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

1. Fashion Intelligentsia
Digital Trends of Fashion Minded Consumers
June 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…
Intelligentsia
24% of respondents identified with the term intelligentsia
(c) Copyright 2011 Tery Spataro

6. 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
(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 spenders
65% of intelligentsia respondents
love 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 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.
(c) Copyright 2011 Tery Spataro

9. 70% of intelligentsia respondents
Fashion Digital Experience for Her
want to be updated by email.
 She doesn‟t expect much from retail
experience.
“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.”
 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 & Opportunities
Insights 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 Digital
Among 72 luxury brands Most utilized:
(including Coach, Louis  Social Media is being used to:
Vuitton, Hugo Boss and  Develop customer loyalty
Ralph Lauren) traffic to
 Raise brand awareness
brand sites from Facebook
more than doubled in  Create communities
2010, growing from 3.4%  Communicate directly
to 7.1%.  Drive sales and brand relations
 For the customer
73% of these luxury
 It‟s part of decision making
brands listed Facebook as
process
a top eight source of web
traffic.  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