Shoppers turn to mobile devices for fashion shopping and buying.
In a diversifying landscape of devices and a smattering of social platforms, consumers are keeping it simple. Nielsen’s 2016 Social Media report revealed that despite the slew of options individuals have at their fingertips, Facebook still dominates the majority of social engagement, especially with Millennials — sorry, Snapchat. The report also confirmed that research, communication and shopping are increasingly performed on mobile devices.The report detailed the top social networking platforms on smartphones and desktops. In September 2016 Facebook secured the top position on both devices even though usage levels varied dramatically. Including web and app use, almost 179 million unique users visited Facebook on a smartphone. On PCs, Facebook secured just over 90 million unique visits. It was between Twitter and Instagram for the second spot — Instagram won out in the smartphone sector at 91.5 million unique visitors during the same period; Twitter secured the second spot for PC unique visits at 32.7 million visits in September 2016 — nearly a third of the smartphone Instagram use.Regardless of usage frequency, individuals found that using social media was very or somewhat important to discover a brand’s new product or services. What are they buying? Online shoppers within the study’s segments — heavy, medium and light — all purchased clothing and accessories above other product offerings. Forty-eight percent of heavy and medium social media users — those who average daily three hours or more on social for the former; one or two hours daily for the latter — bought in this category within the last 12 months. Forty-one percent of light social users — those who refer to social media less than one hour per day — purchased clothing and accessories online. And they did so on mobile.Desktops aren’t obsolete quite yet. Adults continue to visit social media platforms on their PCs — 70.2 million per week in entirety. Compared to mobile social scouring, that’s chump change. Nearly 177 million adults weekly use smartphones to stay updated on all things social, accounting for 73 percent of total adult reach.As desktop use decreases — down three percent — mobile and tablets are both undergoing an uptick in usage among adults 18 and up, the report said. Power users with access to mobile devices fell, especially within the Millennial set (no surprise there), up seven percent totaling 97 percent of those polled year-on-year. Though adult women still have an edge on smartphone access — 88 percent — adult men are catching up, increasing their access by 12 percent, totaling 86 percent.Media consumption is thriving among adults of all generations with Millennials leading the charge. According to the report, adults between the ages of 18 and 34 spent 78 percent of weekly social minutes on a smartphone. Desktop use trailed at a meager 12 percent of social minutes — tablets amounted for only 10 percent of social minutes. The smartphone-heavy trend continued across generations — mobile use accounted for 69 percent of social minutes for adults between the ages 35-49 percent, and 63 percent for Baby Boomers.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)