Avery Dennison, which provides materials science and digital identifications solutions, has published its ‘Digital Consumer Behavior’ report, produced in partnership with audience insights company, GWI.
The study examined the attitudes and behaviors of more than 6,300 clothing shoppers across seven countries (UK US, France, Germany, China, Mexico and Japan).
It found that shoppers remain highly receptive to frictionless touchpoints, such as mobile checkouts and digital receipts, that will enhance their in-store experience. Scanning digital labels on garments, making use of QR codes, RFID, and NFC (Near Field Communication) technology, for product insight and interaction, both pre- and post-purchase, remains popular with consumers globally.
For instance, 60 per cent of fashion shoppers globally see the value in scanning a QR code on a garment with their smartphone to understand proper care. Further, 71 per cent of respondents globally state fashion brands being transparent about their manufacturing practices is important to them.
The report also found rising adoption of virtual experiences and NFTs, especially among fashion shoppers, with 51 per cent of respondents globally demonstrating interest in creating a digital inventory of their wardrobe.
The metaverse and NFTs have also enabled consumers to fuse the fashion and gaming worlds. As a result of this trend, almost half (47 per cent) of global fashion shoppers are interested in virtual experiences, and over a third said they would be eager to buy digital outfits for their virtual gaming characters. On a global scale, male buyers are more likely to engage with technology, especially the metaverse or virtual platforms.
When it comes to second-hand fashion, buyers in Mexico (60 per cent), the U.S. (50 per cent), and Europe (50 per cent) are most open to this. And while 29 per cent of total consumers say they are more open to buying second-hand since the pandemic, almost as many say it is due to a change in financial situation, as those who put it down to environmental reasons. Globally, three in four shoppers say their fashion spending has fallen because of the cost of living, and this figure jumps to 80 per cent in Europe, and 81 per cent in the US.
Globally, six in 10 fashion shoppers see the value in scanning a QR code to understand proper garment care, which in turn extends the life of the clothing. The survey revealed a general increase in comfort levels towards digital triggers on garments versus the 2021 report. In China, Europe and the US, there’s been a notable increase in buyers who say they use digital triggers for conscious wash care instructions, and to obtain proof of garment authentication.
This bodes well for the apparel industry as it embraces more digital-labelling and supply chain transparency with new legislation on the horizon in Europe and the US.
“Digital technology continues to create new and exciting opportunities within retail,” said Michael Colarossi, Vice President, Innovation, Product Line Management and Sustainability, Apparel Solutions at Avery Dennison. “These findings confirm fashion shoppers expect stores and products to be enhanced with smart digital solutions that will make their experience more convenient, informative and engaging. Consumers want tech tools to help them make conscious decisions, and adopt habits such as resale and recycling.”
This is the second Digital Consumer Behavior report, building on the 2021 survey, and allows Avery Dennison to keep track of the driving forces of fashion shopper attitudes.