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Fashion: Technology and Innovation - UK - September 2016

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Tablet usage rising
Figure 1: Devices used to access the internet in the last three months, June 2013-April 2016
Close to half of under-25s use Snapchat
Figure 2: Usage of select social and media networks in the last three months, by age, March 2016
Kick-starting smartwatch growth
Figure 3: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, April 2016
Companies and brands
Launch activity and innovation
The consumer
Millennials are the keenest shoppers
Figure 4: Where consumers have bought clothing, footwear and/or fashion accessories from in-store or online in the last 12 months, June 2016
Tablets popular for fashion
Figure 5: What channels people use to shop online for clothing, footwear and/or fashion accessories, June 2016
70% browse stores on high street
Figure 6: How people shop for fashion, June 2016
Women of all ages fascinated by interactive mirrors
Figure 7: In-store innovations that consumers believe will be most successful, by any ranking, June 2016
Baby Boomers drawn to online fitting tools
Figure 8: Online innovations that consumers believe will be most successful, by any ranking, June 2016
Clothes with fabric innovations appeal to men aged 45+
Figure 9: Product innovations that consumers believe will be most successful, by any ranking, June 2016
Millennials willing to share data
Figure 10: Agreement with attitudes towards technology and innovation, June 2016
What we think
ISSUES AND INSIGHTS
What patterns are emerging in the way people shop for fashion?
The facts
The implications
What in-store and online shopping innovations are consumers most interested in?
The facts
The implications
What fashion product innovations do consumers believe will be successful?
The facts
The implications
How do consumers feel about the increasing use of the latest technology in the world of fashion?
The facts
The implications
MARKET DRIVERS
Rising use of tablets to access internet
Figure 11: Devices used to access the internet in the last three months, June 2013-April 2016
Rising internet usage by older women
Usage of social and media networks
Figure 12: Usage of social and media networks in the last three months, March 2016
Close to half of under-25s use Snapchat
Figure 13: Usage of select social and media networks in the last three months, by age, March 2016
Kick-starting smartwatch growth
Figure 14: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, April 2016
Population trends
Figure 15: Trends in the age structure of the UK population, 2010-20
LAUNCH ACTIVITY AND INNOVATION
Augmented and virtual reality
The success of Pokémon GO
Figure 16: Catching a Pokémon, July 2016
Figure 17: New Look Pokémon GO promotion, July 2016
Facebook buys AR app maker Masquerade
Augmented reality mirror of the future
The North Face uses VR in-store
Figure 18: The North Face virtual reality experience in-store, 2015
New technology in changing rooms
Macy’s smart fitting room case study
Figure 19: Customer using smartphone with Macy’s app to select clothes, 2016
Figure 20: Macy’s Go fitting room technology, 2016
Figure 21: Lingerie department in Macy’s before Macy’s Go technology was installed, 2015
Figure 22: Lingerie department in Macy’s after Macy’s Go technology was installed, 2016
Zara trials interactive fitting rooms
Harvey Nichols’ 360-degree mirror
Ralph Lauren adds touchscreen mirrors
Figure 23: Interactive mirrors in Ralph Lauren store, New York City, 2015
Online fitting tools
Trying clothes on virtually
Delivery innovations
Drone deliveries being tested
Use of Uber for deliveries
Faster delivery options
Wearable technology
Google and Levi’s partner on smart jacket
Figure 24: Commuter jacket designed by Google and Levi’s, 2016
Figure 25: Commuter jacket designed by Google and Levi’s, 2016
Smart shoes
Figure 26: Nike’s HyperAdapt 1.0 sneaker, 2016
Smart bras
Figure 27: The Incredible Sports Bra, 2015
Wearable jewellery
Contactless payment
Figure 28: Lyle & Scott’s contactless payment jacket, 2015
Personalisation
Converse launches in-store customisation workshop
Figure 29: Converse Blank Canvas, New York, 2016
Uniqlo’s UMood machine
Figure 30: Uniqlo’s UMood machine, 2015
Shop Direct’s personalised homepage
Figure 31: Shop Direct’s personalised Very homepage, 2015
Use of social media for fashion
Everlane hosts Transparency Tuesday on Snapchat
Figure 32: Screenshots of Everlane’s Snapchat story using #TransparencyTuesday, June 2016
Missguided launches shopping app
L’Oréal uses Snapchat for make-up
ShopWithMe case study of the store of the future
Figure 33: ShopWithMe Chicago store, 2016
Figure 34: ShopWithMe Chicago store, 2016
Figure 35: ShopWithMe Chicago store, 2016
Figure 36: ShopWithMe Chicago store, 2016
Figure 37: ShopWithMe Chicago store, 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Millennials are the keenest shoppers
Half of under-25s shop via smartphone
70% browse stores on high street
Women of all ages fascinated by interactive mirrors
Baby Boomers drawn to online fitting tools
Fabric innovations appeal to men aged 45+
Millennials drive interest in wearable tech
Millennials willing to share data
Men see new technology as making shopping more fun
WHERE DO PEOPLE SHOP FOR FASHION?
Topshop searching for latest technology innovations
Figure 38: Where consumers have bought clothing, footwear and/or fashion accessories from in-store or online in the last 12 months, June 2016
Where different generations shop for fashion in-store
Figure 39: Where consumers have bought clothing, footwear and/or fashion accessories from in-store in the last 12 months, by generation, June 2016
Where different generations shop for fashion online
Figure 40: Where consumers have bought clothing, footwear and/or fashion accessories from online in the last 12 months, by generation, June 2016
Over half of Millennials shop at six or more retailers
Figure 41: Keenest in-store fashion shoppers who have bought from 6+ retailers in-store in the last 12 months, by generation, June 2016
Figure 42: Keenest online fashion shoppers who have bought from 5+ retailers online in the last 12 months, by generation, June 2016
Where people shop by online channels used
Figure 43: Retailers where consumers have shopped online for clothing, footwear and/or fashion accessories crossed, by online channels used, June 2016
ONLINE SHOPPING FOR FASHION
Tablets popular for fashion
Figure 44: What channels people use to shop online for clothing, footwear and/or fashion accessories, June 2016
Half of under-25s shop via smartphone
Figure 45: What channels people use to shop online for clothing, footwear and/or fashion accessories, by generation, June 2016
Appealing to older consumers
Figure 46: What channels people use to shop online for clothing, footwear and/or fashion accessories, by age, June 2016
Switching between devices
Figure 47: Repertoire of what channels people use to shop online for clothing, footwear and/or fashion accessories, by age, June 2016
HOW PEOPLE SHOP FOR FASHION
70% browse stores on high street
Figure 48: How people shop for fashion, June 2016
Using smartphones whilst shopping in-store
Figure 49: Agreement with statement ‘I typically use my smartphone whilst browsing in-store‘, by age, June 2016
Younger Millennials search social media for fashion
Figure 50: How people shop for fashion, by generation, June 2016
INTEREST IN IN-STORE SHOPPING INNOVATIONS
Women of all ages fascinated by interactive mirrors
Figure 51: In-store innovations that consumers believe will be most successful, by any ranking, June 2016
In-aisle payments
Figure 52: In-store innovations that consumers believe will be most successful, by ranked first, June 2016
Improving displays and shop windows
Figure 53: Consumers who ranked first ‘in-store displays and shop windows with online shopping facilities’, by gender and age, June 2016
INTEREST IN ONLINE SHOPPING INNOVATIONS
Baby Boomers drawn to online fitting tools
Figure 54: Online innovations that consumers believe will be most successful, by any ranking, June 2016
Figure 55: Online innovations that consumers believe will be most successful, by ranked first, June 2016
Older Millennials demand more rapid delivery options
Figure 56: Consumers who ranked first ‘more rapid delivery options’ as the online innovations they believe will be most successful, by generation, June 2016
Under-35s keen on visual search app
Figure 57: Online innovations that consumers believe will be most successful, by ranked first, by age, June 2016
Men drawn to personalised websites
Purchasing via social media
INTEREST IN PRODUCT INNOVATIONS
Clothes with fabric innovations appeal to men aged 45+
Figure 58: Product innovations that consumers believe will be most successful, by any ranking, June 2016
Figure 59: Product innovations that consumers believe will be most successful, by ranked first, June 2016
Millennials drive interest in wearable tech
Figure 60: Product innovations that consumers believe will be most successful, by ranked first, June 2016
Men drawn to clothes that connect to your smartphone
Consumer reactions to smart clothing
CONSUMER ATTITUDES TOWARDS TECHNOLOGY AND INNOVATIONS
Three fifths worry about data privacy
Figure 61: Agreement with attitudes towards technology and innovation, June 2016
Millennials willing to share data
Figure 62: Agreement with statement ‘I would be willing to share some data with retailers in exchange for deals’, by generation, June 2016
Young women want a personalised in-store experience
Men see new technology as making shopping more fun
Figure 63: Agreement with statement ‘New technology would make the shopping experience more fun’, by gender and age, June 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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