Online: changing the designer fashion market

http://academic.mintel.com/display/754864/?highlight#hit1

 Online buying is growing and 50% of designer shoppers have bought designer fashion online either from the official brand’s website or from another website.

 There is a preference for buying from third party sites, with 34% of designer shoppers buying from other websites such as Net-a-Porter, BrandAlley and Amazon, while only 24% have purchased direct from a brand’s website.

 Men aged 16-24 and women aged 25-44 are the most likely to buy from the designer’s official website.

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Burberry is an example of a luxury brand that has turned itself into one of the leading digital innovators in the world of retail, merging the in-store experience with the online through the use of large screens and interactive mirrors in its stores. Assistants in-store carry iPads allowing customers to shop items not available in-store, while online customers can see what inventory is available in a certain store. It offers collect-in-store from around 200 of its stores across 24 countries and this is particularly likely to appeal to the jet-setting luxury customer who may have seen an item in a store whilst on holiday and want to pick it up at a store closer to home.

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 Encourage purchasing

 Over half (55%) of young people aged16-24 would buy designer fashion if they could afford to, while interest in luxury fashion brands drops to below-average levels among over-45s.

 Almost a quarter of young men (23%) aged 16-24 would be encouraged to buy designer fashion due to the high level of customer service.

 Young Millennials are the demographic that most aspires to own designer brands, peaking among females aged under 25. Younger Millennials are the most likely to splash out on luxuries and a quarter of young female Millennials sometimes buy luxury items that they can’t really afford. Consumers aged under 35 are the most engaged with designer brands, and the brand research demonstrates a preference for Dolce & Gabbana, Gucci, Michael Kors and Burberry.

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