2021-12-01-GWI-数字消费者行为（英）_23页_5mb

Digital Consumer Behavior in the Fashion Marketplace

Core Content

This report explores how technology, the pandemic, and evolving consumer sentiments are reshaping the fashion retail landscape. It highlights the increasing importance of digital engagement, sustainability, and the integration of physical and digital shopping experiences.

Main Points

1. The Future of Retail

• Hybrid Shopping Models: Consumers now seek a mix of online and in-store shopping, with the majority preferring a blend rather than exclusive reliance on one channel.
• Omnichannel Integration: Physical retail locations must evolve to connect with digital touchpoints, offering seamless experiences through technology.
• Consumer Preferences:
  • In the U.S., 85% of fashion buyers shopped in-store, but only 15% did so exclusively.
  • In China, 96% shopped online, but just 19% did so exclusively.
  • Europe sits in a neutral position, indicating a balanced approach between online and offline shopping.
• Demographic Shifts: Younger generations (Gen Z and millennials) show greater comfort with digital tools like QR codes and NFC, while older consumers prioritize speed and safety in-store.

2. Digital Consumer Engagement

• Technology as a Driver: QR codes, RFID, and NFC are seen as valuable tools for enhancing the shopping experience, offering convenience, personalization, and brand engagement.
• Consumer Adoption:
  • 40% of U.S. and European fashion buyers feel more comfortable using QR codes post-pandemic.
  • These technologies enable personalized offers, product information access, and verified secondary market transactions.
• Engagement Across the Journey: Digital touchpoints are not only useful in-store but also post-purchase, facilitating brand discovery, authentication, and circular economy practices.

3. Sustainability, Transparency, and Circularity

• Sustainability as a Priority:
  • Over 60% of fashion buyers want more transparency about the product journey.
  • In China, 74% of buyers prioritize eco-friendly brands, while in Europe, 68% emphasize sustainable sourcing.
• Consumer Demand for Transparency:
  • 76% of Chinese buyers believe the fashion industry has a responsibility to be more environmentally sustainable.
  • 68% of European and 56% of U.S. buyers agree that transparency in manufacturing is important.
• Circular Economy Needs:
  • 62% of global consumers believe brands should provide end-of-life options for their products.
  • 58% want brands to support product repair, and 57% want assistance in reselling or recycling.
  • These expectations are especially strong in China, where sustainability and social responsibility are major concerns.

Key Insights

The Role of Digital Triggers

• Digital triggers (QR codes, NFC, RFID) are crucial in linking the supply chain to consumer behavior.
• They enable real-time data exchange, improve product traceability, and support circular practices such as repair, recycling, and resale.

Consumer Sentiment and Behavior

• Convenience is a major motivator for using digital touchpoints, especially in the U.S. and Europe.
• Sustainability has become a core value for many consumers, influencing their purchasing decisions.
• Personalization is also a key factor, with 41% of consumers more likely to visit a store if they receive personalized offers.

The Resale Economy

• The rise of second-hand and resale platforms indicates a growing consumer interest in circular fashion.
• ID-level solutions are essential in enabling this market, as they provide authentication and visibility into the product lifecycle.

Conclusion

The fashion industry must embrace digital solutions to meet evolving consumer expectations. By integrating technology into both in-store and online experiences, brands can enhance convenience, transparency, and sustainability. This shift not only aligns with current consumer values but also positions the industry to thrive in a more circular and responsible future.