Shoppers were out at the stores, and using their phones to price check.
Shutterstock / Antonio Guillem
Move over fashionista, the "smartphonista" is taking over.A new report by digital advertising company Criteo has discovered a unique and growing group of shoppers. The smartphonista is a fashion shopper who makes her purchases on a smartphone. They account for seven out of 10 mobile sales and dominate the demographics for tomorrow’s fashion shoppers.Sixty-eight percent of these shoppers initiate their clothes hunt by whipping out their phones and 51 percent say they prefer using their phone over a desktop to make clothing purchases. Even though lots of people still have security concerns about mobile shopping, this group gained comfort when using Apple Pay or Google Wallet.Harris Bernstein, vice president of North America at Criteo, said, “Smartphonistas are into fashion with 59 percent saying they truly love clothes versus 46 percent of the desktop shopper. They also tend to buy several sizes of the same item in order to return what doesn’t fit and they are also almost twice as likely to share their purchase on social media.”Criteo gets its information form a database of more than 200 U.S. fashion retailers and five million transactions. They also surveyed more than 1,500 fashion shoppers.The company found that while desktop shopping is alive and well, mobile purchases are beginning to overtake them. Over half of all fashion shoppers use their mobile devices to make purchase, while 48 percent only use their desktop.In fact "device hopping" is the new shopping. Smartphone shoppers and tablet shoppers bounce back and forth between devices. Seventy-nine percent of smartphone shoppers also buy things on another device. Criteo’s data also told them that these smartphonista’s tend to buy things with low fit risk and lower prices.Harris said the top items purchased on mobile are T-shirts, shirts and shoes. Items that have a low risk for not fitting and tend to be lower in cost. Desktop shoppers will buy things like pants and lingerie. The mobile shoppers are mostly active in the evenings and weekends. The desktop buying happens during the day and during the week. Surely not while they are at work?Criteo has advice for retailers that are trying to woo the smartphonista. They advise retailers offer quick delivery and make finding the right size as easy as possible. “Retailers should also make social sharing simple in order to get the smartphonista to share her purchase and recommendation,” Harris said.He also said these shoppers prefer and feel most comfortable using Apple Pay and Google Wallet — so give them what they want.Getting new customers is expensive so Criteo believes it’s data can help retailers. They tell retailers just to target the most likely shoppers and track them across the multiple devices. Make recommendations for them and keep repeat customers happy. Criteo says polish up the customer service and dress up delivery.
@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)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews