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

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