5 key UX trends that will boost your fashion brand

Good Rebels

6 March 2024

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It’s becoming increasingly clear that the shopping experience is now as important as the product itself. Companies must strive to provide seamless omnichannel experiences that convey the essence of their brand across all touchpoints. In fact, according to Gartner, more than two-thirds of increases in retention rates are attributed to improvements in user experience.

This trend is particularly evident in the fashion industry, where the boundaries between digital and physical are increasingly blurred, and brands must constantly refine their hybrid retail experience, which begins long before the consumer’s intention to buy.

Do you want to discover the trends and best practices that will enhance your brand’s user experience? In our latest digital fashion sector report, we analyse what brands are doing and what elements you can’t afford to leave out of your UX strategy. Keep reading to discover some of our insights.

1. A Truly ‘mobile-first’ approach.

Did you know that in Spain, more than 70% of online purchases are made via mobile? Moreover, 61% of fashion products are purchased through mobile devices, making this sector the leader in volume of purchases through this device.

In this scenario, one would expect major fashion retailers to have optimised their user experience for mobile devices to the fullest. However, contrary to expectations, this is not as common as one might think. Simply having a mobile-adapted application or website is no longer enough: improving the user experience is a continuous process that requires constant analysis and iteration at every stage of the process.

Some brands like Zara have applied the mantra of mobile-first and created a differentiated experience on their mobile devices. A clear example is their functionality to view different images of a product from main pages without the need to open a new page for the product in question, making product selection easier and faster, and ultimately improving conversion on the primary purchasing device.

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2. Augmented Reality: bridging the gap between physical and digital.

Augmented reality (AR) allows brands to create differential experiences both in their physical stores and on their digital platforms.

In the context of physical stores, augmented reality can help consumers find the products they are looking for and provide assistance without having to wait for an employee. Another common use is in digital mirrors in dressing rooms, which provide information about garments and personalised recommendations. Springfield is one of the retail fashion brands that have already embraced this innovative trend.

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When it comes to e-commerce, applications can be enhanced through these technologies. For example, Nike’s app allows users to determine their shoe size by scanning their feet and creating a 3D model that shows the exact size and shape of their feet. Additionally, it also recommends different models based on the user’s sporting activity, provides detailed information about each product, and allows users to save their personal information for future purchases.

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3. The popularity of ‘dark mode’ is growing.

Although dark mode is not a novelty, its popularity has experienced a notable increase in recent years: more than 60% of users expect to find the option to activate this mode when visiting websites.

In addition to its aesthetic appeal, dark mode offers several benefits. For example, it helps reduce battery consumption, which benefits users not only in terms of battery life but could also be a relevant option for brands committed to sustainability. Likewise, it plays an important role in reducing eye fatigue, allowing users to spend more time exploring the website and encouraging them not to abandon the purchase process.

4. Motion Design to Increase Memorability.

Incorporating visual elements and animations not only enriches the user’s visual experience and improves usability but also contributes to leaving a lasting impression on their memory. This aspect is crucial, as many users tend to abandon their shopping carts halfway through, and we must aim to bring them back in the future.

Microinteractions are an excellent example of this principle. These are small visual reactions that occur when a user interacts with a specific element. These microinteractions not only validate the success of the user’s actions but also facilitate their intuitive navigation through the website.

Visual elements and animations have the potential to affect the amount of time a user spends on a website. For example, immersive scrolling provides a captivating and absorbing experience, as it allows information to be presented more cohesively and improves visual storytelling.

5. You can’t ignore Artificial Intelligence.

Did you know that by 2025, artificial intelligence is expected to be present in 95% of interactions between brands and consumers?

Since Amazon introduced “if you liked this book, then…” in 1997, AI has been present in more and more interactions in online stores, and content personalisation has continued to be refined. 

Fashion brands can benefit greatly from deep learning models, as it allows anticipation of consumer behaviour and the products they are most likely to interact with. This entails greater automation of processes and allows brands to free themselves from making some decisions, which will be determined by AI.

In addition to deep learning models integrated into fashion brands’ digital platforms, artificial intelligence has more uses that can enhance the user experience and improve consumer satisfaction.

Customer service chatbots are a great tool that cannot be overlooked. Although they still do not match the experience of being served by a person, these technologies are valuable and have significant benefits, such as the ability to offer 24/7 support, boost productivity, and handle multiple requests simultaneously. Major brands like Mango have already incorporated chatbots into their touchpoints, betting on digital transformation to continue exceeding user expectations.

Exceeding the expectations of increasingly demanding consumers.

In summary, in the competitive world of fashion, the key to success lies in offering exceptional user experiences that reflect the essence of the brand at every consumer touchpoint. Adopting innovative technologies such as the mobile-first approach, augmented reality, and artificial intelligence is essential to differentiate oneself and foster customer loyalty. By focusing on customer needs and seamless integration between physical and digital, brands can stand out and thrive in an increasingly demanding market.

Do you want to discover more about the trends and what competitors are doing in the online fashion sector? Download our complete report, where we analyse the online fashion landscape focusing on social networks, SEO, and UX design.