Canadian Retailer - Summer 2013 - 8
RETAIL CURRENTS
RESEARCh
DISSECTING ThE DIGITAL FAShION DIvA
In a recent study aimed at gaining a better understanding of today’s fashion consumer in the changing face of
retail, Demandware partnered with the University of Arizona to survey more than 7,000 consumers in the U.S.,
U.K., Germany and France. The findings of the survey reveal an emerging and valuable consumer segment
that retailers should become familiar with—the “digital diva”.
22% x3.7
Techs
22% – Digital Divas, who the
report defines as “consumers
who are highly engaged with
both fashion merchandise and
digital technology, comprise 22
per cent of the fashion market.
They are cited as being brand
conscious consumers who value
style over function and leverage
an average of 3.7 technologies
while shopping.
52% – Digital divas gather product information from
an average of 3.5 sources before purchase, with 52 per
cent stating that they always or almost always read
online customer reviews. 50 per cent read product
reviews on retailer websites. Only 36 per cent consult
information provided by fashion designers.
x1.7
1.7 – Digital divas utilize nearly two different
social networks to help inform, educate, advise
and inform other shoppers of their most recent
purchases. 40 per cent prefer to post positive and
negative experiences on Facebook.
45%
69%
2/3+ – While digital divas comprise a relatively small percentage of fashion shoppers, their
purchasing power represents 69
per cent of all fashion spend in
Europe and the U.S.
x3.4
52%
39% – Nearly 4 out of 10 digital
divas claim to have a favourite fashion retailer, leaving 61
per cent of market share to be
gained by those who deliver
against the divas’ expectations.
3.4 – The research indicates that digital divas
are highly connected consumers and are both
knowledgeable and empowered, directing every
aspect of their shopping experience. They visit
an average of 3.4 destinations during their journey, primarily shopping at physical retail stores
(70%) and websites (52%).
45% – The shopping experience across
multiple channels is an important
consideration for digital divas who
intuitively blend both the physical
and virtual worlds during their path
to purchase and expect retailers to
provide a digital backbone that supports individual, fragmented moments
across multiple channels.
2x
2x – Digital divas are twice as likely
to use mobile devices while shopping
in stores as compared to non-divas. 46
per cent use mobile to review special
promotions and discounts, and 45 per
cent use mobile to order out-of-stock
products if they are shipped to their
homes for free.
For more information about the digital diva and to download the full report, visit www.demandware.com.
8|
canadian retailer | summer 2013 | www.retailcouncil.org/cdnretailer
http://www.demandware.com
http://www.retailcouncil.org/cdnretailer
Canadian Retailer - Summer 2013
Table of Contents for the Digital Edition of Canadian Retailer - Summer 2013
Publisher's Desk
Retail Currents
Retail: At Issue
Understanding The Expectations of Today's Consumer
The Retail Marketer's Most Powerful Tools
Driving and Converting Web Traffic
E-Commerce
A Better Microscope
The State of Canadian E-Commerce
Owning The Brand
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2013 - cover1
Canadian Retailer - Summer 2013 - cover2
Canadian Retailer - Summer 2013 - 3
Canadian Retailer - Summer 2013 - Publisher's Desk
Canadian Retailer - Summer 2013 - 5
Canadian Retailer - Summer 2013 - Retail Currents
Canadian Retailer - Summer 2013 - 7
Canadian Retailer - Summer 2013 - 8
Canadian Retailer - Summer 2013 - 9
Canadian Retailer - Summer 2013 - 10
Canadian Retailer - Summer 2013 - 11
Canadian Retailer - Summer 2013 - Retail: At Issue
Canadian Retailer - Summer 2013 - 13
Canadian Retailer - Summer 2013 - 14
Canadian Retailer - Summer 2013 - 15
Canadian Retailer - Summer 2013 - Understanding The Expectations of Today's Consumer
Canadian Retailer - Summer 2013 - 17
Canadian Retailer - Summer 2013 - 18
Canadian Retailer - Summer 2013 - 19
Canadian Retailer - Summer 2013 - The Retail Marketer's Most Powerful Tools
Canadian Retailer - Summer 2013 - 21
Canadian Retailer - Summer 2013 - 22
Canadian Retailer - Summer 2013 - Driving and Converting Web Traffic
Canadian Retailer - Summer 2013 - 24
Canadian Retailer - Summer 2013 - 25
Canadian Retailer - Summer 2013 - 26
Canadian Retailer - Summer 2013 - E-Commerce
Canadian Retailer - Summer 2013 - 28
Canadian Retailer - Summer 2013 - 29
Canadian Retailer - Summer 2013 - A Better Microscope
Canadian Retailer - Summer 2013 - 31
Canadian Retailer - Summer 2013 - The State of Canadian E-Commerce
Canadian Retailer - Summer 2013 - 33
Canadian Retailer - Summer 2013 - 34
Canadian Retailer - Summer 2013 - 35
Canadian Retailer - Summer 2013 - Owning The Brand
Canadian Retailer - Summer 2013 - 37
Canadian Retailer - Summer 2013 - 38
Canadian Retailer - Summer 2013 - 39
Canadian Retailer - Summer 2013 - 40
Canadian Retailer - Summer 2013 - Advertiser's Index
Canadian Retailer - Summer 2013 - Retail Quick Tips
Canadian Retailer - Summer 2013 - cover3
Canadian Retailer - Summer 2013 - cover4
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