Why Apparel Companies Need a Strong Digital Presence

Having a strong digital presence has become a non-negotiable for today’s apparel suppliers. Not only has COVID-19 reduced the ability to conduct in-person quality control and due diligence, but the popularity of online marketplaces is burgeoning, with only 6% of B2B buyers saying they do not currently use them.

This means the competitive landscape is shifting online and there are significant opportunity costs for those who do not firmly embrace the digitalisation of their business practices. For example, as much as a third of B2B buyers prefer brands that offer a personalised shopping experience and customised product catalogues.

How can apparel companies build an engaging digital presence?

Being active and intentional online

Just having a presence on the internet is not enough in today’s marketplace. With 85% of consumers conducting research online before buying a product or service, how they encounter your brand (especially for the first time) matters more than ever.

So, what does a digital presence look like? At Serai, we think of it as a clear and attractive representation of your company across your website, chosen social media channels and industry-specific third-party platforms. Brands with a strong digital presence communicate who they are, what they stand for and the value they can add through their products or services consistently and compellingly.

The reason for approaching your digital presence in this way is because it results in trust and credibility for your brand, qualities that form an indispensable foundation for business growth.

Offering an excellent customer experience

The term ‘customer experience’ is most often associated with the B2C customer journey. But that is changing quickly and with important implications. For one, research has found that 80% of B2B buyers expect companies to interact with them in real-time and 65% will switch who they do business with if they do not receive any form of personalised communications.

McKinsey & Company discovered that a long ordering process, difficulty finding the right products and interruptions while trying to make purchases were the top three sources of frustration from buyers using suppliers’ websites - an indication that an up-to-date and easy-to-use website can be a significant competitive advantage.

Your customer experience is in this way linked to the strength of your digital presence and having the right tools in place to delight those interacting with your brand online.

Leveraging the power of digital technology

The foundation of your digital presence is your website. It is your home on the internet and oftentimes your only opportunity for a memorable first impression. This means having clear messaging, relevant content and an intuitive buyer journey starting from your landing page.

But your digital presence is also about starting conversations and being in the right places to connect with your customers.

Including tools like chatbots and live chats are a way to connect and interact with your visitors in real-time as well as ensure they get the information they are looking for quickly and with minimal effort. Messaging software is also powerful for keeping in touch with customers about important updates or offers, given that it has nearly a 100% open rate compared to 22% for email.

3D software can also help manufacturers elevate their digital presence. 3D fashion solutions providers such as Browzwear enable the production of virtual clothes, which allows manufacturers to reduce physical sample volumes, decrease lead times, obtain valuable design feedback and validate a given design before going to market.

These benefits can make working with you a pleasant experience, and encourage repeat business.

Leveraging and establishing a presence on B2B digital platforms like Serai is another way to get the word out about your brand and network with prospective business partners for your specific sector. Even a little bit of the right technology can go a long way to enhancing the B2B experience. Staying on top of the technologies powering the future of the industry is key to a strong digital presence.

Related Resources

How A Large Apparel Manufacturer Achieved Supply Chain Transparency
A large textile and apparel manufacturer that prides themselves on being sustainable in their supply chain have struggled with showing this transparently to their customers. Download Now!

---

Threading a Sustainable Future for Apparel
Supply chain transparency has the potential to bring multiple benefits to companies across the apparel industry. Download Now!