eFashion 2013 - Jamus Driscoll - Demandware
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Transcript of eFashion 2013 - Jamus Driscoll - Demandware
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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)
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How Does ‘Digitization’ Influence and Change the
Fashion Consumer?
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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)
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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
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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
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Digital Diva Defined
3.7 Technologies
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Digital Engagement
Fash
ion
En
gage
men
t
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
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Digital Divas Have Strong Purchasing Power
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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%
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Top Shopping Destinations
70% 51% 33%
Highest Lowest
Physical Stores Retail Websites Online Rentals
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Top Product Information Sources
52% 50% 36%
Highest Lowest
Online Customer Reviews
Product Ratings on Retailers’ Website
Fashion Designers
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Digital Divas are the Epicenter
of Fashion Success
40%
34%
31%
31% 2X
All rights reserved by their respective owners.
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Divas and Non-Divas Value Price Equally
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Value Gap for Service and
Multichannel Experience
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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
Me
an
Intent to Use Mobile Technologies In Store
Non-Divas
Divas
1 = Strongly Disagree 7 = Strongly Agree
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Three Steps to Digital Diva
• Fuse the Brand and Digital Platforms
• Differentiate the Experiences…with Consistency
• Act Fast (…Why are you still here?)
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The Brand and Digital Platform
Brand Strength In Every Experience
Marketing
Sales
Service
Merchandising
Brand Values Brand Promise