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

Fashion Intelligentsia
Digital Trends of Fashion Minded Consumers
June 2011

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.

Methodology
Hybrid quantitative and qualitative survey
Collect and correlate findings
Examine behavior
Identify insights

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?

Term She Identifies With…
Intelligentsia
24% of respondents identified with the term intelligentsia

Profile of the Fashion Intelligentsia
Who 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 PC
41% of intelligentsia respondents

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 spenders
65% of intelligentsia respondents love digital window shopping.
62% will consult print magazines
23% of intelligentsia respondents will buy from boutiques or discounts

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 need to try it on myself at the store and make a decision by myself!”
“I shop alone!”
“I've already got good taste (that why I went to art school)!”
“I choose based on what I already know will fit. I will also order and return if it doesn't work.”
39% of intelligentsia respondents will go right to the store.
15% of intelligentsia respondents will txt a photo from the dressing room.

She doesn’t expect much from retail experience.
If you want to reach her, she’ll opt-in to email.
She’ll search, browse, compare prices and hunt for best buys.
Fashion Digital Experience for Her
70% of intelligentsia respondents want to be updated by email.
“I don't expect great fashion shopping experiences. I go to the store, look at the clothes, try them on and (if lucky), buy them.”
“Being able to do detailed accurate category-based winnowing searches on the website.”

Insights & Opportunities
Insights
Opportunities
Independent fashion intelligentsia prefers to shop alone.
She’ll spend her money when she wants to but will be careful.
She’ll ask for help if she needs it.
She believes she knows fashion styles and trends.
When doing her research on styles and trends she’ll look at digital media but relies more so on traditional.
She‘s open to offers and the idea of digital coupons.
Provide her with self-discovery opportunities in fashion.
Help her to make discoveries by using her organic search habits
When messaging, her make her feel like she’s in the know by providing her with styles that she wants.
Give her tools to make it easier for her to compare items and prices.
Make it easier for her to develop a relationship with fashion by not overwhelming her.
Give her a break but make her feel special.

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

Most utilized:
Social Media is being used to:
Develop customer loyalty
Raise brand awareness
Create communities
Communicate directly
Drive sales and brand relations
For the customer
It’s part of decision making process
They share their opinions with friends as well as the rest of world
Bloggers and average consumers are voice of the consumer
Among 72 luxury brands (including Coach, Louis Vuitton, Hugo Boss and Ralph Lauren) traffic to brand sites from Facebook more than doubled in 2010, growing from 3.4% to 7.1%.
73% of these luxury brands listed Facebook as a top eight source of web traffic.
Source Apparel Magazine

Most notable:
Augmented reality is just starting to trend.
Augmented reality for fashion is an innovation to the dressing room.
Fashion augmented reality lets consumers virtually try on clothing making it easier to sell clothing and accessories online.
http://www.youtube.com/watch?v=ZnBcqV9POkY

Thank you!

TerySpataro, @teryLeading Digital Behavioristauthor, professor
Strategist in mind, Creative in heart
Recognized industry leader over 15 years of digital research and strategy
Understanding consumer behavior though digital usage for communication planning
MBA in marketing, BFA in communication design
My cat uses twitter
Digital data is chaotic.
I love making sense of the mess!

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

by Tery Spataro on Jun 21, 2011

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