this, the weight of online sales is still not as high as in other European countries, although it is true that social shopping has encouraged many brands that were previously born in stores to move on to having e-commerce through platforms such as Instagram. " Fashion e-commerce must always offer a differential experience to remain in the top of mind of a customer who is increasingly less loyal ," says Cristina.
This happens because the product is important, but the experience you associate that product with is what makes the difference. In this sense, Cristina believes that any player today with certain capabilities cannot stop working with AI and Machine Learning for the entire recommendation part , but rather has to work on visual recognition and natural language processing to optimize and improve the discovery process, which is a key part: "3D and augmented reality have arrived to help us be able to offer this closeness both in the product and the shopping experience," she adds.