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.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)