[Fashion E-commerce: Undergoing Sustainability Trend]

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[Fashion E-commerce: Undergoing Sustainability Trend]

Not only the digitalization of business has risen up during pandemic, the global public’s awareness of the importance of protecting the environment has also increased, which stimulates the demand for ecologically sustainable business operations. One of them who has been involved is the fashion industry that selling most of its products through online platforms, including in Indonesia.

According to the Fashion Revolution Day website, fashion production makes up 10% of carbon emissions. Besides, 85% of textiles ended up being wasted. When the rising awareness of fashion sustainability and e-commerce are combined, it’ll give a significant result in a higher demand for sustainable fashion on online retail or e-commerce. Industries seeking to capitalize on this movement by racing toward incorporating concrete environmental sustainability measures into their entire supply chain, convincing that their efforts exceed the mere “greenwashing” marketing ploy.

One of the online fashion retailers, ZALORA, also taking part in the trend to educate its consumer through a campaign for its sustainability programs, including measuring its value chain’s global carbon footprint, from manufacturing to transportation, to define the baseline of its long-term carbon reduction goal and mainstream eco-friendly packaging.

Further information about ZALORA’s programs, as an online fashion retailer that aware of this trend, has been presented in their webinar which successfully drew several interesting questions from participants who came from various backgrounds such as market research companies, fashion startups, and industry players, as well as university students majoring in business marketing and environmental sciences. The questions raised by them truly highlight the need for multi-stakeholder collaboration to take this current demand increase of sustainable fashion to the next high. For a better future, not only for the fashion industry but also for our environment.

Sumber : TheJakartaPost

The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.