Gen Z shopping habits revealed

Generation Z shoppers are the most likely to 'webroom' or browse for fashion via phone or online, but go in-store to buy, says a new report.

According to Dealspotr, a crowdsourcing platform for savings, it conducted an online survey of shoppers to better understand their fashion shopping habits and preferences.

The survey included 303 participants across Generation Z (under the age of 20), Millenials (21-25) and Generation X (36 to 52) and Baby Boomers (53 and above).

The findings show teenagers are most likely to browse fashion on primarily their phones, with 47 percent responding that they do most of their "window shopping" for fashion on their phones. Millennials, GenXers, and Boomers browsed through a wider variety of shopping methods, but phones were still a popular method, with 39 percent of Millennials and 37 percent of GenX and Boomers saying they do most of their fashion browsing on their phones.

Shoppers prefer to purchase in-store

Where the findings get interesting, is that purchasing in-store is still the most popular method to make actually buy fashion across all age groups, although younger shoppers show a stronger preference to in-store purchases than older ones.

Gen Z shopping habits revealed

Purchases on laptop / tablets was the next most popular option, with older shoppers (GenX and Boomers) showing the strongest preference for buying via traditional websites.

Purchasing on phones was the least popular option, with Millennials showing the strongest preference.

"Webrooming" or "reverse showrooming" is a shopping pattern in which a shopper researches a purchase online or via phone, then comes into the store to make the purchase. Teens showed the strongest preference of all age groups to prefer this pattern for shopping when it came to fashion.

And where does Generation Z like to shop online?

Amazon is the clear leader in fashion shopping across age groups. Amazon's dominance is very pronounced among Millennials and GenX / Boomer shoppers. Among these demographics, Amazon is by a wide margin the most popular way to buy clothing. Among teens, Amazon is among the top choices, but was slightly less popular than fast fashion brands H&M and Forever 21.

Gen Z shopping habits revealed

Department stores performed poorly among teens and Millennial shoppers. Department stores performed well among older (GenX and Boomer) shoppers, with Target, Kohl's, Nordstrom, Macy's, and TJ Maxx topping the list.

Among department stores, only discounters Target performed well among Millennials and teens. Luxury department stores (Nordstrom, Neiman Marcus and Bloomingdale's) performed poorly. They ranked among the bottom for teens and Millennials, and only Nordstrom performed well among Genx and Boomers.

Key qualities shoppers value in retailers

Across age groups, shoppers look for good value for the price as the most important attribute in a fashion shopping retailer. Compared to teens, Millennials, GenX and Boomer shoppers look for a good return policy as a primary characteristic in a fashion retailer. Teens showed a stronger preference towards good coupons as a primary criteria for choosing a fashion retailer.

Photo credit: Dealspotr.com

British brand Belstaff just announced a new flagship in Tokyo. Bowing in the retail space Ginza Six, the store just opened on April 20.

The store held a private opening before its official launch. With the boutique opening its doors, Belstaff offers its first women’s line in Tokyo as well as its first complete offering of menswear. The store opens after the modern brand has opened retail spaces in Matsuzakaya Nagoya, Isetan Tokyo and Kobe in 2016. The opening represents a new development in retail for Belstaff, as the brand continues to expand internationally.

While the brand is known for its breathable, functional fabrics as well as modern, British style; the store will offer its new line at its flagship. Additionally, the new store will also offer an exclusive Ginza Capsule collection with lighter weight pieces with handmade materials from Japan. Prices range up to approximately 2,395 dollars for a hooded parka jacket, according to the brand’s site. It’s unclear how much the new line will be in price, but according to a statement released by the company, it will also include the brand’s first eyewear collection as well.

Appear Here, the London-based marketplace for short-term retail space, has made its US debut in New York City.

The firm, which was founded in 2013 by Ross Bailey, said on its blog that it was only a “matter of time before it went stateside” and that New York City was the perfect place to “kick off” its US expansion.

Appear Here’s mission is "to build a global network of spaces” to enable retailers to “make their ideas happen” and has been successful in London launching more than 2,500 pop-ups, and last year it also expanded to Paris as its first international location. The service has been used by brands such as Net-a-Porter, LVMH and Apple.

As part of the expansion, Appear Here has opened an office on Broadway to facilitate the pop-up spaces and has already partnered with some of the city’s well-known landlords including Thor Equities and Simon Property Group.

Appear Here was named one of the UK’s most innovative companies by Bloomberg and has raised 9.4 million dollars from investors since 2013 including Balderton Capital, Forward Partners and MMC Ventures.

One of the leading global fashion and lifestyle brands Kate Spade New York has forayed into the Indian market with its first two stores in the capital. The brand has opened a store in South Delhi’s DLF Emporio in Vasant Kunj as well as one at the Select City Walk in Saket.

Kate Spade has entered India through a long-term distribution and retail license agreement with Reliance Brands, a subsidiary of Reliance Industries. It announced in a statement that this high-class distribution rights to the brand in the country lie with Reliance Brands. The new stores feature its latest Spring 2017 collection, which has a Moroccan feel.

The store’s collections include: handbags, small leather goods, shoes, jewellery, fashion, tech accessories, watches, eyewear and stationery from the brand.

Deborah Lloyd, Chief Creative Officer of Kate Spade New York is thrilled about the launch. Inspired by India's rich and colorful heritage he wants to see the Indian woman styling up with his collection. Similarly, Darshan Mehta, CEO, Reliance Brands, is confident that the brand shall resonate with the Indian woman and its playful sophistication will add a refreshing twist to Indian women’s wardrobe.

Dior stages two shows for opening of Japanese boutique

Dior, which will be opening its largest ever store in Japan, has announced that they will be hosting both a haute couture show and a men's runway show.

For the couture collection, creative director Maria Grazia Chiuri has designed eight looks inspired by Japan. Kris van Assche, the designer for Dior Homme, will present the first ever men's pre-fall line for the brand. In the spirt of see-now-buy-now, the line will be available for in store purchase the next day.

Chiuri has also designed a cherry blossom themed ready-to-wear and accessory collection that will be sold exclusively at the new store in Ginza. The line will include dresses, bags and jackets. The words "Jardon Japonais Christian Dior 1953" are etched across the garments, in reference to a similar items Christian Dior himself designed back then.

Dior staging haute couture and menswear show in honor of Ginza store opening

Th new five-story Dior boutique anchors Ginza Six, a new luxury shopping destination that also features luxury brands including Céline, Saint Laurent and Valentino. Ginza Six has become a popular tourist shopping destination, and Japan is also showing quality economic growth.

Moody's latest report on Japan says that the country's economy is showing evidence of incremental progress of reflation. Although the yen has weakened since September 2016, the government announced a fiscal package last August that is expected to provide support to the domestic economy.

As for Dior's new store, it features a spacious men's level on the lower floor, three smaller floors for women's merchandise, and a café that is part of a collaboration with Pierre Hermé. The spacious interior of the store was designed by Peter Marino.

Dior has a storied history in Japan. In 1959, Empress Michiko had the fashion house design three dresses for her civil wedding ceremony.

Last year, even after facing a period of economic downturn, the Japanese luxury goods market still saw some moderate growth. According to a report by Euromonitor, consumer confidence rose to a higher than expected level in Japan during December 2016 with consumer perception improving across most of the major markets.

Dior CEO Sidney Toledano told WWD that, "The important thing in Japan is that we want to continue. We believe in the market. We believe in the market as one of the key luxury markets in the world. Japanese customers are loyal and they are looking for quality.”

photo: via Dior.com
Orchestra to launch in the US

Orchestra, France’s leading childrenswear and maternity retailer and the sixth-largest in the world, has launched its first English language website ahead of its debut store in the US.

The childrenswear brand, which operates 700 stores in 40 countries throughout Europe, Asia, and North Africa, is set to open its first US-based newborn/children’s fashion retail store in the King of Prussia Mall, which is one of the largest malls in America outside of Philadelphia, at the end of May 2017.

"We are thrilled to finally introduce our unique and fashionable brand of children's clothes and footwear to US customers," said Orchestra director and vice-chairman, Agathe Boidin. "Orchestra has experienced enormous success around the globe and we are looking forward to launching the brand in the United States."

The store follows the launch of Orchestra's first English-language website, us.shop-orchestra.com, which allows shoppers in the US to browse and buy all of Orchestra's designs for the early years of childhood, as well as sign up to its loyalty scheme, Club Orchestra that offers exclusive discounts.

Family-owned Orchestra is known for its playful and innovative designs and has become known as a ‘one-stop shop’ for parents and expectant mothers, selling more than 80 million pieces a year. It offers more than 3,000 designs each season for babies through to size 14 girls and boys.

Image: screenshot of Orchestra US website

Juicy Couture set to pull out of the UK market

London - Although Juicy Couture has seen somewhat of a revival recently, it seems as if parent company's Authentic Brands Group best efforts were not enough to keep the brand afloat in the UK. The fashion brand, best known for its bling velour tracksuits favoured by the likes of Paris Hilton over a decade ago, is set to pull out of the UK market.

At the moment the label currently counts two stores in the London - one on Regent Street and another in Westfield White City, in addition to an outlet in Bicester and a store in Bluewater. But a report from the Telegraph states Juicy Couture is set to close its UK stores and will only retain an online presence in the UK.

Juicy Couture also counts a number of concessions in Harrods, Selfridges and Topshop in the UK, but it remains unclear what Authentic Brands Group aims to do with its concessions. The move follows on from fellow US brand Banana Republic's withdrawal from the UK amid increasing difficult trading conditions.

ABG acquired Juicy Couture four years ago for 195 million dollars. The licensing company is best known for its celebrity brands, such as Elvis Presley and Marilyn Monroe. FashionUnited has contacted Authentic Brands Group for additional commentary.

Photo: Screenshot Juicy Couture website.

Oak + Fort is finally coming to Los Angeles. From beginnings seven years ago, the minimal aesthetic brand has just planted roots with its first Southern California flagship.

The store just opened in Westfield Century City, after the shopping centered just revamped itself at a worth of one billion dollars. The new location comes from a strong presence already in the city. “We’ve been asked to open a lot in the Los Angeles market for a long time and it was the right timing and we saw the opportunity for our brand to fill a niche,” founder Min Kang told WWD. With approximately a dozen stores in Canada, this marks the brand’s first venture into L.A. The brand also has two other California locations, set in SOMA and San Francisco. Besides a location set in SoHo in New York, the rest of Oak + Fort’s flagships are located in Canada.

It seems that with this new location, the brand plans to keep expanding with a strong retail front. “With over 13 stores across North America, we continue our growth with new locations each year,” the brand’s website reads. Retailing both ready-to-wear for men and women, the brand ranges in price from about 28 to 208 dollars in price. Currently, the brand’s next store is not yet confirmed, although its clear that the U.S. may see more openings in the near future.

Consumers will share data over in-store wifi, but there's a catch

Despite valuing privacy, consumers will share personal data with retailers if they expect to receive offers in return.

New research from Hughes Europe shows 74 percent of shoppers will share data over in-store Wi-Fi if they can get offers.

85 percent said they were most likely to share details on the kind of products they like, while 55 percent would share details on stores where they prefer to shop.

However, the survey of consumer attitudes to in-store data-sharing also found that nearly nine out of ten (89 percent) said they fear being bombarded by unwanted messages when they log on to retailers' Wi-Fi networks. A further 63 percent were concerned about their personal details being stolen when they share data in exchange for network access.

"Consumers, especially millennials, are now very savvy about data and personalisation and are willing to share their data with retailers if there are rewards on top of free Wi-Fi access, such as targeted offers and discounts based on their preferences," said Dan Thornton, Head of Solution Development at Hughes Europe. "To capitalise on this growing trend and get closer to customers, retailers must be transparent about data-security and user policies, as well as ensuring messages are relevant to each individual. If consumers are bombarded with spam, they will log off for good."

The survey found that the details respondents are most willing to share with retailers are their name (86 percent), gender (83 percent) and email address (69 percent) but few are prepared to share more specific details such as their monthly expenditure (10 percent), address (11 percent) or salary band (15 percent).

"With shoppers willing to share personal data in exchange for offers, it is incumbent on retailers to handle their data correctly on in-store systems that are secure, fast and agile. At Hughes Europe we work with retailers to provide a managed service which will match the best solutions to the individual requirements of each business", added Chris O'Dell, Vice President of Sales and Marketing at Hughes Europe.

For more information on their research and retail solutions visit Europe.hughes.com.

Photo credit: Privacy, courtesy of bwvsg.com

Payless ShoeSource is closing just under 400 underperforming stores shortly in the U.S. and Puerto Rico. Within the next couple of months, a joint venture between Great American Group and Tiger Capital Group will handle store closing sales for the impending shuttering flagships.

The Topeka-based company will continue to operate most of its stores, totaling about 3,000 locations. Located in both the U.S. and Puerto Rico, it seems Payless will still have a significant retail presence. However, the company filed for a voluntary petition for reorganization for Chapter 11 bankruptcy earlier this month. As shuttering underperforming stores is typically the first step of improvement, it seems Payless is headed in this route.

Payless filed for the petition on April 4, leading to the upcoming closures as well as closing sales. American Eagle by Payless, Christian Siriano for Payless, Dexter and Dexflex Comfort, and Brash are some of the brands that are retailed at Payless stores. The privately held company, owned by Golden Gate Capital and blum Capital Partners, has over 4,000 locations worldwide in over 30 countries. Currently, the company houses 22,000 employees. How many employees will be affected by these new store closures has not yet been disclosed.