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MobiliTeaTime #11 : FASHIONXPERIENCE - Fashion, mobile & technology (English Version - Extract)

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Speed, mobility, choice, personalization, services, privileges, experience… Fashion shoppers are more and more demanding and expect a real shopping experience from brands! Because buying clothes and accessories is more a leisure (good for morale) or a social activity than a necessity!

Fashion brands’ challenge?
Offer a fluid, omnichannel and positive « FashionXperience » answering to the ultra connected shoppers’ needs!

Program :
A 85 pages study, freely available in French and English on SlideShare or to download here >> https://www.useradgents.com/etude-details/mobiliteatime-11-fashionxperience-english-version/
> Some key figures regarding fashion & mobile markets
> Decoding of fashion shoppers’ profiles at the mobile first era (behaviors and expectations)
> 5 shoppers’ journeys and the stakes for fashion brands
> 7 mobile & innovation trends for fashion shopping
> More than 80 cases from fashion brands using mobile and new technologies to improve the FashionXperience.

Good reading!

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MobiliTeaTime #11 : FASHIONXPERIENCE - Fashion, mobile & technology (English Version - Extract)

  1. 1. userADgents F A S H I O N X P E R I E N C E Fashion, Mobile & Technology: the shopping revolution userADgents MOBILI
 
tea time #11

  2. 2. userADgents THE STUDY’S KEY POINTS Key figures on the mobile and fashion market More than 80 brand cases using mobile and technologies to improve the FashionXperience Several shoppers’ paths and the stakes for fashion brands The fashion shoppers’ profiles in the mobile first era (behaviors and expectations)  A synthetic and visually attractive study, available in French and English for free 7 mobile and innovation trends towards fashion shopping 
  3. 3. Speed, mobility, choice, personalization, services, privileges, experience… Fashion shoppers are more and more demanding and expect a real shopping experience from brands! Because buying clothes and accessories is more a leisure (good for morale) or a social activity than a necessity!  Fashion brands’ challenge? Offer a fluid, omnichannel and positive « FashionXperience » answering to the ultra connected shoppers’ needs! Let’s see how mobile and new technologies contribute to make this « FashionXperience » always more memorable! I N T R O D U C T I O N
  4. 4. T H E P R O G R A M I II III IV FASHION, THE MOST MOBILE INDUSTRY OF ALL RETAILERS  WHO ARE THE CONNECTED FASHION SHOPPERS? THE 7 MOBILE TRENDS FOR FASHION SHOPPING WHAT ABOUT TOMORROW?
  5. 5. THIS IS AN EXTRACT OF THE STUDY TO ACCESS THE FULL VERSION FREELY, THIS WAY! ENJOY READING! DOWNLOAD
  6. 6. I
 FASHION, THE MOST MOBILE INDUSTRY OF ALL RETAILERS
  7. 7. 33% of fashion purchases now come from mobile FASHION INDUSTRY, RETAIL CATEGORY WITH MOST IMPORTANT AND FAST GROWTH TOWARDS MOBILE FASHION & LUXURY TOURISM SPORTING GOODS MASS MERCHANTS HOME HEALTH & BEAUTY 33% 27% 26% 23% 20% 15% Source: Critéo 2015 MOBILE SHARE OF GLOBAL eCOMMERCE TRANSACTIONS
  8. 8. FASHION SHOPPING IS MORE AND MORE MULTICHANNEL Source: Critéo 2015 43% of fashion purchases now involve multiple devices prior to purchase
  9. 9. APPS OVERCOME MOBILE TRANSACTIONS Source: Critéo 2016 & for top fashion retailers’ apps, 78% of mobile transactions come from apps!  Retailers see up to 54% of their mobile transactions generated in-app54% 78%
  10. 10. DIFFERENT MATURITY LEVELS IN THE WORLD Source: Critéo 2015
  11. 11. II
 WHO ARE THE CONNECTED FASHION SHOPPERS?
  12. 12. MOBILE IMPULSIVE LOYAL SOCIAL VOLATILE ACCESS TO THE DETAILS OF THIS PART IN THE FULL VERSION OF THE STUDY DOWNLOAD
  13. 13. TO EACH SHOPPER, HIS IMPERATIVES TO EACH DESIRE, ITS NEEDS TO EACH MOMENT, ITS PATH A FEW PATHS ANALYZED…
  14. 14. SHOP FOR LEISURE FOR NEED FOR DEALS AT FIRST SIGHT FOR FAME ACCESS TO THE DETAILS OF THESE SHOPPERS’ JOURNEYS IN THE FULL VERSION OF THE STUDY DOWNLOAD
  15. 15. Let’s see how mobile and new technologies can take part in those paths to offer a fluid and memorable FashionXperience!  Do not hesitate to consult our RetailXperience study pointing out all the technologies that enhance the connected store ALSO READ « RETAILXPERIENCE »
  16. 16. III
 THE 7 MOBILE TRENDS FOR FASHION SHOPPING
  17. 17. PERSONAL SHOPPER VIRTUAL DRESSING SOCIAL SHOPPING ZERO EFFORT SHOPPING SMART SHOPPING CUSTOMIZATION UP TO DATE & INSPIRED 1 2 3 4 5 6 7 userADgents M - F A S H I O N S H O P P I N G 
 T R E N D S 2 0 1 67
  18. 18. userADgents PERSONAL SHOPPER 1Mobile, AI, beacons… to be accompanied all along the shopping path  
  19. 19. Mobile, AI, beacons… to be accompanied all along the shopping path   THE STAKES FOR BRANDS PERSONAL SHOPPER 1 The development of powerful algorithms and the important personal data capture, thanks to mobile and new technologies, enable to make personalized suggestions to the client and help him find products adapted to his personality, his style, his shape, his budget… quickly.  ‣ Build relevant algorithms to avoid any disappointment from users.  ‣ Be careful with over personalization which wouldn’t permit the discovery of new horizons.  ‣ Find the right balance between advice from algorithms and human advice, which will always be needed in case of precise demand.  userADgents
  20. 20. 1. PERSONAL SHOPPER userADgents APPAREL PARIS THE BEST CASE ‣ The user fills in his personal characteristics (skin color, eyes, hair, shape…) ‣ He builds his personal wardrobe adding clothes from his dressing room or articles suggested by the app ‣ He can imagine outfits according to his desires and propositions based on his preferences  ‣ The personal shopper functionality can find the right product to buy according to the user’s criteria.  ‣ Thanks to its algorithm, the app can create outfits with clothes from the wardrobe in a second!  ‣ Each cloth is chosen according to the user’s shape to enhance himREAD MORE userADgents 
 13 BEST CASES & 6 UNDERLYING TRENDS 
 TO DISCOVER IN THE FULL VERSION DOWNLOADBUT ALSO
  21. 21. userADgents SOCIAL SHOPPING 2Mobile, magic mirror, social networks… for a social shopping IRL / URL
  22. 22. Mobile, magic mirror, social networks… for a social shopping IRL / URL THE STAKES FOR BRANDS SOCIAL SHOPPING 2 Social shopping is growing fast: buy buttons, friends’ advice… social networks influence more and more online and offline purchases (from 30% to 60% depending on the social network). Mobile develops this trend: social networks become a source of inspiration anytime and photos can be shared to ask for advice or recommend.  ‣ Draw from social networks codes: gesture, functionalities, way to present products.  ‣ Capitalize on the community aspect to help making decisions.  userADgents
  23. 23. userADgents FITT THE BEST CASE ‣ The user shares his outfit of the day with the community and people near him  ‣ He discovers what users near him wear  ‣ He recommends products to his friends  ‣ He finds new purchases from friends in his feed  ‣ He asks his friends for advice before buying something or offering something  2. SOCIAL SHOPPING READ MORE [ Unfortunately, the app is no longer active ] userADgentsuserADgents 
 9 BEST CASES & 2 UNDERLYING TRENDS 
 TO DISCOVER IN THE FULL VERSION DOWNLOADBUT ALSO
  24. 24. userADgents VIRTUAL DRESSING 3Mobile, AR/VR… to plan outfits and live an intense shopping (from the bed…)
  25. 25. Mobile, AR/VR… to plan outfits and live an intense shopping (from the bed…) THE STAKES FOR BRANDS VIRTUAL DRESSING 3 Shoppers need to know what to wear, what to choose, and concretely project, but they don’t have the time or the will to try / search for everything! Mobile and technologies can dematerialize the wardrobe to better visualize it or immerse shoppers in a universe, jump into an outfit, without trying or even leaving home through augmented/mixed reality.  ‣ Notice that the shopper will always need to touch and feel the product to be sure of what he’s buying, but tools can provide him a good overview.  ‣ Develop a truly immersive experience and avoid to confuse the user with interactions he’s not used to. userADgents Discover our study about virtual reality!
  26. 26. userADgents EBAY THE BEST CASE ‣ Ebay and Myer have launched their first Virtual Department Store: an augmented reality marketplace that enables to surf among all Ebay products and do shopping differently.  ‣ Wether he uses a cardboard or a Samsung Gear, the user can download the app and do shopping in immersion. The brand has imagined an innovative new interface of e-commerce and new interactions to settle in the era of virtual commerce.  READ MORE 3. VIRTUAL DRESSING userADgentsuserADgents 
 8 BEST CASES & 2 UNDERLYING TRENDS 
 TO DISCOVER IN THE FULL VERSION DOWNLOADBUT ALSO
  27. 27. userADgents ZERO EFFORT SHOPPING 4Mobile & new technologies for a fluid shopping without wasting time
  28. 28. Mobile & new technologies for a fluid shopping without wasting time ZERO EFFORT SHOPPING4 The shopper wants to please himself without wasting time or constraints. Online service attract him, he is impatient and adept to spontaneous purchase, where he wants, when he wants. 
 To do so, his smartphone is his best ally! ‣ B r o w s i n g , r e s e a r c h , p a y m e n t , w i s h l i s t , synchronization, delivery… each step must be as fluid and fast as possible! Shopping needs to be as simple as child’s play!  ‣ But not literally… (be careful with security!)  userADgents Anecdote: a 14 months little girl was playing with her father’s iPhone, and finalized the purchase of a collection car on Ebay, through the historic of research.  THE STAKES FOR BRANDS
  29. 29. userADgents BERSHKA THE BEST CASE The user benefits from a lot of relevant functionalities in the app:  ‣ Get inspired from latest trends ‣ Synchronization of wishlist and basket on all devices  ‣ Follow up of order  ‣ Store locator and product locator  ‣ Scan & shop functionality  ‣ Share its favorites via WhatsApp, Facebook, Pinterest or Twitter  ‣ Exclusive alerts (product back in stock…) READ MORE 4. ZERO EFFORT SHOPPING userADgentsuserADgents 
 24 BEST CASES & 7 UNDERLYING TRENDS 
 TO DISCOVER IN THE FULL VERSION DOWNLOADBUT ALSO
  30. 30. userADgents SMART SHOPPING 5Mobile to find THE good deal
  31. 31. Mobile to find THE good deal THE OPPORTUNITIES FOR BRANDS SMART SHOPPING 5 Comparing, looking for the best quality-price ratio, searching for secret deals and exclusive offers… These are the mobile shopper’s habits. But he needs more tools to facilitate his actions and provide him a smart and attractive shopping.  ‣ Enable customers to save money  ‣ Offer a promotion or exclusive deal on something the user is interested in  ‣ Answer to low budgets and those who get tired too fast  userADgents
  32. 32. userADgents GRABBLE THE BEST CASE READ MORE 5. SMART SHOPPING The app provides an intelligent and inexpensive shopping, it warns when a product the user kept in his wishlist is in sale or if promotional codes are available.  It uses a personalization technology to improve recommendations and was given the award for the best technology from start-up at the Draper Awards 2015.  userADgentsuserADgents 
 8 BEST CASES & 2 UNDERLYING TRENDS 
 TO DISCOVER IN THE FULL VERSION DOWNLOADBUT ALSO
  33. 33. userADgents UP TO DATE & INSPIRED 6Mobile & Social to be up to date on fashion trends and get inspiration
  34. 34. Mobile & Social to be up to date on fashion trends and get inspiration UP TO DATE & INSPIRED6 Shoppers look for inspiration pretty often, some of them daily, and the influence of social networks at this step is significant.  ‣ Providing inspirational and exclusive content is going to develop the shopper’s imagination and encourage him to buy more  ‣ This will also position the brand as up to date regarding fashion trends  ‣ The shopper will be able to project more than with a static and basic catalog. userADgents L’OPPORTUNITÉ POUR LES MARQUES
  35. 35. userADgents SNAP FASHION THE BEST CASE READ MORE With this app, you can shop without having a precise idea in mind. Just shop by color, texture or shape! You just need to «  snap  » with your camera to get suggestions that match your inspiration. The catalogue includes a large variety of brands: Asos, Topshop, Net-a-porter or Selfridges. The app even tells you when a product of your wishlist is in sale. 6. UP TO DATE & INSPIRED userADgentsuserADgents 
 9 BEST CASES & 2 UNDERLYING TRENDS 
 TO DISCOVER IN THE FULL VERSION DOWNLOADBUT ALSO
  36. 36. userADgents CUSTOMIZATION 7Mobile & Technology to customize products
  37. 37. Mobile & technology to customize products 7 CUSTOMIZATION More than personalized clothes suggestions, some shoppers really want to be trendy with products that match their personality. ‣ Technology will allow mass market customization, which will reinforce the brand attachment. ‣ The brand can distinguish itself from competitors and the shoppers reveal their identity. ‣ Brands need to be careful not to lose their soul with too much customization. userADgents THE OPPORTUNITIES FOR BRANDS
  38. 38. userADgents NORDSTROM & SHOES OF PREY THE BEST CASE READ MORE ‣ Shoes of Prey and Nordstrom enable their clients to create their dream pair of shoes thanks to a 3D design app on a tablet. ‣ The app allows a hundred of possibilities to customize a model (fabric, colors, size of the heel…) ‣ People can touch and feel thanks to samples ‣ Stylists are available to advise customers and help them customizing ‣ Customers can withdraw their purchase in store or choose home delivery 7. CUSTOMIZATION userADgentsuserADgents 
 5 BEST CASES 
 TO DISCOVER IN THE FULL VERSION DOWNLOADBUT ALSO
  39. 39. WA N D T O M O R R O W ? ACCESS TO THE DETAILS OF THIS PART IN THE FULL VERSION OF THE STUDY DOWNLOAD
  40. 40. W A N T M O R E ? THE TALK A LIVE PRESENTATION FROM OUR TRAINERS THE WORKSHOP TO FIND NEW IDEAS AND OPPORTUNITIES FOR YOUR BUSINESS 900€HT Solange DERREY s.derrey@useradgents.com YOUR CONTACT FROM 1600€HT
  41. 41. userADgents Solange Derrey Head of Trendwatchers Department & Communication s.derrey@useradgents.com Marie Billon In charge of digital studies m.billon@useradgents.com S T U D Y C O N D U C T E D B Y T R E N D W A T C H E R S Le pôle études digitales et formations de userADgents I JOIN THE NEWSLETTER I FOLLOW ON TWITTER Don’t miss our next studies! DISCOVER ALL OUR OFFERS
  42. 42. userADgents DISCOVER OUR OTHER STUDIES ON SLIDESHARE ENVIE D’UNE ÉTUDE SUR-MESURE ? DÉCOUVREZ 
 NOTRE CATALOGUE DE FORMATIONSINTERESTED IN A PERSONALIZED STUDY FOR YOUR COMPANY? DO NOT HESITATE TO READ OUR PROFESSIONAL TRAININGS’ CATALOG SEE OUR 20 TRAININGSDISCOVER OUR OFFERSREAD MORE! Store digitalization, smartwatches, smart home, Apple TV… discover all our studies available for free on SlideShare ! Discover our 3 offers of tailor- made studies: marketing study, trends study and brand audit. From 5000 € H.T, on quotation Want to know more about mobile & innovation?
 Find the one you need among our 20 trainings animated by our experts. From 2000 € H.T for 1 to 15 people
  43. 43. USERADGENTS & JOSHFIRE DIGITAL AGENCY MOBILE FIRST USER CENTRIC FABRIQUE D’OBJETS CONNECTÉS & CABINET D’INNOVATIONS Our agency is specialized in mobile marketing consulting, supporting companies in the development of tailor-made solutions for smartphones, tablets and connected objects.  Joshfire, a team of designers and engineers creating connected objects and tailor made interactive experiences from the ideation to the industrialization.
  44. 44. userADgents AGENCIES TOO COMPLEMENTARY Yesterday, the aim was to adapt to mobile web, but today & tomorrow it will be to embrace the new ultra connected world where mobile devices & objects communicate.  Our synergy enables us to imagine transversal experiences to those systems and to satisfy brands’ new problematics.  1 ST 1 SHAPINGTOGETHER: USERADGENTS & JOSHFIRE FACTORY 
 OF DIGITAL INNOVATIVE
 SYSTEMS
  45. 45. userADgents Behavior analysis Ideation workshops Innovative concept research User journey Ergonomics Usability tests Co-creation workshops Interfaces design Industrial design Connected objects Natives applications (iOS/Android/Windows) Responsive & Adaptive Design Back-end & APIs Arduino / Raspberry Pi Virtual Reality Chat bots Mobile Advertising Couponing SMS/Push Notif App Store Optimization Mobile-to-store In-store interactions Beacons Video Functional analysis Prototyping Specifications Industrialization & production monitoring Trends studies Brand audits Benchmarks Strategic recommendations Research & Innovation DESIGN PROMOTION CRM UX / IDEATION DEVELOPMENT PROTOTYPING & INDUSTRIALIZATION CONSULTING …FROM CONSULTING TO PROMOTION…
  46. 46. userADgents BE USEFUL
 & RELEVANT MARK YOUR TERRITORY Your customers and the digital world they live in, change constantly! We wish to make things move forwards and  challenge ourselves all the time, trying not to be stuck in pre-existing thoughts.  SENSE EFFERVESCENCE ESSENCE In a more and more competitive environment, where customers are over-exposed to brands, each one of them needs to claim its difference and spread its DNA and values.  We believe digital should not be gadget! We want to create things that matter and make sense to your customers. KEEP YOUR EYES 
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