Involvement in the needs that occur in the fashion industry is an important issue to be able to transform that awareness of the situation, in the effectiveness of each function and performance that each one has in the industry itself.

It is also essential to have the plan risk responses, in order to solve problems that endanger the objectives of the participants in the fashion industry.

It’s clear that within the circumstances that occur in each period, there are factors that favour us and others that do not. Especially circumstances can become harsh without good planning and its management, especially if we speak within a change of Era, as is the case today, with the so-called “Digitisation Era”.

The case of the Retail and Fashion industry

In the Retail industry, in stable circumstances, the online sales activity has had remarkable growth and profitability, with high advantages in the face of the unfortunate closures of physical sales spaces, on the other hand the creation of Retail companies without the need install commercial spaces, solving time problems on the part of the client, etc.

But there are a number of factors that can lead to being a real nuisance with economic consequences, both for entrepreneurs and customers.

As an example of some of the current issues, such as logistics and customer service, there are some points to keep in mind:

• The online sale, transfers physical products to real customers, who expect a positive shopping experience that has to do with the expectation offered by the seller. With which, the logistics system of these companies have the obligation to not only be effective, if not the best. And Amazon knows a lot about that, which recently announced that it has bought eleven Boeing 767-300 aircraft from Delta and WestJet airlines in order to strengthen its air fleet in the face of increasing orders over the Internet.

• Although Inditex has a very powerful logistics system, specifically shop online system, it depends on private external transport companies, which depending on the effectiveness of said transport companies, the reception of the product by the client, can take from 7 to 15 days. With which, there is no immediate effect, feeling of exclusivity, satisfaction, etc., that the physical space does provide.

• In the event that these brands, using national postal services, the purchase may take much longer. If not, you have to go pick it up yourself, it has nothing to do with the experience of buying from a certain brand.

• Retail business need a solid delivery system, door to door, so that what you buy through online sales, arrives in 48 hours maximum at the time of your home, without excuse. With properly trained distribution professionals with a team that guarantees the quality of service and performance of said professional.

• Brands have the obligation to get transport companies that are part of that brand philosophy, transmitting the customer service and shopping experience policies of said brand. Otherwise, the brand loses control over its activity and feedback.

• Other aspects to be greatly improved in almost all the brands are their customer service system, which is still inaccessible, with robotic responses, which has nothing to do with customer needs. As well, an agile response system before possible problems with the product.

What is fundamental is that in all projects, all participants have to be aligned with the interests of the project itself.

It makes no sense for companies to invest resources, if the customer’s final shopping experience is different from the promised intention. To solve it, it is essential to have suitable Director of projects with emotional intelligence skills with appropriate team, to be able to reach the goals.

Within the position of Director of Visual Merchandising, there is a very important design, management, production and logistics work, which it needs to be complemented with the knowledge that project management training provides.

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All these questions are related to whether or not to repeat consumption in a commercial space.

The fiction of social networks triumphs, due to the mediocrity of reality. Commercial spaces have had a favorable evolution, although shop displays are a pending matter, especially in the range of small and medium-sized companies, while customer service has been abandoned until the non-existence of their standards. Even in online experiences, customer service is poor.

Bad manners, a bad expression, reluctance, contempt, a bad tone, ego, bad appearance or a poor personal hygiene. Commercial spaces with a mediocre image, flaws, a website with technical problems or not very functional. Poor management within the activity, etc. All this, unfortunately, happens much more than we think, in a world flooded by the distorted image of social networks, reality does not invite consumption.

Customer service is an essential part of successfully completing the customer experience, regardless of whether they have consumed. Not only are resources wasted in creating customer service criteria, but there is no efficient monitoring and supervision for a positive evolution.

“When people speak, they listen completely. Most people never listen ” Ernest Hemingway.

All companies know the theory of how the customer is served, but why is there such a difference between customer service and attention between Europe and Asia? Especially in the South Pacific area, the excellence of the level of customer service is a truth in small, medium and large companies.

We can affirm that we are in the era of the experience market where the customer values a positive experience and this value goes far beyond simply buying a product. Today’s consumer is a well-informed consumer, who has new habits and behaviours based on technological advances and, above all, who values the quality of the services and the care received.

To achieve these expectations, companies must understand the importance of having a highly trained, committed team with experience in different sectors.

In the world of fashion, it’s essential that the figure of the Director of Visual Merchandising has training also as a Project Manager, who have the responsibility of commercial value, coordination, guarantee excellent customer service and follow-up on it.

Heroes do not exist, but professionals, committed, respectful and responsible people.

Europe don’t need to make a change to this, it needs to apply, maintain and evolve, what it is currently is just a theory.

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