E-Fashion Summit gfk
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  • Fashionmarkt:Bovenmode 0+ (incl. babykleding), Bodyfashion 12+, Schoenen 2+
  • Jeans is het totaal aantal lange broeken en capribroeken met tenminste één van de onderstaande kenmerken: klein binnenzakje opgestikte achterzakken dubbel gestikte zijnaad tussenstukPLUS alle broeken van het materiaal denim.De worker, tuinbroek en legging zijn NIET meegenomen in de definitie.
  • Jeans is het totaal aantal lange broeken en capribroeken met tenminste één van de onderstaande kenmerken: klein binnenzakje opgestikte achterzakken dubbel gestikte zijnaad tussenstukPLUS alle broeken van het materiaal denim.De worker, tuinbroek en legging zijn NIET meegenomen in de definitie.

E-Fashion Summit gfk Presentation Transcript

  • 1. Customer Journey Fashion Laurent de Groof Managing consultant Media at GfK
  • 2. Bankruptcy in the fahion market: jun ‘11-okt ‘13: a difficult period. Bron: ConsumerJury
  • 3. Online fashion is growing rapidly, clothing, shoes and accessory! Development in fashion clothing and shoes & accessoires: online/offline (* Billion €) 9.2 9.2 9.2 9.1 8.5 Fashion kleding Totaal -13% billions 8.1 Fashion schoenen & accessoires Totaal -7% 3.0 3.1 2.9 2.9 3.0 0.8 0.9 Fashion kleding Online 2.8 +83% 0.7 0.6 0.5 0.5 Fashion schoenen & accessoires Online 0.1 0.1 0.2 0.2 0.3 0.4 MAT aug08 MAT aug09 MAT aug10 MAT aug11 MAT aug12 MAT aug13 +243%
  • 4. Development of the fashion market shows strong correlation with the consumer confidence index 30 115 20 110 105 10 100 0 95 -10 90 -20 85 -30 80 -40 75 -50 70 Consumer Confidence Index Fashionmarkt in bestedingen Consumer Key Indicators Jan 2000 – Aug 2013 en index Fashionmarkt t.o.v. jan07-Jun07 Bron: CBS en GfK Consumer Jury
  • 5. The biggest loss for men’s fashion Bovenmode dames 12+ Spendings Bovenmode heren 12+ Bovenmode kind en babymode Bodyfashion 2+ Reis- en lederwaren Schoenen 2+ Jeans 95 92 97 96 101 97 101 And in online? Ontwikkeling per markt – totaal Index t.o.v. MAT augustus 2012 Bron: GfK Consumer Jury
  • 6. Growth in online spendings for segments in the market. Bovenmode dames 12+ Spendings online Bovenmode heren 12+ Bovenmode kind en babymode Bodyfashion 2+ Reis- en lederwaren Schoenen 2+ Jeans* 118 111 126 116 159 125 127 Ontwikkeling per markt – totaal Index t.o.v. MAT augustus 2012 Bron: GfK Consumer Jury
  • 7. Top 5 retailers: clothing Totaal Online MAT aug 2008 MAT aug 2013 MAT aug 2008 MAT aug 2013 Top 5: 19,1% Top 5: 21,9% Top 5: 59,4% Top 5: 40,3% Bron: GfK Consumer Jury
  • 8. Number of clients trippled, but also loyalty at Zalando increased in the last three years Loyaliteit Zalando Loyaliteit Zalando Loyaliteit Zalando MAT aug 2011 MAT aug 2012 MAT aug 2013 € 173,8% € 177,10% € 179,11% € 1024,- € 974,- € 942,- Aantal Zalando kopers: 209.000 Aantal Zalando kopers: 413.000 Aantal Zalando kopers: 606.000 Bron: GfK Consumer Jury
  • 9. Customer Journey Women’s Fashion Planned purchase for upper wear Jun 2012 – Jan 2013
  • 10. The role of digital for women’s fashion Key stats % 50 PLANNED PURCHASE % 13 OF WOMEN’S PLANNED FASHION PURCHASES ARE MADE ONLINE % 63 OF PLANNED PURCHASES ARE PRECEDED BY ONLINE RESEARCH
  • 11. An Intro to Women’s Fashion Buyers and their Purchases Women‘s Fashion Buyers and their Purchases 77.0 13% The share of purely offline buyers is decreasing 74.7 73.5 72.6 Pure offline buyers Online and offline buyers 23.1 23.5 24.2 2.4 2.3 3.0 3.2 2009 Of women’s fashion purchases are made online 20.7 2010 2011 2012 Pure online buyers Source: GfK E-fashion market information 63% Of purchases are preceded by online research 198 181 Online revenues are growing quickly 146 100 104 98 Online 115 Offline 99 99 95 85 mar 08 mar09 mar10 mar11 mar12 mar13 Source: GfK E-fashion market information 11
  • 12. Research design of the purchase journey 12
  • 13. Method: Media Efficiency Panel Purchase and media behavior of the same individuals (single source) Fashion purchase specs Google search queries Questionnaire: Claimed behavior Plug-in: real online search behavior (passively measured) Offline research & Consideration set Websites visited (URL’s) Psycho graphic Personal Information (registered panel information) Demographic
  • 14. Method: Sampling panel Recruiting sample from a subset of the total panel Total GFK panel With plug in Purchased fashion item(s) Active use 14
  • 15. Method: Data collection Actual and claimed behavior A Screening (intention to buy?) Questionnaire Intention • To buy clothes • Purchase channel • Initial consideration set B Purchase & Offline Research Questionnaire Purchase • Brand • Type of clothing • Purchase channel • Eventual consideration set Offline research • How? • When? • How long? Shopper segmentation • calculative • informed • Passive • passionate C Online Research Plug-in Step 1: Software installed on panelists PC’s/ Notebooks Continuous registration of • Websites (url’s) visited • Time spend on websites • Google search queries • Much more Step 2: Relevant1 websites and search queries are extracted from their continues registration. Step 3: All online research (relevant website visits/ search queries) 3 months before purchase constitute the database of the study. 1Relevant websites and ‘search queries’ are those that are related to the researching for clothing. A listing and categorization of these are in included in the appendix.
  • 16. Offline orientation categories Offline actions Offline acties Visit stores Window shopping Read folders Discuss with family and friends Read magazines/Watch TV * A complete list of websites is attached in the appendix
  • 17. Website categories Online actions Website category Example Retailer Missetam.nl Brand Desigual.com, Esprit.nl Department store VD.nl, Wehkamp.nl Blog/fashionrelated Fashionchick.nl Comparison site Vergelijk.nl Discount site Folders.nl Social Media Facebook * A complete list of websites is attached in the appendix
  • 18. The purchase journey of a planned women’s fashion purchase 18
  • 19. Research for online and offline purchases differs strongly Comparing online and offline purchases Total (n= 480) 6 Online purchase (n= 68) 15 13 Ø number actions Timespan in days Ø number actions Timespan in days 70% 32% 63% 95% Offline research Offline research Online Research Online Research % # 6 8 15 10 Ø number actions Timespan in days Ø number actions Timespan in days 32% 32% 94% 95% Offline research Offline research Online Research Online Research % # Offline purchase (n= 412) 6 15 14 Ø number actions Timespan in days Ø number actions Timespan in days 76% 32% 58% 95% Offline research Online Research % # 24% 41% 3.0 1.7 36% 41% 2.3 1.7 Used Search Ø search actions* 22% 41% 1.7 3.2 Used Search Ø search actions* Used Search Ø search actions* 62% 94% 75 minutes 94% Used Websites 98 minutes 56% 94% Total time spent Used Websites 73 minutes Total time spent Used Websites Total time spent # 2.1 0.9 0.5 Ø store visits**(*) Ø offlinecirculars** Ø read actions*** # 1.5 1.2 0.5 Ø store visits**(*) Ø offlinecirculars** Ø read actions*** # 2.1 0.9 0.5 Ø read actions*** Ø store visits**(*) Ø offlinecirculars** Base: Purchases preceded by online or offline research / Purchases where search was used / Purchases where websites were used / Purchases where offline was used 19
  • 20. Online purchases usually starts with a website visit, whereas offline purchases start with an offline store visit First action in research process % 44 35 31 18 17 17 10 4 Visit stores + window shopping 4 Department store website Retail website Online purchases (n=68) Read circulars 5 Google search Offline purchases (n= 412) Base: Online and offline purchases 20
  • 21. For online purchases, relatively more time is spent on online research, while for offline purchases more time is spent on offline activities. Average time spent on research process: online vs. offline purchases Online 98 minutes • During the research process, more time is spent on online research for online purchases, while the opposite is the case for offline purchases: relatively more time is spent on offline research. n = 68 • The research process of online purchases takes approximately 1.5 hours, while the process takes 1.25 hours for offline purchases. Offline 73 minutes n = 412 Base: Purchases for which online or offline orientation is used (n=480) 21
  • 22. 94% of online purchases is preceded by website visits, 36% is preceded by Google search and 32% is preceded by offline research Usage of online and offline sources: online purchases n = 68 Used Google Search n = 68 Visited relevant websites n = 68 Offline research 6% Yes No 36% 64% 94% # websites visits # search actions 6.2 Yes No 32% 68% 2.3 Yes No # offline actions 3.1 Base: Online purchases preceded by online or offline research // Online purchases preceded by a specific source during the research process 22
  • 23. For offline purchases less online research is done, however when used, it’s similar to an online purchase Usage of online and offline sources: offline purchases n = 412 # websites visits 4.9 n = 412 # search actions n = 412 # offline actions 3.2 3.3 Base: Offline purchases preceded by online or offline research // Offline purchases preceded by a specific source during the research process 23
  • 24. While most traffic is offline, there is a lot of traffic between retailer and department store websites Transition analysis all purchases (n= 480) Retail website 8% 4% Search (45%) 2% Social media 3% • In an average purchase, most traffic takes starts with an offline action. Comparison website 5% (24%) 1% 3% • There is also much traffic (2%) (2%) 2% Finish (100%) 5% 3% Start 2% (100%) 8% 2% 3% between retail websites and websites of department stores. 2% 7% 2% Blog/Fashionrelated (1%) 2% Offline (70%) 19% 2% Discount website (0%) 10% Department store website Brand website (8%) (45%) Base: All purchases for which online or offline orientation is used (n = 480) The percentages shown at each source illustrates what % of all buyers who did research, used this source to do research, e.g. the reach. The percentages next to the lines illustrate what % of all actions are between those two sources. The color of the line indicates the direction of the action (e.g. a visit to website A followed by a visit to website B). 24
  • 25. The average journey of a purchase consists of 3 website visits, 1 search action and 1 offline action Average purchase journey Retailer website Brand website Department store website Search Visiting Reading 6 actions – 75min – 13 days 25
  • 26. b. Take aways 26
  • 27. Key take-aways The internet plays an important role for women‘s fashion Online sales fashion market is growing with double digits • Online fashion market more than doubled in the last three years. Decline especially in women’s en men’s upper wear. • Concentration in the online fashion market far bigger than in the bricks market. Top 5 retailers take more than 40% of the market, in the bricks market this only 22% The majority is purchased offline with lots of online research • 13% of planned purchases for women’s upperwear are made online. Online revenues for fashion have doubled since 2008 • 63% of all purchases are preceded by online research, for online purchases this is still 58% Consumers’ journey is diverse and intense • The average journey takes 13 days and involves 6 actions • For online purchases the number of action is higher (8) but the length of the journey is shorter (10 days). • Search engines are used in 24% of the journeys, mainly with branded and hybrid search terms. • Offline sources are used for 70% and mostly entails visiting stores and reading circulars 27
  • 28. Laurent de Groof Managing consultant Tel: +31-(0)162-384 363 E-mail: laurent.de.groof@gfk.com