Top technology and communications trends in fashion industry

Tiếng Việt

Top technology and communications trends in fashion industry

While the large majority of the Vietnamese population has been fully vaccinated, we are expecting to see a better year for economic growth in 2022. RMIT School of Communication & Design academics shared the most important trends that will shape the fashion industry and ways to communicate with consumers.

RMIT Dean of School of Communication & Design Professor Julia Gaimster and RMIT Professional Communication Senior Program Manager Dr Farida Kbar

Shift in online consumers behaviours

Vietnamese consumers are changing the way they shop in response to the COVID-19 crisis.

Lockdowns due to COVID-19 drove online sales and this trend seems set to continue with consumers becoming more comfortable with e-commerce and new ways of interacting with brands through streaming and virtual environments.

The way to communicate with consumers will accordingly need to follow this trend: online, utilitarian, and entertaining.

In the fashion industry, there are also an increasing number of international brands entering the market but there is still an appetite for local brands that can offer unique products at the right price and quality.

Technology drives fashion trends

Trends in fashion are being driven by increased engagement with technology necessitated by changes in behaviours due to the COVID-19 pandemic. In the textiles sector trends are toward textiles that support well-being with climate control and other features built into fabrics to enhance performance and add comfort.

Sustainable fashion is on the rise

Vietnamese consumers are becoming more aware of ecological issues relevant to fashion in line with global trends, these include waterless washing, reusing, recycling and reselling through a growing second-hand and vintage clothing market.

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Vietnamese consumers are becoming more aware of ecological issues in relation to fashion in line with global trends.

There is a big push for new channels of communications

Due to COVID-19, new channels of communications such as Zoom, Teams, and TikTok are increasing and changing the way consumers communicate and therefore impacting what they expect brands to communicate with them in terms of personalisation and engagement.

Based on the latest research of Statista, Facebook is still the leading social media channel with Zalo second, and it is worth noting that TikTok is joining the players in Vietnam especially when targeting the young generation.

We’ve seen some tectonic shifts in shopper behaviour and the shopping trend on social media is being driven by Gen Z and Millennial consumers.

The factors that influence Vietnamese consumers to purchase a brand depend on the brand and on the consumers. According to Hofstede, Vietnam is a collectivist culture, so we would expect Key Opinion Leaders (KOLs) and social proof to play a significant role in the purchase decision of consumers.

A cookieless world will unleash creativity

As we are moving to a cookieless world by the end of 2023, which will see companies’ ad targeting, buying and optimisation strategies disrupted and constrained, creativity will become as important online as offline to target consumers throughout the purchase funnel and the process of building the brand and the business of any companies.

Story:
Professor Julia Gaimster
RMIT Dean of School of Communication & Design

Dr Farida Kbar
RMIT Senior Program Manager of Bachelor of Communication (Professional Communication)

Communication and design

24 February 2022