The evolution of the fashion industry in a pandemic year and the purpose of SEO in the recovery context

By jack123 | SEO | 0 Comments

Clothes represent an expression of who we are, what we feel and what we want to inspire outside. Based on a recent study, people spend around 1 trillion dollars a year on clothes. According to the marketing researcher Mintel, the lux product is estimated to receive 200 million dollars a year. This number makes references to clothes and it covers the most part of the number like 42% from global sales annually. In second place is situated the parfumes and cosmetics of the same brands as clothes with a total global sales of 37% and the rest of it until 100% is taken by accessories and watches. So, from an economic standpoint the clothing industry plays a significant part in society and it developed a lot during the years from the palette of colors used, types of materials and developing concepts of new products ( dresses, treasures, tops, t-shirts, shirts, hoodies and so on).

Globalization has been a key element that engendered changing the concepts and also the visions of people in the last century. But nobody saw that a pandemic is about to come and moreover that will affect our lives in such a major and extreme manner. Among the HORECA industry,  the fashion industry has suffered a lot during the pandemic and it forces a lot of companies to move their activities online. The change was brutal and they had to adapt to the new operating style. After that, the activity of the clothing stores with the public became limited and then gradually permitted but unfortunately not all the stores of the companies are open. This fact not only led to materials degradation in deposits but also to a consistent redemption of sales, profits and stylistic evolution. 

Maintaining the fashion industry on good parameters

The majority of stores had the option of online stores where people could go and purchese their favourite articles and clothes so this is the reason why the companies had an immediate speed reaction to the situation. Online stores were a great solution for them and they now understand the importance of their presence online more than ever. But this solution was not successful enough to provide profits or enough sales to keep the company in a green light because more and more clothing stores were adapting to the situation in the same manner and the competition never sleeps. Also, the sceptical attitude of people regarding online shopping was a barrier that was making people fear ordering. This is the moment when managers of the stores had to ask themselves some questions about how to improve the visibility of stores and to eventually search for solutions to destroy the barrier formed in the socially conscious. So, this is how a strategy had to be born to conquer the pressure of possible imminent insolvency.

The importance and the advantages of a good implemented SEO  in the fashion industry 

One of the main measures taken by store managers of clothing was the optimization of quality and quantity of the online traffic by organic results of the searching motors and also rising the visibility of websites and online stores. And SEO was the method or the instrument that helped them to improve their visibility there. They tried to create relevant, unique , valuable content and optimized it for the consumers researchers. This helped to establish which are the most searched websites online among the competition and measuring the results by using specific instruments such as google analytics. 

There were some good technique used for optimization such as: optimizing the titles and the meta descriptions; optimizing the content by using the main keyword in the first 100-150 word of the article; rising frequency of keywords used, adding intern as well as external links, optimizing URL, and optimizing data input work and so on.

Moreover, there were some elements that were put emphasis on and became very important to have them in good parameters and that were: loading speed which sometimes creates problems and engenders a loss of the consumers and bounce rating. The dropout rate represents the percent of visitors that enter and then leave immediately from the site choosing not to continue to navigate other pages of that site. So, the content has to be as visible as possible in order to avoid losing a consumer. If you are a retail store and you sell a Moschino black bag from leather, the information along with the picture of the product have to be found on the first page of the search. The client does not have to search for the product. That means efficient optimization. 

Lately, Snippet URLs  were very used in order to raise the sales online and even if it doesn t help the SEO much, it helps to attract more clicks to the site.  Snippet URLs is actually an image advertising you see in searching motors. 

Besides Snippet URLs, the little stores were trying to maintain their community by having the comments section open at every post and article on the site so that people could go and express themselves regarding the products, feedback and more. Also, the reviews maintain the page ative and it raises the vizibility. If the website has more reviews, it gets close to the top most search results. 

While the little stores were using SEO techniques to keep them on  a living line, de luxury brands used more expensive methods such as: paid advertising or advertising from recommendations made by influential people online in order to keep the image of the rband intact and to not be forgotten by anyone. 

Good SEO strategies that should be followed 

The pandemic period brings into the light numerous clothing brands that maintain their place in the most searched results even If the global economic evolution is bad. Some of them not only resisted the change but they also overcame their performance and target. 

One of the firms on the market that has an efficient optimization is definitely Rhizome. This is a Romanian brand that has superior quality clothes at reasonable prices whose collections made their way to women’s hearts in a very short time.  They had the performance to maintain the optimization at a high standard by adding internal and external links and frequently using the keywords on the website. Also, they can be proud of the platform they own  because it is user friendly and easy to navigate on it which makes the experience of the consumer more likable. 

Another example would be Starshiners which is another clothing Romanian brand that is considered to be one of the best content optimized websites in our country. Their products are so easy to find at a simple search on google without putting effort in searching. This is the dream of every SEO specialist.