Despite what for many is idle time in front of screens, e-commerce shoppers have not turned to traditional fashion for their retail therapy. As of late March, online revenue for apparel was down 11 per cent year-on-year, while overall online revenue growth was up 50 per cent, according to an analysis of US consumers conducted by Quantum Metrics.
But as sales stall, interest in fashion hasn’t disappeared: platforms that let people engage with clothes digitally are on the rise.
New users for fashion try-on app Forma, for example, are doubling each week. Its users are spending more than 50 per cent more time on the app and trying almost double as many outfits per user, compared to pre-coronavirus activity, says co-founder and CEO Ben Chiang. And Drest, the six-month-old fashion gaming app that lets users style digital models, is seeing a 50 per cent month-over-month increase in installs; in Italy, it saw a 400 per cent uplift during the first week in April, compared to the week prior.
According to data firm App Annie, overall time spent in apps globally is up 20 per cent compared to this time last year, with an increase in apps that allow consumers to maintain normality while staying at home, reported market insights manager Adithya Venkatraman.
For fashion, that extends beyond the digital fitting room. Video game Animal Crossing: New Horizons has become so important to fashionable gamers during quarantine that lifestyle brand 100 Thieves made virtual versions of its entire inventory downloadable for free to fans. And online social gaming platform Roblox, which lets players design, buy and sell digital fashion items, saw a 40 per cent increase in usage in March. “Games have the power not only to entertain but be a light in the dark during difficult times,” says Covet Fashion VP and general manager Sarah Fuchs, who adds that Covet Fashion, a gaming app, has seen a rise in engagement over the last few weeks.
Digital platforms offer an opportunity to increase engagement, attract new customers and harness the power of fashion to be a respite from real life. For digital players angling to be taken seriously, this moment could serve as an unexpected catalyst that helps transition digitised clothes from fun experiment to must-have tool.
A virtual dressing room
The Forma app, launched in 2019, lets users try on fashion virtually by uploading a front-facing image of themselves or selecting a model.
The tens of thousands of outfits on the app, from names such as Marc Jacobs, Proenza Schouler and Farfetch, are sourced directly from brands, who can integrate online catalogues and link out to purchase pages, or uploaded by users. (Forma declined to name specific partners). Chiang says that conversion rates have remained relatively steady since the lockdown, with categories like athleisure and plus-size increasing and bridal and formalwear dipping.
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对美国消费者的分析，截至 3月底，服装的在线收入同比下降 11％，而总体在线收入增长了 50％。
例如，时尚试穿应用 Forma 的新用户每周增加一倍。联合创始人兼首席执行官 Ben Chiang 表示，与冠状
拥有六个月历史的时尚游戏应用程序Drest 可让用户为数字模型添加样式，其安装量环比增长了 50％。在
原文 Vogue Business