In a world where digital is omnipresent, consumers have access to unlimited information and alternative options at any time.
Starting from this premise, retailers are trying to offer shoppers unique experiences, whether online, in-store, or a combination of the two.
With the help of technology, online features are making their way directly onto store shelves.
Thus, retail and technology will become inseparable. Artificial intelligence, virtual & augmented reality, and the Internet of Things will contribute significantly to personalizing the shopping experience.
All of the above sparked the curiosity of the MKOR team. We set out to find out more about the link between online and offline and how digital technologies influence the experience of Romanian fashion consumers.
Furthermore, we tapped into their imagination to find out what the store of the future will look like.
MKOR Consulting has conducted its third consumer study to take the pulse of the fashion market
Online Fashion Market Study
Our first study in the fashion industry tracked the online clothing purchase habits of Romanian internet users: what they buy, from where, and how often.
Download the Online Fashion Market study (August 2016) here.
Fashion Retail Market Study
The second market study focused specifically on fashion consumers in Bucharest malls, as we were interested in learning more about their sources of information and how they search for desired products, as well as the extent to which mall fashion store customers also use online stores.
Download the Fashion Retail Market study (December 2016) here.
Both studies showed that online stores rank second, after malls, as a preferred destination for fashion shopping and, moreover, that there is a strong link between online and offline.
Digital Fashion Consumer Trends
In this context, developing a new research project to track the two sales channels, online and traditional, came naturally.
Thus, we can speak of an improved version of the two studies, which introduces new elements through which our specialists determined the impact of digital on the fashion industry.
The Digital Fashion Consumer Trends study presents a comparative analysis of the development directions of traditional and online retail. The study also includes a first-ever analysis of digital trends experienced by consumers.
Download the Digital Fashion Consumer Trends study (November 2017) here.
What are consumers looking for in online fashion stores?
Our study reveals a new trend regarding the utility of the online store, which is transforming from a shopping destination into a search engine.
Consumers are informed and do not go shopping without having something on their favorites list. However, it is noteworthy that half of those who visit an online store do so with the purpose of buying.
Most of those who usually visit online fashion stores primarily seek to inform themselves – to see what new products exist, but also what offers and promotions the stores entice them with.
Half of the respondents are determined to buy something to wear, footwear, or accessories: 50% of those who visited online fashion stores in the last six months had the precise goal of buying a certain product.
Online fashion stores also represent sources of inspiration for consumers. Other reasons why more than a third of respondents visit online stores are identifying desired products that they later go to buy in traditional stores, as well as comparing prices.
Your customers expect digital experiences
This should not be surprising. Our study reveals the openness of Romanian consumers to using new technologies and digital communication and information channels.
By new technologies, we mean: mobile applications, various touchscreens, VR (Virtual Reality), AR (Augmented Reality), digital mirrors. Digital communication and information channels include: search engines, brand websites (especially responsive websites), social networks, and messenger-type chats.
The research shows that Romanians use their mobile phones during their shopping sessions in traditional fashion stores, and 57% use mobile applications to benefit from special offers. Others access the brand’s online store to search for other products they cannot find in stores at that moment, while mobile applications are used to find out more details about products.
Analyzing these findings, we can observe the desire of Romanian consumers for interactive, personalized experiences with immediate results.
Today’s fashion consumer does not just wait for digital experiences when interacting with the brand online, but expects to have continuous digital experiences, whether they access the site from a browser, use the brand’s mobile app, or are in front of the shelf in the store.
In other words, fashion brands must turn to omnichannel solutions to attract and retain their customers.
What does the fashion store of the future look like?
This is the question we asked the respondents of the Digital Fashion Consumer Trends study. The clear answer received is that the future is digital.
At least that’s how most Romanians imagine fashion stores will be. They should be: virtual, digital, allow virtual product trials, and offer personalization.
Find out what each of these means and how consumers imagine the store of the future from the final report of the Digital Fashion Consumer Trends study.
How digital is your brand?
If you are not sure that your fashion business meets the digital experience needs of consumers, contact MKOR specialists!
We provide you with the Digital Fashion Consumer study report, and upon request, we develop a personalized analysis adapted to your business needs.
The personalized analysis includes benchmarking between the industry and your main competitors of your choice. Write to us here if you want to discuss your business needs over a coffee!
