Global distribution of clothing and footwear is shifting. In developing markets, consumers are steadily switching to organised channels, while in developing markets, e-commerce keeps gaining ground. Fashion players are quickly trying to adapt to this rapidly changing distribution scenario, following different routes. The future for fashion distribution revolves around entertainment, connectivity and seamless shopping experiences in a blended and complementary approach, both physical and digital.
Certain retail channels’ appeal to consumers remains heavily linked to urbanisation profiles, disposable incomes and other socio-demographic factors. Emerging markets’ switch from unorganised to organised retail formats, and developed markets’ switch to digital are the main forces shaping the distribution of fashion at world level.
China and India alone contributed over 70% of the new apparel and footwear specialists’ selling space, and over 50% of total apparel and footwear internet retailing revenue generated globally between 2010 and 2015. Rapidly growing middle classes and increasing internet penetration were the main drivers.
Shopping for fashion continues to be one of the top leisure activities for many consumers across the world. As such, the role of physical outlets is rapidly changing from transactional to entertainment spaces. Bricks and mortar stores are becoming destinations by themselves for consumers to interact with, and for brands to create emotional bonds with their customers.
The in-store retail experience is becoming increasingly technological, as retailers adapt to tech-savvy consumers. From the use of smart mirrors, NFC, beacons to touchscreen terminals, consumers can now interact with brands at point of sale in a playful manner.
In line with other fmcg sectors, the fashion world is witnessing the appearance and growth of peer-to-peer platforms. The search for value for money, novelty, frugality and simplicity is bolstering on-demand enterprises whereby consumers share or rent clothing items, rather than buying them.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page