Product Information Management (PIM) for fashion retailers
Not only is fashion one of the fastest growing categories in e-commerce, it is also one of the fastest-moving within the retail industry. Because a product's sales period can sometimes be limited to a few months or even a few weeks and consumer demand is as changeable as the weather (and by the weather), as a fashion retailer you want to be able to act quickly on trends. In this article, we briefly outline the benefits a Product Information Management (PIM) system can offer in a fashion retail landscape.
Parallelle contentcreatie voor snellere time-to-market
To get a product ready for sale as quickly as possible, a lot of time can be saved by creating content in parallel. A designer can enter product specifications into the PIM system while a photographer captures the garment in images and a marketer adds the commercial description at the same time and has it translated. By working with a well-organized workflow within a PIM system, new products can be online with all relevant product data within just one day.
Return reduction thanks to extensive product data
The online fashion industry is characterized by a high return rate. If a product does not meet the customer's expectations, it is almost certain that the customer will return the product. By providing products with a comprehensive item description, important specifications and also adding clear product photos and detail images, customers are more likely to have a complete and accurate picture of the product and are less likely to return it after purchase.
Everyone knows that a meter is 100 centimeters and a kilogram is 1000 grams, but one t-shirt in size L can sometimes fit more wide than another t-shirt of the same size. A Dutch shoe size 40 corresponds to a size 6.5 in the United Kingdom. If you're looking for the same shoe size in the United States as a man, you'd need a size 7, while as a woman, you'd need a size 8. A PIM system can be configured to send out the correct size charts depending on the publication channel.
Not only size charts are channel-specific. Within a PIM system, sub-assortments can also be created for specific sales channels. For example, the kids' collection can be sent exclusively to Zalando, while the men's collection is only distributed to Amazon.
Configuration of fashion looks and sets
Fashion is all about making the right combinations. As a fashion retailer, you want to inspire and relieve your customer by offering complete sets or looks. Within a PIM system, all possible combinations can be recorded so that when sending product data to the various distribution channels, complete looks are included.
Color and style coordination
Continuing on that: one of the challenges within the fashion industry is the correct representation of colors and styles. Something that is burgundy in reality can quickly lean more toward purple on a screen. And a certain "trendy" cut or style may mean something different to different people. A PIM system can ensure that colors, styles and other specifications are displayed in a consistent and clear way, regardless of the channel on which the customer is shopping. This can help reduce returns and improve customer satisfaction.
Sustainability Information
Sustainability is an increasingly important issue within the fashion industry. Consumers want to know where their clothes come from and how they were produced. With a PIM system, comprehensive information about the origin and sustainability of products can be displayed in a clear and standardized way. This can range from information about the country of production, to specific sustainability labels or information about the use of organic cotton or recycled materials. Read more.
Integration of influencer marketing
Influencer marketing is an important part of today's fashion industry. Many consumers find inspiration and product recommendations through social media and the influencers they follow there. Within a PIM system, information about which influencers recommend or wear a particular product can be included, or links can be added to posts or videos showcasing the product. This can increase product visibility and boost sales.
PIM: efficient and effective for the fashion industry
In summary, a PIM system offers many ways to efficiently and effectively deal with the challenges and opportunities in the fashion industry. From managing complex product information, to anticipating seasonal trends and integrating new marketing strategies.