Rethinking Fashion and Beauty's Digital Customer Experience

Written and produced by: The Business of Fashion

This knowledge report by The Business of Fashion, in partnership with Braze, examines the macro-context under which fashion and beauty brands are operating today, before exploring the interconnected challenges that define the current crisis in customer engagement:

• The digital-physical divide, which prevents brands from capitalising on investments in both channels. Here, organisational silos are creating friction precisely where integration is most needed.
• Brand loyalty erosion, which is accelerating as brands find themselves in perpetual customer replacement mode, rather than building sustainable relationships beyond single transactions.
• The personalisation paradox, referring to fashion and beauty retail lagging behind other industries. Indeed, only 24 percent of brands effectively map customer behaviour, despite 71 percent of consumers expecting personalised interactions, according to McKinsey.
• Fragmented customer attention, which is split across platforms due to an explosion of channels, from TikTok Shop and Reddit communities to AI-powered discovery tools.

The final section of this report explores strategies for success, diving into orchestrated responses across advanced personalisation, omnichannel synergies and adaptable technology systems.