Study Fashion Merchandising: Consumers to Embrace Mobile more than ever in 2013

by Mani

Women’s Wear Daily reports an increase in mobile efforts for fashion retailers in 2013, according to a recent article “Big in Digital for 2013.”

WWD reporter Rachel Strugatz cites leading fashion companies who are increasing their mobile and digital efforts, such as Tory Burch, whose mobile traffic increased by 70 during the holiday season with a 35 percent increase in mobile sales volume, according to chief marketing officer Miki Berardelli.

“Mobile commerce is primed to dominate the digital space over the next 12 months,” states Strugatz. “Also expected in the year ahead is a rapid adoption of localizing (as well as hyper-localizing) shopping, capturing data and personalizing the online experience platform-wide.”

Strugatz also points to other existing digital fashion merchandising trends that are predicted to be expanded upon this year including:

  • Mobile ads and “native advertising.”
  • A further embracing of the omnichannel experience.
  • Social commerce.
  • Merging in-store and online.
  • Increased video content.
  • Back to basics, with a focus on customer service online.

Consumer behavior is one of the main courses of study for students at fashion merchandising schools who are interested in pursuing careers in the merchandise marketing industry.

An example of how mobile shopping has influenced consumer behavior is how shoppers are no longer restricted to products available in their geographic area.

While traditional brick-and-mortar retail was based on local foot traffic and drawn from a defined local geographic area, as WWD reports, “mobile is able to break down those barriers whether users find a product they want that’s down the street, from an eBay seller in the same city or from a seller living on another continent,” according to Alan Marks, eBay Inc.’s senior vice president of global communications.

Tory Burch app for iPhone, iPad. Image courtesy of www.toryburch.com.

Tory Burch app for iPhone, iPad. Image courtesy of www.toryburch.com.

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