Tech Stack: Fashion Brands’ Answer to Turning Runway Success Into Offramp Sales — Retail Bum

Retail Bum
4 min readSep 25

The likelihood of a fashion brand’s onramp success to translate off-ramp hinges as much on its ability to engage customers with its collection as it does on delivering a seamless shopping experience across various channels.

Consumers today want to be able to buy clothes in real time as they see models strut down the runway. They want access to augmented reality tools to try out clothes, shoes, and accessories before they make a purchase. They also want a shopping experience that is not only fast and glitch-free but one that blurs the online and offline divide.

Of course, offering such innovative experiences, which are fast becoming the new norm, requires fashion brands to have an optimal tech stack. But the million-dollar question is: How do brands, especially those with legacy infrastructure, build one?

According to BigCommerce‘s Senior Vice President of Marketing, Meghan Stabler, the right approach puts customers’ needs first. In a recent interview with Retail Bum, Stabler highlighted the importance of identifying the ideal customer profile (ICP) and leveraging the tech stack to meet their expectations.

The three-pronged approach to building an ideal tech stack

Whether brands are building their tech stack from the ground up or upgrading their existing infrastructure, they need to start by thinking about the experience they want to deliver to their ideal customers.

Effectively engaging customers requires brands to deliver a personalized shopping experience, whether customers are shopping and making a purchase or simply browsing their websites. In a global context, this translates to localizing verbiage and offering payment options that resonate with customers’ payment habits and preferences across all channels.

Delivering on that level of personalization requires fashion brands to carefully assess their customers’ journeys, starting from product discovery to checkout, Stabler said. “Are they exploring products in-store and then checking out on their mobile phones?

“How likely are they to see your products and checkout on Instagram?”