By Pixelmoda Editorial
In today’s digital age, smartphones have become an integral part of our lives, particularly among the tech-savvy population aged 18 to 34 in Italy. With over 85% of individuals in this demographic owning smartphones, it’s clear that online browsing and content consumption are on the rise. Furthermore, more than 50% of these individuals prefer online shopping, presenting a tremendous opportunity for fashion brands to tap into this thriving market.
The COVID-19 pandemic has acted as a catalyst, intensifying the demand for captivating visual content, particularly among Generation Z. These young consumers are drawn to brands that offer engaging experiences and value inclusivity. While traditional fashion shows have been slow to embrace diversity and deviate from conventional beauty standards, the e-commerce sector has quickly adapted.
Leading fast fashion brands like Zara, H&M, and Asos have taken the lead in promoting inclusivity by featuring models with diverse body shapes and androgynous appearances. This progressive shift marks a departure from the Size 0 standards of the early 2000s, which faced widespread criticism for promoting unhealthy eating habits among teens. Instead, today’s casting calls actively seek physical appearances that represent a wider range of people. Furthermore, fashion brands now offer unisex garments that encourage freedom and creativity in mixing and matching, appealing to the evolving preferences of younger generations. Embracing diverse beauty standards not only reflects the real world but also serves as a powerful way to attract and engage these younger demographics.
Moreover, the demand for active and engaging photography has witnessed a significant upsurge on e-commerce platforms. While still-life shots continue to play a vital role in showcasing product details, the trend has shifted towards photos that feature models going beyond mere product presentation. These visuals focus on capturing the sensation of fabrics, conveying freedom of movement, and transmitting the brand’s unique identity through styling and attitude. Influenced by social media influencers, who inject an extra dimension into the products they promote, this trend has gained remarkable traction. By harnessing the power of engaging visuals, fashion brands can captivate their audiences and leave a lasting impression.
As fashion brands venture into the realm of e-commerce, it is crucial to break free from predefined aesthetic standards. The initial approach to online fashion depiction, often based on traditional editorial coverage, no longer suffices. Today, contextualized aesthetics that resonate with the target audience are favored. By adapting to the evolving tastes and preferences of their audience, fashion brands can elevate their reputation, drive traffic to their pages, and ultimately achieve success in the digital marketplace.
If you’re ready to unleash the full potential of your fashion brand and connect with Italian audiences on a deeper level, discover what PIXELMODA can do for you.
Our innovative solutions blend the power of inclusive fashion, engaging visual storytelling, and cutting-edge digital marketing strategies to help your brand thrive in the online landscape. Reach out to us today and embark on an exciting journey towards digital success.