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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
WHAT’S HOT IN THE FASHION INDUSTRY
Facts and figures to guide your customer experience
Arianna Galante, Director of Agency Dept., ContactLab
April 23, 2015
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
AGENDA
2
Market facts and figures: ecommerce, fashion,
luxury, email
Customer segments to watch
Implications in terms of
communication
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3
MARKET FACTS AND FIGURES
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
The European Digital Behavior Study is an ongoing project since 2009
aiming to illustrate and analyze the evolution of digital behavior over time
by industry and by country in France, the UK, Germany, Italy, Spain
and Switzerland (Observatory Netcomm Suisse)
NetComm Suisse’s Observatory on Swiss digital behaviour was created in collaboration with
ContactLab to offer e-commerce managers, institutions and decision-makers a solid quantitative
basis to
understand the behaviour of Swiss internet users
evaluate market performance
activate public and private policies to sustain growth in the sector
It is a first on the Swiss market, providing with a unique source of data on the digital habits of
Swiss consumers and the purchasing behaviour of online shoppers in the country
THE EUROPEAN DIGITAL BEHAVIOUR STUDY | OBSERVATORY NETCOMM SUISSE
4
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
THE UK, SWITZERLAND AND GERMANY BEST IN CLASS IN DIGITAL PROFICIENCY
The EDBS universe: 2015 update | EDBS 2015 (preview) Source: EUROSTAT data processed by ContactLab
CH IT UK DE FR ES
16-74 year olds:
Internet users (%) 86 59 89 82 80 71 Ecommerce users (%) 67 22 79 70 62 37
16-65 year olds (EDBS2015 target pop.)
Internet users:
(%) 95 73 98 94 88 84 (.000) 5.200 28.700 40.800 50.300 36.600 26.000
Ecommerce users:
(%) 85 31 91 87 75 50 (.000) 4.700 12.400 38.000 46.200 31.200 15.500
5
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ONLINE SHOPPING IS ON THE RISE
Online shoppers* last 12 months 16-74 y.o. trend | EDBS 2015 (preview) Source: EUROSTAT/ BFS data processed by ContactLab
Sources and definition by:
Eurostat – “Information Society”: Last online purchase in the past 12 months (UK, DE, FR, ES, IT, CH)
BFS – Use of the internet for purchases/ orders for goods and services (CH 2010)
Only for Switzerland, the values 2011/ 2012/ 2013 are an estimate by ContactLab based on the official BFS/ Eurostat data (2010 and 2014)
67 71
73 77
79
47
56 59
64 67
60 64 65
69 70
54 53 57
59 62
24 27
30 32
37
15 15 17
20 22
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014
UK
CH
DE
FR
ES
IT
6
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONSUMERS ARE HYPERCONNECTED BUT THE PC STILL REIGNS
Internet connection methods (only for personal use / not business) last 12 months | EDBS 2014
Base: total internet users 16-65 y.o.; %
91
55
33
26
8 7 7 5
3 2
82
42
19 17
3 4 3 3 1 1
93
63
46
27
18 14
23
11 8
1
94
50
28
21
12 11 12
6 3 2
93
47
32
25
8 8
15
6 3 2
90
50
28
17
10 10 10 7
5 1
Desktop PC orlaptop
Smartphone orcell phone (with
an Internetconnection)
Tablet Desktop PC orlaptop from work
(for personalreasons)
TV that connectsto the Internet (a
smart TV)
Desktop PC or laptop from
another place (library, friend’s
house,etc.)
Videogameconsole
Desktop PC orlaptop from my
school oruniversity
Desktop PC orlaptop from anInternet Cafe
Other type ofdevice
CH (n=1.078) IT (n= 20.258) UK (n= 1.075) DE (n= 1.028) FR (n= 1.060) ES (n= 1.026)
7
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONSUMERS ARE HYPERCONNECTED, WITH MOBILE GROWING RAPIDLY
57
21
1
49
15
1
Mobile Triple user Mobile only
2014 (n= 1.028) 2013 (n= 1.055)
50
10 10
34
6 7
Mobile Triple user Mobile only
2014 (n= 20.258) 2013 (n= 57.336)
71
36
2
58
22
3
Mobile Triple user Mobile only
2014 (n= 1.075) 2013 (n= 1.158)
54
24
2
36
11
Mobile Triple user Mobile only
2014 (n= 1.060) 2013 (n= 1.033)
55
22
3
48
12 4
Mobile Triple user Mobile only
2014 (n= 1.026) 2013 (n= 1.003)
(.)
Italy - var % 2014/ 2013
+ 47% +67% +43%
UK- var % 2014/ 2013
+22% +64% na
Germany - var % 2014/ 2013
+16% +40% na
France - var % 2014/ 2013
+ 50% +118% na
Spain - var % 2014/ 2013
+ 15% +83% na
TRIPLE USER = PC + smartphone + tablet, last 4 weeks
62
25
4
Mobile Triple user Mobile only
2014 (n=1.078) 2013 (N.A.)
Switzerland - var % 2014/ 2013
na na na
Mobile users trend 2014/ 2013 | EDBS 2014 Base: total internet users 16-65 y.o.; %
8
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
EMAIL IS THE TOP INTERNET ACTIVITY, ONLINE SHOPPING IS 7TH
Online activities last 12 months | EDBS 2014
Base: total internet users 16-65 y.o.; %
99
94 93
86 87
75
90 86
70
60
97
92 88
78 74
70
40
57 54
52
99
94 96
88 86 87
93
86
77
71
98
91 94
83 85
81
90
79
73
59
93
84 87
78 76
61
80
69
60
39
100
90 87
90
80 77
52
66 70
57
Email News Information onproducts/services
Social Network Multimediaentertain.
Sport & hobbies Online shopping Home-banking Online Games E-learning
CH (n=1.078) IT (n= 20.258) UK (n= 1.075) DE (n= 1.028) FR (n= 1.060) ES (n= 1.026)
European ranking (based on % mean values) :
1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
9
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
99
94 93 90
87 86
81
75
70
60
97
77
61
48
57
72
67
44
39
20
95
64
32
16
42
65
30 28
30
9
Email News Information onproducts/ services
Online shopping Multimediaentertain.
Social Network Home-banking Sport & hobbies Online Games E-learning
Last 12 months Last 30 days Last 7 days
Online activities last 12 months / month / 7 days – Swiss internet users | EDBS 2014 for Observatory Netcomm Suisse
Base: total internet users 16-65 y.o., n=1.078; %
Swiss ranking :
1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
BUT IN SWITZERLAND ONLINE SHOPPING RANKS 4TH
10
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
EUROPEANS ARE FASHION VICTIMS
CH
(90%)
IT
(40%)
UK
(93%)
DE
(90%)
FR
(80%)
ES
(52%)
(n=872) (n=7.393) (n=986) (n=901) (n=812) (n=496)
% % % % % %
Clothing, fashion items 52 45 81 74 66 58
Books (printed) 32 26 40 45 33 19
Transportation 36 36 33 20 31 36
Tickets / reservations 29 26 31 33 30 35
Tech products /home electronics 24 35 28 38 31 27
CDs, DVDs 26 25 43 39 27 15
Beauty products/cosmetics 20 20 31 28 33 26
Holiday (tourist packages, hotels, etc.) 28 24 30 20 27 20
Mobile apps (tablet, smartphone) 24 25 30 21 12 21
Household items 15 16 29 27 23 16
Computer software 20 17 21 31 12 16
E-books, newspapers or journals in an
electronic format 15 23 24 18 16 16
Food, beverages 19 10 34 15 18 15
Music files or multimedia for payment 17 16 31 21 14 9
Toys / models 9 12 21 18 17 15
… … … … … …
Online shoppers per
product category last 12
months | EDBS 2014 Base: online shoppers in the last 12 m
for at least one product or service, 16-
65 y.o.; %
11
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
FASHION ECOMMERCE WEBSITES OF CHOICE ARE DIVERSE
Purchasing channels for online
fashion shoppers | EDBS 2014 Base: online fashion shoppers last 12 m; %
CH
(52% on
ecommerce;
42% of internet
pop.)
IT
(45% on
ecommerce;
16% of internet
pop.)
UK
(81% on
ecommerce;
74% of internet
pop.)
DE
(74% on
ecommerce;
65% of internet
pop.)
FR
(66% on
ecommerce;
50% of internet
pop.)
ES
(58% on
ecommerce;
28% of internet
pop.)
(n=449) (n=3.342) (n=796) (n=669) (n=532) (n=290)
% % % % % %
sites of retailers that also have shops /
p.o.s. 41 43 56 43 32 27
manufacturer or service supplier's own
sites 32 35 38 28 32 35
specialized websites by type of product/
service 23 46 38 20 33 36
ecommerce portals with var. product
categories 14 44 30 31 22 33
private sales sites 14 23 19 6 36 32
comparative sites, offers and prices 9 14 25 14 13 13
purchasing groups online via coupons 9 17 13 12 10 11
online private ads 10 10 10 10 12 17
12
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CH
(52% on
ecommerce;
42% on internet
pop.)
IT
(45% on
ecommerce;
16% on internet
pop.)
UK
(81% on
ecommerce;
74% on internet
pop.)
DE
(74% on
ecommercer;
65% on internet
pop.)
FR
(66% on
ecommerce;
50% on internet
pop.)
ES
(58% on
ecommerce;
28% on internet
pop.)
(n=449) (n=3.342) (n=796) (n=669) (n=532) (n=290) % % % % % %
website of the product/ brand 43 38 42 35 38 39
a price and feature comparison website 13 20 18 18 16 21
newsletter 23 18 10 15 22 14
word of mouth 16 13 18 25 14 15
an e-commerce website 11 31 11 17 16 8
the reviews on specialized websites 10 24 15 10 12 10
commercial/ above the line 11 9 12 13 13 15
the store / point of sale where I asked for info 7 9 17 7 12 20
online forums/ blogs 6 15 9 9 7 14
facebook page of the product/ brand 6 8 8 7 6 14
specialized magazines 8 7 6 10 5 8
customer service line 4 3 7 6 5 7
an event sponsored by the brand. 4 4 6 3 4 4
BRAND WEBSITE, COMPARISON SHOPPING, EMAIL ARE TOP INFORMATION SOURCES
Information channels for online
fashion | EDBS 2014 Base: online fashion shoppers last 12 m; %
13
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
THE SWISS AND EMAIL | FASHION IS THE MOST POPULAR TOPIC
Main newsletter topics – Swiss newsletter users (85%) | EDBS 2014 for Observatory Netcomm Suisse Base: newsletter users 16-65 y.o., n=914; %
46
44
31
31
31
30
30
27
23
23
22
19
19
18
16
15
15
15
13
13
13
12
10
8
7
7
5
4
Fashion, accessories
Travel and tourism
Large chain stores/supermarkets
Events, concerts, performances
Books and publishing
Cooking, recipes and food
Food, beverage, nutrition products
Health, wellness
Technology
Beauty products / cosmetics
Work
News
Telephone and cellphone operators
Finance, money, insurance
Gambling, games of chance and luck
Arts and culture
Sports
Education
Cars and motorcycles
Homes, real estate
Nonprofits, causes
Interior design, furnishings
Weather
Energy
Dating and community sites
Professional services for businesses
Personalities, celebrities
Collecting
65% for
Online fashion shoppers
14
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
THE SWISS AND EMAIL | ONLINE FASHION SHOPPERS RESPOND TO EMAIL
82
59 58
52
20
...find interesting promotions withinthe newsletter
...buy online after having browsed onthe website of the product / service
from a link within the newsletter
...save time when purchasing aproduct, thanks to the suggestionsand information contained in the
newsletter
...go to the store and buy theproducts / services promoted in themessage when you receive an offer
in a newsletter
...share a newsletter through socialmedia when it contains interesting
promotions
Responses to newsletter – Swiss newsletter users (85%) | EDBS 2014 for Observatory Netcomm Suisse Base: newsletter users 16-65 y.o., n=914; %
89% Online fashion
shoppers:
74%
64% 57%
21%
15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Figure 1: Whilst still a relatively small channel, online is expected to drive c.40% of luxury market
growth over 2013–20e – o.w. c.20% to come from the development of mono-brand e-stores
Luxury Goods Market (EUR bn)
Source: Altagamma & Exane BNP Paribas estimates
147
51% 4%
37% 7% 217
40%
20%
21%
19% 305
0
50
100
150
200
250
300
350
2005 Retail -Physical
Retail -Online
Wholesale -Physical
Wholesale -Online
2013 Retail -Physical
Retail -Online
Wholesale -Physical
Wholesale -Online
2020E
THE DIGITAL FRONTIER 2014: ONLINE TO DRIVE 40% OF LUXURY GROWTH
16
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
DIGITAL EXPOSURE AND IMPACT ON LUXURY REVENUES | EMAIL
Cross-channel clients spend 20-30% more than in-store only
Email receivers shop more and cross-channel
Source: The Digital Frontier Ready!Steady!Go! by Exane and ContactLab 2014
17
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 18
CUSTOMER SEGMENTS TO WATCH
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
FIRST AND FOREMOST: PAMPER EXISTING CLIENTS
It costs between six and seven times more to acquire new customers than to
retain existing ones (Bain & Co.)
Loyal customers are worth up to 10 times as much as their first purchase (The White House of Consumer Affairs)
Converting one-shot customers into repeaters is the main challenge – requiring luxury
brands to engage with their customers within a narrow period of time (no later than 12
months) so as not to lose the value originated from their first purchase experience (The CRM
Opportunity, Exane and Value Lab)
Know your clients
Build a relationship
Guide them
Be relevant: meet their expectations and their needs
19
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
“We also began to shift our marketing efforts from targeting everyone, everywhere, to focusing on
the luxury customers of the future: millennials. We believed that these customers were being
ignored by our competitors. This was our white space.”
Burberry CEO Angela Ahrendts, Jan 2013
Source: Millennials 2015 Favorite Brands Ranking Report by Moosylvania.com, 2014
EMBRACE MILLENIALS
Think omni-channel: the sales
funnel is no longer a funnel
20
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ENTICE THE HENRYS
A younger demographic, which has a high growth
potential
Consumers under the age of 45 spend enough to
be one of the top two highest-spending customer
demographics, along with those earning $250,000
or more a year
Younger affluents consistently spend one-and-one-
half to two times more than older affluents on
high-end/luxury goods and services
Source: Five LuxeTrends For 2015 by Pam Danziger, Unity Marketing, 2014
http://www.luxurydaily.com/young-affluents-provide-the-best-growth-potential-study/
Fashion is aspirational
21
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CATER TO THE AFFLUENT MALE
Affluent male
75% 35+
69% earn between $100k-$300k
52% have no kids
Research and buy online
Connected on all devices daily
98% make purchase online
76% check email on phone
Preference for
Travel
Apparel
Automotive
Sports
Source: http://www.iprospect.com/en/us/insights/infographics/affluent-male/
Think in formats for a male target
22
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 23
IMPLICATIONS IN TERMS OF COMMUNICATION
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
BE TRULY OMNI-CHANNEL, STARTING WITH DATA CAPTURE
24
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PERSONALIZE THE CONVERSATION: ADD A HUMAN TOUCH
25
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PERSONALIZE THE CONVERSATION: BECOME A PERSONAL SHOPPER
26
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PERSONALIZE THE CONVERSATION: OFFER ONE OF A KIND PRODUCTS
Create your own trench
coat with Burberry Bespoke
23.10.2013
Scopri il Made to Order
Tod’s: Gommino Club
25.03.2015
Create your own Gommino
I’m sticking with you
24.01.2015
Choose your own embossing
Valentine's Day gifts for him and for her
30.01.2015
27
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
TELL YOUR STORY: HIGHLIGHT YOUR BRAND HERITAGE
The story of the trench coat
29.07.2014
Made in England - The Heritage Trench Coat
25.09.2014
The Burberry trench coat - then and now
08.09.2014
28
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
TELL YOUR STORY: HIGHLIGHT YOUR BRAND LIFESTYLE
29
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TELL YOUR STORY: UNVEIL WHAT’S BEHIND THE PRODUCT
30
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THINK GLOCAL: CELEBRATE LOCAL OCCASIONS IN A GLOBAL WORLD
Source: China Online Boom – No Country for Ostrich Brands by Exane
31
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IS YOUR MESSAGE RESONATING, CONNECTING,
DRIVING MEANINGFUL ACTION?
“Cracking the Engagement Code,” Mollie Spilman, 2006
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
FOLLOW US
THANK YOU
Arianna Galante
Director of Agency Dept.
