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eCommerce in the Fashion & Apparel sector

From the dawn of humanity to the industrial revolution in the 19th century, clothes were sewn by hand, which gave them a unique and inimitable character. It was impossible to produce two identical pieces of clothing.

Aleksandra Stankowska
Aleksandra Stankowska

One might even be tempted to say that everyone was an original back then, dressed according to their own tastes in tailor-made clothes. With advances in technology, mass production of clothes began, which resulted in their unification. This was an approach aimed at the highest possible sales, generating the highest possible profit. This standardization of clothing was also supposed to minimize the cost of its production. The fashion industry in the XXI century has reached a value of over 3 trillion dollars, which is as much as 2% of the world's GDP.

Nowadays, products from almost every industry have shorter and shorter life cycles. However, in the fashion industry this is particularly noticeable due to its above-average competitiveness and constant setting of new trends.

Current fashion trends are created, among others, by sharing ideas in social media, which constantly drives the production of clothing in pursuit of huge profits, and on the other hand shortens the already mentioned life cycle of products.

For eCommerce, this can be a positive phenomenon, due to the fact that users are increasingly choosing to shop to stay fashionable. On the other hand, it can generate problems with high customer demands, making it impossible for companies to succeed. It is a challenge to constantly change your collections, strategies, long-term plans, which still have to be adjusted to very fast changing trends.

Today's mass production requires new advanced technologies that capture customer data, analyze it, and track new trends. It is no longer enough to be a visionary and create inspiring collections, you simply have to adapt to make money.

After a brief introduction to the industry, let's now move on to analyze the performance of edrone's Fashion and Apparel clients to see how they are coping with current market conditions through the use of automation tools.

Analysis of edrone's Fashion & Apparel clients

We analyzed the performance of our clients in Brazil, Czech Republic, Germany, Poland, Romania and Slovakia. Some of them operate regionally and others also in foreign markets. They sell clothing: from luxury accessories to sportswear, shoes and underwear.  For privacy and security reasons, we have presented the results as an average.

The first thing to note is that automation tools have had a significant impact on our clients' sales - as much as 20.2% of revenue can be directly attributed to edrone functionality.

As we said, revenue is important. Every business - unless it's a radical business powered by passion - is profit-driven. The results here look impressive! Clients also reported a fourfold increase in the number of customers who returned to make more purchases. The relatively low shopping frequency for this industry is probably due to the huge competition in the fashion market and the periodic change of favorite brands in the name of diversifying our closet.

Moving forward, our clients have seen approximately 12% growth in their Subscriber List. This is achieved by combining Pop-ups and Web Layers with Email Automation scenarios. The relatively low growth is probably due to the huge amount of emails sent to customers in the fashion industry by various brands. Customers are bombarded with messages about new products and collections, which can discourage them from signing up for future newsletters.

If you choose to use marketing automation tools, you can be sure that your metrics will jump! This is what happened to our clients, who achieved the following results after they started using our scenarios:

  • Average Revenue per 1,000 emails sent (over $1250)
  • Average CTR (9.55%)
  • Open Rate (35.8%!)
  • Conversion Rate (2.14%).

The large number of active scenarios is probably a way to address the problem of infrequent newsletter sign-ups. By using several scenarios simultaneously, clients can be sure that their personalized messages are reaching the right people and not bombarding the uninterested.


Now let's take a look at Newsletters, which are so important for the Fashion and Apparel industry as they allow users to see the latest collections and stay on top of trends. Combining content with photos allows for even more customer engagement. Our clients, thanks to the use of newsletters from edrone, noted an increase in the average CTR and Open Rate, which was as high as 8.3%!

Finally, we have compiled for you the 5 most used scenarios for the fashion and apparel sector: Recover Abandoned Carts, Restore Viewed Products, After Sale, Recommend, Newsletter Subscription.

As you can see, implementing marketing automation tools can result in a significant increase in key metrics and thus help you generate even more profit. With edrone, you have ready-to-use scenarios to automate your actions. This can be an important advantage, especially in such a competitive market as the fashion industry. Engage with customers and don’t let their attention wander elsewhere. Read how you can make customers come back to your online store again.

Case studyeCommerceeCRMNewsletterEmail marketingFeaturesStatisticsRFMMarketing automationContent marketing

Aleksandra Stankowska

Copywriter and digital enthusiast who does not know difficult topics because of her versatile interests. Loves all about AI. Privately a fan of kraft beer and mountain hiking.