Brands create niche platforms catering to specific consumers
Trend - In order to better engage with online consumers, brands are creating hyper-specific filtration tools that ensure consumers feel supported and find what they need. These platform rage from vegan filtration tools to AI visual search tools.
Insight - Now that much of the shopping experience has shifted online, many consumers' expectations for those online experiences (and technology in general) have risen dramatically. This, ironically, pertains to how "humanized" those technological experiences are as well, thanks to increased use of AI and deep machine learning to help digital tools better understand who they're servicing.
Insight - Now that much of the shopping experience has shifted online, many consumers' expectations for those online experiences (and technology in general) have risen dramatically. This, ironically, pertains to how "humanized" those technological experiences are as well, thanks to increased use of AI and deep machine learning to help digital tools better understand who they're servicing.
Workshop Question - How can you leverage technology to connect with your consumers that still feels very personalized and nurturing?
Trend Themes
-
Online Retail Filtering — Brands are creating hyper-specific filtration tools to provide tailor-made shopping experiences, with sites like Reworn.co exemplifying the trend by offering filters by size, gender, brand, and animal products, and Syte offering AI visual search tools to enable customers to browse visually instead of searching by keywords.
-
Retail Discovery Platforms — Platforms like Modvisor cater to consumers seeking personalized suggestions based on their preferences by offering insights to more than 1,600 fashion brands and stores.
-
Online Vegan Filters — Tools like Xarista's 'The Vegan Filter' are emerging to assist vegan and transitioning vegan shoppers to navigate online retailers, thereby providing an opportunity for businesses to produce and market more vegan and cruelty-free products.
Industry Implications
-
E-commerce — The shift to e-commerce has raised consumers' expectations for humanized technological experiences, creating opportunities to design and promote hyper-specific filtration tools to cater to consumer demands.
-
Fashion and Retail — Platforms like Reworn.co and Modvisor are transforming the fashion and retail industries by offering personalized shopping experiences and discovery tools to customers.
-
Vegan and Cruelty-free Products — The rise of vegan filtering tools and platforms like The Vegan Filter represent a growing market for cruelty-free and vegan products, reflecting a wider trend towards ethical consumerism.
