What’s in the Fashion Cart this Season: 9.9 Campaign

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It is no secret that fashion is probably one of the biggest eCommerce categories, but as consumers and fashion retailers navigate the aftermath of the COVID-19 pandemic, where is the eCommerce fashion industry headed?

Many brands pivoted to face masks and comfort-based apparel just to stay afloat during the pandemic. Consumers replaced work clothes with loungewear, fancy high heels with comfortable shoes, or turned to athleisure goods such as sweats and yoga pants in search of relaxation and convenience as they worked from home. Sustainable, yet affordable clothing is also on the rise in the wake of global economic changes.

Will some of these trends continue now that we are in the endemic stages? We certainly think so. We hope these eCommerce fashion trends give you a taste of where the industry is headed and help you to drive maximum consumer engagement.

Inclusivity and Diversity in Sizing

Modern-day shoppers want clothing that fits them, however many plus-size shoppers still have problems finding a size above XL in some brands. There is a big gap in the industry when it comes to size inclusivity. Nevertheless, it remains a significant topic that all fashion retailers should take seriously as the curve market is growing year after year. The body positivity movement is seeing more and more fashion brands ensuring that a wider breadth of sizes is readily available, and making pertinent changes in the way plus-size fashion is advertised and marketed.

AR and VR Experiences

eCommerce retailers are attempting to retain existing customers and attract new ones through the use of Augmented Reality (AR) and Virtual Reality (VR) experiences. For example, technologies such as VR dressing room experiences are gradually gaining popularity. These virtual try-ons let customers see themselves in a brand’s clothing from the comfort of their own home. Retailers can also suggest items of clothing or other accessories to go with a piece based on known preferences, and with no restrictions and complete privacy to try on different styles, shoppers might be persuaded to explore more clothing than they would in-store.

Loungewear and Sleepwear

Demand in this category is likely to keep growing even as we reach endemic stages, as companies contemplate hybrid offices and the lines between work and home continue to blur. Comfort and versatility will remain a priority for many consumers in the years to come. There is also growing potential for retailers in the luxury sleepwear industry, with the millennial generation buying into luxury pajamas, as an overall style shift toward the ‘self-care’, comfort and wellness trends.


The fashion industry has long been criticized for being one of the most pollutive industries in the world. However, it’s clear that modern consumer attitudes are changing with many buyers considering a brand’s stance on sustainability before making purchasing decisions. A growing number of fashionistas also want to do right by the planet, and fashion brands who are already capitalizing on this interest by sourcing eco-friendly materials are standing out for the conscious consumer. ‘Vegan leather’ has been a yearly steady riser, with searches increasing year-on-year, as well as searches for ‘upcycled fashion’ or secondhand and thrifted items.

Statement jewelry

Most of us have cast our jewelry aside in the pandemic, however many consumers are starting to brush off the dust, or perhaps adding to, their jewelry collection. As we begin meeting up with our friends and family again, these accessories remain relevant finishing touches for any outfit and continue to be one of the most popular fashion eCommerce trends. Consumers attach meanings to gemstones and metals, and when it comes to fashion, jewelry is a form of self-expression. Having a piece of statement jewelry can help set their look apart in a distinctive and personal way.


Luxury streetwear and sportswear continue to evolve and trend in fashion eCommerce, While comfort seems to be the key driving factor in consumer purchases of athleisure goods, influencer-led campaigns by celebrities have also helped glamorize the use of activewear as a ‘lifestyle choice’. Today, these clothes and footwear are increasingly worn as casual wear at workplaces or even while attending some social events. Athleisure is also gaining popularity due to the societal trend toward a healthier and more active lifestyle among all age groups, especially during and in the aftermath of the pandemic.

Customizable Products

Product customization is becoming increasingly popular among all types of audiences. Many shoppers love the idea of owning items that are exclusive only to them or finding an item that feels like it truly belongs to them. Getting on the growing trend of customization and personalizing products to your customer’s liking will help them feel confident in their purchases, establish stronger connections as well as promote loyalty amongst your shoppers. When a customer feels like the product is truly theirs, it goes from being merely another product to a personal belonging.

Social Shopping

Social media has undoubtedly played a big role in influencing fashion trends since early on. Many eCommerce stores find benefit in being integrated with social media pages, and utilizing social shopping as a secondary channel to complement your online store. Regularly showing up in your follower’s social feeds is a great way to leverage the power of branding and you can also learn more about your target audience and how to better serve them and their needs when you spend more time on social media.

Travel accessories

After being mostly homebound for two years, many consumers are now planning and preparing for that upcoming local or international trip in a while. With travel bouncing back, many shoppers are updating their wardrobe with travel wear or looking out for that latest travel accessory to make that long-awaited, upcoming journey an unforgettable one. From luggage to packing cubes, portable pillow sets to customizable toiletry bags, travel is on the rise for many shoppers, and sales for these products that make travel more intuitive are also soaring.

Tune in to howwesell.asia for more tips on enhancing customer experiences and best practices to increase your sales.


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