Fashion & Design – Print or Digital? · 3 • Are Italian women switching from print to digital...

1 1

Fashion & Design – Print or Digital?

Dec 2011

2 2

Research Objectives Understand the trends in Italian Women’s consumption

of Fashion and Design contents on print and online

Assess the perceived strengths and weaknesses of the

two media as sources of information for Fashion and Design

Seek out for opportunities to improve the digital offer of

fashion and design contents

1 2 3

3 3

•  Are Italian women switching from print to digital to access Fashion and Design contents?

1 Understand the trends in Italian Women’s consumption of Fashion and Design contents on print and online

4 4

INTERNET MAGAZINES

56

39

5

60

37

3

More than last year

About the same as last year

Less than last year

Home and Design Fashion

14

53

33

19

58

23

More than last year

About the same as last year

Less than last year


Sample: total internet users – Home and Design = 1385. Fashion = 1022

Q.19 – Thinking about the use of internet/ purchase of magazines as a source of information for Fahion and/or Design. In the past 12 months would you say that…

When looking for information about Fashion/Design, nearly 60% use internet more than before, whereas nearly 30% buy less magazines…

5 5

38.4 44.6

26.8

48.4

read magazines less than last year buy magazines as often as last year


Q.19 – And thinking about your use of the internet / purchase of magazines as sources of information for fashion and/or Design. Over the past 12 months, would you say that…

Use internet more and…

… and those whom use internet more, often buy less magazines…

Sample: magazine readers– Home and Design = 1037. Fashion = 785 Sample: internet users – Home and Design = 1385. Fashion = 1022

6 6

… and the trend is getting stronger: in fact > 70% of today’s internet NON USERS will start using it in the next months to access fashion and design contents.

39

40

17

3

1

41

35

20

3

1

I will definitely use internet in the next months

I will probably use internet in the next months

I don't know if I am going to use internet

I will probably not use internet in the next months

I will definitely not use internet in the next months

Home and Design - Don't use internet Fashion - Don't use internet

Sample: NON internet users total – Home and Design = 317. Fashion= 218

Q.15 – Do you not currently use the internet to read articles or find updates about Fashion/ Home & Design? How likely are you to use internet for this topic in future? Thinking about Fashion / Home & Design, would you say that in the next months…

7 7

We can already see a rise of online search queries linked to Fashion/Design

Queries from Mobile High End Devices

+33% Apparel

+30% Fashion&Style

+37% Interior Design

2011 vs 2010

+306% +256% +242%

8 8

•  When do Italian women look for information in magazines and when online? What are the reasons?

2 Assess the perceived strengths and weaknesses of the two media as sources of information for Fashion and Design

9 9

...two different worlds… • Content that inspires

and entertains Answers to specific

questions “…you switch off, stop thinking and start dreaming” “…they have a theme and they develop it…if you want a specific information you have to look for it…and you can’t always find it” A purchase that is ritualised or stimulated by visual images

“…you are the one in control…you have to know what you are looking for…but you can find anything…it’s an infinite source of information”

Magazines and internet for Fashion & Design…

...with different expectations… A tale with images New ideas Different ways to interpretate a style New shapes and colours Interesting topics

High quality information High quality images ( “sharpness, ability to zoom, 360°… Quick access to information Clarity/ ease of browsing inside websites Foreign websites

...which are satisfied in different ways It’s often random and outside of the reader’s

control whether the expectations are met or not.

“…you don’t know until you go through the magazine”

The enormous amount of information makes it very hard not to find what you are looking for

10 10

75

12

7

6

77

7

10

7

In my spare time at home

When I want to buy something

In my spare time away from home

(commuting/waiting etc..)

At work when I want to relax


73

7

18

2

70

2

26

2

In my spare time at home

When I want to buy something

In my spare time away from home

(commuting/waiting etc..)

At work when I want to relax


INTERNET MAGAZINES

Q.9 – And when do you usually read magazines? Q.9b – And when do you usually use internet?

Away from home magazines are more popular, but, when Italian women want to buy something, they are more likely to use internet


11 11

68

53

49

40

37

36

34

34

31

65

46

47

40

42

36

29

53

42

To find information about prices

To find stores' addresses, telephone numbers and contact details

To have up to date information

To carrry out a geographical search of the stores

To read articles, news and/or updates

To look more into a topic that I came across in a magazine

To check the availability of a product in a store

In order to be always up to date with the latest trends

To buy products of interest that I saw in a magazine


Q.13 – For which of the following reasons do you use internet for your interest in Fashion/Home and design?

… In fact most of them are looking online for product prices and stores’ contact details. Whereas many also use internet to buy or find more informations about products, which they came across in a magazine.

Sample: internet users – Home and Design = 1385. Fashion = 1022

12 12

•  Are Italian women satisfied with the existing digital offer?

•  What are the opportunities for improvement?

3 Seek out for opportunities to improve the digital offer of fashion and design contents

13 13

Only 20% of users are fully satisfied of internet as a media for Fashion and Design and there are many areas for improvement

INTERNET

Completely satisfied (%)

Fashion 22

Home and Design

16

32

31

31

27

26

28

32

37

24

25

Letting me try to implement my own style/ideas

Images search that is easy and detailed

Availability of the full collections

Information should be more in depth

It should be easier to search for information


Q.14 – What could be improved about the internet in order to improve the fruition of Fashion and Design contents online?

INTERNET

Areas for improvement

14 14

Q.21 – Overall, how satisfied are you with the level of information/updates that you can find on the internet?

Just 1 out of 10 is buying online, but 8 out of 10 would like to start… if only the process was easier…

12

80

7

77

Are buying online Would like to buy online



42

31

27

43

34

24

Make it easier to buy products (more detailed information)

Buying products directly (even those that I come across in the articles I

read)

Information should be more in depth

INTERNET

Shop online Apparel & Design

INTERNET

Areas for improvement

15 15

At present the two media are complementary…

• = SERENDIPITY

= PRACTICALITY – FUNCTIONALITY

Internet and search engine are a virtual newsstand that meets the customer’s need of deepening the understanding of a topic

Opportunity for operators = make the offer more topic-structured

Internet as a virtual shopping center, where the urgency of purchase can be satisfied

Opportunities for operators= infocommerce, e-commerce and geographic search

16 16

In future can Internet also provide serendipity?

Burberry allocated 60% of its marketing budget in digital initiatives generating sales growth. They broadcast 3D videos of fashion shows in store e on Ipad. The customers can buy clothes online before they are available in store

17 17

Key Findings There is a strong trend of switching from print to online

consumption. In general there is also a strong rise of online search queries linked to Fashion/Design

Print and digital are currently complementary in meeting the Italian women’s needs. Print is more linked to the desire of serendipity, internet is more practical and closer to the shopping experience

There are many areas for improvement in today’s digital offer of Fashion and Design contents. In particular:

•  Further improve the existing strengths (make ecommerce and info commerce easier) = Improve complementarity.

•  Develop content and use technology in order to be able to address the expectations that are currently met by print = Gain audience share.

1 2 3

18 18

Methodological notes

•  1. Omnibus: quantification of the target

•  2. Qualitative research: identification of needs and times of consumption

•  3. Online research: quantification of needs

The research was developed in 3 steps

19 19

Methodological notes: population and sample 16M

11M Interested in

Fashion/Design

Women 16 – 55

8M Interested in

Fashion/Design and internet users 6M

Interested in Fashion/Design and use internet not only for email or work

Sample = 2000

Sample: interviewed total– N=2002 Omnibus on total Italian population

In Italy there are 6 million 16-55 women that use internet weekly and are actively interested in Fashion/Design

20 20

Thank you

Fashion & Design – Print or Digital? · 3 • Are Italian women switching from print to digital...

Documents

Transcript of Fashion & Design – Print or Digital? · 3 • Are Italian women switching from print to digital...