Since its first edition in 2019, Hot Fashion has emerged as a season that brings with it endless opportunities for growth and exposure in the fashion industry, being the perfect excuse to connect with its consumers in a meaningful way through the online ecosystem and emerging trends in digital communication and customer experience, of which this year was no exception.
Now in 2024 we see the participation of major
Industry leaders, who offered significant discounts, ranging from 10% to 60% on their products. This shows that the digital world has not stopped growing , responding to the demands of an audience that increasingly imposes new parameters that marketing and sales departments, as well as specialized agencies, must carefully consider for strategic decision-making.
In a market whose value closed
Last year at more than USD $37.4 billion , it is essential to take a shopify development dvantage of the emergence of technologies that elevate the online shopping experience, such as virtual fitting rooms or digital shop windows. It is also key to recognize the growing role of social networks and content creators as influential actors, especially among young audiences , whose internet use amounts to more than five hours a day .
Hot Fashion 2024 has recently ended, so it is time to reflect on what we have learned and, above all, what contrasts we have found with what we expected at the beginning of the year, or, at the time before the season, where strategies and ideas are painting the panorama to expect.
Trends and consumer behavior during Hot Fashion 2024
According to the 2023 Fashion Study conducted by Elogia’s specialized division, Fashion Lab, Mexican consumers are increasingly inclined towards sustainability and responsible consumption. Within the study, more than 47% of respondents said they prefer to buy products that use recycled materials and ethical production processes.
This trend has intensified in recent years, as brands have understood the demand for garments that not only reflect style, but also implicit values such as environmental responsibility.
hot fashion 2024
On the other hand, we observed how some sales tactics were intensified during this year’s edition of Hot Fashion, highlighting the famous Flash Offers . These promotions, known for their ability to encourage users to remain active customers, have captured the interest of hundreds of brands within their marketing plans. By combining these offers with personalized recommendations based on data analysis , it was possible to capture and retain the attention of digital buyers, motivating them to explore and make the most of the season.
The role of discounts and customization in Hot Fashion
Despite the growing focus on sustainability as a key trend during this season, the reality is that discounts remain the decisive factor in Hot Fashion . Although it is not new, given that last year 68% of consumers based their purchasing decisions on available promotions , this trend remained in force in 2024. At this point, marketers must stop and ask themselves:
Is it enough to offer discounts to stand out in seasons such as Hot Fashion, or is a deeper understanding of audiences’ needs and habits required to offer experiences that truly align with their preferences?
In my experience, the key to success for any brand lies in the personalization and segmentation of information , even outside of peak seasons such as Hot Fashion.
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Considering that much of the work prior to peak seasons con atb directory sists of analyzing audience consumption patterns, when planning and personalizing digital marketing campaigns it is important to emphasize the aspects that really generate interest in consumers, instead of focusing on purchase drivers that might have a lesser impact on the minds of consumers.
According to the aforementioned study, these are the four main reasons for purchase during the main sales seasons in 2024:
Home deliveries
Comfort and practicality
Offers and promotions
Ease and speed of purchase
Not only does this increase conversion rates, but it also imp 5 templates for your christmas email greetings roves the user experience, creating a stronger and longer-lasting connection with the brand. Ultimately, promotions , while a great draw, can condemn brands to a terrain where profit margins can be reduced and their brand values neglected .
