The way we shop is changing.
A few years ago, when choosing a product, we were primarily guided by the brand, price, recommendation of relatives and our own shopping list, which was to keep finances in check. Today, what we choose from the store shelf is influenced, among others, by applications with promotions, the way the store rewards us, opinions found on the web or social media users with whom we are in constant contact, also in the fitting room and at the shelf with products.
A visit to the store is no longer a quick getaway. – Consumer behavior is changing because the purchasing environment is constantly evolving. Today we have more stores, so more opportunities to shop in-store and online.
We also have more tools to support our decisions in the store. The consumer now has the entire technological arsenal that helps, among others find a product, a promotion and how it can be rewarded for purchases.
Social media is also important, which for many consumers, especially from the millennial and generation Z, has become a great arena for exchanging opinions about stores, brands and products, often in real time. Although fast fashion reigns in stores today, and new collections appear on hangers up to 10 times a year, the consumer does not necessarily like new products. Reason? In 83% of cases, our fashion purchases end up choosing a similar, or even the same product a market research in-depth study conducted in Poland reveals.
Not every customer is a fashionista who chases after trends and new products. What’s more, as research shows, most consumers expect a certain fixed offer from stores, which will always be present, or at least less “fast” in fast fashion. Brands seem to listen to this, because elements of some short collections return often in one season, e.g. in different colors.
