Source: www.fibre2fashion.com
Hybrid shopping has become a conscious choice of fashion consumers , according to an 18-month, four-stage survey in the US, the UK, and Germany by Boston-based firm EPAM Continuum. The survey also revealed that consumers aspired to buy sustainable fashion products, but affordability was still the preference.
Consumers would, however, still be drawn to stores to experience the product before buying, particularly if it was a costly purchase or they were unsure about sizing.
Shoppers did express their joy at returning to stores, particularly when the experience was a memorable one. The opportunity remains, therefore, for brands to entice consumers to visit stores and give them a unique and memorable experience when they do.
Not every memorable experience is a good one, and some consumers felt that poor customer service had become more commonplace after the pandemic, something that was a clear barrier to loyalty. Yet this only increases the opportunity for retailers to stand out by getting the in-store experience right.
Those with direct experience of the metaverse expressed greater enthusiasm, although there was some hesitancy about its use at scale.
Big box superstores like Amazon, TJ Maxx, and Target were consumers’ go-to choices for range, affordability, and availability. Shoppers continued to praise these brands for offering a wide range of products at affordable prices and accessible locations, the survey further stated.
