Impact On Fashion Industry Marketing Essay

890 words (4 pages) Essay in Marketing

5/12/16 Marketing Reference this

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The increasing variety of choices, cheaper prices, increasing use of social media and increasing level of comfort across all age groups are changing the retail landscape with more and more users going online to purchase products. In line with this trend, Australian online shopping expenditure is predicted to be worth $26.9 billion by 2016, a growth of 14.1% (PwC). Research conducted by PwC indicates that the retail categories that will show the strongest online growth is clothing, foot wear, jewellery and fashion accessories; in short the fashion industry.

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With 62% of Australians owning a smart phone and 22% owning a tablet pc (PwC), use of advanced mobile devices are growing at a rapid pace. Further, research shows that 73% of smart phone users and 90% of iPhone users use their phones to access the internet (Essential research). This accessibility has given rise to ‘mobile shopping’, as research by PwC shows that of all devices used to purchase goods online in Australia, 34% was through mobile phones and 17% was through tablet pc’s. Further, the same research indicated that 57% of Australian online shoppers have increased their online spending through mobile shopping in the last 12 months.

Retailers are taking note of these trends; online retailers are mushrooming, while the brick and mortar businesses are building more interactive and mobile-optimized web sites, enhancing them with mobile apps, including aspects of social media such as mood boards and fashion diaries, they are trying to cater to the tech savvy customer.

This phenomenon along with emerging technologies such as ‘wave and pay’ has the ability to completely transform the fashion retail industry. This new trend in consumer buying behaviour poses opportunities as well as challenges to marketers to engage in innovative ways with the consumers. This will involve understating consumer needs, and understanding the importance of the rise of advanced mobile devices and its impact on the fashion industry consumers.



Source Justification

Impact (Key takeout)

David Jones – Media release on new strategic direction

David Jones Ltd.

David Jones is an up-market Australian department store chain founded in 1838. It currently has 37 stores located in most Australian states and territories.

Identifying the evolving practises and innovations of companies in response to changing consumer behaviour.

The future of retailing – an insight into the Australian online shopping market

PwC Australia

PwC is a global professional services firm. It is the world’s largest professional services firm and the largest of the “Big Four” accountancy firms measured by 2011 revenues.

The factors stimulating growth of Australian online retail, how consumers and technologies are evolving and key considerations for the future.

Market Profile Guide for Apparel (Fashion)

In Australia

New Zealand Trade and Enterprise (NZTE)

NZTE is New Zealand’s economic development and trade promotion agency. It provides a wide range of standard services and sophisticated solutions that

assist businesses through every stage of the export process.

Key information and statistics on the Australian apparel industry.

Research on online retailing in Australia


The Australia Institute is an independent public policy think tank based in Canberra. Since its launch in 1994, the Institute has carried out highly influential research on a broad range of economic, social and environmental issues.

Key information and statistics on the Australian online retailing.

Australian e-commerce

Forrester Research and PayPal

Forrester Consulting provides independent and objective research-based consulting to help leaders succeed in their organizations.

PayPal is a secure payments system that lets people buy online without sharing their personal financial

Information. PayPal has operated in Australia for 5 years.

The challenges and opportunities facing Australian businesses in the online retail boom.

Retail statistics and performance – Textile and Clothing sector of Australia

Australian Bureau of Statistics (website)

A government source which provides accurate and up to date information.

A comparison of online and brick and mortar apparel retailing performance

The impact of search technologies


Mckinsey&Company is a leading research company with experience in research across many sectors.

The primary sources of value from search for online retailers

Critically assess one macro environmental change – (socio- technological) The popularity of new mobile devices

How will it effect consumer behavior – mobile shopping, group shopping, customers looking for more interactive and social shopping experience

How to respond to it … Strategic marketing perspective ??

Effects on marketing in the industry

Visionary Creative thinking

A smart phone is a mobile phone built on a mobile computing software including more advanced computing ability and connectivity than a normal feature phone. Smart phones generally include high resolution touch screens, web browsers and high speed data access via wi-fi and mobile broadband. A tablet pc is a mobile computer, usually having a touch screen.

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Sales of smart phone devices are huge with 467 million units sold worldwide in 2011. With such popularity of smart phones, the smart phone industry is set to grow at a massive 19% from 2012-2016 (Market

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