of Fashion Shopping: An Interactive Digital Guide

Eager to discover which trends are influencing the future of fashion shopping? From visual search to sustainable fashion, we’ve created an interactive roundup of the latest data-driven insights and innovation driving growth for fashion retailers.

In this experience, you’ll discover:

  • How brands are tapping into AI-powered visual search to transform customer experience
  • The closing gap in Average Order Value between mobile and desktop
  • The rapid growth of influencer marketing across Fashion and Beauty brands
  • What over half of notable DTC brands are doing to expand their growth
  • Key findings revealing consumer perspectives on sustainable fashion – and what brands can do to keep up with demand

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From data-driven consumer insights to the latest in digital innovation, unlock your access into the future of fashion retail.

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AI-powered Fashion Experience

Artificial Intelligence is quickly transforming the way retailers interact with their shoppers — and the fashion industry is no exception. More than 75% of fashion retailers plan to invest in AI in 2019 alone.

Here are some of the ways fashion retailers are tapping into the power of AI to transform the fashion shopping experience — specifically through the power of visual search.

Embracing Visual Search

Consumers between the ages of 18-20 and 21-34 have shown more interest in visual search over other emerging technologies such as augmented reality and live chat/messaging services.

By 2021, early adopter brands will redesign their websites to support visual search, increasing digital commerce revenue by 30%.

But some fashion brands are already ahead of the game…

Early Adopters of Visual Search

ASOS embraces visual search and image recognition to drive shoppers to checkout: Shoppers are now able to snap a photo of products they discover in the physical store and find similar items through the website.

H&M’s Visual Search mobile app feature enables customers to snap or upload a photo of a product and receive similar product suggestions.

Matchesfashion.com is experimenting with personalized 3D avatars that can “try on” digital samples to determine if the shape/size will work on your body.

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The Mobile Tipping Point

For years, the age-old tradeoff in fashion ecommerce has been that mobile drives greater traffic, but desktop drives greater purchase value – and that is no longer the case.

Our research has shown that fashion ecommerce has reached what we call the “mobile tipping point”: where the majority of revenue share in fashion ecommerce is driven by the use of smartphones.

Mobile Performance by the Numbers

Fashion shopping online has become a truly a mobile-first experience in terms of visits, total orders, and order value. Nosto data reveals that:

→ In Q4 2018, mobile revenue share exceeded desktop at 46% vs. 44%.
(Compared to mobile share in Q1 of 37% and desktop of 50%)

→ The gap between global Average Order Value (AOV) on mobile and desktop is closing:

Mobile AOV: 90€ | $103
Desktop AOV: €111 | $96

→As mobile traffic share continues to increase, retailers that adopt advanced personalization strategies to drive further increases in AOV and conversion rates will have outsized growth relative to their competitors.

Browse More, Wait Less

A recent analysis by Nosto of mobile visits to fashion stores revealed that fashion shoppers spent an average of 163 seconds per visit. Visit time on mobile was about 32% less than on desktop (which stood at 239 seconds). This means that, as more fashion shoppers increase the percentage of shopping sessions on mobile, their average time spent shopping online drops.

Every 5% shift of traffic to mobile now results in a 2% decrease in total shopping visit time.

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Social Influencer Spotlight

Think of social influencers as hoards of hyper-stylish brand evangelists with the power to transform a simple #OOTD (‘Outfit of the Day’) hashtag into a money maker for any modern brand. Currently, 57% of fashion and beauty companies currently use influencer marketing as a means of driving brand awareness — and an additional 21% are planning to do the same in the coming year.

The Rapid Rise of Influencer Marketing

The number of influencer marketing-focused platforms and agencies entering the market is steadily increasing:

2015: 190
2016: 335
2017: 420
2018: 740
2019: 1,060
2020: ?

Virtual Creators: The Next Influencers?

As AI continues to shape the way shoppers interact with brands, it will also blur the lines of social influencer capabilities.

Cue virtual creators: digitally-generated personalities capable of generating the same social clout as living, breathing humans.

→ Lil Miquela is a 19 year-old influencer with more than 1.5 million Instagram followers and a portfolio of collaborations including Barney’s and Supreme- and she lives exclusively in the digital world.

A growing digital influencer army: Venture capital company Betaworks is planning to invest $200,000 in 10 startups dedicated to creating better digital influencers.

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The Shift to Omni-Convergence

Shopping is already omni-channel with 73% of consumers using more than one channel to browse and buy their favorite products. With over half of notable DTC brands expanding to open physical locations to find new sources of growth, and many of the world’s biggest bricks-and-mortar stores closing more stores and focusing more online, we are heading toward “omni-convergence” — where almost every brand becomes omni-channel.

DTC to Digital (to DTC)

In 2018, approximately 5,000 stores from well-established brands and retailers closed their doors: including Sears, Kmart and Victoria’s Secret.

U.S. store closures (2018 vs. 2019)

2018: 5,854
January-April 2019 alone: 5,994

Meanwhile, the top 100 DTC brands will open 850 physical stores by 202374% of them sell apparel and accessories.

Nike is fusing the best of the on-and-offline worlds by launching its first Nike Live concept store in 2018: a physical store built entirely on online data and driven by digital.

The Secret Ingredient? Behavioral Data Unification

Data unification is not only critical to delivering a personalized shopping experience, but it’s also the backbone of mastering omnichannel personalization. But while retailers recognize the shift towards omnichannel and are making strides to follow suit, most of them don’t believe they’re getting it right.

65% of retailers are unhappy with their current omnichannel data centralization.
75% of retailers feel the need to invest more time and money in offering personalized messaging.

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Style Meets Sustainability

A recent Nosto survey on sustainable fashion revealed that 52% of consumers now look for fashion brands who value and produce environmentally friendly products. And not only is this preference broadly similar across all age demographics, but these consumers also have a clear idea of how fashion brands can deliver on their expectations.

Sustainable Fashion, by the Numbers

→ 32% of consumers would pay more for items from a brand that they believe is committed to sustainability.
→ 46%of consumers would rather buy clothes that are made sustainably than buying them just because they’re from a well-known brand.
→ Only 23% say they generally have a good idea what fashion brands mean when they say they are committed to sustainability.
→ 52% of consumers say they want the fashion industry to become more sustainable, and this is broadly similar across age groups:

55.5% – 18-24 year olds
51% – 25-34 year olds
54.5% – 35-44 year olds
51.5% – 55- 64 year olds

How Do Shoppers Expect Brands to Deliver

45% of consumers say it’s difficult to know which clothes/fashion companies are really committed to sustainability, so transparency is crucial for brands to deliver on sustainability demands.

Consumers who expect sustainability want the brands they shop from to:

  • Reduce the amount of packaging
  • Provide fair pay and good working conditions
  • Use renewable and recyclable materials
  • Make clothes that are designed to last longer
  • Use fewer resources (e.g. power, water, materials)

Download our full consumer survey report on sustainable fashion to uncover additional key findings and learn how your brand can prepare for the shift towards a sustainable future.