It's Not a Coincidence That The Shoes Sitting in Your Cart Are Following You Around the Web
- tannorallar14
- Mar 25, 2021
- 2 min read
The Sourcing Journal warns fashion and retail to prepare for data privacy laws because consumers are becoming aware of their personal data. I was astonished on just how much personal data online websites have about everyone. Over the past year millions of people have been spending more time online and prefer to find clothing online than in person. But how will new privacy laws affect the fashion industry?
While shopping online have you ever noticed the same clothing article or fashion website continue to pop up on just about every social media platform you go on? Well, this is a tactic clothing brands use to urge you to purchase that product. A way of marketing their site, specifically to you. Kind of creepy right? On one hand I kind of love seeing stores pop up on my feed because it draws me back to their clothing. On the other hand I'm freaked out that they are tracking my data on their website and almost invading my privacy by pushing me to purchase from them.
Many consumers are starting to be aware of all the personal data information online sites contain and want change to happen. The article warns fashion and retail businesses that acts like the California Consumer Privacy Act will soon be adopted into many states in the U.S. As a consumer, I agree that we need to know what information these companies have in order to create trust within our online shopping. I never thought about how Amazon has every single one of my past orders, watched movies, and all of the recommended products to buy on their website are specified to me. They have my personal data. I was thankful to hear that the White House now has both parties agreeing to create a federal privacy legislation.
The Sourcing Journal also discussed how 90% of consumers are worried about their online privacy, but I find that to be a little far fetched. I think that many people are unaware of how much personal data online sites can get just from them visiting or signing up, especially Gen Z. My little sister for example has no idea what she's signing up for half the time on clothing websites, but she just wants the 10% off deal their offering. And most likely, she would never think about online privacy unless I talked to her about it. I personally was unaware of the lack of privacy I get while online, but after this past semester I think that change needs to happen.
Since I am going into sales marketing and fashion merchandising, I think that if new privacy laws get passed in the White House it is going to be a challenge to get consumers to buy and notice the brand I'm trying to sell. I am not worried though. I would much rather be in a career industry that respects the privacy and personal data of their consumers and lets them know what digital journeys we have from them. There are many different ways to sell clothing and invading privacy should not be one.
Every year that goes on technology is advancing and companies are getting smarter with how to promote to their consumers. If our technology is advancing, so should our privacy laws.
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