Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
- Tablet usage rising
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- Figure 1: Devices used to access the internet in the last three months, June 2013-April 2016
- Close to half of under-25s use Snapchat
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- Figure 2: Usage of select social and media networks in the last three months, by age, March 2016
- Kick-starting smartwatch growth
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- Figure 3: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, April 2016
- Companies and brands
- Launch activity and innovation
- The consumer
- Millennials are the keenest shoppers
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- Figure 4: Where consumers have bought clothing, footwear and/or fashion accessories from in-store or online in the last 12 months, June 2016
- Tablets popular for fashion
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- Figure 5: What channels people use to shop online for clothing, footwear and/or fashion accessories, June 2016
- 70% browse stores on high street
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- Figure 6: How people shop for fashion, June 2016
- Women of all ages fascinated by interactive mirrors
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- Figure 7: In-store innovations that consumers believe will be most successful, by any ranking, June 2016
- Baby Boomers drawn to online fitting tools
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- Figure 8: Online innovations that consumers believe will be most successful, by any ranking, June 2016
- Clothes with fabric innovations appeal to men aged 45+
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- Figure 9: Product innovations that consumers believe will be most successful, by any ranking, June 2016
- Millennials willing to share data
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- Figure 10: Agreement with attitudes towards technology and innovation, June 2016
- What we think
Issues and Insights
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- What patterns are emerging in the way people shop for fashion?
- The facts
- The implications
- What in-store and online shopping innovations are consumers most interested in?
- The facts
- The implications
- What fashion product innovations do consumers believe will be successful?
- The facts
- The implications
- How do consumers feel about the increasing use of the latest technology in the world of fashion?
- The facts
- The implications
Market Drivers
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- Rising use of tablets to access internet
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- Figure 11: Devices used to access the internet in the last three months, June 2013-April 2016
- Rising internet usage by older women
- Usage of social and media networks
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- Figure 12: Usage of social and media networks in the last three months, March 2016
- Close to half of under-25s use Snapchat
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- Figure 13: Usage of select social and media networks in the last three months, by age, March 2016
- Kick-starting smartwatch growth
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- Figure 14: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, April 2016
- Population trends
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- Figure 15: Trends in the age structure of the UK population, 2010-20
Launch Activity and Innovation
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- Augmented and virtual reality
- The success of Pokémon GO
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- Figure 16: Catching a Pokémon, July 2016
- Figure 17: New Look Pokémon GO promotion, July 2016
- Facebook buys AR app maker Masquerade
- Augmented reality mirror of the future
- The North Face uses VR in-store
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- Figure 18: The North Face virtual reality experience in-store, 2015
- New technology in changing rooms
- Macy’s smart fitting room case study
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- Figure 19: Customer using smartphone with Macy’s app to select clothes, 2016
- Figure 20: Macy’s Go fitting room technology, 2016
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- Figure 21: Lingerie department in Macy’s before Macy’s Go technology was installed, 2015
- Figure 22: Lingerie department in Macy’s after Macy’s Go technology was installed, 2016
- Zara trials interactive fitting rooms
- Harvey Nichols’ 360-degree mirror
- Ralph Lauren adds touchscreen mirrors
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- Figure 23: Interactive mirrors in Ralph Lauren store, New York City, 2015
- Online fitting tools
- Trying clothes on virtually
- Delivery innovations
- Drone deliveries being tested
- Use of Uber for deliveries
- Faster delivery options
- Wearable technology
- Google and Levi’s partner on smart jacket
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- Figure 24: Commuter jacket designed by Google and Levi’s, 2016
- Figure 25: Commuter jacket designed by Google and Levi’s, 2016
- Smart shoes
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- Figure 26: Nike’s HyperAdapt 1.0 sneaker, 2016
- Smart bras
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- Figure 27: The Incredible Sports Bra, 2015
- Wearable jewellery
- Contactless payment
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- Figure 28: Lyle & Scott’s contactless payment jacket, 2015
- Personalisation
- Converse launches in-store customisation workshop
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- Figure 29: Converse Blank Canvas, New York, 2016
- Uniqlo’s UMood machine
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- Figure 30: Uniqlo’s UMood machine, 2015
- Shop Direct’s personalised homepage
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- Figure 31: Shop Direct’s personalised Very homepage, 2015
- Use of social media for fashion
- Everlane hosts Transparency Tuesday on Snapchat
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- Figure 32: Screenshots of Everlane’s Snapchat story using #TransparencyTuesday, June 2016
- Missguided launches shopping app
- L’Oréal uses Snapchat for make-up
- ShopWithMe case study of the store of the future
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- Figure 33: ShopWithMe Chicago store, 2016
- Figure 34: ShopWithMe Chicago store, 2016
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- Figure 35: ShopWithMe Chicago store, 2016
- Figure 36: ShopWithMe Chicago store, 2016
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- Figure 37: ShopWithMe Chicago store, 2016
The Consumer – What You Need to Know
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- Millennials are the keenest shoppers
- Half of under-25s shop via smartphone
- 70% browse stores on high street
- Women of all ages fascinated by interactive mirrors
- Baby Boomers drawn to online fitting tools
- Fabric innovations appeal to men aged 45+
- Millennials drive interest in wearable tech
- Millennials willing to share data
- Men see new technology as making shopping more fun
Where Do People Shop for Fashion?
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- Topshop searching for latest technology innovations
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- Figure 38: Where consumers have bought clothing, footwear and/or fashion accessories from in-store or online in the last 12 months, June 2016
- Where different generations shop for fashion in-store
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- Figure 39: Where consumers have bought clothing, footwear and/or fashion accessories from in-store in the last 12 months, by generation, June 2016
- Where different generations shop for fashion online
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- Figure 40: Where consumers have bought clothing, footwear and/or fashion accessories from online in the last 12 months, by generation, June 2016
- Over half of Millennials shop at six or more retailers
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- Figure 41: Keenest in-store fashion shoppers who have bought from 6+ retailers in-store in the last 12 months, by generation, June 2016
- Figure 42: Keenest online fashion shoppers who have bought from 5+ retailers online in the last 12 months, by generation, June 2016
- Where people shop by online channels used
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- Figure 43: Retailers where consumers have shopped online for clothing, footwear and/or fashion accessories crossed, by online channels used, June 2016
Online Shopping for Fashion
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- Tablets popular for fashion
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- Figure 44: What channels people use to shop online for clothing, footwear and/or fashion accessories, June 2016
- Half of under-25s shop via smartphone
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- Figure 45: What channels people use to shop online for clothing, footwear and/or fashion accessories, by generation, June 2016
- Appealing to older consumers
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- Figure 46: What channels people use to shop online for clothing, footwear and/or fashion accessories, by age, June 2016
- Switching between devices
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- Figure 47: Repertoire of what channels people use to shop online for clothing, footwear and/or fashion accessories, by age, June 2016
How People Shop for Fashion
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- 70% browse stores on high street
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- Figure 48: How people shop for fashion, June 2016
- Using smartphones whilst shopping in-store
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- Figure 49: Agreement with statement ‘I typically use my smartphone whilst browsing in-store‘, by age, June 2016
- Younger Millennials search social media for fashion
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- Figure 50: How people shop for fashion, by generation, June 2016
Interest in In-Store Shopping Innovations
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- Women of all ages fascinated by interactive mirrors
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- Figure 51: In-store innovations that consumers believe will be most successful, by any ranking, June 2016
- In-aisle payments
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- Figure 52: In-store innovations that consumers believe will be most successful, by ranked first, June 2016
- Improving displays and shop windows
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- Figure 53: Consumers who ranked first ‘in-store displays and shop windows with online shopping facilities’, by gender and age, June 2016
Interest in Online Shopping Innovations
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- Baby Boomers drawn to online fitting tools
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- Figure 54: Online innovations that consumers believe will be most successful, by any ranking, June 2016
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- Figure 55: Online innovations that consumers believe will be most successful, by ranked first, June 2016
- Older Millennials demand more rapid delivery options
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- Figure 56: Consumers who ranked first ‘more rapid delivery options’ as the online innovations they believe will be most successful, by generation, June 2016
- Under-35s keen on visual search app
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- Figure 57: Online innovations that consumers believe will be most successful, by ranked first, by age, June 2016
- Men drawn to personalised websites
- Purchasing via social media
Interest in Product Innovations
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- Clothes with fabric innovations appeal to men aged 45+
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- Figure 58: Product innovations that consumers believe will be most successful, by any ranking, June 2016
- Figure 59: Product innovations that consumers believe will be most successful, by ranked first, June 2016
- Millennials drive interest in wearable tech
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- Figure 60: Product innovations that consumers believe will be most successful, by ranked first, June 2016
- Men drawn to clothes that connect to your smartphone
- Consumer reactions to smart clothing
Consumer Attitudes towards Technology and Innovations
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- Three fifths worry about data privacy
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- Figure 61: Agreement with attitudes towards technology and innovation, June 2016
- Millennials willing to share data
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- Figure 62: Agreement with statement ‘I would be willing to share some data with retailers in exchange for deals’, by generation, June 2016
- Young women want a personalised in-store experience
- Men see new technology as making shopping more fun
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- Figure 63: Agreement with statement ‘New technology would make the shopping experience more fun’, by gender and age, June 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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