Fashion intelligentsia digital media usage of the fashion minded by Tery Spataro

  • View

  • Download

Embed Size (px)


Down and dirty survey of women who love fashion and their usages of digital in their decision making process.

Text of Fashion intelligentsia digital media usage of the fashion minded by Tery Spataro

  • Fashion IntelligentsiaDigital 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 consumers 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 Intelligentsia24% of respondents identified with the term intelligentsia (c) Copyright 2011 Tery Spataro
  • Profile of the Fashion IntelligentsiaWho she is? 31-40, Single Professional Independent, doesnt 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 PC41% of intelligentsia respondents (c) Copyright 2011 Tery Spataro
  • Decision Making Prefers boutiques & discount stores. Shes going to spend her money when she wants to, shes careful. Loves digital window shopping, but will still consults fashion print magazines. 62% of intelligentsia respondents middle of the road spenders65% of intelligentsia respondentslove digital window shopping.62% will consult print magazines 23% of intelligentsia respondents will buy from boutiques or discounts (c) Copyright 2011 Tery Spataro
  • Purchase Behavior Shell 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 wordsWhen it comes to clothes, I needto try it on myself at the store andmake a decision by myself!I shop alone!Ive already got good taste (thatwhy I went to art school)!I choose based on what I alreadyknow will fit. I will also order andreturn if it doesnt 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
  • 70% of intelligentsia respondents Fashion Digital Experience for Herwant to be updated by email. She doesnt expect much from retail experience. I dont expect great fashion shopping experiences. I go to the store, look at the clothes, try them on and (if lucky), buy them. If you want to reach her, shell opt-in to email. Shell search, browse, compare prices and hunt for best buys. Being able to do detailed accurate category-based winnowing searches on the website. (c) Copyright 2011 Tery Spataro
  • Insights & OpportunitiesInsights Opportunities Independent fashion intelligentsia Provide her with self-discovery prefers to shop alone. opportunities in fashion. Shell spend her money when she Help her to make discoveries by wants to but will be careful. using her organic search habits Shell ask for help if she needs it. When messaging, her make her feel like shes in the know by She believes she knows fashion styles providing her with styles that she and trends. wants. When doing her research on styles and Give her tools to make it easier trends shell look at digital media but for her to compare items and relies more so on traditional. prices. Shes open to offers and the idea of Make it easier for her to develop digital coupons. 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. Womens Wear Daily. Conte Nast. (c) Copyright 2011 Tery Spataro
  • Fashionable Trends in DigitalAmong 72 luxury brands Most utilized:(including Coach, Louis Social Media is being used to:Vuitton, Hugo Boss and Develop customer loyaltyRalph Lauren) traffic to Raise brand awarenessbrand sites from Facebookmore than doubled in Create communities2010, growing from 3.4% Communicate directlyto 7.1%. Drive sales and brand relations For the customer73% of these luxury Its part of decision makingbrands listed Facebook as processa top eight source of webtraffic. They share their opinions with friends as well as the rest of world Bloggers and average consumers are voice of the consumer Source Apparel Magazine (c) Copyright 2011 Tery Spataro
  • Fashionable Trends in Digital Most notable: Augmented reality is just starting