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Comment: Multichannel is demanding more

The multichannel projects retailers have been working on for years show no sign of getting any easier. Having focused for so hard and so long on joining up the channels, retailers must now also focus on doing everything instantly.

Shoppers are becoming less and less patient, and Amazon’s continued march into fashion – it is expected to be the biggest apparel retailer in the US in 2018 – is only going to put more pressure on. Shopping habits are changing quickly and many consumers, particularly those in the younger age brackets, now shop in ways that would have been unrecognisable ten years ago. What is more, these new customer journeys are often unsuited to the retail infrastructure that has developed steadily over the last few decades.

We are constantly exploring this evolution, and Drapers’ two flagship reports on multichannel shopping in 2018 look at these changes in two different ways. The first explores the trends themselves, charting how multichannel shopping needs to become faster – in some cases almost instantaneous – and better able to cope with customers’ fleeting whims. It looks at how convenience has become more important to fashion shoppers, and it explores how to keep up with their shifting expectations, as well as tapping into the immediacy that social shopping is bringing to fashion.

Our upcoming second report, due out in October, will use customer data to explore how multichannel fashion consumers are shopping and what they want. We will look at how this differs according to demographics such as age, and use wider market trends to put the data into context and examine how these habits might evolve in the near future.

In September, we will be holding a roundtable event for senior fashion retailers, giving an idea of what our data says about these consumer behaviour changes and speaking to attendees about their observations. If you would like to come to the event, email mike.burnage@emap.com

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