H&M announced plans to renegotiate store leases, in favor of digital in its three month report for the first quarter this year. To stay relevant, these retailers are investing more in digital. H&M’s first quarter 2021 sales dropped 21%. While Zara saw first quarter sales double in the first quarter of 2021 as compared to 2020, the company’s sales were still pacing behind 2019, levels. While Shein and Blushmark are taking over social media, traditional fashion retailers like H&M and Zara are struggling to return to pre-pandemic sales levels. A lot of times they wonder if this person actually really likes the product.”

“Since we launched the brand last year our sole focus has always been micro-influencers… Their audiences are so engaged… I think that feel like collaborations with a large influencer is solely on a paid level. “ looks to Tik Tok and Instagram to make their fashion choices,” said Coleman. Scaling this virality via “300 plus” micro-influencer partnerships, versus larger influencers or celebrities, is an important strategy for Blushmark, though 50% of its social media success comes from organic posts. Some of Blushmark’s largest single-day sales have organic Tiktok virality. #Shein had 8.9 billion views on TikTok, outpacing #handm and #forever21 by 129 and 23 times, respectively. Online-only retailers also have their pulse on TikTok. In July 2020, Shein released an average of 2000 SKUs a day. Topshop, a fast fashion retailer with 70 brick-and-mortar stores at one point released 500 styles a week. While fast fashion has always rested on quick turnaround and trendy pieces, Blushmark and other online-only peers like Shein, Romwe and Fashion Nova can do fast fashion faster.

“It’s so easy to translate from what you see your favorite influencer wearing and be able to immediately purchase that… There’s an immediate gratification and for our consumer, the Gen Z consumer, they want everything right now.” “We are able to stay on top of trends offer the latest and greatest as soon as possible,” said Coleman. Blushmark’s sales are currently growing 40% month-over-month, according to the company.īlushmark’s primary strategy, Chief Marketing Officer Ranu Coleman explained, pushes towards instant gratification a consumer finds pieces they like while scrolling social media and then immediately purchases it in-app. In just over a year, its app became the eighth most downloaded shopping app in Apple’s store, currently outpacing both Target and Nike according to App Annie’s daily top apps on iOS list.

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