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Emerce Fashion 2018 - Trends & future insights in fashion - Ine Polak

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Over de laatste ontwikkelingen en trends binnen online fashion en de e-commerce markt.

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Emerce Fashion 2018 - Trends & future insights in fashion - Ine Polak

  1. 1. 1© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Trends in eFashion History, present and a sneak peek into the future Ine Polak, Emerce eFashion, June 26, 2018
  2. 2. 2© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future What happened in the past years?
  3. 3. 3© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future The Thuiswinkel Markt Monitor is a unique tracking service for online B2C sales development per category, device and payment method across key markets. Mapping Description of the B2C eCommerce channel in terms of: §  Spending §  Shopping trips §  Device usage §  Payment methods §  Online share (% of total market) Both, on total level as well as per market segment Online buyer information Forecast upcoming year (Dis)advantages online shopping 3 Cross border spending
  4. 4. 4© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Total Dutch B2C consumer spending grew by 9%in the past 2 years (2017 vs. 2015) 19% 81% € 86,4 billion 2015 24% 76% € 93,9 billion 2017 Source: Dutch eCommerce Monitor Q4 2017
  5. 5. 5© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future 2016 5 20172015 Offline spending slightly grew with +1,8% € 70,14 billion € 69,97 billion € 71,39 billion Source: Dutch eCommerce Monitor Q4 2017
  6. 6. 6© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future 2016 6 20172015 eCommerce spending grew by 38% in 2 years time € 16,31 billion € 19,94 billion € 22,51 billion Source: Dutch eCommerce Monitor Q4 2017
  7. 7. 7© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future 2016 7 20172015 57% of all online spending are product purchases (2017) € 8,79 billion € 10,93 billion € 12,74 billion Source: Dutch eCommerce Monitor Q4 2017
  8. 8. 8© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future 48% 36% 33% 34% 24% 19% 22% 16% 16% 7% 8% 2% Online share in spending 2017 Online share in spending 2015 In 2017 16% of all product spending comes from online shopping trips (2015: 12%) Source: Dutch eCommerce Monitor Q4 2017 55% 50% 45% 41% 30% 29% 26% 23% 17% 11% 10% 4%
  9. 9. 9© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Top 5 online growth segments 2017 (products) 3 1 Health & Beauty 2 4 5 + 46% Food/nearfood + 35% Home & Garden + 30% Shoes & Personal lifestyle + 25% Clothing + 46% Source: Dutch eCommerce Monitor Q4 2017
  10. 10. 10© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Total Fashion spending grew by 11%in the past 2 years (2017 vs. 2015) Source: Dutch eCommerce Monitor Q1 2018 (Number of product purchases via smartphone over the years) 17 % € 12,47 billion 2015 21 % €12,96 billion 2016 25 % € 13,83 billion 2017 Source: Dutch eCommerce Monitor Q1 2018
  11. 11. 11© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future 2016 11 20172015 Offline fashion spending stayed stable in the past 2 years € 10,4 billion € 10,2 billion € 10,4 billion
  12. 12. 12© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future 2016 12 20172015 eCommerce fashion spending grew by 65% in 2 years time € 2,1 billion € 2,8 billion € 3,4 billion Source: Dutch eCommerce Monitor Q4 2017
  13. 13. 13© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Online Fashion Spending 2017: € 3,4 billion (+ 65% vs. 2015) Source: Dutch eCommerce Monitor Q4 2017 Shoes & Lifestyle € 1,1 billion + 81% vs. 2015 Clothing € 2,3 billion + 58% vs. 2015
  14. 14. 14© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Present times
  15. 15. 15© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Q1 2018 shows continued growth of online fashion spending +14% To a level of € 835 million (Q1 2017: € 733 million) Source: Dutch eCommerce Monitor Q1 2018 While offline fashion spending declined by 2% in Q1 2018
  16. 16. 16© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Fashion not in top 5 growth segments in Q1 3 1 Food/nearfood 2 4 5 + 42% Toys + 34% Health & beauty + 23% Household electronics + 18% Telecom + 16% Source: Dutch eCommerce Monitor Q1 2018
  17. 17. 17© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Online shopping via smartphone continues to grow explosively (Number of product purchases via smartphone) Source: Dutch eCommerce Monitor Q1 2018 (Number of product purchases via smartphone over the years) 8% 2,51 miljoen Q1 2016 12 % 4,11 million Q1 2017 16 % 6,65 million Q1 2018 Source: Dutch eCommerce Monitor Q1 2018
  18. 18. 18© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future In fashion, even a larger part of all online purchases is done via mobile phone 19% (Q1 2017: 13%) In clothing, this is 18% Source: Dutch eCommerce Monitor Q1 2018 In shoes & lifestyle, this is 22%
  19. 19. 19© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future What can we expect towards the future?
  20. 20. 20© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future 41 28 74 45 31 80 World Europe China 2016 2017 Focus on early adopters to learn, while there is still time Source: GfK FutureBuy 2017, n=1,000 per country; EU13 in 2017 and EU 8 in 2016 Chinese shoppers are in the lead. EU shoppers catching up slowly % of respondents agreeing Gen Z 45% “My mobile device is quickly becoming my most important shopping tool.”
  21. 21. 21© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Therefore, the mobile shopping shift in Europe will accelerate Source: GfK Point of Sales Tracking, 1 EU 18: AT, BE, CH, CZ, DE, ES, FI, FR, GB, HU, IT, NL, PL, PT, RU, SK, UA, 1 MAT 17 Jan- Dec 17 Sales of large screen smartphones that lead to convenience in shopping rise EU1 137 Mio units China 433 Mio units 56% 36% 7% 1%<4.5‘‘ 4.5 – 5.0‘‘ 20% -51% 19% -10% +82% +37% +6% >5.5‘‘ 5.0 – 5.5‘‘
  22. 22. 22© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Top reasons to abort shopping via mobile browsers 3 1 Product pictures too small/unclear 2 40% Data entry is inconvenient 37% Browsing websites is inconvenient 33% Source: ShoppingTomorrow Consumer Study 2017
  23. 23. 23© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future
  24. 24. 24© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future
  25. 25. 25© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Source: https://fashionunited.uk/news/retail/mastercard-rolling-out-fingerprint-and-selfie-payment-technology/2016100522032
  26. 26. 26© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Source: techcrunch.com, March 2018 47.3 million US adults using voice interaction based AI devices
  27. 27. 27© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future First steps of the Dutch getting ready for voice
  28. 28. 28© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future 1 out of 8 Dutch consumers expects to starts using a voice assistant in the upcoming 5 years
  29. 29. 29© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future
  30. 30. 30© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future How Amazon is dismantling retail What does pay-to-play look like? “Alexa, buy batteries.” “Alexa, I do not want AmazonBasics batteries.” “No.” “No.”
  31. 31. 31© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future How Amazon is dismantling retail
  32. 32. 32© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future However, search behavior differs per category For sneakers 76% of all Search behavior includes brand name mentioned But in case of jeans, only 36% of search terms entered include the brand name Source: GfK Purchase Journey Study Sneakers & Jeans
  33. 33. 33© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future If Alexa and DRS determines the offer... How to break through the routine of DRS??
  34. 34. 34© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future We shop… to feel alive! to discover to socially interact to get dopamine!
  35. 35. 35© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Always being able to get what you want, KILLS DOPAMINE!
  36. 36. 36© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Dopamine boosters!
  37. 37. 37© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future
  38. 38. 38© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future How retailers invest in (disruptive) technology
  39. 39. 39© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Expected business outcome/ impactImpact on retail today Future invest. focus 14 14 70% 69% 84% 83% Big data analytics Mobile shopping app Improve personalized marketing and service levels, drives need for security Drive traffic online, better multichannel experience, improve personalized marketing Tapping the potential of personalized marketing Source: GfK Retail Trend Monitor Study 2017. Big data and mobile shopping apps are and will be on top of the investment plan Building profitable client relationships
  40. 40. 40© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Expected business outcome/ impactImpact on retail today Investment relevance gap Future invest. focus 31 30 29 26 25 23 31% 35% 30% 25% 31% 40% 62% 65% 59% 51% 56% 63% Checkout-less stores Augmented reality Virtual reality Facial recognition Robotics Artificial intelligence Improve shopping experience/ service, reduce cost Entertainment experience, increase footfall in stores Improve personalized marketing, need for security Reduce cost, improve speed Focus is needed on the ones that fit your strategy Source: GfK Retail Trend Monitor Study 2017 Technologies with the potential for disruption are on the investment agenda Reduce cost, personalized marketing
  41. 41. 41© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future http://www.sueddeutsche.de/wirtschaft/saturn-geschaeft-ohne-kasse-1.3897672 (Foto: Klaus Maislinger) 12.3.2018
  42. 42. 42© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future
  43. 43. 43© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future
  44. 44. 44© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future
  45. 45. 45© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future
  46. 46. 46© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Gen Z and Y are attracted by Virtual Reality in store GfK Futurebuy study, 2017 European results n=13,000. I would be more likely to visit a retail store offering Virtual Reality 0 20 40
  47. 47. 47© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Q1 shows further growth of online fashion spending, while offline fashion spending declined. Mobile shopping drives (future) growth of eCommerce (R)Evolution of voice technology is going to change the way marketeers think: building your brand based on actions and experiences Creating a consistent omni-channel proposition is more then ever important in creating that experience that lasts! Personalized experiences will be a MUST for (fashion) companies. Key take outs
  48. 48. 48© GfK June 29, 2018 | Trends in eCommerce – History, present and a sneak peak towards the future Contact: Ine Polak Ine.polak@gfk.com +31 6 81 88 24 32

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