This whitepaper looks at how using a data-driven omnichannel strategy helps apparel brands build better ties with customers, manage their inventory, and grow in a sustainable manner.
Apparel retail is evolving at breakneck speed. Shoppers today want more than just style — they’re after smooth, tailored, and steady experiences on all platforms. From getting ideas on TikTok to trying things in stores and curbside pickups, Omnichannel is changing how people interact with fashion brands.
Customer journeys in apparel retail have changed so much. Those days are gone when the journey involved looking at a dress in a catalogue or magazine, wandering through stores, trying it on, and eventually buying it. Now, simply uploading an image of the dress on Google Lens can give access to all stores that have similar or the same apparel, all while sitting at one’s home. The journey is highly dynamic — they often start on social media, shift to mobile browsing, include virtual try-ons, and end with in-store pickups or returns. Return rates in online fashion are up to 30–40% due to sizing discrepancy, gap between customer expectation and reality, and missing or deceptive descriptions, which lower profits by 25%. Hence, retailers need to unify digital and physical touchpoints to lower friction and maximize fulfillment.
