Moda en 2020: el 25% de las ventas serán online
El ecommerce gana terrero en la moda. Para el año 2020, el 25% de las ventas de moda se realizarán en Internet, según señala el informe Dressed for Digital: The Next Evolution In Fashion Marketing elaborado la consultora Boston Consulting Group (BCG) y Zalando Marketing Services (ZMS) después de haber analizado noventa marcas de moda en todo el mundo.
“Las ventas online de las empresas estudiadas están creciendo tres veces más que la actividad comercial de las tiendas físicas”, explica Jessica Distler, Partner de BCG. “Además, no hay indicios de que este ritmo se vaya a ralentizar”, continúa la experta.
El informe también señala que las compras realizadas a través de marketplaces están creciendo cada vez con más fuerza, concretamente a un ritmo del 12% anual. En cambio, las plataformas online ya asentadas en el sector crecen un tercio menos. “Las empresas que ya tienen sólidos negocios de comercio electrónico están abriendo cada vez más tiendas propias en plataformas, donde materializan dos tercios de sus ventas online”, declara Andreas Antrup, al frente de Zalando Marketing Services.
Según el estudio, las empresas de moda han reaccionado al impulso del comercio electrónico con la implementación de nuevas estrategias de márketing digital y han aumentado la inversión en este canal. Concretamente, las compañías de moda destinan una media del 60% de su presupuesto al canal online y acciones para captar clientes.
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