The way we do shopping is changing.
Only a few years ago when choosing a product, we were guided primarily by the brand, price, recommendation of relatives and our own shopping list, which was supposed to keep finances in check. Today, what we choose from the store shelf is influenced by, among others applications with promotions, the way the store rewards us, reviews found on the web or users of social media with whom we are in constant contact, also in the fitting room and the shelf with products.
A visit to the store ceased to be a quick trip.
Consumer behavior is changing because the shopping environment is constantly evolving. We have more stores today, so there are more options for on-line and on-line shopping. We also have more tools to support our decisions in the store. The consumer currently has the entire technological arsenal, which helps, among others find a product, promotion and the way it can be rewarded for shopping.
Social media are also important, for many consumers, especially millennials and the Z generation, have become a great arena for exchanging opinions about shops, brands and products, often in real time. Although today’s fast fashion stores dominate, and new collections appear on hangers up to 10 times a year, the consumer does not necessarily like constant new products. Reason? As much as 83% of cases, our fashion purchases end up choosing a similar or even the same product.
Not every client is a fashionist who is chasing trends and new products.
What’s more, as research shows, most consumers expect stores to have a fixed offer that will always be present or at least a smaller “fast” in fast fashion. Brands seem to listen to it, because the elements of some short collections come back sometimes in one season, for example in other colors.