DRESS Melbourne

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Category: The Modern Consumer

Kickstarter fashion

 

Crowd funding has the potential to rapidly change the fashion industry. Now individuals can vote with their dollar through supporting ideas that they like before the come to market. The Versalette was one of the most successful ventures raising approximately $64,000 through the global community. To read more visit: http://www.kickstarter.com/projects/revolutionapparel/the-versalette-by-r-evolution-apparel?ref=card

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Street Fashion

Street fashion is the new runway. I think consumers and individuals are refreshed at how now style and ‘fashion’ can be easily attainable. I think the concept of fashion is a virus also is relevant in this domain as now we are cutting out the influences higher up in the rankings and simply looking towards our peers. This is also helping to shape and create our own distinct style in Melbourne.

Online 1: Store: 0

I saw this article in the Age today, literally just after i got home from purchasing a coat from my local shopping center. It further highlights how the retail and fashion world is changing. Even though I did not buy my new coat offline I did search ASOS prior to making my purchase however this purchase was considered over about two weeks, and I waited until it came onto special. Furthermore it highlights they way we shop can be fashionable not just what we buy.


Read more @ http://www.theage.com.au/lifestyle/fashion/winter-shopping-spree-a-hit-online-and-offshore-20120322-1vmzr.html

The New Consumer

I visited the New Consumer fashion industry forum as part of the Loral Melbourne Fashion festival to gain an up to date insight into the modern consumer. There were a number of key speakers who each had differing views on the area of the new consumer. Below are a number of key points, images and a bio on each of the speakers.

 Adam Ferrier 

http://www.nakedcommunications.com.au/

Adam Ferrier is a consumer psychologist and founding partner of Naked Communications one of Australia’s most awarded agencies.  He features on the ABC radio, The Gruen Transfer and writes for The Australian.

Key points include:

  • People are the same technology is changing
  • To succeed in business is to change behaviour. People will only change behaviour if there is motivation and ease.
  • Advertising is desire and permission. For example the creamy footage of an ice cream is the design and the 98% fat free is the permission
  • All things must be easy for the consumer otherwise they will not bother
  • To change a behaviour you need to frame and target the exact behaviour you want to change
  • Actions, feeling thought method of behaviour change inefficient as there is a us and them mentality
  • Awareness doesn’t lead to action – KONY 2012
  • Benjamin Franklin effect, do gain a relationship with the consumer get them to do you a favour. The act of them doing you a favour is them investing something in your brand. They will also have a bond.
  • Example Art series hotel “Steal Bansky” & Witchery Man campaign
  • Switch also an example. Has friends of the company who promote and advertise through blogging which in return they ‘friends’ get 25% off all products all the time

Lorna Hall 

http://www.wgsn.com

Lorna is a senior retail analyst at WGSN, a global trend analysis company that monitors cultural indicators, consumer moods,behaviors and attitudes. 

  • There is a changed consumer. The retailer is at the back of the pack with the consumer “at the front holding an ipad.
  • Moving digital more so than ever before. Apple made a hybrid product. Currently 19% of Adults have a tablet device will be 30% at the years end.
  • “Etailing”
  • Consumers are researched up. Women are shopping like men. They do their research before then even enter a store to purchase.
  • Consumers ‘Edit’ then want the retailer to further ‘edit’ for us
  • Pinterest is social media ‘editing’ where by the consumer see what their network thinks before making a purchase
  • Inventory Magazine , ‘edits’ for the customer
  • Consumers are sick of the clutter – must edit down. Can be seen all over Europe (except ASOS) however their magazine is a form of editing down
  • H&M current campaign is 10 key items = example of editing down
  • Australians are saving more, they are making only considered purchases. The 10 key items is a way of validating the purchase by saying these items are versatile and you will get your moneys worth
  • Zara – no more 4 way racks again a example of editing down
  • Think before purchase
  • Fashion Diet Sanne Jansens
  • New Balance 30 year celebration
  • Importance of provenance
  • Honest By (As seen already on my blog)
  • “Retail Nomads” changing designations, any place any time, what is the purpose of a store? The rise of the pop up shop over the last 10 years
  • Example – Tesco Home plus retail store on a wall in a subway
  • Products now come to you
  • Magazines buy off the pag
  • Business loung shopping facilities , no products just couches and Ipad in London
  • Stores will become less permanent, we will see a move to flagship and pop up opportunity. The locations and way these store will run will be crucial

Howard Parry-Husband

Howard Parry-Husband works in marketing research specializing in brand positioning and is a founder of Pollinate and Soup, expert communication companies. Pollinate works to create societal change to influence peoples behavioral change. Howard is dedicated to developing successful solutions for society. 

  • If you asked the average consumer what’s wring with Australian fashion retail they would most likely say nothing
  • Fashion is differentiation / imitation
  • 60% prefer to buy cheap items that are of poor quality
  • They type of consumption has not made consumers happy. There is a level of guilt about where the clothes came from whilst also the financial burden of keeping up with the trends
  • Sustainable doesnt work well in marketing
  • The more you understand about sustainabilty the less you buy green
  • People are tied of cheap choice, unsatisfying
  • Legacy items don’t exist anymore
  • Brands need to engage users through values

A favorite quote from the day:

People don’t change. Society does.

Upwardly mobile, The Sunday Age

Great read from the Sunday Age this morning. Is it even fashionable to shop in a shop anymore? 

Shoppers are increasingly choosing to buy on the fly as the fashion world embraces the almighty app, writes Melissa Kent.

Clare Perry was at dinner with friends recently when her phone beeped, announcing some keenly awaited news. Casting a sheepish look at her fellow diners, she acted swiftly.

”I happened to be out at a restaurant when I got an email alert from Sportsgirl that a pair of pants I’d been waiting for had come in,” she says. ”So I literally bought them there and then while we were eating. That would have to be my worst concession to shopping.”

Perry’s mid-meal purchase reveals the habits of a new species of consumer – the mobile shopper. Unchained from their desktops and emboldened by the strong Australian dollar, this rapidly growing breed is plugged in and ready to shop anywhere, any time.

As far as fashion goes, smartphones and tablets are now the ultimate accessory. It’s not about matching your iPad cover to the colour of your Manolos, however. We’re talking about apps that can track down a designer handbag, find the lowest price and ship it to your letterbox the next day.

In recent months, an array of mobile-friendly tools have hit the market, allowing consumers to browse virtual shop windows, compare prices and snap up bargains with a few taps of their phone or tablet.

What sounded like far-fetched techno-wizardry even just a few years ago is now being hailed by some as the future of retail.

Subscribers to the Country Road and Forever New smartphone apps can browse digital catalogues, find size and stockist information and receive sales alerts. A Tiffany & Co app guides hapless males through the perilous task of finding the right engagement ring. Last month, Sportsgirl and shoe store Wittner launched innovative virtual billboards that allow customers to point their phone at a photo gallery of the latest products and scan in a QR (quick response) code. The code then takes them to a mobile platform where they can buy the item and have it delivered the next day.

Sportsgirl’s strategic brand manager Prue Thomas says mobile technology is a perfect fit for the retailer, which has a young, mobile-savvy client base seeking the latest international trends.

”Customers don’t want to wait any more, and none more so than our Sportsgirl customer,” Thomas says. ”She wants it yesterday. She’s so much more savvy and has so much more global inspiration to draw on now than she ever did. She’s seen it somewhere on a blog in New York and she has the expectation that Sportsgirl are going to deliver it.

”Mobile and online sales are really fast-growing channels for us, and in terms of investment for the business, mobile is probably the key area of focus in the next 12 months.

”We want to create a seamless shopping experience, whether it’s on your mobile, on your PC at home or in store.”

Mobile retail, or m-commerce, is still in its infancy in Australia, but retail analysts expect growth to be rapid. According to IBM’s Global Business Services arm, sales on mobile devices tripled to account for almost 10 per cent of online purchases in the 10 months to December. That figure is expected to jump to 50 per cent in the next three years as consumers and retailers embrace its convenience. This year, online payment system PayPal expects customers to spend $7 billion globally on mobile purchases, up from $4 billion last year.

Stephen Kulmar, founding director of Retail Oasis, says Australian retailers are playing catch-up to their European and American counterparts after dragging their feet due to an unwillingness to invest in expensive mobile-friendly web platforms.

”Admittedly, we’ve been incredibly late getting there,” Kulmar says. ”But we know that the market is moving rapidly from laptop, or traditional e-commerce, to mobile e-commerce. That’s why we are now seeing a lot of retailers developing apps, and in doing that they are substantially having to modify their platforms, which they’ve only built recently.”

It may be early days, but retail analysts believe the notoriously fast and fickle world of fashion is where mobile shopping could really take off.

At the L’Oreal Melbourne Fashion Festival, which begins on Thursday, fashionistas for the first time will be able to buy catwalk creations as they come off the runway. The Shop The Runway initiative connects consumers via their smartphone to stockists’ websites and local bricks-and-mortar retailers through a built-in GPS. They can also share each outfit on Twitter and Facebook with their friends.

It’s a concept pioneered by BlackBerry at London Fashion Week three years ago and now widely used at international fashion festivals. It’s a first for Australia, says LMFF chief executive Graeme Lewsey.

”Everything is so instant with digital these days, it’s where consumers are going now,” he says. ”You no longer have to wait for your favourite looks to arrive in store. It’s about looking to friends as decision-makers via social media and helping you decide what’s cool. That’s an important aspect, but the key objective is to support Australian retail. Our core business is still bricks and mortar.”

Perry, a 31-year-old freelance journalist, says she rarely visits bricks-and-mortar stores these days. Instead, she uses her iPhone or iPad to buy clothes, make-up, books and electronics while walking to work or catching the bus. The appeal is the immediacy and limitless scope, she says.

”I’ve always been an online shopper and now with iPhones it’s so easy [that] I’ve graduated to mobile retail,” she says.

”It means I’m able to access high fashion as it’s happening, so I’m not waiting for collections to fall into DJs or Myer. Most of the stores are up to speed now, so we’re not buying last season’s stock, but if you’re wanting what’s available in London today, now you can have it tomorrow.”

Student Jessica Waters, 25, uses her mobile to buy everything from clothing to her weekly groceries. She browses email alerts to source bargains and uses apps to compare prices.

”I do a lot of shopping on public transport to keep myself occupied, or just sitting in front of the telly with my phone,” she says. ”I don’t buy more than I used to but I buy differently, because I’m more aware of what’s out there.”

With so much information constantly available at the touch of a fingertip, spending patterns and habits are expected to change as mobile retail grows.

Like Perry and her mid-meal transaction, mobile shoppers are more inclined to make purchases on a whim, says Adrian Mullan of eCommerce Websites.

”On a mobile, people are more inclined to make spur-of-the-moment purchases, whereas desktop [purchases] are more of a set intention, so they’ll be looking for items they know they need,” he says. ”On a mobile, you’re out and about and killing 10 minutes on the train.

”It’s also changing things like the time of day we are making purchases. Now there’s people buying cases of Penfolds Grange at 2am or groceries at 11pm on a Sunday. There are no boundaries. It might just be something random that pops into your head, or in a physical store doing price comparison.”

Indeed, price comparison is emerging as a prime mobile-shopping activity, with retailers including Amazon and eBay offering barcode scanners as part of their apps.

According to Getprice, which recorded a 20 per cent jump in traffic to its mobile site over Christmas, mobile shoppers use apps to browse goods, compare prices, read product reviews and make purchases.

Amazon customers can use their smartphone camera to photograph a barcode on the shelves of any other retailer’s bricks-and-mortar outlet, then check the price against the same item in Amazon’s online store.

It is this activity that, understandably, irks traditional retailers. Target in the US recently complained that people were using its stores as showrooms for goods that they would later source online at a lower price. Some retailers are even charging a ”try-on” fee to discourage the practice.

A ski shop in Sydney made news last year when it decided to charge customers a $50 fee to try on its ski boots.

As founder of London-based trend-forecasting company EDITD, expatriate Melburnian Geoff Watts monitors Twitter, Facebook and blogs and trawls retail sites across the web to gather data on stock, prices and sizes. He says the power of mobile retail in its early stages is more about engaging with customers rather than actual sales.

”The thing with mobile retail is people are walking around with a computer in their pocket which you can use to comparison shop or take a look at people’s collections, but we’re not seeing too many people actually buying products on mobile phones just yet,” he says.

”I think it’s early days and that will all change over the next four or five years. In Australia, retailers ought to be focused on traditional online website retail because that’s what’s really lacking in the market.

”That’s where Australian retailers have the biggest exposure to overseas businesses coming in and disrupting them. Mobile retail is really kind of sexy at the moment but the thing to get buttoned up is the online store.”

While some are concerned mobile technology will drive shoppers away from stores, a Melbourne initiative to be launched this month hopes to use it to lure them back. The MiiBrand app will use GPS technology to send out alerts about sales and special offers from a range of boutiques including LifewithBird, Diesel and Gorman.

”It’s a new concept but from what we gather we can build customer loyalty and awareness,” says LifewithBird founder Bridget McCall.

”Social media has become so important to us in the last 12 months; Facebook and our online boutique has grown massively and all the interaction that comes with that.”

Watts says many of the newly launched mobile retail tools – such as Sportsgirl’s and Wittner’s interactive billboards – are probably more of a marketing stunt than a sales driver. For the moment.

”I think at this stage it’s a little bit of a gimmick,” he says.

”It probably doesn’t convert to sales very well. But you’ve got to start somewhere.

”I think bridging the gap between your floor space and your shop windows and the mobile phone that people are walking around with is something that retailers really ought to do so they already have a relationship with their customers on that piece of equipment.

”Otherwise you could find it’s another beachhead where people could open up ground.

”The key is staying one step ahead.”
Read more: http://www.theage.com.au/lifestyle/shopping/upwardly-mobile-20120303-1u9id.html#ixzz1o6FeJJP4