eFashion 2013 - Jamus Driscoll - Demandware

Copyright 2013 Demandware, Inc. All other rights reserved. 24 June 2013 1 24 June 2013 1 Copyright 2013 Demandware, Inc. All other rights reserved.

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Copyright 2013 Demandware, Inc. All other rights reserved. 24 June 2013 2

By 2015 there will be 2 internet enabled devices for every person

on earth

* Source: HIS iSuppli Research, Aug. 2011. 30% annual device attrition rate considered in cumulative calculation * * Source: Cisco® Visual Networking Index (VNI) Forecast (2010-2015)


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How Does ‘Digitization’ Influence and Change the

Fashion Consumer?


Research Objective

Better understand fashion

consumers in the changing face of retail

• By 2015 there will be 2 internet enabled devices for every person on earth*

• Fashion segment is dynamic:

• Vertical integration

• Global expansion

• Emerging brands

• Consumers are connected, knowledgeable, and in control

*Source: Cisco® Visual Networking Index (VNI) Forecast (2010-2015)


Surveyed More Than 7,000 Consumers

3506 Respondents

1094 Respondents

1433 Respondents

1380 Respondents

*Fashion defined as apparel, footwear, and accessories

• Web survey in fall of 2012

• Even distribution across gender, income, and age

• Primary shopper for fashion* products in household

• Made a fashion purchase in the past 3 months


Thinks Style Over Practicality

Share Fashion Experiences

Friends ask for Fashion Advice

Digital Diva Defined

Reads About Fashion

Enjoys Fashion Shopping

Conscious About Fashion

Introduces Fashion to Friends


Digital Diva Defined

3.7 Technologies


Digital Engagement

Fash

ion

En

gage

men

t

Low High

High

22%

41% 12%

25%

Digital Divas Population Digital Divas by Region

US = 27% Germany = 23%

UK = 18% France = 15%

Digital Divas

Digital Divas Comprise 22% of Market


Digital Diva Demographics


Digital Divas Have Strong Purchasing Power


Untethered

% of Loyalty

Digital Divas are in Control

3.4

Fragmented Informed

Social

Non-Divas

Divas

# of Shopping Destinations # of Product Info Sources

# of Social Networks

1.0

3.5

Non-Divas

Divas

.7

1.7

Non-Divas

Divas

0.1

39%

Non-Divas

Divas

7%


Top Shopping Destinations

70% 51% 33%

Highest Lowest

Physical Stores Retail Websites Online Rentals


Top Product Information Sources

52% 50% 36%

Highest Lowest

Online Customer Reviews

Product Ratings on Retailers’ Website

Fashion Designers


Digital Divas are the Epicenter

of Fashion Success

40%

34%

31%

31% 2X

All rights reserved by their respective owners.


Divas and Non-Divas Value Price Equally


Value Gap for Service and

Multichannel Experience


Digital Divas are Connected via Mobile

2.8 3.1

2.6 2.6 2.7

4.7

5.1

4.3 4.2

4.4

0.0

1.0

2.0

3.0

4.0

5.0

6.0

Global US UK Germany France

Me

an

Intent to Use Mobile Technologies In Store

Non-Divas

Divas

1 = Strongly Disagree 7 = Strongly Agree


So now what?


Three Steps to Digital Diva

• Fuse the Brand and Digital Platforms

• Differentiate the Experiences…with Consistency

• Act Fast (…Why are you still here?)


The Brand and Digital Platform

Brand Strength In Every Experience

Marketing

Sales

Service

Merchandising

Brand Values Brand Promise


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Fast Enough

Isn’t