Impulse dominates in one part of the world, while price rules in another. In some regions, brand loyalty is key, while elsewhere famous labels have a growing appeal.
The fashion marketplace is clearly a global one. Still, aside from the near-universal desire for quality, shopper behaviors and attitudes have distinctly regional identities. According to a Nielsen Global Survey of Consumer Shopping Behavior, respondents in Asia-Pacific shop impulsively and are attracted to designer brands more than in any other region. Latin Americans are intensely brand loyal and well-informed shoppers; North American and European shoppers are largely driven by price, and Middle East-Africa consumers are environmentally aware and influenced by professionals, such as industry experts. The study surveyed more than 29,000 online respondents in 50 countries.
Brand affinity also differed by region. Six out of 10 respondents in Asia-Pacific were willing to pay extra for designer products (61 percent), exceeding the global average by 17 percentage points. A desire to buy famous brands was highest among respondents in Asia-Pacific (55 percent) and Middle East-Africa (56 percent). Although consumers with Internet access typically point to a more affluent and younger demographic, these respondents represent the rising income and upward mobility of these developing market consumers, according to Nielsen.
Throughout the world, quality was a top concern. More than three-quarters (78 percent) of global respondents said quality was the most important concern, with Latin America (83 percent) and Asia-Pacific (82 percent) respondents exceeding the global average. The survey also revealed that Indians and Chinese were among the most impulsive and brand image-driven shoppers. According to the survey, 74 percent of Chinese consumers, 59 percent of Indian consumers and 58 percent of Brazilian consumers were willing to pay more for designer products than for those with the same function.
Economic realities played a significant role globally, and the need for deals and promotions was paramount. Price was the chief concern among 65 percent of global respondents. Fifty-eight percent believe products with free gifts were good incentives. And with the exception of Greece, the survey showed that developing countries responded most strongly in favor of receiving free gifts. In fact, Filipinos, Greeks and Vietnamese were the most attracted to products with free gifts, according to the study.
Latin American shoppers showed the most affinity to browse and sample before they made a purchase. North American respondents put the least faith in products recommended by professionals or others’ influence. On the other hand, Middle East-Africa and Latin American respondents relied most on the advice of professionals. More than 80 percent of Polish, Thai, Brazilian, Filipino, Venezuelan, Peruvian, Spanish and Mexican respondents said they shopped around for the best deals, according to the Nielsen report.
In the categories of clothes and shoes, design was the most important purchase factor for half (49 percent) of Asia-Pacific respondents, the highest percentage globally, followed by price (37 percent). Price was the most influential criteria for 56 percent of North Americans, 48 percent of Europeans and 44 percent of Latin Americans, followed by design, which was important for about a third of those surveyed. In Middle East-Africa, design and price were important among an equal 35 percent of respondents, respectively, according to the Nielsen study.
Finally, the Internet was the dominant go-to source for home appliances and cars, followed closely by TV. In-store was prominent to get information for clothing and shoes, followed by the Internet. TV was the most influential for household products, according to the Nielsen survey.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)