A recent Digitial Consumer Behaviour Report has revealed that tech-based shopping experiences are encouraging more conscientious shopping habits. Key findings include:
- Two-thirds of global fashion shoppers want more transparency about the provenance of garments.
- VR shopping experiences are interesting to over half of global consumers.
- 60% of fashion shoppers see the value in scanning a QR code on a garment with their smartphone to understand proper care.
- Globally, three in four shoppers have reduced their spending on fashion as a result of the cost of living crisis.
Having unpacked evidence of the examination of the attitudes and behaviours of over 6300 clothing shoppers across seven countries, there is a clear understanding that shoppers are highly receptive to frictionless touchpoints that enhance their in-store experiences, such as mobile checkouts and digital receipts.
The research also found that consumers worldwide remain interested in scanning digital labels on garments, making use of QR codes, Radio Frequency Identification (RFID), and Near Field Communication (NFC) technology for product insight and interaction both pre and post-purchase – that’s right, the popularity of QR codes have outlived the pandemic!
A craving for sustainability
Sustainability and the second-hand market are important considerations for buyers in Mexico, the US, and Europe. Additionally, the Covid-19 pandemic has played a significant role in the adoption of virtual experiences and non-fungible tokens (NFTs) in the fashion industry, with over half of respondents showing interest in creating a digital inventory of their wardrobes.
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