{"id":115477,"date":"2020-12-04T14:49:38","date_gmt":"2020-12-04T13:49:38","guid":{"rendered":"https:\/\/ipmark.com\/?p=115477"},"modified":"2020-12-04T15:21:03","modified_gmt":"2020-12-04T14:21:03","slug":"el-canal-digital-clave-para-la-moda-pero-sigue-necesitando-la-tienda-fisica","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=115477","title":{"rendered":"El canal digital clave para la moda, pero la tienda f\u00edsica sigue siendo primordial"},"content":{"rendered":"

Seis de las 15 marcas m\u00e1s valiosas de Espa\u00f1a, pertenecen al sector del\u00a0fashion retail<\/a>.<\/em> Uno de los sectores que m\u00e1s han acusado los cambios provocados por la pandemia en la relaci\u00f3n consumidor-marca.\u00a0<\/strong><\/p>\n

Pero a pesar de las restricciones sociales y la l\u00f3gica ca\u00edda en el consumo, la importancia de la moda en nuestras vidas y el inter\u00e9s por la categor\u00eda siguen al alza. As\u00ed se ha reflejado en el estudio presentado por Carat \u201cThe new black: Nuevos comportamientos del consumidor en fashion retail\u201d, con el que trata de entender c\u00f3mo esta pandemia ha afectado a las personas y a su relaci\u00f3n con la moda.<\/strong><\/p>\n

Despu\u00e9s de los tres meses de confinamiento, la salida por fases y con muchas restricciones, la puesta en marcha de medidas sanitarias como el uso de la mascarilla, la distancia social y el largo etc\u00e9tera de cambios en nuestro d\u00eda a d\u00eda,\u00a0la experiencia del consumidor en esta categor\u00eda ha experimentado muchos cambios<\/strong>. Adem\u00e1s, es una de las m\u00e1s complejas en cuanto a las actitudes y motivaciones de las personas antes y despu\u00e9s del acto de compra.<\/p>\n

\"\"<\/p>\n

Pero pese a esto la moda sigue siendo un sector fundamental para muchas personas.\u00a0Un 71% consideran la moda importante como forma de expresi\u00f3n y de relaci\u00f3n: seis de las 15 marcas m\u00e1s valiosas de Espa\u00f1a son de fashion retail. <\/strong>Por otro lado, seg\u00fan el mismo estudio, de febrero a mayo se multiplicaron por dos las b\u00fasquedas de moda en internet<\/strong> y desde marzo ha crecido un\u00a063% el engagement con marcas de moda en redes sociales.<\/strong><\/p>\n

El\u00a0rol\u00a0del digital\u00a0en las primeras fases del journey<\/em>\u00a0empieza a ser cr\u00edtico<\/strong>\u00a0y requiere una sofisticaci\u00f3n de los activos propios para generar una buena experiencia de marca\u2026 m\u00e1s all\u00e1 del ecommerce . Como ocurre en otras industrias, se acent\u00faa\u00a0la importancia del compromiso social de las marcas para ganar relevancia entre los consumidores.\u200b<\/strong><\/p>\n

La tienda f\u00edsica sigue siendo fundamental<\/strong><\/span><\/h2>\n

El informe ha detectado que a pesar del boom del ecommerce,\u00a0la tienda f\u00edsica tiene una importancia creciente<\/strong>. Es una dualidad que obliga a convertir la omnicanalidad en un reto a corto plazo, pero tambi\u00e9n en una oportunidad\u200b. Aunque digital ya se ha convertido en el entorno de inspiraci\u00f3n y de inicio de relaci\u00f3n con la marca, incluso entre el p\u00fablico m\u00e1s joven y por tanto el m\u00e1s digital,\u00a0un 50% de las personas entre 25 y 34 a\u00f1os sigue confiando en la tienda f\u00edsica como parte relevante de la experiencia de marca.<\/strong><\/p>\n

La principales conclusiones del informe se podr\u00edan resumir en que es esencial\u00a0definir\u00a0el rol la marca\u00a0en el viaje\u00a0del consumidor<\/strong>. Hay que implementar\u00a0un stack tecnol\u00f3gico<\/em><\/strong> que\u00a0asegure un\u00a0single\u00a0customer view<\/em><\/strong>\u00a0y maximice\u00a0el potencial del 1st party\u00a0data<\/em>, reinterpretar los\u00a0activos propios\u00a0y su\u00a0contenido\u00a0y replantear el\u00a0rol de\u00a0la tienda f\u00edsica.<\/p>\n

Pero sobre todo, hay que evolucionar de\u00a0una medici\u00f3n de canales a\u00a0una\u00a0medici\u00f3n de personas\u200b\u200b.<\/p>\n","protected":false},"excerpt":{"rendered":"

De febrero a mayo\u00a0se multiplicaron por dos las b\u00fasquedas de moda en internet,\u00a0y desde marzo ha crecido un\u00a063% el engagement con marcas de moda en redes sociales.<\/p>\n","protected":false},"author":28,"featured_media":115496,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-115477","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas"],"acf":[],"yoast_head":"\nEl canal digital clave para la moda, pero sigue necesitando la tienda f\u00edsica<\/title>\n<meta name=\"description\" content=\"Carat ha presentado su nuevo estudio: \u201cThe new black: Nuevos comportamientos del consumidor en fashion retail\u201d.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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