Over the last year, the COVID-19 pandemic has accelerated retail industry trends, with ecommerce operations moving to decentralized and digital systems, fashion companies reconnecting their supply chains, and retailers ramping up omnichannel services.

As the world moves towards recovery and the “new normal”, retail leaders are on the front foot, seeking to innovate and future-proof their businesses against any disruptions in the years to come.

While many fashion retailers had to close their warehouses and studio operations due to lockdowns, consumers did not stop shopping. In fact, McKinsey predicts that the 20 per cent growth of e-commerce buying is unlikely to go back to the buying behaviour of the past.

We take a look at some of the key innovation trends likely to shape the fashion retail industry over the coming year.

Trend #1: Virtual Models

With strict lockdowns, travel bans and social distancing requirements in place, one of the biggest roadblocks for fashion retailers in 2020 was being unable to produce on-model product imagery. Without the ability to produce in-person photoshoots, many online retailers explored how Virtual Models could play a role in helping them maintain on-model product imagery.

Some of the discussions from 2020 continuing into this year include: How can new technology replace traditional product shoots? And how can we produce more images to keep up with the demand of online shopping, while doing it faster and at a lower cost?

Fortunately, retailers have a variety of reliable technology solutions available for on-model image generation in this “new normal”. Looklet is an intelligent and modern solution to e-commerce fashion image production, helping teams create high-quality product images without the need for elaborate photoshoots or models.

With our digital photo studio, retailers are able to maintain their on-model image production while meeting social distancing requirements, with no need for large production teams of models, hair & makeup artists, photographers or digi techs. Shoot each garment separately, select your model and model, and combine into a look.

A typical fashion retail photoshoot involves costs for models, photographers, stylists, hair and makeup artists, studio rental, digital tech, photo equipment and post production/retouch. Reshoots also happen around 5% of the time, meaning a repeat of all these costs again.

With no need for models or large production teams, Looklet’s automated on-model fashion imagery solution helps retailers save up to 75% of costs associated with product photography, with retailers also able to customize their models in a variety of ethnicities, skin tones, and body shape. We have 65+ pre-shot diverse models available in our library.

Trend #2: Decentralized Operations

Digital adoption soared amid the pandemic, with an enduring new model for work emerging as fashion retailers refine their blends of remote and on-premises work, invest in new technology, and double down on decentralized operations.

2021 continues to see retailers and brands rethink their operations, bringing studios in-house and investing in cloud-based infrastructure — enabling their geographically distributed teams to work from anywhere in the world, across multiple offices or homes.

Decentralized operations will continue to be a popular fashion retail trend in 2021 and beyond, with retailers mitigating the risk of holding all inventory, operations and staff in one place, instead opting for multi-location shipping, storage, and warehouse management.

With decentralized operations, you’re spreading your eggs across multiple baskets. For example, you might decide to hold some inventory in one location, and other products in a different one.

An example of this new supporting technology includes Looklet’s digital photo studio, which allows retailers to shoot individual items anywhere, and style together later. Our retailers were able to shoot up to 100 items and create 800-1000 looks per day throughout lockdown using our automated styling software Look Creator. All while working from home and having inventory across multiple locations.

Trend #3: Personalisation

Even before COVID-19 upended the supply chains of fashion retail businesses, the industry was already on high alert due to growing consumer demand for online shopping. Retailers have been under huge strain, from both supply and demand ends, but a freeze on spending has majorly aggravated the supply-side crisis, as brands halt production and sample management is disrupted.

Frontrunners are keeping one step ahead by integrating personalization technology to their operations, including tools that allow retailers and brands to showcase their product catalog in the context of their customer’s location, season, or trend preference. According to this report by Accenture, 91% of consumers are more likely to shop with brands who provide relevant products and recommendations.

An example of this is retailers who are using Looklet’s digital photo studio to shoot garments individually and style together later, easily adding accessories or changing the look later in our styling software, The Look Creator, optimising products for different markets, seasons or trends.

Beyond helping to increase conversions, retailers can use personalisation tools like Looklet to move old and surplus inventory by styling the items with on-trend accessories and seasonal merchandise.

Navigating the shift to this “new normal” post COVID-19 will not be easy for fashion retail leaders, but this is a time for collaboration within the industry to set a path forward. As part of our responsibility, we will continue to share insights, tools, and resources to guide retailers through this journey.

Want to learn more about how Looklet can help your business through this time? Get in touch with us at business@looklet.com.