Trends shaping 2020 strategies in fashion & beauty

The fashion and beauty industries are some of the most competitive fields in the UK and beyond. Of course, when brands are competing in such spaces, it’s essential to be ahead of the curve. So, we’ve done a little research to identify which trends experts believe will shape the industry for the remainder of the year and beyond.

  1. The conscious trend is on the rise.

We’ve seen this trend emerging so years, so, in a way, it’s nothing new. However, in 2020, the demand for brands to work towards being more ethical has increased. More than ever, shoppers want to know what their clothes are made from, how they’re making their way to them and where they come from. For beauty brands, the demand for cruelty-free and vegan products is hotter than ever.

Even if your brand isn’t sustainable, loyal shoppers are well-receiving of brands taking small steps to become more ethical as they reshape their values to meet demand.

  1. Buy now and pay later is a trend that’s here to stay.

In recent years, we’ve seen an influx of buy now, pay later services such as Klarna. Now, more than ever, it’s so easy for shoppers to update their wardrobes and get the latest trends without paying upfront.

The growth of these kinds of services offers benefits to both brands and consumers. For shoppers, they can get the outfits they want as they released. Plus, if they don’t like it, they can return it without having to wait for a cash refund.

For brands, buy now pay later often encourages a higher average order value, which is, of course, good news. Furthermore, this kind of shopping is a great way to emulate an in-store experience of ‘try before you buy.”

  1. Consumers are demanding authenticity more than ever before.

As influencer marketing continues to dominate the fashion and beauty world, consumers want brands to be authentic. Shoppers are getting savvier. They can spot an inauthentic relationship a mile off.

For the remainder of 2020 and beyond, brands and influencers should make an increased effort to forge partnerships that appear organic. The same goes for affiliate marketing. If you’re forging connections with irrelevant publishers that don’t echo your brand’s values, it’s a partnership you’re better off without them.

As both the fashion and beauty industry are both so competitive and trend-led, it’s an everyday battle to break through the news. By capitalising on trends and shouting about what you’re doing, you can increase brand awareness and establish lasting partnerships.

If you’re looking for a trusted agency to manage your affiliate and influencer strategy, get in touch.