by Diana Saarva, COO and Co-Founder Miros

E-commerce has long undergone its very own ‘survival of the fittest’. Where smaller retailers often find themselves overshadowed by the strongest of industry giants. However, a shift is in motion, leaving us to challenge what has become ‘second nature’ to the digital realm.

The influence of market dominators like Amazon in the fashion sector is undeniable. Yet, shopping experiences on these saturated platforms beg for a touch of excitement and neglect the potential of online personalisation that accompanies the exploration of style.

Unfortunately, the pursuit of the best value has often led consumers to fixate on price, inadvertently overlooking other key elements that define quality and sustainability. Major online marketplaces tend to use algorithms that spotlight budget options, which often conceal unique pieces that resonate most with individual consumer preferences.

The relentless pursuit of lower prices has its consequences, affecting worker wages, environmental well-being, and product integrity. The rise of fast fashion not only poses a significant threat to the industry’s circularity but eradicates individual style. At the cost of short-lived trends.

Drawing from my experience as a female founder with a background in online retail, I’ve witnessed first-hand the challenges European suppliers and fashion designers face in competing with their Southeast Asian counterparts. The latter benefit from lower production costs, inexpensive labour, and relaxed regulations, giving them an edge in offering fashion at remarkably low prices.

The challenge of discoverability

Digital giants such as Amazon, Asos, or Shein pose challenges for smaller brands, making it difficult for them to carve out a space. The online fashion realm loses out on potential sales, due to the lack of effective descriptions for various styles and trends. Shoppers often struggle to find the right words to search for what they like. Fashion is visual, yet the search experience isn’t.

For independent designers, the road ahead appears far from smooth. To thrive, they must work harder to get their unique designs out there and noticed. While dealing with these obstacles, the fashion e-commerce industry is yearning for something innovative and distinct.

We want to help shoppers fall back in love with fashion by giving them a personalised shopping experience. Where shoppers are supported and guided to find the perfect fit for their style, even when they don’t know how to put it into words.

Shifting towards personalisation

It’s time to shift the conversation away from who offers the lowest price tag and delve into what truly sets a product apart. Our mission revolves around helping customers find clothes that resonate with their unique identities.

I imagine shopping online and only encountering products that perfectly match your style. No more endless scrolling through items that don’t suit you. There’s no need to rely on past purchases or get bombarded with those “people who bought this also liked…” suggestions. Instead, you’ll discover a curated selection of items that grants complete satisfaction.

And here lies the pivotal shift: a democratic opportunity for smaller labels and singular designers to step into the spotlight. This recalibrates the fashion terrain, affording them a stage on which to unfurl their creativity uninterrupted. As personal style becomes increasingly important, these indie brands receive the attention they deserve. This infuses the fashion industry with a much-needed dose of innovation.

It’s like a fresh wave of creativity in the fashion world, where designers can be bold and different, making shopping satisfactory for consumers and brands alike.

In addition, people are becoming increasingly cautious about sharing personal information. Therefore, the key to offering personalised experiences without pervasive methods – is to keep it simple and targeted to each user.

Committing to sustainability and ethics

Customer behaviour is evolving, giving rise to trends like the Instagram-driven culture that places importance on new outfits for every occasion, particularly among the younger generation. This trend is juxtaposed with the accessibility of fast fashion platforms due to their pricing, frequent releases, and swift shipping. The challenge lies in accommodating the needs of consumers with limited spending power.

Simultaneously, the ‘Instagram generation’ is contributing to sustainability by reselling cheap fast fashion items on second-hand platforms. However, the issue lies in the discoverability of these items due to improper tagging.

When customers shop online, they can buy without thinking. While major brands offer cheap clothes that can be used twice, or three times before being thrown away.

At Miros, we recognise that part of the issue with online shopping is the inclination to settle for lower-priced items instead of investing in pieces they love and keep.

Outdated search algorithms contribute to this phenomenon, unable to adapt to modern consumer behaviour.  We can actively contribute to a more eco-friendly and responsible fashion landscape by helping shoppers discover products that align with their values. This supports small businesses that prioritise fair wages and environmental protection.

Conscious consumers are willing to invest in an exceptionally beautiful and high-quality fashion that lasts longer and brings joy every day. This shift in perspective will lead to a more renewable, diverse, and fulfilling fashion industry.

The time for change in the fashion e-commerce sector is upon us. As a female founder, I am determined to help companies in this industry redefine their priorities. I envision a fashion landscape that is fun, welcoming and promotes responsible practices.

With personalisation, style, and sustainability at the heart of our mission, we obtain the potential to unlock the future of fashion e-commerce igniting a brighter, more empowered industry ahead.

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