Survey: Apparel shoppers seek leading-edge tech

Next-gen shopping experiences are in fashion among apparel customers.

Sixty-percent of respondents globally see the value in scanning a QR code on a garment with their smartphone to understand proper care, according to a survey of more than 6,300 clothing shoppers across seven countries (U.K., U.S., France, Germany, China, Mexico and Japan from Avery Denison and GWI,

In addition, slightly over half (51%) of respondents demonstrated interest in creating a digital inventory of their wardrobe. And close to half (47%) are interested in virtual experiences, with over a third saying they would be eager to purchase digital outfits for their virtual gaming characters.

On a global scale, male buyers are more likely to engage with technology than female buyers, especially the metaverse or virtual platforms.

[Read more: Customer expectations of metaverse commerce are…]

Sustainability, second-hand market prove important

When it comes to second-hand fashion, respondents in Mexico (60%), the U.S. (50%), and Europe (50%) are most open. And while 29% of total respondents say they are more open to buying second-hand since the COVID-19 pandemic, almost as many say it is due to a change in financial situation as for environmental reasons.

Globally, three in four respondents say their fashion spending has fallen because of the cost of living, and this figure jumps to 80% in Europe, and 81% in the U.S. Seven in 10 (71%) of respondents globally state fashion brands being transparent about their manufacturing practices is important to them.

“Digital technology continues to create new and exciting opportunities within retail. 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.”

“Our latest study with Avery Dennison helps us to understand consumers’ collective headspace when it comes to the shopping experience - and shows changes in consumer sentiment,” said Chase Buckle, VP of trends at GWI. “A mutually-beneficial relationship between in-store and online will be a game-changer. Digital tools, from QR codes linking to product information to VR experiences, will help retailers be more efficient, support consumers, and help the industry adopt new models for sustainability, transparency, and circularity.”