Petra Dillemuth and Giampaolo Faconio from GfK presented developments in the legwear market and trends with the UK being the biggest market and one of the few markets that increased over the last 3 years with hosiery accounting for 3% sales. A noticed trend for consumers becoming more and more demanding selecting brands and services that are in keeping with their beliefs, values, ethics and ideals. There is a continuous struggle to balance looking good and feeling good with the demands of a busy lifestyle whilst also expressing identity. The ‘I want it and I want it now’ attitude is also present and growing.
Giampaolo Faconio from GfK discussed how Digitalisation has changed the way consumers shop and inform themselves. The Instant Everywhere trend gives 360° convenience, empowerment, immediacy, flexibility and connectivity and means that we’re all influencers now through word of mouth, recommending and writing reviews. Identity also remains heavy as consumers want individuality and self-expression through bespoke and tailor-made products and customised, unique shopping experiences. German shopping platform, Zalando, has created Zalon a Curated Shopping Platform to meet this need, where consumers answer basic questions like fashion preferences, height, weight, hair colour etc., after which 30 trained stylists give advice. Consumers then have the option to get the products sent to their homes, so they can try them on and decide which items they want to keep and which items they want to return for free.
Saskia, whose research focuses on consumer insights for fashion marketing, market/consumer segmentations, and market trackings for hosiery and underwear, offered an inspirational view on the growing consumer well-being trend and its impact on the legwear industry.
Saskia at GfK provided guests with a fascinating insight into the key consumer trends driving sustainability highlighting brands leading the way such as C&A, adidas and Swedish Stockings, and the ECAP aims to reduce the waste, water and carbon footprints of EU clothing, prevent waste in the clothing supply chain, encourage consumers to buy less clothing and keep it for longer, and encourage innovation in resource-efficient design.
4. 12 trends were identified
About 35,000 consumers were interviewed
Trends are providing a holistic perspective with the
consumer at the centre
Connecting what is happening today with what will
happen tomorrow
Global Consumer Trends
Source: GfK Consumer Life (Roper Reports®) Global TrendKey 3.5
5. 5
Asia-Pacific
•Australia
•China
•Hong Kong
•India
•Indonesia
•Japan
•South Korea
•Thailand
North America
•USA
•Canada
Latin America
•Argentina
•Brazil
•Colombia
•Mexico
Middle East/Africa
•Egypt
•Saudi Arabia
•South Africa
•Turkey
Western Europe
•Belgium
•France
•Germany
•Italy
•Netherlands
•Spain
•Sweden
•Switzerland
•UK
Central/Eastern Europe
•Czech Republic
•Poland
•Romania
•Russia
Countries represent >80% of Global GDP
31 Countries covered
Source: GfK Consumer Life (Roper Reports®) Global TrendKey 3.5
6. 6
Trend: Sense of Wellbeing
• Pursuit of
Wellbeing
• Inner & Outer
Beauty
• Nutrition
• Healthy Options
• Health Gap
• Balance
• Youthfulness
• Be-Your-Best“The continual struggle to
balance the need to look and
feel good with the demands of
a busy life.”
Key Words
Source: GfK Consumer Life (Roper Reports®) Global TrendKey 3.5
7. 7
Trend: Considered Consumptions
“I choose brands and services
that are in keeping with my
beliefs, values, ethics and
ideals.”
• Heritage
• Provenance
• Conscious
Consumption
• Transparency
• Integrity
• Respect
• Authenticity
• Fair Trade
Key Words
Source: GfK Consumer Life (Roper Reports®) Global TrendKey 3.5
8. 8
Trend: Identity
“Carving out and protecting
my identity, being free to be
my own person.”
• Individuality
• Self-expression
• Bespoke
• Tailored
• Targeted
• Personality
• Customized
• Unique
Key Words
Source: GfK Consumer Life (Roper Reports®) Global TrendKey 3.5
9. 9
Example “Sense of Wellbeing”
Comfortable fashion
Source: http://www.stylebook.de/fashion/Trend-Birkenstock-Das-meist-verkaufte-Teil-des-Sommers-508776.html
10. 10
Example “Sense of Wellbeing”
Compression goes fashion
Source: http://www.brightlifego.com/
11. Applies to the entire
supply chain and views
the product as a whole
2014: 40% of total cotton sales
organic cotton
Example: „Considered Consumptions“
Sustainable materials in the mass market
C&A as a pioneer for certified bio cotton
Source: http://www.c-and-a.com/de/de/corporate/company/ http://www.c-and-a.com/de
http://www.global-standard.org/
12. A shoe in which the upper is made
entirely of yarns and filaments
reclaimed and recycled from
ocean waste and illegal deep-sea
gillnets – from the sea to the street
in just six days.
Example: „Considered Consumptions“
Sustainable & innovative material:
adidas meets Parley for the Oceans
Source: http://www.adidas-group.com/de/medien/newsarchiv/pressemitteilungen/2015/adidas-und-parley-oceans-prasentieren-bei-un-veranstaltung-zum-k//
14. Fashion Revolution Textile Exchange
- Reduce the waste, water and
carbon footprints of EU clothing
- Prevent waste in the clothing
supply chain
- Encourage consumers to buy
less clothing and keep it for
longer
- Encourage innovation in
resource-efficient design
ECAP
Example: „Considered Consumptions“
Awareness and action
Source: http://fashionrevolution.org/ http://textileexchange.org/ http://www.wrap.org.uk/content/ecap-european-clothing-action-plan
15. Example: “Identity”
Customized: “I like to buy products that can be tailored to my needs”
Source: http://www.ray-ban.com/ http://www.pandora.net/de-de/explore/inspiration/create-combine/bracelet-designer
