As fashion delivers everything glamorous on the runway, behind the scenes battles for survival and leadership take place. The fashion industry faces huge challenges, in which politics and economics are intertwined with the rapid technological development. 


There is no doubt that the Corona epidemic will have far-reaching effects that could change the picture of shopping in the future.


So far, by reading what the fashion market witnessed last year, we are facing some facts, the most important of which is that customer behavior has become the most powerful driver of luxury. 


The major luxury brands address a customer who sees the world through his cell phone screen, and his relationship with fashion - whether following or buying - has also become online.


According to the figures, e-commerce sales for the fashion industry increased at a faster rate than the sales of traditional stone stores during 2020, according to a report revealed by the Boston Group Consulting and published on its official website, which also stated that more than 25 percent of fashion sales Western Europe alone will take place online in 2021.


Also, a recent report issued by the iMarketer, which is concerned with market analysis, titled: “The Future of Stores in 2021”, expects that total retail sales will grow by 2.0 per cent to reach $ 5.574 trillion, while e-commerce sales will grow by 12.8 per cent to reach To $ 666.28 billion.


In the wake of changing trends in customer behavior, and the transformation of artificial intelligence into reality, it has become in the interest of luxury fashion houses to reserve a seat on the e-shopping platform in order to bring the brand and customers closer together.


Modern marketing strategies take into account that today's consumers have more ability than ever to interact directly with brands they feel are worth their time, via channels such as online shopping platforms, or even the official accounts of brands on social media.


Interactive and new style


In any case, there are experiences that confirm that online shopping platforms are not limited to profits only, while they are a way to create an intimate relationship with the customer, through the information provided by these sites about each consumer and the ease of communication in both directions.


The online market has created a new style of fashion, and the matter is not limited to a direct comparison between electronic profits compared to traditional ones, there are new dimensions that support the control of e-commerce, including that electronic shopping platforms have added a new dimension to the relationship of luxury fashion brands with their customers, such as the concept of digital fashion that allows the house Fashion experimenting with designs and trends, and determining the extent to which the consumer accepts them before actually producing them, also allows the consumer, especially those who have an obsession with social networking sites, to wear a modern design by default and not in reality, which allows the consumer to publish pictures on social media sites with the latest trends, which ensures a reduction Fashion industry waste, indirectly achieves the concept of sustainability.