The average Digital IQ of the six fast-fashion brands decreased by 16%. As consumer preferences shift away from speed and toward conscious transparency, traffic dropped considerably to Zara, Topshop and Forever 21’s sites. A new class of disruptive brands has raised the bar for digital sophistication, as observed in Gartner L2’s report on the topic.
While most have yet to become household names, site traffic to digital upstarts like Interior Define, Everlane and M.Gemi increased faster than the majority of traditional specialty retail brands in 2019. Disruptors implement innovative category-specific product page merchandising like “How It Sits” video content (from furniture upstart Interior Define), imagery on models of different sizes (from apparel and accessories upstart Everlane) and fit consultation via text message (from shoe upstart M.Gemi). Disruptors may prove to be more than just a distraction: