{"id":713,"date":"2016-02-16T00:00:00","date_gmt":"2016-02-16T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=713"},"modified":"2016-02-16T00:00:00","modified_gmt":"2016-02-16T00:00:00","slug":"fashion-e-commerce-in-global-markets-lives-and-dies-by-seasonality","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/fashion-e-commerce-in-global-markets-lives-and-dies-by-seasonality\/","title":{"rendered":"Fashion E-Commerce in Global Markets Lives and Dies by Seasonality"},"template":"","blog_categories":[4,107],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-713","blog","type-blog","status-publish","hentry","blog_categories-e-commerce","blog_categories-translation-technology"],"acf":{"blog_short_description":"To survive in international markets online, apparel and accessory brands must understand their customers\u2019 season-driven shopping.","news_inline_styles":"","blog_video_id":"","article_body":"

Now more than ever, fashion brands and e-retailers are complementing their expansions into global markets with localized, in-market websites. It\u2019s a smart play that generates results\u2014after all, marketing messages in a market\u2019s native language are the \u201ctable stakes\u201d required to ignite local interest and sales.<\/p>\n

However, website translation alone isn\u2019t enough to deliver meaningful in-market growth. A nuanced understanding for the local market\u2014from culture to climate\u2014is critical. This is especially important in fashion e-commerce, where knowledge of a market\u2019s \u201cseasonality\u201d can make or break a retailer.<\/p>\n

Indeed, not understanding an international market\u2019s unique seasonality\u2014meaning, its predictable changes that occur throughout the year\u2014alienates customers and reduces sales.<\/p>\n

MotionPoint has helped fashion brands and e-retailers enter new international markets online for more than a decade. We\u2019ve learned a lot about global markets along the way\u2014particularly consumers\u2019 buying preferences.<\/p>\n

\u201cSeasonality greatly informs shopping habits,\u201d explains Eric Watson, a Global Online Strategist for MotionPoint\u2019s Global Growth team. \u201cRetailers that adapt to a market\u2019s unique tastes and trends, by appropriately stocking preferred accessories, for instance, can win big in global markets.\u201d<\/p>\n

Let\u2019s take a look at how seasonality affects fashion retail in three global markets, based on MotionPoint\u2019s exclusive data and insights.<\/p>\n

Germany<\/h2>\n

As meticulous planners, Germans begin their summer shopping in March\u2014far earlier than other consumers in other European markets. In contrast, our data indicates that French shoppers beginning shopping for summer apparel in May! Sales of flip-flops and swimming suits naturally increase steadily in Germany until July, and then drop until the following March.<\/p>\n

Temperatures drop here much earlier than in other parts of Europe. Winter products begin to sell well in September, and peak in November. Wool products are big sellers in Germany; cardigan sweaters were a hit during 2015. Stock products accordingly.<\/p>\n

\u201cHere\u2019s a clever way to capitalize on German seasonal spending,\u201d Eric suggests. \u201cActively promote low-cost winter accessories. According to our data, German shoppers love these products\u2014especially scarves. Try promoting these customer-favorite items during checkout. This smart, easy tactic should boost overall order values.\u201d<\/p>\n

Localized holiday shopping events are another way to engage German shoppers. Germans are reasonably aware of \u201cAmerican\u201d shopping events like Black Friday and Cyber Monday, for instance, and visit retail websites looking for those deals. <\/p>\n

\u201cLocalized sites that cater to these consumers come out way ahead,\u201d Eric says. <\/p>\n

Indeed, we examined the holiday 2015 performance for a fashion e-retailer site we operate for the German market. This company savvily offered Black Friday and Cyber Monday specials; both days generated more product sales\u2014and more revenue\u2014than nearly any other that year.<\/p>\n

\u201cIn the end, remember that Germans often do their shopping\u2014be it for the holidays, or for a summer holiday\u2014roughly one month earlier than many European markets,\u201d Eric advises. \u201cTime your marketing campaigns accordingly to reap the rewards.\u201d<\/p>\n

Russia <\/h2>\n

Despite economic fluctuations, Russia is still an attractive market for expanding fashion e-retailers. And savvy e-retailers already know that Russian fluency remains very high in neighboring countries such as Estonia and Ukraine. That means launching a Russian e-commerce site can\u2014and does\u2014serve online shoppers in those markets, too.<\/p>\n

We\u2019ve found that Russian fashion e-commerce traffic peaks between late December and early January, and again in July. Winters see the biggest traffic bump, but average order values are usually higher in the summer.<\/p>\n

Why? Russians are decreasing their holiday budgets, according to Deloitte\u2019s New Year Spending Survey 2015. Additionally, they\u2019re less inclined to buy clothing as holiday gifts. (Russians prefer giving cosmetics, chocolates and books.) Our tip: If you want to boost orders, and order values, during the holidays, offer Russians more affordable gift-type items. These are a hit among shoppers.<\/p>\n

\u201cAnd thanks to the country\u2019s brutal winters, few Russians venture outside without a hat,\u201d Eric adds. \u201cRetailers should stock accordingly. Shoppers are likely to buy knit hats between September and December. Here\u2019s another interesting tidbit: Russians seem to love holiday-themed hats.\u201d<\/p>\n

Another intriguing insight: Like Germans, Russian love inexpensive add-in items. Lip balm is consistently one of the most frequently purchased items, regardless of season. We recommend optimizing your Russian site\u2019s conversion funnel to promote these items during checkout. <\/p>\n

France<\/h2>\n

Let\u2019s now look at how a nationwide retail phenomenon can generate amazing results for online-savvy fashion brands.<\/p>\n

For decades, the fashion industry has known of France\u2019s \u201cSoldes\u201d\u2014the six-week-long nationwide sales events that occur each summer and winter. The store-wide discounts seen during Soldes\u2014usually 30% or more\u2014generate windfalls for brick-and-mortar fashion retailers. <\/p>\n

\u201cWhat\u2019s less known, however, is that Soldes represents a very promising opportunity for online fashion brands and e-retailers,\u201d Eric explains.<\/p>\n

Here\u2019s why. In France, brick-and-mortar retailers can discount only what they have in-store during Soldes, Eric says. \u201cBut online retailers have far more flexibility,\u201d he says. \u201cOffering Soldes-themed sales\u2014especially when combined with free or low-cost shipping, to achieve parity with brick-and-mortar stores\u2014is a great way to compete during the six-week event without drastically slashing prices on items.\u201d<\/p>\n

This tactic really works. We analyzed the 2015 performance of two French e-commerce sites we localize for two fast fashion retailers. One company successfully leveraged its French site during Soldes. The other didn\u2019t. <\/p>\n

The first retailer launched marketing campaigns during the two six-week events, and saw astonishing results. On the debut of Winter Soldes (January 7) and Summer Soldes (June 24), the localized site\u2019s revenue grew 350% and 320%, respectively. These single-day increases alone generated hundreds of millions of dollars in additional revenue.<\/p>\n

\u201cAnd thanks to the retailer\u2019s promotion of the sale, traffic to the French site went through the roof,\u201d Eric says. \u201cIn fact, the first day of summer Soldes was the site\u2019s most visited in 2015. The first day of winter Soldes was the second-most visited.\u201d<\/p>\n

In contrast, the second retailer\u2014which offered no Soldes-related sales\u2014saw comparatively meager conversions for those days. What\u2019s worse, June 24 (the first day of Summer Soldes) saw a year-long high in site visits from French customers. Lots of traffic, but few conversions. What a missed opportunity. <\/p>\n

It\u2019s clear that French shoppers expect events like Soldes to apply to localized e-commerce sites. Companies that don\u2019t adopt such local customs and expectations will miss out on major revenue-generation opportunities.<\/p>\n<\/p>\n

\u201cAnd here\u2019s a final tip,\u201d Eric advises. \u201cIf your company isn\u2019t already translating its e-mail campaigns and newsletters, it\u2019s time to start. This is a great way to engage customers, and to promote sales like Soldes.\u201d<\/p>\n","article_body_code":"","news_image":{"ID":7134,"id":7134,"title":"Hero_E-commerce-Seasonality-100.jpg","filename":"Hero_E-commerce-Seasonality-100.jpg","filesize":339901,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_E-commerce-Seasonality-100.jpg","link":"https:\/\/www.motionpoint.com\/blog\/fashion-e-commerce-in-global-markets-lives-and-dies-by-seasonality\/hero_e-commerce-seasonality-100\/","alt":"","author":"2","description":" \t","caption":"","name":"hero_e-commerce-seasonality-100","status":"inherit","uploaded_to":713,"date":"2016-02-16 00:00:00","modified":"2016-02-16 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