Customer? More dominant than engaged
Seamless channels and improved ‘touchiness’ empowered opportunities to extract value from customers’ data and design custom packages for theoretically each and every customer. On the other side, Digital improved by an order of magnitude the overall market efficiency, with liquid information easily available to watch, compare, buy through a practically ubiquitous pattern.
If the Digital ‘Dominant Customer’ is the new standard, Fashion and Brands players need to upscale the entire spectrum of their digital skills, from the foundation of data architecture and analytics to cross functional new digital positions, like Digital Transformation Manager or Platform Business Manager, to key verticals like Digital Customer Engagement and Agile Digital Supply Chain.