Customer Journey Fashion
Laurent de Groof
Managing consultant Media at GfK
Bankruptcy in the fahion market: jun ‘11-okt ‘13: a difficult period.

Bron: ConsumerJury
Online fashion is growing rapidly, clothing, shoes and
accessory!
Development in fashion clothing and shoes & accessoires:...
Development of the fashion market shows strong correlation
with the consumer confidence index
30

115

20

110
105

10

10...
The biggest loss for men’s fashion

Bovenmode
dames 12+

Spendings

Bovenmode
heren 12+

Bovenmode
kind en
babymode

Bodyf...
Growth in online spendings for segments in the market.

Bovenmode
dames 12+

Spendings
online

Bovenmode
heren 12+

Bovenm...
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,...
Number of clients trippled, but also loyalty at Zalando increased in the
last three years

Loyaliteit Zalando

Loyaliteit ...
Customer Journey Women’s Fashion
Planned purchase for upper wear
Jun 2012 – Jan 2013
The role of digital for women’s fashion
Key stats

%
50
PLANNED PURCHASE

%
13
OF WOMEN’S PLANNED
FASHION PURCHASES ARE
MA...
An Intro to Women’s Fashion Buyers and their Purchases

Women‘s Fashion Buyers and their Purchases
77.0

13%

The share of...
Research design of the purchase journey

12
Method: Media Efficiency Panel

Purchase and media behavior of the same individuals (single source)
Fashion purchase
specs...
Method: Sampling panel

Recruiting sample from a subset of the total panel

Total GFK panel

With plug in

Purchased fashi...
Method: Data collection

Actual and claimed behavior

A

Screening (intention to buy?)
Questionnaire

Intention
• To buy c...
Offline orientation categories

Offline actions

Offline acties

Visit stores
Window shopping
Read folders
Discuss with fa...
Website categories

Online actions

Website category

Example

Retailer

Missetam.nl

Brand

Desigual.com, Esprit.nl

Depa...
The purchase journey of a planned
women’s fashion purchase

18
Research for online and offline purchases differs strongly
Comparing online and offline purchases
Total (n= 480)
6

Online...
Online purchases usually starts with a website visit,
whereas offline purchases start with an offline store visit
First ac...
For online purchases, relatively more time is spent on online
research, while for offline purchases more time is spent on ...
94% of online purchases is preceded by website
visits, 36% is preceded by Google search and 32% is
preceded by offline res...
For offline purchases less online research is
done, however when used, it’s similar to an online
purchase
Usage of online ...
While most traffic is offline, there is a lot of traffic
between retailer and department store websites
Transition analysi...
The average journey of a purchase consists of 3 website
visits, 1 search action and 1 offline action
Average purchase jour...
b.

Take aways

26
Key take-aways
The internet plays an important role for women‘s fashion
Online sales fashion market is growing with double...
Laurent de Groof
Managing consultant
Tel: +31-(0)162-384 363
E-mail: laurent.de.groof@gfk.com
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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

    1. 1. Customer Journey Fashion Laurent de Groof Managing consultant Media at GfK
    2. 2. Bankruptcy in the fahion market: jun ‘11-okt ‘13: a difficult period. Bron: ConsumerJury
    3. 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. 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. 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. 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. 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. 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. 9. Customer Journey Women’s Fashion Planned purchase for upper wear Jun 2012 – Jan 2013
    10. 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. 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. 12. Research design of the purchase journey 12
    13. 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. 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. 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. 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. 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. 18. The purchase journey of a planned women’s fashion purchase 18
    19. 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. 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. 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. 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. 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. 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. 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. 26. b. Take aways 26
    27. 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. 28. Laurent de Groof Managing consultant Tel: +31-(0)162-384 363 E-mail: laurent.de.groof@gfk.com

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