eFashion 2013 - Jamus Driscoll - Demandware

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eFashion 2013 - Jamus Driscoll - Demandware

  1. 1. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 124 June 2013 1 Copyright 2013 Demandware, Inc. All other rights reserved. Title Goes Here Subtitle goes here
  2. 2. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 2 By 2015 there will be 2 internet enabled devices for every person on earth * Source: HIS iSuppli Research, Aug. 2011. 30% annual device attrition rate considered in cumulative calculation * * Source: Cisco® Visual Networking Index (VNI) Forecast (2010-2015)
  3. 3. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 3 Title example • Bullet 1 • Bullet 2 • Bullet 3 • Bullet 4 • Bullet 5 How Does ‘Digitization’ Influence and Change the Fashion Consumer?
  4. 4. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 4 Research Objective Better understand fashion consumers in the changing face of retail • By 2015 there will be 2 internet enabled devices for every person on earth* • Fashion segment is dynamic: • Vertical integration • Global expansion • Emerging brands • Consumers are connected, knowledgeable, and in control *Source: Cisco® Visual Networking Index (VNI) Forecast (2010-2015)
  5. 5. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 5 Surveyed More Than 7,000 Consumers 3506 Respondents 1094 Respondents 1433 Respondents 1380 Respondents *Fashion defined as apparel, footwear, and accessories • Web survey in fall of 2012 • Even distribution across gender, income, and age • Primary shopper for fashion* products in household • Made a fashion purchase in the past 3 months
  6. 6. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 6 Thinks Style Over Practicality Share Fashion Experiences Friends ask for Fashion Advice Digital Diva Defined Reads About Fashion Enjoys Fashion Shopping Conscious About Fashion Introduces Fashion to Friends
  7. 7. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 7 Digital Diva Defined 3.7 Technologies
  8. 8. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 8 Digital Engagement FashionEngagement Low High High 22% 41% 12% 25% Digital Divas Population Digital Divas by Region US = 27% Germany = 23% UK = 18% France = 15% Digital Divas Digital Divas Comprise 22% of Market
  9. 9. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 9 Digital Diva Demographics
  10. 10. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 10 Digital Divas Have Strong Purchasing Power
  11. 11. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 11 Untethered % of Loyalty Digital Divas are in Control 3.4 Fragmented Informed Social Non-Divas Divas # of Shopping Destinations # of Product Info Sources # of Social Networks 1.0 3.5 Non-Divas Divas .7 1.7 Non-Divas Divas 0.1 39% Non-Divas Divas 7%
  12. 12. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 12 Top Shopping Destinations 70% 51% 33% Highest Lowest Physical Stores Retail Websites Online Rentals
  13. 13. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 13 Top Product Information Sources 52% 50% 36% Highest Lowest Online Customer Reviews Product Ratings on Retailers’ Website Fashion Designers
  14. 14. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 14 Digital Divas are the Epicenter of Fashion Success 40% 34% 31% 31%2X All rights reserved by their respective owners.
  15. 15. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 15 Divas and Non-Divas Value Price Equally
  16. 16. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 16 Value Gap for Service and Multichannel Experience
  17. 17. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 17 Digital Divas are Connected via Mobile 2.8 3.1 2.6 2.6 2.7 4.7 5.1 4.3 4.2 4.4 0.0 1.0 2.0 3.0 4.0 5.0 6.0 Global US UK Germany France Mean Intent to Use Mobile Technologies In Store Non-Divas Divas 1 = Strongly Disagree 7 = Strongly Agree
  18. 18. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 18 So now what?
  19. 19. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 19 Three Steps to Digital Diva • Fuse the Brand and Digital Platforms • Differentiate the Experiences…with Consistency • Act Fast (…Why are you still here?)
  20. 20. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 20 The Brand and Digital Platform Brand Strength In Every Experience Marketing Sales Service Merchandising Brand Values Brand Promise
  21. 21. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 21 Movie goes here
  22. 22. Copyright 2013 Demandware, Inc. All other rights reserved.24 June 2013 22 Fast Enough Isn’t

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