1. No category

Fashion
Flash
Report.
Fickle yet fashionable:
How apparel consumers
are leading the multidevice revolution.
SEPTEMBER 2015
FASHION FLASH REPORT 2015
Executive Summary
The long and the short
of it:
Fashion is forward. The fashion industry is
moving to mobile faster than any other retail
category, with 33% of fashion purchases
now coming from mobile devices.
There's no stopping mobile fashion. Mobile
growth is steady at +18% YOY (and up to
37% in the U.S. and 78% in Brazil).
Fashion shoppers are device-hoppers. 43% use
multiple devices on the path to purchase, and
many purchase on any device (desktop, tablet,
smartphone) or platform (app or website) at hand.
Fashion shoppers are fickle. Even the most
loyal customers browse multiple apparel sites.
Methodology
These trends and forecasts are based on Criteo’s unique pool of online shopping data covering 1.4 billion transactions totaling over $160
billion of annual sales. Unless otherwise stated, the subset used in this report totals 278 million transactions from 832 fashion & luxury
retailers in 12 countries. Retailers included in the sample offer apparel, shoes, accessories, lingerie and/or luxury products.
Mobile commerce in this report excludes NFC/proximity payments.
1
FASHION FLASH REPORT 2015
No one does mobile like the fashion
industry
MOBILE RULES FASHION & LUXURY
Growth of mobile share of sales from Q3 2014 to Q2 2015 globally
Retailers in the fashion & luxury vertical have gained
+18%
more from the mobile trend than other e-tailers*.
Why? Products are easy to purchase on
Average mobile share of eCommerce sales
in fashion & luxury globally
smaller form factors. And fashion retailers have
33%
embraced mobile-minded tactics like limitedtime and first-come-first-served offers.
Average mobile shopping cart value vs. desktop globally
94%
MOBILE DELIVERS 33% OF ONLINE
FASHION SALES GLOBALLY
In the U.S., mobile’s share of fashion sales is 8
percentage points higher than health & beauty
sales and 17 points above home decoration.
Mobile share of eCommerce sales and average
shopping cart: fashion & luxury
Mobile share of transactions
SMALL SCREEN, BIG SPEND
In most countries, the average mobile shopping cart
300
Avg. shopping cart on mobile
(indexed against desktop - 100=avg. cart on desktop)
250
49%
is very close to that of desktop: on average, for $100
46%
spent on desktop, consumers spend $94 on mobile.
106
200
40%
104
37%
95
95
36%
33%
95
33%
AVERAGE 33%
30%
91
STEADY GROWTH
89
87
Total share of mobile purchases
104
150
93
26%
100
20%
80
is up +18% since Q3 2014.
50
14%
Source: Criteo, Q3 2014 – Q2 2015
Base: 278 million transactions from 832 fashion & luxury retailers
* For comparisons across verticals and much more, please see Criteo’s State of Mobile Commerce report.
BRAZIL
RUSSIAN
FEDERATTON
FRANCE
ITALY
AUSTRALIA
SPAIN
GERMANY
USA
NETHERLANDS
JAPAN
UK
5-6 AM
0
Catch
Low penetr
1
2
ALL
WOMEN
MEN
LIVING
Brazil
FASHION FLASH REPORT 2015
Slaves to fashion, not platform
MORE THAN OTHER INDUSTRIES, FASHION
SHOPPERS ARE PLATFORM HOPPERS.
Share of mobile fashion sales by day of week (U.S.)**
Indexed (100=weekly average)
They increasingly use multiple devices
115
114
throughout the buying journey: In 43% of
purchases, U.S. fashion shoppers use multiple
devices to visit the same retailer, against 40%
on average across all retail categories.
98
95
94
93
91
MOBILE SHOPPING PEAKS ON WEEKENDS.
Globally (except in Japan) mobile shoppers
Weekend peaks are most pronounced in
SUNDAY
SATURDAY
FRIDAY
THURSDAY
WEDNESDAY
TUESDAY
MONDAY
tend to load up on the weekends.
countries where mobile shopping is still novel.
PLATFORM USAGE CHANGES BY DAY PART.
Fashion & luxury sales by platform and day part***
App purchases peak in the morning when
Indexed (100=average across day parts)
shoppers are away from home, time is scarce,
high-speed connectivity isn’t guaranteed,
300
and limited-time offers are expiring.
SMARTPHONES
250
65%
Shoppers
use the mobile web preFASHION
dominantly in the evening.
200
AGE 33%
35%
7
47%
7
54%
93
46%
FASHION
100
UK
50
14%
Desktop
App
43%
RETAIL
AVERAGE
7
45%
55%
7
of fashion purchases now involve
Mobile Web
multiple devices prior
45%to purchase*
0
55%
11-12 PM
10-11 PM
9-10 PM
7-8 PM
8-9 PM
6-7 PM
5-6 PM
4-5 PM
3-4 PM
1-2 PM
2-3 PM
12-1 PM
10-11 AM
11-12 NOON
8-9 AM
9-10 AM
7-8 AM
6-7 AM
FASHION
5-6 AM
BRAZIL
53%
SHAR
Desktop is strongest during office hours.
150
%
FEDERATTON
RETAIL
AVERAGE
USA
TABLETS
GERMANY
RETAIL
AVERAGE
6
46%
5
38%
* Source: Criteo, State of Mobile Commerce report, Q2 2015. Base: 19 U.S. retailers
FASHION
** Source: Criteo, Q3 2014 – Q2 2015. Base: 96 million transactions from 155 US fashion
& luxury retailers
*** Source: Criteo, June 24-30, 2015. Base: fashion retailers from five countries with over 25% of eCommerce transactions on
41%
mobile and more than 10% of those on mobile apps
RETAIL
FRANCE
HIGH GROWTH
Catch-up Players
Low penetration, high growth
100%
54%
62%
6
59%
6
AVERAGE
Over-performers
High penetration, high growth
82%
FASHION
3
18%
5
88%
FASHION FLASH REPORT 2015
Slaves to fashion, not platform
FASHION SHOPPING AND SMARTPHONES
GO TOGETHER LIKE DOLCE & GABBANA
Mobile fashion sales by device type and geo**
300
Smartphones are gaining ground against tablets
desktop)
7
SMARTPHONES
250
everywhere*,
and fashion is leading the trend in the
65%
U.S. and the U.K. with a larger piece of the mobile
pie than other retail categories.
104
USA
RETAIL
AVERAGE
In France, Germany, Brazil and Japan, the share
of tablets
among mobile fashion sales is equal or
100
higher than among retail sales overall.
14%
IOS IS ALWAYS IN STYLE
UK
App
Desktop
47%
74%
46%
RETAIL
AVERAGE
76%
45%
55%
77%
Mobile Web
45%
0
55%
GERMANY
RETAIL
AVERAGE
BRAZIL
sales in the U.S. and the U.K. and six out of 10 in
11-12 PM
10-11 PM
9-10 PM
7-8 PM
8-9 PM
6-7 PM
5-6 PM
4-5 PM
3-4 PM
1-2 PM
2-3 PM
12-1 PM
10-11 AM
11-12 NOON
9-10 AM
7-8 AM
8-9 AM
6-7 AM
5-6 AM
FASHION
iOS accounts for three quarters of mobile fashion
RUSSIAN
FEDERATTON
53%
FASHION
50
Germany, France and Japan.
61%
46%
54%
55%
38%
62%
FASHION
In Brazil, where Android is the dominant operating
FRANCE
HIGH GROWTH
system, iOS has more of the fashion sector than
retail
Catch-up Players
Low
penetration, high growth
overall.
HIGH SHARE OF MOBILE
PURCHASES
USA
50%
20%
Spain
France
59%
62%
82%
JAPAN
Germany
20%
64%
41%
18%
FASHION
Brazil
50%
RETAIL
AVERAGE
Over-performers
High penetration, high growth
100%
LOW SHARE OF MOBILE
PURCHASES
FRANCE
75%
54%
93
20%
35%
150
AVERAGE 33%
26%
SHARE OF IOS
FASHION
200
104
TABLETS
30%
40%
RETAIL
AVERAGE
58%
88%
12%
60%
71%
29%
FASHION
BRAZIL
RETAIL
AVERAGE
42%
73%
27%
10%
Italy
Japan
Sweden
Netherlands
Australia
Aspiring
Low penetration, low growth
UK
0%
Mobile Superpowers
High penetration, low growth
MODERATE GROWTH
* See Criteo’s State of Mobile Commerce report for more information about how smartphones are displacing tablets globally.
** Source: Criteo, State of Mobile Commerce report, Q2 2015
4
40%
US
FASHION FLASH REPORT 2015
Is your app dressed for success?
Mobile share of transactions
300
Avg. shopping cart on mobile
(indexed against desktop - 100=avg. cart on desktop)
Share of apps among mobile sales
250
TOP-PERFORMING
APPS GENERATE OVER 3/4
OF MOBILE SALES FOR THEIR RETAILERS.
49%
46%
106
37%
95
200 apps drive 54% of mobile sales, but the
On average,
78%
40%
95
104
36%
33%
95
54%
33%
best drive as much as 78%.
AVERAGE 33%
89
150
So
93 what makes an app a trendsetter? Flawless
30%
91
87
104
execution100and an obession with urgency:
26%
20%
User-focused - top performers’ apps consistently
80
50
14%
26%
received 4- to 5-star ratings in
the appAppstoresMobile Web
Desktop
BRAZIL
RUSSIAN
FEDERATTON
FRANCE
ITALY
AUSTRALIA
GERMANY
USA
SPAIN
TOP THIRD
NETHERLANDS
JAPAN
AVERAGE
UK
BOTTOM THIRD
10-11 PM
9-10 PM
7-8 PM
8-9 PM
5-6 PM
4-5 PM
3-4 PM
1-2 PM
2-3 PM
12-1 PM
10-11 AM
11-12 NOON
9-10 AM
7-8 AM
8-9 AM
6-7 AM
5-6 AM
checkout and fuel for impulse purchases
6-7 PM
0
Built for speed - with limited-time offers, easy
Serves as a reminder – with features like an
option to save items, add them to a wishlist,
and transfer them easily to the shopping cart
HIGH GROWTH
Well-connected
making it easy for users
Catch-up –Players
Low penetration, high growth
High
to share
items they like on social networks
1
ALL
WOMEN
MEN
100%
LIVING
Brazil
LOW SHARE OF MOBILE
PURCHASES
50%
VINTAGE + LUXURIES
Trending Looks to Own Now
Closing in 3 days
Over-performers
penetration, high gro
USA
Germany
50%
20%
20%
Spain
France
30%
40%
10%
Italy
Japan
Sweden
Netherlands
Australia
BOUTIQUES
WHAT’S HOT
COMING SOON
ACCOUNT
Aspiring
Low penetration, low growth
0%
Mobile Superpowers
High penetration, low gro
MODERATE GROWTH
Source: Criteo, June 24-30, 2015. Base: fashion retailers from five countries with over 25% of eCommerce transactions on mobile and
more than 10% of those on mobile apps
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FASHION FLASH REPORT 2015
78%
SMARTPHONES
TABLETS
SHARE OF IOS
65%
35%
Impulse buys and loyal customers
drive revenue
SHION
75%
53%
TAIL
ERAGE
47%
74%
37%
54%
28%
46%
76%
day as the first visit on retailers’ websites.
38%
55%
62%
SHION
HALF OF THE REVENUE COMES
FROM EXISTING PURCHASERS.
TAIL
ERAGE
Existing purchasers may represent just 13% of62%
fashion
64%
41%
3%
3%
of users starting their purchasing journey*
User count and share of revenue by browsing history, U.S.**
59%
63%
retailers’ user count, but they account for over half of
55%
the 82%
revenue. Users with four or more18%
past purchases
SHION
3%
UK
SPAIN
5%
of U.S. fashion purchases occur within 24 hours
46% sales out of 10 occur on the 54%
fashion
same
TAIL
ERAGE
60%
FRANCE
61%
GERMANY
55%
Fashion is all about impulse purchases. Six
USA
45%
SHION
BRAZIL
SEE IT, NEED IT.
7%
NETHERLANDS
8%
AUSTRALIA
13%
77%
SWEDEN
TAIL
ERAGE
18%
55%
ITALY
45%
JAPAN
SHION
58%
account for 22% of revenue even though they
44%
88%
make
up less than 3% of the average12%
site’s users.
TAIL
ERAGE
60%
22%
BUT, REPEAT PURCHASERS ARE EVEN MORE
71% TO CHECK OUT YOUR COMPETITION.
29%
LIKELY
SHION
42%
1.8%
0.3%
13%
0.6%
In fashion,
just because users purchase
73%
27%
TAIL
ERAGE
40%
frequently doesn’t mean they are loyal – quite
USERS NEVER SEEN ON VISITED HOME PAGE
WEBSITE
OR PRODUCT LISTING
the opposite. Indeed, heavy buyers show an
% OF USERS
even higher propensity to visit several fashion
PREVIOUSLY LOOKED
AT PRODUCTS
ON THE SITE
PREVIOUSLY
PURCHASED ON THE
SITE
% OF REVENUE
retailer websites than casual customers.
Given the sheer weight of frequent buyers, there is
tremendous value for fashion retailers in retaining
Propensity to visit multiple retail sites in the same category
during the same month, by browsing history, U.S.**
them and ensuring they don’t go to the competition.
78%
47%
48%
41%
33%
26%
37%
20%
28%
18%
13%
6
7%
5%
3%
3%
3%
1-3 PRODUCT
PAGES
4+ PRODUCT
PAGES
1
CONVERSION
UK
NETHERLANDS
AUSTRALIA
SWEDEN
ITALY
JAPAN
SPAIN
FRANCE
Source: Criteo, April 2015. Base: 30 U.S. fashion retailers.
* Beginning of the journey is defined as the first visit to the advertiser's website during the month
** Browsing history represents known user history during the last 30 days.
GERMANY
USA
BRAZIL
8%
2/3
CONVERSIONS
4+
CONVERSIONS
AVERAGE
sktop)
SHARE OF IOS
35%
FASHION
75%
200
FASHION FLASH REPORT 2015
104
53%
RETAIL
AVERAGE
USA
47%
74%
150
AVERAGE 33%
54%
93
%
46%
FASHION
100
Where will the mobile fashion bug
bite next?
20%
50
App
Desktop
45%
RETAIL
AVERAGE
UK
14%
76%
55%
77%
Mobile Web
45%
0
55%
11-12 PM
10-11 PM
9-10 PM
7-8 PM
8-9 PM
6-7 PM
5-6 PM
4-5 PM
3-4 PM
1-2 PM
2-3 PM
12-1 PM
10-11 AM
11-12 NOON
9-10 AM
7-8 AM
8-9 AM
6-7 AM
5-6 AM
FASHION
GERMANY
46%
RETAIL
AVERAGE
54%
38%
FRANCE
Over-performers
High penetration, high growth
pack, with
FASHION
Brazil
JAPAN
USA
HIGH SHARE OF MOBILE
PURCHASES
50%
20%
Spain
30%
41%
59%
62%
mobile economies like Japan, the
82%
18%
mobile accounting for close to half
58%
of all online fashion
sales. But growth is flat.12%
88%
RETAIL
AVERAGE
60%
The U.S., Brazil, and Germany are closing fast in
Germany
France
RETAIL
AVERAGE
Established
U.K., the Netherlands and Sweden still lead the
100%
20%
64%
NEW SUPERPOWERS ARE RISING
HIGH GROWTH
50%
62%
FASHION
The next big thing: a typology of nations
Catch-up Players
Low penetration, high growth
61%
55%
BRAZIL
40%
10%
Italy
29%
BRAZIL
RETAIL
With fashion
AVERAGE
73%
shoppers in major markets like
42%
27%
40%
the US and Brazil rapidly becoming platformagnostic, some ripple effects around the
retailers ramping up their offerings across all
Netherlands
Australia
71%
mobile fashion eCommerce, with rapid growth.
FASHION
world are to be expected due to international
Japan
Sweden
UK
devices globally in order to compete locally.
0%
Aspiring
Low penetration, low growth
Mobile Superpowers
High penetration, low growth
MODERATE GROWTH
Growth of the share of mobile, Q3 2014 - Q2 2015
78%
47%
48%
41%
33%
26%
37%
20%
28%
18%
ITALY
SWEDEN
3%
3%
3%
UK
5%
NETHERLANDS
7%
AUSTRALIA
8%
JAPAN
SPAIN
FRANCE
GERMANY
USA
13%
BRAZIL
RUSSIAN
FEDERATTON
FRANCE
TABLETS
65%
LOW SHARE OF MOBILE
PURCHASES
4
SMARTPHONES
250
1-3 PRODUCT
PAGES
4+ PRODUCT
PAGES
1
CONVERSION
2/3
CONVERSIONS
4+
CONVERSIONS
AVERAGE
Source: Criteo, Q3 2014 – Q2 2015. Base: 278 million transactions from 832 fashion & luxury retailers
7
63%
FASHION FLASH REPORT 2015
How to woo the device-hopping
shopper
Design a fabulous mobile experience
It’s coming, so get ready for it. Create a superior buying experience on every screen, and
you will capture more sales from fashion shoppers as they move from device to device.
Tips:
Speed up your mobile efforts, even if mobile penetration in the markets you operate in seems low today.
Track users across devices.
Prioritize smartphones against tablets.
Show the love to your existing customers
Even if they do frequently visit your competitors’ sites, your existing customers
are your most important customers. Fickle as they are, you must work to
outshine your competition to get them back to your site frequently.
Tips:
Offer a curated shopping experience in order to capture additional sales from heavy buyers.
Reactivate even shoppers who've purchased recently.
Make your app runway-worthy
Don’t skimp, don’t take shortcuts, and do take risks – your app
must be couture-perfect, especially on iOS.
Your design must invite repeat visits, minimize time-to-purchase and cultivate impulse buys.
The investment will pay off, potentially driving a huge share of your mobile sales.
Tips:
Reduce purchase to as few clicks as possible.
Make it easy for users to save items, or add them to their wishlist.
Connect your app to your brand's social media accounts and make sharing easy.
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About Criteo.
Criteo delivers personalized performance
marketing at an extensive scale. Measuring
return on post-click sales, Criteo makes ROI
transparent and easy to measure. Criteo has
over 1,600 employees in 27 offices across the
Americas, EMEA and Asia-Pacific, serving over
8,500 advertisers worldwide and with direct
relationships with over 10,000 publishers.
For more information, please visit
www.criteo.com
This Fashion Flash Report can be found at
http://www.criteo.com/resources/fashion-flashreport/
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Copyright © 2015 Criteo