In recent years, brands around the world have had to constantly push themselves to keep up with economic uncertainty and changes in consumer behaviour.
Now it’s time to look into the future. Google partnered with Vogue Business to conduct CUBE: Fashion Takes Shape, a study exploring the behavioural shifts that are likely to drive future innovations in luxury and fashion.
CUBE stands for the four key trends that are to come, from creating character to embracing the extraordinary. We delve into each trend and explain how brands can respond to them.
Action: Embracing new technologies such as visual Search can help brands provide their audience with a more immersive experience. Multisearch is now available globally in English, and will be expanded to over 70 new languages in the next few months. The feature allows people to search more intuitively by using a combination of images and text, which is particularly helpful for shopping as it makes it much easier to find what you’re looking for. In turn, it helps advertisers bring their ads to life with more compelling image assets.
Another tool retailers can use to bring the online shopping experience to life is augmented reality. Enabling shoppers to virtually try on clothes and accessories will not only help them better understand the size and fit, but also make the path-to-purchase more personalised.