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Strategy Briefing

Apparel and Footwear Retailing in the Digital Era (Part 1): Exploring Innovation

37 pages, May 2014

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

As the internet brings about sweeping changes in apparel and footwear distribution, this briefing pinpoints key innovations in selling fashion online, focusing on the areas of fit and sizing, impulse buying, affordable luxury, curation and personalisation. This report also analyses the performance of fashion-focused online start-ups, as well as the inroads being made regarding omni-channel retailing, as the boundaries between in-store and online shopping become increasingly blurred.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Fit and sizing remains the biggest challenge

The inability to try before buying is the biggest barrier to further growth in apparel and footwear internet retailing, and has led to the emergence of showrooming and reverse showrooming.

Content and context are key for selling fashion online

With the vast majority of apparel and footwear purchases being emotionally driven, showcasing products in a compelling online environment remains crucial, particularly to facilitate impulse buying.

Online offers unrivalled data-mining opportunities

Online retailers are able to track each stage of the customer experience, enabling extensive data collection and customer segmentation. This has given rise to the twin trends of curation and personalisation.

Affordable luxury grows

The cost-effectiveness of the online channel has inspired a new generation of business models, which target the price-yet-quality conscious consumer by offering high quality products at discounted prices.

Single category focus is a popular strategy

A number of successful online fashion start-ups have begun by focusing on a single category, primarily aiming to solve the issue of fit and sizing: be it with regards to bras, jeans or shoes.

Omni-channel rules are still being written

Despite the stellar growth of internet retailing, it is far from replacing in-store shopping. Consumers have different motivations for choosing each channel, and the biggest opportunity lies in seamlessly connecting the two.

Mobile is an untapped opportunity

Mobile devices facilitate impulse buying when out and about. However, mobile internet retailing remains underpenetrated, with consumers using such devices primarily to enhance the in-store experience.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Objectives

Key findings

Online Innovation Hotspots

Key innovation hotspots within apparel online retailing

Fit and sizing: Enabling consumers to try before buying online

Impulse buying: Context and content are key in fashion

Peers are top influencers for impulse buyers

Suggestions provide further impetus for impulse buying

Curation: Editors precede the editing

Personalisation: The retailing gold standard

Affordable luxury: Catering to quality-conscious online shoppers

Summary 1 e Innovation Hotspots

Category-focused Strategies

Online drives momentum in the global “menaissance”

Menswear start-ups take a tailored approach online

Intimacy of online shopping underpins lingerie sales

Denim e-tailers cluster at the premium end

Footwear finds success, but sizing remains a hit-and-miss game

Time-strapped mothers support childrenswear sales online

Summary 2 d strategies

The Omni-channel Playbook

Physical stores maintain their importance

Reverse showrooming: Converting online browsers to buyers

Omni-channel retailing: Leveraging the best of both worlds

Omni-channel focus gives Gap Inc a competitive advantage

Mobile internet retailing facilitates on-the-go impulse buying

Mobile devices enhance the in-store shopping experience

The many faces of social media

Summary 3 e omni-channel playbook

Key Takeaways

Joining the dots for an omni-channel experience

Progress and prospects for innovation online – and offline

Definitions

Definitions (1)

Definitions (2)

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Megatrends

Strategy Briefing

Apparel and Footwear Retailing in the Digital Era (Part 1): Exploring Innovation

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Fit and sizing remains the biggest challenge

Content and context are key for selling fashion online

Online offers unrivalled data-mining opportunities

Affordable luxury grows

Single category focus is a popular strategy

Omni-channel rules are still being written

Mobile is an untapped opportunity

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives

Key findings

Online Innovation Hotspots

Key innovation hotspots within apparel online retailing

Fit and sizing: Enabling consumers to try before buying online

Impulse buying: Context and content are key in fashion

Peers are top influencers for impulse buyers

Suggestions provide further impetus for impulse buying

Curation: Editors precede the editing

Personalisation: The retailing gold standard

Affordable luxury: Catering to quality-conscious online shoppers

Summary 1 e Innovation Hotspots

Category-focused Strategies

Online drives momentum in the global “menaissance”

Menswear start-ups take a tailored approach online

Intimacy of online shopping underpins lingerie sales

Denim e-tailers cluster at the premium end

Footwear finds success, but sizing remains a hit-and-miss game

Time-strapped mothers support childrenswear sales online

Summary 2 d strategies

The Omni-channel Playbook

Physical stores maintain their importance

Reverse showrooming: Converting online browsers to buyers

Omni-channel retailing: Leveraging the best of both worlds

Omni-channel focus gives Gap Inc a competitive advantage

Mobile internet retailing facilitates on-the-go impulse buying

Mobile devices enhance the in-store shopping experience

The many faces of social media

Summary 3 e omni-channel playbook

Key Takeaways

Joining the dots for an omni-channel experience

Progress and prospects for innovation online – and offline

Definitions

Definitions (1)

Definitions (2)

Why buy this report?

Want to find out more about this report?

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