In fashion there is no single, universal taste - every customer has their own style, favorite colors, cuts and fabrics. The better you understand them, the more accurately you can tailor your offer and recommendations, and that translates directly into more sales and fewer returns. Below you will find proven ways to find out what your customers really want.
Table of contents
- 01 How to learn a customer's needs through surveys?
- 02 How to use quizzes to study preferences?
- 03 How to match recommendations to customers' needs and preferences?
- 04 How to analyze customer preferences on social media?
- 05 Summary
01 How to learn a customer's needs through surveys?
You can send a survey to your users after they make a purchase or sign up for your newsletter. In the survey, you can ask about their style preferences, including their favorite colors, patterns and types of clothing. Remember to keep the questions simple and specific.
Sample questions for a fashion e-commerce survey:
- What is your favorite casual style? (Jeans and a T-shirt / A sporty dress / Leggings and a hoodie / A skirt and a blouse)
- Which of the following colors do you wear most often? (Black / White / Pastels / Bright colors)
- What is your favorite footwear? (Sneakers / Ballet flats / Loafers / High heels)
- Which accessory do you wear most often? (Earrings / Bracelets / Necklaces / Rings)
- Which style icon do you admire most? (Audrey Hepburn / Rihanna / Kate Middleton / Kendall Jenner)
- What is your favorite type of dress? (Maxi dress / Bodycon dress / A-line dress / Shirt dress)
- What is your favorite type of outerwear? (Leather jacket / Denim jacket / Coat / Blazer)
- Which type of bag do you prefer? (Classic handbag / Shoulder bag / Backpack / Clutch)
- What is your favorite print? (Stripes / Floral / Polka dots / Animal print)
- Which fabric do you prefer? (Denim / Cotton / Silk / Leather)
In a preferences survey you can also ask more general questions, for example:
- Which of these words best describes your style? (Classic elegance / Sporty elegance / Minimalist / Youthful)
- How important is sustainability in your clothing purchase decisions?
- What is your budget for clothing purchases? (Up to PLN 300 per month / PLN 300-600 / PLN 600-1,000 / Over PLN 1,000)
02 How to use quizzes to study preferences?
On your website you can create a quiz that asks users about their style preferences. The quiz can be interactive and fun, which can encourage users to take part. You can use the quiz results to recommend products that match their style preferences.
Sample quiz (5 questions):
- A dress or trousers?
- Black or colorful?
- Heels or sneakers?
- Loose or tight-fitting?
- For a party: a little black dress or a long red one?
Depending on the answers, you can respond with, for example: "Congratulations! Your style is Kim Kardashian. Tight black dresses and high heels. Take a look at our sets that match your style."
You can also include a photo of an outfit from your store and add tagging options so users can mark which elements of the look they like and which they do not.
Embed the quiz on your website and social media, and send it by email. Encourage participants to share their results and challenge others to take the quiz too.
Reward users with small prizes for taking part in quizzes, such as a discount code for a product from the styled look.
03 How to match recommendations to customers' needs and preferences?
You can use data from previous purchases or browsing history to suggest products that match users' style preferences.
Personalized recommendations are one of the most effective methods for increasing sales in e-commerce. To make sure they are tailored to a user's preferences, it is worth grounding them in browsing history, purchase history, and survey and quiz results, if you offer these in your e-commerce store or on social media.
When building your recommendation strategy and tactics for the apparel industry, take product attributes into account, such as:
- Size (selected via filters, on the product page)
- Colors (from filters, listings, product pages, purchases, surveys)
- Fabric type (from purchases, surveys)
- Product category
- The style of a given product
- The model's measurements in product photos (e.g. model height 177 cm, size S)
- Body type (classic | slim | tall)
04 How to analyze customer preferences on social media?
You can use social media platforms to ask your users about their style preferences. You can create a poll on Twitter or Instagram, or ask them to leave comments on Facebook.
05 Summary
You have many ways to learn the style preferences of your fashion e-commerce users.
If you know a user well - someone who has visited your store many times - use their visit and purchase history to recommend products. Base your recommendations on the products they have browsed, the filters they have selected and their search results. The more information you use, the greater the chance of accurate recommendations.
If your store is visited by a new user you do not yet know anything about, use quizzes and surveys to learn more about their preferences and style. And once you know your customers' preferences, see how to turn them into concrete advertising campaigns in the fashion industry.
Working in a different category? We show the same method using the example of analyzing customer needs in the food industry.