Fashion intelligentsia digital media usage of the fashion minded by Tery Spataro
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Fashion intelligentsia digital media usage of the fashion minded by Tery Spataro

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Down and dirty survey of women who love fashion and their usages of digital in their decision making process.

Down and dirty survey of women who love fashion and their usages of digital in their decision making process.

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  • 1. Fashion IntelligentsiaDigital Trends of Fashion Minded ConsumersJune 2011 (c) Copyright 2011 Tery Spataro
  • 2. Why Fashion Minded Digital? I am curious about how fashion minded women shop digitally. I am examining the digital behavior of women who used digital to consume fashion. This study concludes results of a survey asking 55 women to identify their digital fashion shopping habits. The study cross references the digital behavior of the fashion consumer with digital trends in the fashion industry. In this report you will find observations, insights and opportunities revealed about fashion consumer‟s usage of digital. (c) Copyright 2011 Tery Spataro
  • 3. Methodology Hybrid quantitative and qualitative survey  Collect and correlate findings  Examine behavior  Identify insights (c) Copyright 2011 Tery Spataro
  • 4. Discovery The use of digital media has changed the way fashion marketers are communicating to their consumers and customers. Women are using different forms of digital and social media to express their view points, and elicit opinions about purchases for fashion. There are new and exciting digital tools available, but do these tools really connect the fashion industry to the fashion buyer? (c) Copyright 2011 Tery Spataro
  • 5. Term She Identifies With… Intelligentsia24% of respondents identified with the term intelligentsia (c) Copyright 2011 Tery Spataro
  • 6. Profile of the Fashion IntelligentsiaWho she is? 31-40, Single Professional Independent, doesn‟t seek opinion Artistic and social Prefers business causal ready-to-wear More likely to live in a suburban location Earning $81+k She prefers an iPhone, uses a PC41% of intelligentsia respondents (c) Copyright 2011 Tery Spataro
  • 7. Decision Making Prefers boutiques & discount stores. She’s going to spend her money when she wants to, she’s careful. Loves digital window shopping, but will still consults fashion print magazines. 62% of intelligentsia respondents middle of the road spenders65% of intelligentsia respondentslove digital window shopping.62% will consult print magazines 23% of intelligentsia respondents will buy from boutiques or discounts (c) Copyright 2011 Tery Spataro
  • 8. Purchase Behavior She’ll go right to the store for the best buy. But prefers to shop alone, and may txt a photo to a friend from the dressing room.In her own words…“When it comes to clothes, I needto try it on myself at the store andmake a decision by myself!”“I shop alone!”“Ive already got good taste (thatwhy I went to art school)!”“I choose based on what I alreadyknow will fit. I will also order andreturn if it doesnt work.” 39% of intelligentsia respondents will go right to the store. 15% of intelligentsia respondents will txt a photo from the dressing room. (c) Copyright 2011 Tery Spataro
  • 9. 70% of intelligentsia respondents Fashion Digital Experience for Herwant to be updated by email.  She doesn‟t expect much from retail experience. “I dont expect great fashion shopping experiences. I go to the store, look at the clothes, try them on and (if lucky), buy them.”  If you want to reach her, she‟ll opt-in to email.  She‟ll search, browse, compare prices and hunt for best buys. “Being able to do detailed accurate category-based winnowing searches on the website.” (c) Copyright 2011 Tery Spataro
  • 10. Insights & OpportunitiesInsights Opportunities Independent fashion intelligentsia  Provide her with self-discovery prefers to shop alone. opportunities in fashion. She‟ll spend her money when she  Help her to make discoveries by wants to but will be careful. using her organic search habits She‟ll ask for help if she needs it.  When messaging, her make her feel like she‟s in the know by She believes she knows fashion styles providing her with styles that she and trends. wants. When doing her research on styles and  Give her tools to make it easier trends she‟ll look at digital media but for her to compare items and relies more so on traditional. prices. She„s open to offers and the idea of  Make it easier for her to develop digital coupons. a relationship with fashion by not overwhelming her.  Give her a break but make her feel special. (c) Copyright 2011 Tery Spataro
  • 11. Fashionable Trends in Digital  Social media is breeding social activism, consumers want to know they are making the right choices.  In-store devices being are used they include iPads, Xbox-type technology and immersive experiences.  Smart products with embedded QR codes.  Smartphones will only help with the shopping experience before, during & after. Feitelberg, Rosemary. (December, 2010). “Striving for a few steps ahead”. Women’s Wear Daily. Conte Nast.http://www.youtube.com/watch?v=fYQ5BXk5gWA&feature=player_embedded (c) Copyright 2011 Tery Spataro
  • 12. Fashionable Trends in DigitalAmong 72 luxury brands Most utilized:(including Coach, Louis  Social Media is being used to:Vuitton, Hugo Boss and  Develop customer loyaltyRalph Lauren) traffic to  Raise brand awarenessbrand sites from Facebookmore than doubled in  Create communities2010, growing from 3.4%  Communicate directlyto 7.1%.  Drive sales and brand relations  For the customer73% of these luxury  It‟s part of decision makingbrands listed Facebook as processa top eight source of webtraffic.  They share their opinions with friends as well as the rest of world  Bloggers and average consumers are voice of the consumer Source Apparel Magazine (c) Copyright 2011 Tery Spataro
  • 13. Fashionable Trends in Digital Most notable:  Augmented reality is just starting to trend.  Augmented reality for fashion is an innovation to the dressing room.http://www.youtube.com/watch?v=ZnBcqV9POkY  Fashion augmented reality lets consumers virtually try on clothing making it easier to sell clothing and accessories online. (c) Copyright 2011 Tery Spataro
  • 14. Thank you! (c) Copyright 2011 Tery Spataro
  • 15. Tery Spataro is widely known for helping brands understand the role digital plays in marketing, innovation and retail environment. Wielding over two decades of experiences in marketing, as a digital strategist, Tery takes a deep look into understanding why, what and who. Industry agnostic, she‟s created strategies for Automotive, Beverage and Food, Consumer Package Goods [CPG], Education, Energy, Entertainment, Healthcare, Insurance, Pharmaceutical, Non-Profit and Retail brands. Most recently, Tery leads the charge for bringing digital to life in physical space having worked with Bloomingdales, Michael‟s craft store, Sally Hansen, Novartis, Whole Foods and Nine West. Tery helps clients by identifying problems with marketing,Behaviorist, Strategist, Tech-Marketer, Futurist, communication, branding and retail space. She provides research,Inventor, Professor, Author strategy, and creative ideas with a clear direction on how to proceed. Tery held executive roles with top agencies and served as senior strategist for several consulting firms. No stranger to entrepreneurial life, Tery founded/co-founded, self-funded, and operated 7 startups. Throughout the years she lectured at universities and international conferences providing valuable thought leadership and is quoted in books and articles about business and marketing. Tery has MBA in marketing from Regis University. Wrote and illustrated a book about quantum perceptions called “The Other Side of the Box”. Bio || Glossi || Twitter || LinkedIn || The Book || Pinterest || Slideshare (c) Copyright 2011 Tery Spataro
  • 16. Stuff I Did The Future is Now – A look at the confluence of Us, with technology and the environment. Digital Experiences & Shopping – cheeky overview of the buyer‟s decision making process using digital, the future of in-store retail and use of digital experiences. Digital Strategy – a look at digital strategy a usages for innovation, communication and promotion. Fashion Intelligentsia - research report I did to provide insights into how fashion minded women acquire information for shopping. This report was voted the best of Slideshare. The Changing World of Digital - looks at digital communication from a historical perspective and identifies the way the consumer changes from passive involvement to participant. Healthy Digital - explores who the natural and organic consumer is and identifies their digital behavior. Community During Crisis – what Governments can learn from the Boulder Community‟s usage of Social Media during the Boulder Fire. Digital Marketing Strategy vs Tactics – Asking strategic questions, forming ideas and identifying tactics. The Other Side of the Box - the story about a cat, box and perception. “The Other Side of the Box” a book about perception, a cat and quantum thoughts. (c) Copyright 2011 Tery Spataro