If you don’t already know, most of Conversion’s clients are fashion brands. From Missy Empire to Pretty Lavish, we work with many fashion brands killing it in the UK and beyond. The past two years have presented plenty of challenges and opportunities for fashion brands and new trends. For this blog post, we’re looking at 2022 fashion marketing trends. From artificial intelligence to virtual assistants and stylists, read on to see how 2022 is shaping up. 

Artificial Intelligence Is on the Rise 

From manufacturing to marketing, artificial intelligence is on the rise in the fashion industry. In the coming months and years, we’ll see brands adopt artificial intelligence to offer shoppers an experience like never before. AI technology is becoming increasingly common, from virtual assistants and chatbots to customised product suggestions serving as online stylists. Reports claim that AI in retail is set to be worth $19 billion by 2027, with the pandemic accelerating the speed at which brands adopted the technology.  

Virtual Reality Comes into Play

Speaking of technology, virtual reality is also growing in popularity. With the pandemic causing a boom in online shopping, some brands responded with virtual reality. As a result, one of the most popular uses of VR enables shoppers to virtually try on outfits before they commit to buying. So, in turn, brands experience increased engagement and fewer returns. 

Video Content Continues to Prove Popular 

Video marketing has been on the rise in recent years, and it will continue to dominate in 2022. As fashion brands continue to utilise video, social media is a valuable tool within the fashion eCommerce space. With Instagram and TikTok leading choices for fashion brands, the need for quality video content continues. From product videos to behind-the-scenes content and live streams, engaging video content is here to stay. 

Buy Now, Pay Later Expands

From fast fashion brands to luxury retailers, the demand for buy now, pay later continues to rise. With services such as Klarna, Afterpay and Openpay allowing consumers to purchase products and finance payment across several months, it’s a go-to payment option for many. From ASOS and Puma to Burberry and Givenchy, a whole host of brands are embracing BNPL schemes. 

In 2019 alone, Klarna added a new merchant every 7 minutes, totalling 75,000 in the year. In 2022, the adoption of BNPL is showing no signs of slowing down. 

Sustainability Remains a Core Driver  

Recent reports show that sustainable and ethical fashion is a steadily rising upward trend. As an industry often criticised for its impact on the environment, fashion brands are increasingly responding to consumers’ demands for sustainable options. 

The global fashion search engine, Lyst reported they record an average of 27,000 searches for sustainable fashion every month, a YoY increase of 75%. Furthermore, with terms such as vegan leather and upcycled fashion on the rise, fashion brands are paying closer attention to the material used in their collections. 

Capitalising on 2022 Fashion Marketing Trends through Affiliate Partnerships 

You’re in luck if you’re keen to use affiliate partners to capitalise on 2022 fashion marketing trends. Affiliates are experts in these fields, from virtual shopping assistants to influencer partnerships to generate video content. To find out how affiliate marketing can help you jump on trends in 2022 and beyond, get in touch. In the meantime, check out our blog for all things affiliate marketing and eCommerce.