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Fashion Apps: Understanding the Key Drivers of Customer Experience
Executive Summary – Key Takeaways
Fashion Apps – Industry Overview
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In North America, 70% of mobile purchases are done via mobile app.
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In a survey, 65% of respondents chose e-commerce apps due its markdowns and special offers.
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54% of shoppers prefer mobile Apps due to the price transparency.
Fashion Apps – Growth Drivers
As per the fashion industry trends, new technologies and shifting consumer needs will present drive growth opportunities for fashion mobile app.
Technology will be a major growth driver for Fashion apps. Most of the big fashion players will take their Apps to the next level by integrating buying functionality into social media which enables direct-to-product journeys.
India will contribute strongly for the growth of fashion apps. Fashion industry in India is predicted to grow 8 percent a year between 2018 and 2022. India is seeing a rapid growth in its middle class who become focal point of growth for fashion industry. A rise in tech savy population in India also adds a great deal for the growth of Fashion Apps.
Fashion Apps: Understanding the Key Drivers of Customer Experience
Product category analysis provides deep insights into customer experiences, emerging trends in the market, information about competitors and their marketing activities. Product category analysis will enable a brand to make timely business decisions that will bring about brand loyalty.
Product category analysis is important to dig deep into specific sections—such as brand, marketplace, consumer perceptions, consumer communication, customer experience, trends and competitors—to draw out conclusions that will help set up your brand’s key issues.
Category analysis brings clarity and answers important questions such as:
- What is the range of products offered by the category?
- Who are your main competitors?
- What are the products sold by your competitors?
- What are the emerging trends?
- What do customers believe?
Brand managers and customer insights managers can go a long way with deep knowledge about products, customers and competition. Category analysis offers information that can help maximize customer experience by increasing your chance of connecting with customers and building loyal customers.
Through a detailed analysis of 3,478 online consumer conversations, Clootrack performed product category analysis and thereby listed top 4 must have factors for fashion organizer apps to improve the shopping experience.
1. Good Categorization & Cataloging
Customer of fashion apps want to see excellent categorization and cataloging features. Users should be able to categorize their outfits for every day, based on events, for evenings, for vacations and for work. Catalog features where outfits can be referred back by storing them in a library is a great feature that customers look forward to for personalization. Features such as user experience-driven categories, custom categories, adding last-worn date, theme-based categories, rarely worn, worn-often tags, multiple season or occasion tagging features offer a great sense of customer satisfaction.
2. Search Catalog
Fashion shopping apps that can give statistics based on outfit choices of consumers will be an instant hit. Apps should be able to search based on brands, color, worn/unworn status thereby allowing users to pick out clothes that are better suited for their taste.
Consumers are looking to style their own clothes by asking for suggestions based on the catalog in their closet. The fashion app should have the ability to put together suggestions that consumers can filter out easily finding their right match.
3. Picture and Album Management
A fashion organizer app should allow users to add screen shots, upload album, schedule their uploads, offer better camera management, better tags and allow to grab screen from sites. The apps should be user-friendly by offering photo editor program to enhance photos, add Instagram-like filters, and stickers. Users are looking forward to save photos and text the outfits to their friends so that they can approve the best.
Users should be allowed to import photos directly from their phones and allow users to remove the background so that the pictures can be seen against a clean white slate.
4. Faster Catalog Editing
Fashion apps will be able to deliver a great customer experience only when they come with faster catalog editing. Users want to add more clothes to the list, be able to bulk add clothes, select multiple pictures and upload all at once. These features are being demanded by the users of the fashion organizer apps. Users are expecting to browse through pictures of many other more app users and create their own lookbook based on the catalogs.
Fashion Apps: Understanding the Key Drivers of Customer Experience
In this report we have presented the relationship between different perception drivers in the form of a graph. It can be used to sense the degree of importance that consumers attach to various factors.
Fashion Apps – Brand Equity
Consumer perception, which is a combination of knowledge and experience, towards a brand and its products, builds brand equity. The perception that a consumer segment holds towards a brand directly results in either positive or negative effects.
What is brand equity?
Brand equity is an indicator of the company’s strength and performance, specifically in the public markets. Brand equity is the additional brand value that a customer attaches to a particular brand due to the perception and experiences with the brand. A positive experience will generate positive brand equity, while dissatisfying expertise will result in negative brand equity.
For example, Starbucks’s customers have chosen the brand over other coffee brands due to its quality. According to Fortune magazine, Starbucks is rated as the fifth-most-desirable company in the world. It has more than 21,000 stores globally and remains a top roaster and retailer of Arabica coffee beans.
Similarly which brand of Fashion Apps is the consumer choosing? How are different brands ranked based on consumer analysis? Download the detailed report for free to get to know the brand names in the below chart. The detailed report also covers a list of features that delight users and several other interesting insights.
Detailed Report
With the consistent and rapid growth of fashion apps that are becoming part of our life, fashion apps carry a high significance. Users are looking into various factors before investing in an outfit management app. For further information on good-to-have factors, competitor analysis, indifferent factors, and much more, you can download the pdf version of the complete product category analysis report for free.
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