Three new digital strategies for fashion brands in Asia

Low Lai Chow

Brands in the fashion sector have more interest than most in tapping the latest trends – and, ideally, in starting new ones. It is thus unsurprising that various players in this category are innovating on social media and mobile to reach Asia's growing number of style-conscious shoppers.

Erica Ng, business and retail editor for APAC at fashion trend forecasting agency WGSN, outlined three main ways brand have sought to achieve this goal while speaking at the World Retail Congress Asia Pacific 2014.

1) Shoppable content

"Fashion magazines, brands and bloggers are now realising the potential of shoppable technology that can seamlessly transcend from content to commerce," she said.

Magazines, in particular, have opportunities to combine their editorial and curation roles to promising effect on the internet: "On the customer end, many of us are looking for more defined and curated web experiences, where extensive product choice could be confusing and complicate the buying process," said Ng.