It seems it will be men — not women — who will be on the receiving end of luxe gifts this holiday season. At least that's what ContentSquare's new holiday report suggests.Based on data pulled from holiday transactions last year, the report devised by the user experience optimization platform forecasts that women are expected to receive less expensive gifts than men. The average amount spent on a woman’s gift was $113.16, while the average man’s gift costed $120.22 (almost a six percent difference), a ContentSquare spokesperson explained.ContentSquare’s founder and chief executive officer, Jonathan Cherki said there are several factors that may be behind these numbers. “For starters, women’s sales and discounts can be greater than men’s sales, and this is related to the fact that, in general, more women’s items are sold throughout the year,” he said.“During the holidays, people are buying gifts and splurging on loved ones,” he continued. “If more women are active in holiday shopping than men and they are splurging on the special men in their lives, they're more likely to spend a bit more on them.”Cherki continued that fewer people are buying men’s items — women’s items have a higher volume of traffic. What this means for retailers, he said, is that when purchasing men’s items, retailers should keep in mind that shoppers want convenience, from researching products to checking out fast.Retailers should ensure, the ceo noted, that best-selling products are as visible as possible and that mobile experiences are optimized for an especially smooth and quick check-out. In essence: the fewer the clicks, the better.“Retailers should offer several filters and sorting options because while some people will want to filter by price, others will be more interested in relevance and best sellers,” Cherki added.But that’s not all.The report also found that children’s gifts — which tended to be about $62.48 — take the most time to be purchased (nine minutes instead of the typical seven minutes for women and eight minutes for men). These gifts have a conversion rate that is 2.3 times higher than women’s gifts, the spokesperson noted.“When items during the holidays take a significantly longer time to purchase, it can be a potential sign that something is causing confusion or frustration,” Cherki said.No one wants to look through hundreds of children’s items, he affirmed, so retailers must ascertain that the categories and navigation options are truly helpful instead of contributing additional confusion. “Retailers must understand how customers are interacting with their site and digitally listen to them to reduce points of friction and offer easier, seamless journeys,” Cherki reflected.As to why children’s gifts have a higher conversion rate than women’s, Cherki noted there are likely reasons why. “Children’s items are many times purchased by parents or other adults that are motivated by love and by emotions. And in fact, emotions are the main reason people buy and then justify it with logic — this explains the higher conversion rates on these particular items,” he said.Also important to keep in mind, Cherki continued, is that children’s items are not necessarily expected to last for a long time (children outgrow clothes, toys, etc.), so the decision to purchase is not connected to a long-term commitment.“Finally, there are many items that people need to buy for children, and therefore, they do not hesitate or browse too much (i.e. diapers, socks, bibs, etc.) and there are other items that people want to buy (i.e. toys, books, etc.),” he said. “The digital behavior for every mind-set will be different based on the context and the intention of the buyer, and retailers must identify — and optimize — for the main customer’s mind-sets to cater to all types of buyers and needs.”For More WWD Business News, See:New Tool Aims to Boost Retailers’ Sales This Holiday SeasonRebecca Minkoff Releases Line of ‘Smart’ BagsReport: Physical Retail Far From ObsoleteWhy Brands Like Puma and Toms Are Successful on Social Media
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @@Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion