What Amazon’s Brick and Mortar Retail Revolution Means for Fashion’s Future

Though Amazon’s server empire has been taking centre stage over the last few years, the company remains true to its roots and committed to pushing online retail forward across several fronts. It seems like hardly a quarter goes by without some kind of potentially transformative initiative being announced.

Admittedly, several of these projects are still very much at the exploratory stage of development. To take just one example, Amazon’s ambitious drone programme is not going to be rolling out to major metropolitan areas anytime soon. Make no mistake, however, that day will come. The arrival of one-hour delivery in markets such as New York shows the company is fully focused on doing whatever it takes to make the last-mile problem disappear. Continue reading “What Amazon’s Brick and Mortar Retail Revolution Means for Fashion’s Future”

3 Reasons Why Millennials Should Be Your Key Holiday Target Market

From small online t-shirt stores to booming international brands, the holiday season is a defining part of the e-commerce year for anyone selling fashion online. With Black Friday and the Christmas period typically accounting for nearly 20% of yearly sales, it’s also a time where you need your consumer targeting to be absolutely on point – small percentage changes drive outsize revenue over this period.


Fit Analytics sales data sales revenue by month and demographic segment with millennial holiday spend.
Source: Fit Analytics sales data from 3 major US brands, 2014-present.

With an election cycle in full swing, Millennials (those born between 1980 and 2000) have been dominating the headlines over the last twelve months, and we suspected that they might be playing a hugely significant role in retail results as well. We deal in data rather than best guesses at Fit Analytics, so we decided to dive into the numbers for some definite answers. Continue reading “3 Reasons Why Millennials Should Be Your Key Holiday Target Market”