Clothing shoppers are highly receptive to frictionless touchpoints that enhance their in-store experience, such as mobile checkout and digital receipts.
Leveraging QR codes, RFID and NFC (near field communication) technology to scan digital labels on clothing for product insight and interaction both pre- and post-purchase is a popular activity. .
This is according to a survey by Avery Dennison and GWI of over 6,300 clothing shoppers in seven countries (UK, US, France, Germany, China, Mexico and Japan).
For example, 60% of fashion shoppers worldwide see value in scanning QR codes on clothing with their smartphones to understand proper care.
Additionally, 71% of global respondents say it is important for fashion brands to be transparent about their manufacturing methods.
It is important to note the increasing adoption of virtual experiences and NFTs, especially among fashion shoppers.
The COVID-19 pandemic is essential here, and the survey found that 51% of respondents worldwide expressed interest in creating a digital inventory of their wardrobes. This is especially useful for those who want to take advantage of secondary marketplaces.
Metaverse and NFTs have also enabled consumers to blend the worlds of fashion and gaming. As a result of this trend, 47% of his global fashion shoppers are interested in virtual experiences, and more than one-third of him want to buy digital outfits for virtual game characters.
Globally, male buyers are more likely than female buyers to engage with technology, especially the metaverse or virtual platform. This gives brands new opportunities to attract male shoppers.
Buyers from Mexico (60%), the United States (50%) and Europe (50%) are the most active when it comes to second-hand goods. And while 29% of all consumers say they are more willing to buy second-hand goods since the pandemic, those who say it’s because of changing economic conditions are less likely to do so for environmental reasons. about the same as those who do
Globally, three in four shoppers say the cost of living has reduced their spending on fashion, a figure that jumps to 80% in Europe and 81% in the US.
Globally, 6 in 10 fashion shoppers recognize the value of scanning a QR code to understand proper garment care, thereby extending the life of their garments.
The study revealed an overall improvement in comfort levels for clothing digital triggers compared to the 2021 report. In China, Europe and America, there has been a significant increase in buyers saying they are using digital triggers for conscious wash care instructions and proof of garment authentication.
This bodes well for the apparel industry as new legislation is enacted in Europe and the US to increase transparency in digital labels and supply chains.
said Michael Colarossi, Vice President of Innovation, Product Line Management, Sustainability and Apparel Solutions at Avery Dennison.
“These findings confirm that fashion shoppers expect their stores and products to be enhanced with smart digital solutions that offer a more convenient, beneficial and engaging experience. Consumers want technology tools that help them make conscious decisions and develop habits like reselling and recycling.”
Chase Buckle, vice president of trends at GWI, said:
“The mutually beneficial relationship between in-store and online will be a game changer. Digital tools, from QR codes that link to product information to VR experiences, will increase retailer efficiency, support consumers, and help the industry grow. It helps us adopt new models for sustainability, transparency and circularity.”