Fashion Flash Report. Fickle yet fashionable: How apparel consumers are leading the multidevice revolution. SEPTEMBER 2015
FLASH REPORT 2015 Executive Summary The long and the short of it: Fashion is forward. The fashion industry is moving to mobile faster than any other retail category, with 33% of fashion purchases now coming from mobile devices. There's no stopping mobile fashion. Mobile growth is steady at +18% YOY (and up to 37% in the U.S. and 78% in Brazil). Fashion shoppers are device-hoppers. 43% use multiple devices on the path to purchase, and many purchase on any device (desktop, tablet, smartphone) or platform (app or website) at hand. Fashion shoppers are fickle. Even the most loyal customers browse multiple apparel sites. Methodology These trends and forecasts are based on Criteo s unique pool of online shopping data covering 1.4 billion transactions totaling over $160 billion of annual sales. Unless otherwise stated, the subset used in this report totals 278 million transactions from 832 fashion & luxury retailers in 12 countries. Retailers included in the sample offer apparel, shoes, accessories, lingerie and/or luxury products. Mobile commerce in this report excludes NFC/proximity payments. 1
FLASH REPORT 2015 No one does mobile like the fashion industry MOBILE RULES & LUXURY Growth of mobile share of sales from Q3 2014 to Q2 2015 globally Retailers in the fashion & luxury vertical have gained more from the mobile trend than other e-tailers*. Why? Products are easy to purchase on smaller form factors. And fashion retailers have embraced mobile-minded tactics like limitedtime and first-come-first-served offers. +18% Average mobile share of ecommerce sales in fashion & luxury globally 33% Average mobile shopping cart value vs. desktop globally MOBILE DELIVERS 33% OF ONLINE SALES GLOBALLY 94% In the U.S., mobile s share of fashion sales is 8 percentage points higher than health & beauty sales and 17 points above home decoration. Mobile share of ecommerce sales and average shopping cart: fashion & luxury SMALL SCREEN, BIG SPEND Mobile share of transactions Avg. shopping cart on mobile (indexed against desktop - 100=avg. cart on desktop) 300 In most countries, the average mobile shopping cart 49% 250 is very close to that of desktop: on average, for $100 spent on desktop, consumers spend $94 on mobile. 46% 106 104 104 200 STEADY GROWTH Total share of mobile purchases is up +18% since Q3 2014. 37% 36% 87 33% 33% 91 80 30% 89 33% 93 26% 14% 150 100 50 0 NETHERLANDS SPAIN AUSTRALIA ITALY RUSSIAN FEDERATTON 5-6 AM Source: Criteo, Q3 2014 Q2 2015 Base: 278 million transactions from 832 fashion & luxury retailers * For comparisons across verticals and much more, please see Criteo s State of Mobile Commerce report. Catch Low penetr 2 1 ALL WOMEN MEN LIVING Brazil
FLASH REPORT 2015 Slaves to fashion, not platform Share of mobile fashion sales by day of week (U.S.)** Indexed (100=weekly average) MORE THAN OTHER INDUSTRIES, SHOPPERS ARE PLATFORM HOPPERS. 114 115 They increasingly use multiple devices throughout the buying journey: In 43% of purchases, U.S. fashion shoppers use multiple devices to visit the same retailer, against 93 91 94 98 on average across all retail categories. MOBILE SHOPPING PEAKS ON WEEKENDS. Globally (except in Japan) mobile shoppers tend to load up on the weekends. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY Weekend peaks are most pronounced in countries where mobile shopping is still novel. PLATFORM GE CHANGES BY DAY PART. GE 33% Fashion & luxury sales by platform and day part*** Indexed (100=average across day parts) 300 250 200 150 App purchases peak in the morning when shoppers are away from home, time is scarce, high-speed connectivity isn t guaranteed, and limited-time offers are expiring. Shoppers use the mobile web predominantly in the evening. Desktop is strongest during office hours. SMARTPHONES TABLETS SHAR 65% 35% 53% 47% 7 7 93 14% 100 50 0 Desktop App Mobile Web 43% of fashion purchases now involve multiple devices prior to purchase* 54% 46% 7 7 6 5-6 AM 6-7 AM 7-8 AM 8-9 AM 9-10 AM 10-11 AM 11-12 NOON 12-1 PM 1-2 PM 2-3 PM 3-4 PM 4-5 PM 5-6 PM 6-7 PM 7-8 PM 8-9 PM 9-10 PM 10-11 PM 11-12 PM 46% 54% 5 FEDERATTON * Source: Criteo, State of Mobile Commerce report, Q2 2015. Base: 19 U.S. retailers 38% 62% ** Source: Criteo, Q3 2014 Q2 2015. Base: 96 million transactions from 155 US fashion & luxury retailers *** Source: Criteo, June 24-30, 2015. Base: fashion retailers from five countries with over 25% of ecommerce transactions on 41% 59% mobile and more than 10% of those on mobile apps HIGH GROWTH 6 6 Catch-up Players Low penetration, high growth 100% Over-performers High penetration, high growth 3 82% 18% 88% 5
FLASH REPORT 2015 Slaves to fashion, not platform desktop) 104 104 26% 33% RUSSIAN FEDERATTON SHOPPING AND SMARTPHONES GO TOGETHER LIKE DOLCE & GABBANA 93 14% 300 Smartphones are gaining ground against tablets everywhere*, 250 and fashion is leading the trend in the U.S. and the U.K. with a larger piece of the mobile 200 pie than other retail categories. 150 In France, Germany, Brazil and Japan, the share of tablets among mobile fashion sales is equal or 100 higher than among retail sales overall. 50 IOS IS ALWAYS IN STYLE 0 5-6 AM 6-7 AM 7-8 AM 8-9 AM 9-10 AM 10-11 AM 11-12 NOON Desktop 12-1 PM 1-2 PM 2-3 PM App 3-4 PM 4-5 PM 5-6 PM Mobile Web ios accounts for three quarters of mobile fashion sales in the U.S. and the U.K. and six out of 10 in Germany, France and Japan. In Brazil, where Android is the dominant operating HIGH GROWTH system, ios has more of the fashion sector than Catch-up Players retail Low overall. penetration, high growth Brazil 100% 50% 6-7 PM 7-8 PM 8-9 PM 9-10 PM 10-11 PM 11-12 PM Over-performers High penetration, high growth Mobile fashion sales by device type and geo** SMARTPHONES TABLETS SHARE OF IOS 65% 35% 53% 47% 54% 46% 46% 54% 38% 62% 41% 59% 82% 18% 88% 12% 75% 74% 76% 77% 61% 55% 64% 62% 58% 60% 7 LOW SHARE OF MOBILE PURCHASES France 30% Germany Spain 50% HIGH SHARE OF MOBILE PURCHASES 71% 29% 73% 27% 42% US Italy 10% Japan Australia Aspiring Low penetration, low growth MODERATE GROWTH Sweden Netherlands 0% Mobile Superpowers High penetration, low growth * See Criteo s State of Mobile Commerce report for more information about how smartphones are displacing tablets globally. ** Source: Criteo, State of Mobile Commerce report, Q2 2015 4
FLASH REPORT 2015 Is your app dressed for success? Share of apps among mobile sales 49% 46% 106 54% 26% Mobile share of transactions 300 Avg. shopping cart on mobile (indexed against desktop - 100=avg. cart on desktop) 78% 104 104 37% 36% 33% 33% 33% 30% 93 91 26% 89 87 80 TOP-PERFORMING 250 APPS GENERATE OVER 3/4 OF MOBILE SALES FOR THEIR ERS. On average, 200 apps drive 54% of mobile sales, but the best drive as much as 78%. 14% 150 So what makes an app a trendsetter? Flawless execution and an obession with urgency: 100 User-focused - top performers apps consistently 50 received 4- to 5-star ratings in the app stores Desktop App Mobile Web BOTTOM THIRD TOP THIRD 0 Built for speed - with limited-time offers, easy 5-6 AM 6-7 AM 7-8 AM 8-9 AM checkout and fuel for impulse purchases 9-10 AM 10-11 AM 11-12 NOON 12-1 PM 1-2 PM 2-3 PM 3-4 PM 4-5 PM 5-6 PM 6-7 PM 7-8 PM 8-9 PM 9-10 PM 10-11 PM NETHERLANDS SPAIN AUSTRALIA ITALY RUSSIAN FEDERATTON Serves as a reminder with features like an option to save items, add them to a wishlist, and transfer them easily to the shopping cart ALL WOMEN MEN LIVING 1 Catch-up Players Low penetration, high growth HIGH GROWTH Well-connected making it easy for users to share items they like on social networks 100% Brazil 50% Over-performers High penetration, high gro VINTAGE + LUXURIES Trending Looks to Own Now Closing in 3 days LOW SHARE OF MOBILE PURCHASES France 30% Germany Spain 50% Italy 10% Japan Sweden BOUTIQUES WHAT S HOT COMING SOON ACCOUNT Australia Aspiring Low penetration, low growth MODERATE GROWTH Netherlands 0% Mobile Superpowers High penetration, low gro Source: Criteo, June 24-30, 2015. Base: fashion retailers from five countries with over 25% of ecommerce transactions on mobile and more than 10% of those on mobile apps 5
FLASH REPORT 2015 78% HION AIL RAGE HION AIL RAGE HION AIL RAGE SMARTPHONES TABLETS SHARE OF IOS 65% 35% 75% Impulse 53% buys 47% and loyal customers 74% 37% drive revenue 54% 46% 76% SEE IT, NEED IT. Fashion is all about impulse purchases. Six fashion 46% sales out of 10 occur on the 54% same day as the first visit on retailers websites. 77% 61% 55% 60% 28% 18% 13% 8% 7% 5% 3% 3% 3% SPAIN ITALY of U.S. fashion purchases occur within 24 hours of users starting their purchasing journey* SWEDEN AUSTRALIA NETHERLANDS HION AIL RAGE HION AIL RAGE HION AIL RAGE 38% 62% HALF OF THE REVENUE COMES FROM EXISTING PURCHASERS. 41% 59% Existing purchasers may represent just 13% of 62% fashion retailers user count, but they account for over half of the 82% revenue. Users with four or more 18% past purchases account for 22% of revenue even though they 88% 12% make up less than 3% of the average site s users. BUT, REPEAT PURCHASERS ARE EVEN MORE LIKELY 71% TO CHECK OUT YOUR COMPETITION. 29% In fashion, just because users purchase 73% 27% frequently doesn t mean they are loyal quite the opposite. Indeed, heavy buyers show an even higher propensity to visit several fashion retailer websites than casual customers. 64% 58% 60% 42% User count and share of revenue by browsing history, U.S.** 1.8% 0.3% USERS NEVER SEEN ON WEBSITE 22% 0.6% VISITED HOME PAGE OR PRODUCT LISTING 63% 44% PREVIOUSLY LOOKED AT PRODUCTS ON THE SITE % OF USERS % OF REVENUE 13% 55% PREVIOUSLY PURCHASED ON THE SITE 78% Given the sheer weight of frequent buyers, there is tremendous value for fashion retailers in retaining them and ensuring they don t go to the competition. Propensity to visit multiple retail sites in the same category during the same month, by browsing history, U.S.** 41% 47% 48% 33% 26% 37% 28% 18% 13% 8% 7% 5% 3% 3% 3% 1-3 PRODUCT PAGES 4+ PRODUCT PAGES 1 CONVERSION 2/3 CONVERSIONS 4+ CONVERSIONS 6 Source: Criteo, April 2015. Base: 30 U.S. fashion retailers. * Beginning of the journey is defined as the first visit to the advertiser's website during the month ** Browsing history represents known user history during the last 30 days. SPAIN ITALY SWEDEN AUSTRALIA NETHERLANDS
63% ktop) 250 SMARTPHONES TABLETS SHARE OF IOS 200 FLASH REPORT 2015 104 33% 150 65% 35% 53% 47% 75% 74% 93 14% 100 Where will the mobile 50 fashion bug Desktop App Mobile Web bite 0 next? 5-6 AM 6-7 AM 7-8 AM 8-9 AM 9-10 AM 10-11 AM 11-12 NOON 12-1 PM 1-2 PM 2-3 PM 3-4 PM 4-5 PM 5-6 PM 6-7 PM 7-8 PM 8-9 PM 9-10 PM 10-11 PM 11-12 PM 54% 46% 46% 54% 76% 77% 61% 55% RUSSIAN FEDERATTON The next big thing: a typology of nations LOW SHARE OF MOBILE PURCHASES Catch-up Players Low penetration, high growth Brazil France Italy 30% 100% 50% HIGH GROWTH Over-performers High penetration, high growth Germany Spain 10% Japan 50% HIGH SHARE OF MOBILE PURCHASES NEW SUPERPOWERS ARE RISING 38% 62% 41% 59% Established mobile economies like Japan, the U.K., the Netherlands and Sweden still lead the pack, with mobile accounting for close to half 82% 18% of all online fashion sales. But growth is flat. 88% 12% The U.S., Brazil, and Germany are closing fast in mobile fashion ecommerce, with rapid growth. 71% 29% 73% 27% With fashion shoppers in major markets like the US and Brazil rapidly becoming platformagnostic, some ripple effects around the world are to be expected due to international 64% 62% 58% 60% 42% Australia Aspiring Low penetration, low growth Sweden Netherlands 0% Mobile Superpowers High penetration, low growth retailers ramping up their offerings across all devices globally in order to compete locally. MODERATE GROWTH Growth of the share of mobile, Q3 2014 - Q2 2015 78% 47% 48% 41% 33% 26% 37% 28% 18% 13% 8% 7% 5% 3% 3% 3% 1-3 PRODUCT PAGES 4+ PRODUCT PAGES 1 CONVERSION 2/3 CONVERSIONS 4+ CONVERSIONS SPAIN ITALY SWEDEN AUSTRALIA NETHERLANDS Source: Criteo, Q3 2014 Q2 2015. Base: 278 million transactions from 832 fashion & luxury retailers 7
FLASH REPORT 2015 How to woo the device-hopping shopper Design a fabulous mobile experience It s coming, so get ready for it. Create a superior buying experience on every screen, and you will capture more sales from fashion shoppers as they move from device to device. Tips: Speed up your mobile efforts, even if mobile penetration in the markets you operate in seems low today. Track users across devices. Prioritize smartphones against tablets. Show the love to your existing customers Even if they do frequently visit your competitors sites, your existing customers are your most important customers. Fickle as they are, you must work to outshine your competition to get them back to your site frequently. Tips: Offer a curated shopping experience in order to capture additional sales from heavy buyers. Reactivate even shoppers who've purchased recently. Make your app runway-worthy Don t skimp, don t take shortcuts, and do take risks your app must be couture-perfect, especially on ios. Your design must invite repeat visits, minimize time-to-purchase and cultivate impulse buys. The investment will pay off, potentially driving a huge share of your mobile sales. Tips: Reduce purchase to as few clicks as possible. Make it easy for users to save items, or add them to their wishlist. Connect your app to your brand's social media accounts and make sharing easy. 8
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About Criteo. Criteo delivers personalized performance marketing at an extensive scale. Measuring return on post-click sales, Criteo makes ROI transparent and easy to measure. Criteo has over 1,600 employees in 27 offices across the Americas, EMEA and Asia-Pacific, serving over 8,500 advertisers worldwide and with direct relationships with over 10,000 publishers. For more information, please visit www.criteo.com This Fashion Flash Report can be found at http://www.criteo.com/resources/fashion-flashreport/ 10 Copyright 2015 Criteo