2016 Fashion Shopping Focus Report

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Digital provides a powerful canvas on which to express a brand story and meticulously merchandise an entire assortment of products. These ‘artistic’ elements have been joined by data and intelligence initiatives to outfit fashion retailers with a new look.

This report examined the digital commerce experiences of 99 brands to identify the value and impact of art and science on digital fashion retailing along eight key factors. These factors must be enabled with the requisite analytical skills and organizational design to operationalize intelligence and effectively balance art and science.

Shopping Attraction — the change in number of shopping visits — is the clear growth driver across all of retail. Overall, digital fashion grew 26% across all sub-segments of fashion, driven by a particularly strong period for Active Apparel brands, which topped all categories at 51% growth.


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