The digital fashion sector is a promising industry, which offers a range of opportunities to work with some of the industries’ biggest names and offering an appealing package. However, it is an increasingly competitive industry and as retailers and luxury fashion brands continue to find ways to stand out from the competition, they are on the lookout for outstanding professionals to help them achieve this goal.
Although there many different roles within digital fashion, there are skills which are essential for success and growth within this industry. Whether it’s Ecommerce, sales, content or social media, knowing the skills you need and your desired field will help you succeed in the long run.
But what are the skills you should have in order to succeed in the industry?
The ability to manage ones social media account is probably a skill many are familiar with, outside of the working environment. However, a digital role within the fashion and retail sector requires an individual who is creative, up to date with the latest trends and someone who is able to plan months in advance – right to the last detail.
As you are likely to be operating across various social media platforms (Facebook, Twitter, TikTok, Instagram & Pinterest) being familiar with them and the types of content that go hand-in-hand will be highly beneficial. Content and social media will work closely together. The content creators will work with the social media managers to ensure content which is created is published across social media according to specific campaigns and the strategy of the brand.
Your ability to plan and manage campaigns will be required in the digital fashion sector.
As well as planning, creating and publishing content, measuring success is also an essential element of such a position. Google Analytics is a popular tool to analyse website views, campaign success and e-commerce sales. Even for professionals who do not work in e-commerce, understanding Google Analytics and it’s main metrics comes with major advantages.
The success of a campaign, sale or online advertisement will lead to increased profits: the common goal. In order to find out whether the influencer you invested in or whether a paid campaign achieved what it was set out to do, you will have to measure performance results by checking the impact generated on the website and the sales. Google can track the days which saw most traffic, which time potential customers engaged most with the website or campaigns; and where the visits and sales come from.
To be able to work effectively as an online editor, blogger or in e-commerce in general, being familiar with platforms such as Shopify, and Magento will be necessary. In addition, some knowledge of CRM will be required. Knowing how Shopify or Magento works can give you an overall view and get familiar with the e-commerce system.
WordPress is a useful tools for bloggers and editors; especially those who will be managing blogs and magazines.
Some of the most common digital jobs in fashion include: PR, Marketing, Social Media and e-commerce. Communication is central to all of these roles. It’s not just your ability to write creative and engaging copy, but how you communicate with external figures. There is a link between all departments.
PR’s need to be able to establish solid relationships with journalists, bloggers, influencers and brands. Whereas, social media needs to build a relationship with customers, which leads to e-commerce websites receiving leads and purchases.
Graphics play a very important part in the world of digital fashion. Social media content, website pages, newsletters and events need valuable input from talented graphic designers. Gaining skills across various Photoshop, HTML and CSS, videos editing will be useful. However, this and your relationship with graphic design will depend on your job specifically.