(c) Copyright 2011 Tery Spataro

Fashion Intelligentsia

Digital Trends of Fashion Minded ConsumersJune 2011

(c) Copyright 2011 Tery Spataro

Why Fashion Minded Digital?

I am curious about how fashion minded women shop digitally.

I am examining the digital behavior of women who used digital to consume fashion.

This study concludes results of a survey asking 55 women to identify their digital fashion shopping habits.

The study cross references the digital behavior of the fashion consumer with digital trends in the fashion industry.

In this report you will find observations, insights and opportunities revealed about fashion consumer’s usage of digital.

(c) Copyright 2011 Tery Spataro

Methodology

Hybrid quantitative and qualitative survey

Collect and correlate findings Examine behavior Identify insights

(c) Copyright 2011 Tery Spataro

Discovery

The use of digital media has changed the way fashion marketers are communicating to their consumers and customers.

Women are using different forms of digital and social media to express their view points, and elicit opinions about purchases for fashion.

There are new and exciting digital tools available, but do these tools really connect the fashion industry to the fashion buyer?

(c) Copyright 2011 Tery Spataro

Term She Identifies With…

Intelligentsia

24% of respondents identified with the term intelligentsia

(c) Copyright 2011 Tery Spataro

Profile of the Fashion Intelligentsia

31-40, Single

Professional

Independent, doesn’t seek opinion

Artistic and social

Prefers business causal ready-to-wear

More likely to live in a suburban location

Earning $81+k

She prefers an iPhone, uses a PC

41% of intelligentsia respondents

Who she is?

(c) Copyright 2011 Tery Spataro

Decision MakingPrefers boutiques & discount stores. She’s going to spend her money when she wants to, she’s careful. Loves digital window shopping, but will still consults fashion print magazines.

23% of intelligentsia respondents will buy from boutiques or discounts

62% of intelligentsia respondents middle of the road spenders

65% of intelligentsia respondents love digital window shopping.

62% will consult print magazines

(c) Copyright 2011 Tery Spataro

Purchase BehaviorShe’ll go right to the store for the best buy.But prefers to shop alone, and may txt a photo to a friend from the dressing room.

In her own words…

“When it comes to clothes, I need to try it on myself at the store and make a decision by myself!”

“I shop alone!”

“I've already got good taste (that why I went to art school)!”

“I choose based on what I already know will fit. I will also order and return if it doesn't work.”

39% of intelligentsia respondents will go right to the store.15% of intelligentsia respondents will txt a photo from the dressing room.

(c) Copyright 2011 Tery Spataro

She doesn’t expect much from retail experience.

If you want to reach her, she’ll opt-in to email.

She’ll search, browse, compare prices and hunt for best buys.

Fashion Digital Experience for Her

“I don't expect great fashion shopping experiences. I go to the store, look at the clothes, try them on and (if lucky), buy them.”

70% of intelligentsia respondents want to be updated by email.

“Being able to do detailed accurate category-based winnowing searches on the website.”

(c) Copyright 2011 Tery Spataro

Insights & OpportunitiesInsights Independent fashion intelligentsia

prefers to shop alone.

She’ll spend her money when she wants to but will be careful.

She’ll ask for help if she needs it.

She believes she knows fashion styles and trends.

When doing her research on styles and trends she’ll look at digital media but relies more so on traditional.

She‘s open to offers and the idea of digital coupons.

Opportunities Provide her with self-discovery

opportunities in fashion.

Help her to make discoveries by using her organic search habits

When messaging, her make her feel like she’s in the know by providing her with styles that she wants.

Give her tools to make it easier for her to compare items and prices.

Make it easier for her to develop a relationship with fashion by not overwhelming her.

Give her a break but make her feel special.

(c) Copyright 2011 Tery Spataro

Fashionable Trends in Digital

Social media is breeding social activism, consumers want to know they are making the right choices.

In-store devices being are used they include iPads, Xbox-type technology and immersive experiences.

Smart products with embedded QR codes.

Smartphones will only help with the shopping experience before, during & after.

Feitelberg, Rosemary. (December, 2010). “Striving for a few steps ahead”. Women’s Wear Daily. Conte Nast.

http://www.youtube.com/watch?v=fYQ5BXk5gWA&feature=player_embedded

(c) Copyright 2011 Tery Spataro

Fashionable Trends in Digital

Most utilized: Social Media is being used to:

Develop customer loyalty Raise brand awareness Create communities Communicate directly Drive sales and brand relations

For the customer It’s part of decision making

process They share their opinions with

friends as well as the rest of world

Bloggers and average consumers are voice of the consumer

Among 72 luxury brands (including Coach, Louis Vuitton, Hugo Boss and Ralph Lauren) traffic to brand sites from Facebook more than doubled in 2010, growing from 3.4% to 7.1%.

73% of these luxury brands listed Facebook as a top eight source of web traffic.

Source Apparel Magazine

(c) Copyright 2011 Tery Spataro

Fashionable Trends in Digital

Most notable:

Augmented reality is just starting to trend.

Augmented reality for fashion is an innovation to the dressing room.

Fashion augmented reality lets consumers virtually try on clothing making it easier to sell clothing and accessories online.

http://www.youtube.com/watch?v=ZnBcqV9POkY

(c) Copyright 2011 Tery Spataro

Thank you!

(c) Copyright 2011 Tery Spataro

Tery Spataro is widely known for helping brands understand the role digital plays in marketing, innovation and retail environment. Wielding over two decades of experiences in marketing, as a digital strategist, Tery takes a deep look into understanding why, what and who.

Industry agnostic, she’s created strategies for Automotive, Beverage and Food, Consumer Package Goods [CPG], Education, Energy, Entertainment, Healthcare, Insurance, Pharmaceutical, Non-Profit and Retail brands.

Most recently, Tery leads the charge for bringing digital to life in physical space having worked with Bloomingdales, Michael’s craft store, Sally Hansen, Novartis, Whole Foods and Nine West.

Tery helps clients by identifying problems with marketing, communication, branding and retail space. She provides research, strategy, and creative ideas with a clear direction on how to proceed.

Tery held executive roles with top agencies and served as senior strategist for several consulting firms. No stranger to entrepreneurial life, Tery founded/co-founded, self-funded, and operated 7 startups.

Throughout the years she lectured at universities and international conferences providing valuable thought leadership and is quoted in books and articles about business and marketing. Tery has MBA in marketing from Regis University. Wrote and illustrated a book about quantum perceptions called “The Other Side of the Box”.

Bio || Glossi || Twitter || LinkedIn || The Book || Pinterest || Slideshare

Behaviorist, Strategist, Tech-Marketer, Futurist, Inventor, Professor, Author

(c) Copyright 2011 Tery Spataro

Stuff I Did

The Future is Now – A look at the confluence of Us, with technology and the environment.

Digital Experiences & Shopping – cheeky overview of the buyer’s decision making process using digital, the future of in-store retail and use of digital experiences.

Digital Strategy – a look at digital strategy a usages for innovation, communication and promotion.

Fashion Intelligentsia - research report I did to provide insights into how fashion minded women acquire information for shopping. This report was voted the best of Slideshare.

The Changing World of Digital - looks at digital communication from a historical perspective and identifies the way the consumer changes from passive involvement to participant.

Healthy Digital - explores who the natural and organic consumer is and identifies their digital behavior.

Community During Crisis – what Governments can learn from the Boulder Community’s usage of Social Media during the Boulder Fire.

Digital Marketing Strategy vs Tactics – Asking strategic questions, forming ideas and identifying tactics.

The Other Side of the Box -  the story about a cat, box and perception. “The Other Side of the Box” a book about perception, a cat and quantum thoughts.