FROM THE MILLENIAL FASHION CONSUMER TO THE MILLENIAL ... · from the millenial fashion consumer to...

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FROM THE MILLENIAL FASHION CONSUMER TO THE MILLENIAL FOOTWEAR FACTORY Jayne Estève Curé – Jayne Fashion Agency UNDERSTANDING THE MILLENNIAL FASHION CONSUMER

Transcript of FROM THE MILLENIAL FASHION CONSUMER TO THE MILLENIAL ... · from the millenial fashion consumer to...

Page 1: FROM THE MILLENIAL FASHION CONSUMER TO THE MILLENIAL ... · from the millenial fashion consumer to the millenial footwear factory. jayne estèvecuré – jayne fashion agency. understanding

FROM THE MILLENIAL FASHION CONSUMER TO THE MILLENIAL FOOTWEAR FACTORY

Jayne Estève Curé – Jayne Fashion Agency

UNDERSTANDING THE MILLENNIAL FASHION CONSUMER

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© jayne esteve cure sarl – January 2016

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UNDERSTANDINGTHE MILLENNIALF A S H I O NC O N S U M E R

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#1. A CONCICE PORTRAIT OFTHE MILLENNIAL GENERATION

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MILLENNIALS ARE THE WORLD’S CURRENT YOUNG ADULTS!

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Born between 1980 & 2000Between 15 & 35 years old

MILLENNIALS ARE THE WORLD’S CURRENT YOUNG ADULTS!

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Also named the « Y » Generation / Echo Boomers / Net GenerationBoomerang Generation / The Peter Pan Generation

MILLENNIALS ARE THE WORLD’S CURRENT YOUNG ADULTS!

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IMPORTANT PURCHASING POWER

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Millennials are the generation that makes up the largest segment and the most future purchasing power in the fashion industry

IMPORTANT PURCHASING POWER

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Estimated world combined purchasing power :Globally $10 trillion for apparel: $2.45 trillion

IMPORTANT PURCHASING POWER

THEMATIC INVESTING AT BANK OF AMERICA MERRILL LYNCH

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$600 billion spent on apparel in the US and estimated to grow to $1.4 trillion in 2020

IMPORTANT PURCHASING POWER

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MILLENIALS ARE COMPLEX CONSUMERS WITH INCREASING DEMANDS

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...as they are mobile & tech-savvy / multichannel buyers / money conscious & frugal

Social & socially conscious / brand addicts / trend Setters / highlysensitive to change

MILLENIALS ARE COMPLEX CONSUMERS WITH INCREASING DEMANDS

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# 2 . T h e M i l l e n n i a l F a s h i o nConsumer…IS SENSITIVE TO AN E W S E T O F V A L U E S

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A NEW SET OF VALUES HAS EMERGED FROM THE ECONOMIC/SOCIAL/POLITICAL CRISIS

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A NEW SET OF VALUES HAS EMERGED FROM THE ECONOMIC/SOCIAL/POLITICAL CRISIS

New expectations and requirements that are more qualitative and identital based.

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MILLENIALS ARE EXPERIENCING AN ECOLOGICAL AWAKENING

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MILLENIALS ARE EXPERIENCING AN ECOLOGICAL AWAKENING

No to greenwashing ! What can I do for the planet ? Let’s partnership to progress together ! Now is the time to act responsibly & ethically !

Sustainability is more than a concept ! Let’s embark on the eco journey !

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EMOTIONS & EXPERIENCE ARE AT THE HEART OF THEIR VALUE SYSTEM

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EMOTIONS & EXPERIENCE ARE AT THE HEART OF THEIR VALUE SYSTEM

Want to experience emotions and be enchantedby the brands they want to love !

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#3. The Millennial Fashion Consumer…I S A D I G I T A L N A T I V E ,HYPER CONNECTED & SOCIAL!

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PART OF THE FIRST GENERATION BORN WITH THE WEB !

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MILLENIALS LIVE IN AN ONLINE COMMUNITY

Présentateur
Commentaires de présentation
   
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#SHOEADDICT #STYLEBLOGGER #FEETHEAT #SNEAKERFREAK#HEATONMYFEET #SNEAKERHEADPROBLEMS #WALKLIKEHER#SHOEGAMECRAZY #KICKS4SALE #IGSSNEAKERCOMMUNITY#CHICKKICKS #INSTALKICKS #SUPERSTARS #SOLEONFIRE#PINKSHOES #HEELSTAGRAM #ANKLEBOOTS #PRELOVEDSHOES#WELOVEHEELS #SHOEPHOTOGRAPHY #WALK #BOOTS #SLIDERS#STILETTO #THIGHHIGH #CHRISTIANLOUBOUTIN #REDSOLES#WEDGE #BDGASTORE #SNEAKERNEWS #SNEAKERPOLITICS#CNCPTS #JUMPAMAN23 @MACHE275 @THE-PERFECT-PAIR@RONNIEFIEG @WHATTTHEKICKS #SOLEFLICK #NICEKICKS

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MILLENIALS ARE HYPER CONNECTED TO SOCIAL PLAFORMS

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PINTEREST...

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INSTAGRAM...

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Gizele Oliveira of Gizele a Go-Go!, @giizeleoliveira

India Rose of India Rose, @indiaroseco

Rach Parcell of Pink Poenies@rachparcell

Julie Sarinana of Sincerely Jules @sincerelyjules

THE FASHION MILLENIAL IS A FOLLOWER OF « FASHION BLOGGERS »

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THE FASHION MILLENIAL IS A SMARTPHONE ADDICT

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THE FASHION MILLENIAL LOVES SMARTPHONE FASHION APPS

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THE FASHION MILLENIAL IS ALWAYS SEARCHING FOR NEW SMARTPHONE FASHION APPS !

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#3. The Millennial Fashion Consumer…LIVES IN A NEW FASHIONE N V I R O N M E N T

ALEXANDER McQUEEN

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FASHION IS EVERYWHERE

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FASHION IS INTERNATIONAL

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FASHION IS MADE ACCESSIBLE

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CATWALK TRENDS ON FASHIONISTAS MADE ACCESSIBLE TO THE HIGH STREET

Zara

, New

Loo

k, E

tam

, Pro

mod

, Tat

i, Te

xto

ISA

BE

LLE

MA

RA

NT

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#4.The Millennial Fashion Consumer…H A S N E W E X P E C TAT I O N S& B U Y I N G B E H A V I O R

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4 MAIN NEW CONSUMER PROFILES

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4 MAIN NEW CONSUMER PROFILES

Full Web / Showroomer / Full Store / ROPO

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THE NEW FASHION CONSUMER WANTS TO ENJOY A UNIQUE CUSTOMER EXPERIENCE...

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THE NEW FASHION CONSUMER WANTS TO ENJOY A UNIQUE SEAMLESS CUSTOMER EXPERIENCE...

…both in-store and on-line!

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HIGH LEVEL OF OFF-LINE/INSTORE EXPECTATIONS

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HIGH LEVEL OF OFF-LINE/INSTORE EXPECTATIONS

To be made to feel unique

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HIGH LEVEL OF OFF-LINE/INSTORE EXPECTATIONS

To express one’s individuality

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HIGH LEVEL OF OFF-LINE/INSTORE EXPECTATIONS

To be pampered and understood

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HIGH LEVEL OF OFF-LINE/INSTORE EXPECTATIONS

To be advised by a professional

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HIGH LEVEL OF OFF-LINE/INSTORE EXPECTATIONS

To live a moment of pleasureTo discover & feel much more in a store than on the internet

BOCAGE

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RETAIL HAS BEEN REVOLUTIONIZED TO MEET MILLENIALS EXPECTATIONS

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multi-channel > cross-channel > omni-channel

RETAIL HAS BEEN REVOLUTIONIZED TO MEET MILLENIALS EXPECTATIONS

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#5. SOME IDEAS ON HOW TO INCORPORATET H E N E W F A S H I O N C U S T O M E RI N Y O U R B U S I N E S S S T R A T E G Y

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MERGING THE RETAIL EXPERIENCE

Before / during / after purchasing

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OFFER CUSTOMIZED & EXPERT CUSTOMER SERVICE

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EXPERIENCIAL APPROACH & STORY-TELLING

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PLACE « HUMAN » QUALITIES AT THE HEART OF YOUR COMPANY

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TO CONCLUDE...

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TO CONCLUDE...

...THINK LIKE A CUSTOMERBE MILLENNIAL CENTRIC !

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TO CONCLUDE...

…DON’T FORGET THE Z GENERATION IS ON ITS WAY!

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THE CHALLENGES ONMANUFACTURING

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CHALLENGE # 1: ON DEMAND PRODUCTION

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THE ULTIMATE PATH TO SUSTAINABILITY

Is there any better way of being sustainable than producing only

what a consumer will certainly need?

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CHALLENGE # 2: THE EXPERIENTIAL FACTORY

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NOT FOR SHOES? LOOK AT THIS ( LV FACTORY IN FIESSO D’ARTICO – ITALY)

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Factories become places where consumers go and see how shoes are made and shop for

their true values: no workshops but work and shop outlets

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CHALLENGE # 3: THE RAM SHOE FACTORY

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RAM -ROBOT ASSISTED MANUFACTURINGFactories become attractive places for

workers: healthy and safe environments where humans perform rewarding jobs while

repetitive and alienating ones are left to machines and robots

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CHALLENGE # 4: HIGH TECH – HIGH TOUCH

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THE HUMAN DIGITAL FINGERPRINT : a “signature”, based on advanced RFID

technologies, that helps consumers to appreciate the human touch in the product

they buy

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CHALLENGE #5:HYBRID AND 3D PRINTED SHOES

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PRO-SUMERS: consumers become producers

CON - WORKERS: a new breed of informed and aware consumers.

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THE FACTORY OF THE FUTURE WILL NEED:

• Intelligent “human centric” automation• Less specialised, more versatile machines• Robots as servants• Flexibility as a must• Distributed control intelligence• RFID for tagging and tracking• Integration of additive technologies• New CAD tools for new products• Technologies for circular economies

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THANK YOU !