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The Online Fashion Retail Industry, particularly at the luxury end, seems to be doing well. These businesses are stalling because of their inability to adapt to the shift in the media consumption behavior of the consumer. The impact of this changing pattern in content discovery and consumption is big, especially in the fashion industry. If you can be the source of new fashion ideas and inspiration, you can be the fashion; people will follow you and buy from you. We will take a look at companies such as NastyGal, digital-driven fashion brands, selling clothing directly to the consumer at high gross margins, without fixed retail costs and above all - low customer acquisition cost because of Social Media.
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