Shoppers captivated by luxury brands, but let down by the digital experience

 

The Fashion Network comments on Attraqt's latest research findings on the digital shopping preferences of luxury shoppers. The study reveals the digital influences that make an impact on the luxury shopping experience, along with the implications that these have for luxury retailers.

 
 

 

Visual merchandising provider Attraqt commissioned research among 3,000 shoppers in the UK, France, and UAE and said only 18% of luxury shoppers see fashion weeks as their biggest influencer these days.

In fact, Gen Z/Millennial luxury shoppers are more likely to start their buying journey online and to use social media in particular as their starting point. They also switch from online to offline with ease and half of Gen Z cite Instagram as the single biggest influence on their luxury purchases.

Stores still play a key role for luxury shoppers generally with 40% starting their shopper journey there, although 39% are now using smartphones and 29% make the most of a retailer’s or brand’s app. Some 21% look at celebrity trends and 17% of all ages look at Instagram.

Attraqt said what shoppers sees as essential to their shopping experience includes being able to easily find new products as the top priority (25% of shoppers). Discovering new style trends, having the ability to virtually ‘try on’ new style trends, and receiving expert product and trend advice exceeding what’s available on the website, all tied for second place on 15% each.

Continue reading the full story via the Fashion Network: Luxury shoppers see social media as key influence

 

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