Digital Marketing Research Conclusion

The new generation of social media marketing is storytelling. In online sales of British cosmetics companies, only 6% of consumers watched brand display content. In order to overcome the limitations of existing social media, British cosmetics companies decided to close their brand accounts on social media platforms. And strengthen communication through its own network channels. The engagement rate of consumers who clicked on Instagram ads decreased from 4% in the first quarter of 2016 to 2.4% in the first quarter of 2019. Facebook consumer engagement rate was 0.37%, twitter consumer engagement rate was 0.05%, and consumer engagement with ads Although 86% of companies around the world are marketing through influential influencers (such as bloggers who influence blogs on the Internet), it has become increasingly difficult to motivate users. 

Therefore, the importance of storytelling will increase this year, which means that the importance of content is more valued than form. Finding influential influencers and media suitable for brand stories is the key, not exposure. Ralph Lauren collaborated with global fashion media Highsnobiety to launch a 50th anniversary event to discuss how their brand affects the entire fashion industry, including designers and collectors.　　 

The social business market is expected to grow rapidly in order to link advertising content with sales. In China, by 2023, social commerce is expected to reach US$166 billion, accounting for 20% of online sales. The brand has already partnered with WeChat to sell products, which is China's largest online mall live broadcast platform.　　

Improved the sales model of traditional stores, despite the rapid development of e-commerce, two-thirds of consumers still believe that going to a physical store is more convenient than shopping online. In fact, only 13% of luxury brand sales are generated on e-commerce platforms. Retailers in the United States and Europe have begun to add small-scale stores to improve the existing offline store network. In 2017, Nordstrom, a large American department store, opened an out-of-sale store in the local area, where it can provide try-on, repair, pick-up and return services. Antroology, a large British editorial store, announced that by this year, it will more than double the number of stores, plan to reduce the size of stores, and give customers characteristics according to different regions. The British shoe brand "doctors martin" opened a store in a 19th century building in London's kamdon market. It not only sells goods, but also provides limited-edition design, art work display, and consumer tailor-made shoe design services. Sustainable fashion and material innovation McKinsey conducted a questionnaire survey of 4,500 US consumers in September 2019. 66% of the respondents said that they consider sustainability when buying luxury goods, which means that sellers will consider environmental protection product. Adidas has decided to stop using virgin polyester fibers by 2024, while Zara plans to use 100% recyclable environmentally friendly fabrics by 2025. As consumer awareness changes, apparel companies are accelerating material innovation. According to McKinsey’s analysis, patents related to textile innovation in 2013 are expected to increase by 8 times compared to 2013. 45% of apparel companies said they will use more innovative bio-based materials. US apparel manufacturers VF Corporation, New Balance and 3M is developing leather substitutes. One example is Piñatex, which is an environmentally friendly leather substitute made from pineapple leaves.