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Fashion: Technology and Innovation - UK - September 2016

“In an increasingly challenging clothing market, retailers are having to do all they can to stand out from the competition and we are seeing more companies actively searching for the latest technology innovations. While many of the latest innovations such as magic mirrors, in-aisle payments and online sizing tools can improve the in-store and online shopping experience, it is important for retailers to focus on technologies that resonate with their target customer. For example, older women are particularly interested in interactive mirrors in changing rooms meaning that a retailer such as M&S could benefit from investing in this technology.”
– Tamara Sender, Senior Fashion Analyst

This report answers the following questions:

  • What patterns are emerging in the way people shop for fashion?
  • What in-store and online shopping innovations are consumers most interested in?
  • What fashion product innovations do consumers believe will be successful?
  • How do consumers feel about the increasing use of the latest technology in the world of fashion?

Consumers are increasingly using their mobile devices to shop for clothes, shoes and fashion accessories online. Young Millennials aged 17-24, in particular, like to use their smartphones to shop for fashion online. These digital natives have grown up surrounded by technology and rely heavily on the internet and social media to manage their daily life activities, meaning that not responding to their needs will have direct consequences for fashion retailers’ bottom lines as they are the keenest in-store and online shoppers.

Despite the growing popularity of shopping online, stores still remain a big part of the clothes and shoe shopping experience, with almost seven in 10 consumers browsing stores on the high street. However, people are more knowledgeable and prepared when they go shopping.

Interactive mirrors stand out as the in-store innovation that consumers see the most potential in, while sizing technology that helps with buying clothes or shoes that fit online is the innovation that could hold the most potential for online fashion retailing. Millennials stand out as being the most fascinated by wearable technology in clothing and footwear.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Tablet usage rising
              • Figure 1: Devices used to access the internet in the last three months, June 2013-April 2016
            • Close to half of under-25s use Snapchat
              • Figure 2: Usage of select social and media networks in the last three months, by age, March 2016
            • Kick-starting smartwatch growth
              • Figure 3: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, April 2016
            • Companies and brands
              • Launch activity and innovation
                • The consumer
                  • Millennials are the keenest shoppers
                    • Figure 4: Where consumers have bought clothing, footwear and/or fashion accessories from in-store or online in the last 12 months, June 2016
                  • Tablets popular for fashion
                    • Figure 5: What channels people use to shop online for clothing, footwear and/or fashion accessories, June 2016
                  • 70% browse stores on high street
                    • Figure 6: How people shop for fashion, June 2016
                  • Women of all ages fascinated by interactive mirrors
                    • Figure 7: In-store innovations that consumers believe will be most successful, by any ranking, June 2016
                  • Baby Boomers drawn to online fitting tools
                    • Figure 8: Online innovations that consumers believe will be most successful, by any ranking, June 2016
                  • Clothes with fabric innovations appeal to men aged 45+
                    • Figure 9: Product innovations that consumers believe will be most successful, by any ranking, June 2016
                  • Millennials willing to share data
                    • Figure 10: Agreement with attitudes towards technology and innovation, June 2016
                  • What we think
                  • Issues and Insights

                    • What patterns are emerging in the way people shop for fashion?
                      • The facts
                        • The implications
                          • What in-store and online shopping innovations are consumers most interested in?
                            • The facts
                              • The implications
                                • What fashion product innovations do consumers believe will be successful?
                                  • The facts
                                    • The implications
                                      • How do consumers feel about the increasing use of the latest technology in the world of fashion?
                                        • The facts
                                          • The implications
                                          • Market Drivers

                                            • Rising use of tablets to access internet
                                              • Figure 11: Devices used to access the internet in the last three months, June 2013-April 2016
                                            • Rising internet usage by older women
                                              • Usage of social and media networks
                                                • Figure 12: Usage of social and media networks in the last three months, March 2016
                                              • Close to half of under-25s use Snapchat
                                                • Figure 13: Usage of select social and media networks in the last three months, by age, March 2016
                                              • Kick-starting smartwatch growth
                                                • Figure 14: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, April 2016
                                              • Population trends
                                                • Figure 15: Trends in the age structure of the UK population, 2010-20
                                            • Launch Activity and Innovation

                                              • Augmented and virtual reality
                                                • The success of Pokémon GO
                                                  • Figure 16: Catching a Pokémon, July 2016
                                                  • Figure 17: New Look Pokémon GO promotion, July 2016
                                                • Facebook buys AR app maker Masquerade
                                                  • Augmented reality mirror of the future
                                                    • The North Face uses VR in-store
                                                      • Figure 18: The North Face virtual reality experience in-store, 2015
                                                    • New technology in changing rooms
                                                      • Macy’s smart fitting room case study
                                                        • Figure 19: Customer using smartphone with Macy’s app to select clothes, 2016
                                                        • Figure 20: Macy’s Go fitting room technology, 2016
                                                        • Figure 21: Lingerie department in Macy’s before Macy’s Go technology was installed, 2015
                                                        • Figure 22: Lingerie department in Macy’s after Macy’s Go technology was installed, 2016
                                                      • Zara trials interactive fitting rooms
                                                        • Harvey Nichols’ 360-degree mirror
                                                          • Ralph Lauren adds touchscreen mirrors
                                                            • Figure 23: Interactive mirrors in Ralph Lauren store, New York City, 2015
                                                          • Online fitting tools
                                                            • Trying clothes on virtually
                                                              • Delivery innovations
                                                                • Drone deliveries being tested
                                                                  • Use of Uber for deliveries
                                                                    • Faster delivery options
                                                                      • Wearable technology
                                                                        • Google and Levi’s partner on smart jacket
                                                                          • Figure 24: Commuter jacket designed by Google and Levi’s, 2016
                                                                          • Figure 25: Commuter jacket designed by Google and Levi’s, 2016
                                                                        • Smart shoes
                                                                          • Figure 26: Nike’s HyperAdapt 1.0 sneaker, 2016
                                                                        • Smart bras
                                                                          • Figure 27: The Incredible Sports Bra, 2015
                                                                        • Wearable jewellery
                                                                          • Contactless payment
                                                                            • Figure 28: Lyle & Scott’s contactless payment jacket, 2015
                                                                          • Personalisation
                                                                            • Converse launches in-store customisation workshop
                                                                              • Figure 29: Converse Blank Canvas, New York, 2016
                                                                            • Uniqlo’s UMood machine
                                                                              • Figure 30: Uniqlo’s UMood machine, 2015
                                                                            • Shop Direct’s personalised homepage
                                                                              • Figure 31: Shop Direct’s personalised Very homepage, 2015
                                                                            • Use of social media for fashion
                                                                              • Everlane hosts Transparency Tuesday on Snapchat
                                                                                • Figure 32: Screenshots of Everlane’s Snapchat story using #TransparencyTuesday, June 2016
                                                                              • Missguided launches shopping app
                                                                                • L’Oréal uses Snapchat for make-up
                                                                                  • ShopWithMe case study of the store of the future
                                                                                    • Figure 33: ShopWithMe Chicago store, 2016
                                                                                    • Figure 34: ShopWithMe Chicago store, 2016
                                                                                    • Figure 35: ShopWithMe Chicago store, 2016
                                                                                    • Figure 36: ShopWithMe Chicago store, 2016
                                                                                    • Figure 37: ShopWithMe Chicago store, 2016
                                                                                • The Consumer – What You Need to Know

                                                                                  • Millennials are the keenest shoppers
                                                                                    • Half of under-25s shop via smartphone
                                                                                      • 70% browse stores on high street
                                                                                        • Women of all ages fascinated by interactive mirrors
                                                                                          • Baby Boomers drawn to online fitting tools
                                                                                            • Fabric innovations appeal to men aged 45+
                                                                                              • Millennials drive interest in wearable tech
                                                                                                • Millennials willing to share data
                                                                                                  • Men see new technology as making shopping more fun
                                                                                                  • Where Do People Shop for Fashion?

                                                                                                    • Topshop searching for latest technology innovations
                                                                                                      • Figure 38: Where consumers have bought clothing, footwear and/or fashion accessories from in-store or online in the last 12 months, June 2016
                                                                                                    • Where different generations shop for fashion in-store
                                                                                                      • Figure 39: Where consumers have bought clothing, footwear and/or fashion accessories from in-store in the last 12 months, by generation, June 2016
                                                                                                    • Where different generations shop for fashion online
                                                                                                      • Figure 40: Where consumers have bought clothing, footwear and/or fashion accessories from online in the last 12 months, by generation, June 2016
                                                                                                    • Over half of Millennials shop at six or more retailers
                                                                                                      • Figure 41: Keenest in-store fashion shoppers who have bought from 6+ retailers in-store in the last 12 months, by generation, June 2016
                                                                                                      • Figure 42: Keenest online fashion shoppers who have bought from 5+ retailers online in the last 12 months, by generation, June 2016
                                                                                                    • Where people shop by online channels used
                                                                                                      • Figure 43: Retailers where consumers have shopped online for clothing, footwear and/or fashion accessories crossed, by online channels used, June 2016
                                                                                                  • Online Shopping for Fashion

                                                                                                    • Tablets popular for fashion
                                                                                                      • Figure 44: What channels people use to shop online for clothing, footwear and/or fashion accessories, June 2016
                                                                                                    • Half of under-25s shop via smartphone
                                                                                                      • Figure 45: What channels people use to shop online for clothing, footwear and/or fashion accessories, by generation, June 2016
                                                                                                    • Appealing to older consumers
                                                                                                      • Figure 46: What channels people use to shop online for clothing, footwear and/or fashion accessories, by age, June 2016
                                                                                                    • Switching between devices
                                                                                                      • Figure 47: Repertoire of what channels people use to shop online for clothing, footwear and/or fashion accessories, by age, June 2016
                                                                                                  • How People Shop for Fashion

                                                                                                    • 70% browse stores on high street
                                                                                                        • Figure 48: How people shop for fashion, June 2016
                                                                                                      • Using smartphones whilst shopping in-store
                                                                                                        • Figure 49: Agreement with statement ‘I typically use my smartphone whilst browsing in-store‘, by age, June 2016
                                                                                                      • Younger Millennials search social media for fashion
                                                                                                          • Figure 50: How people shop for fashion, by generation, June 2016
                                                                                                      • Interest in In-Store Shopping Innovations

                                                                                                        • Women of all ages fascinated by interactive mirrors
                                                                                                          • Figure 51: In-store innovations that consumers believe will be most successful, by any ranking, June 2016
                                                                                                        • In-aisle payments
                                                                                                            • Figure 52: In-store innovations that consumers believe will be most successful, by ranked first, June 2016
                                                                                                          • Improving displays and shop windows
                                                                                                            • Figure 53: Consumers who ranked first ‘in-store displays and shop windows with online shopping facilities’, by gender and age, June 2016
                                                                                                        • Interest in Online Shopping Innovations

                                                                                                          • Baby Boomers drawn to online fitting tools
                                                                                                            • Figure 54: Online innovations that consumers believe will be most successful, by any ranking, June 2016
                                                                                                            • Figure 55: Online innovations that consumers believe will be most successful, by ranked first, June 2016
                                                                                                          • Older Millennials demand more rapid delivery options
                                                                                                            • Figure 56: Consumers who ranked first ‘more rapid delivery options’ as the online innovations they believe will be most successful, by generation, June 2016
                                                                                                          • Under-35s keen on visual search app
                                                                                                            • Figure 57: Online innovations that consumers believe will be most successful, by ranked first, by age, June 2016
                                                                                                          • Men drawn to personalised websites
                                                                                                            • Purchasing via social media
                                                                                                            • Interest in Product Innovations

                                                                                                              • Clothes with fabric innovations appeal to men aged 45+
                                                                                                                  • Figure 58: Product innovations that consumers believe will be most successful, by any ranking, June 2016
                                                                                                                  • Figure 59: Product innovations that consumers believe will be most successful, by ranked first, June 2016
                                                                                                                • Millennials drive interest in wearable tech
                                                                                                                    • Figure 60: Product innovations that consumers believe will be most successful, by ranked first, June 2016
                                                                                                                  • Men drawn to clothes that connect to your smartphone
                                                                                                                    • Consumer reactions to smart clothing
                                                                                                                    • Consumer Attitudes towards Technology and Innovations

                                                                                                                      • Three fifths worry about data privacy
                                                                                                                        • Figure 61: Agreement with attitudes towards technology and innovation, June 2016
                                                                                                                      • Millennials willing to share data
                                                                                                                          • Figure 62: Agreement with statement ‘I would be willing to share some data with retailers in exchange for deals’, by generation, June 2016
                                                                                                                        • Young women want a personalised in-store experience
                                                                                                                          • Men see new technology as making shopping more fun
                                                                                                                              • Figure 63: Agreement with statement ‘New technology would make the shopping experience more fun’, by gender and age, June 2016
                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                              • Abbreviations
                                                                                                                                • Consumer research methodology

                                                                                                                                Fashion: Technology and Innovation - UK - September 2016

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