1、Digital consumer behavior 2.0How technology,the cost of living crisis,and changing consumer sentiment will transform the fashion marketplace In this reportClick the dots to navigateGlossary of termsDigital triggers or touchpoints in this paper refers to interactive data exchange technology including

2、:QR(Quick Response)codes have become a go-to method for accessing information and creating con-tactless payment experiences that customers have now come to expect.A QR code can be scanned either with an app or directly with a smartphone camera.NFC(Near Field Communication)technology allows wireless

3、communication between two compliant devices up to 10 centimeters apart.Thanks to the deployment of NFC in smartphones,this technology is widely accessible and offers seamless access to information with a simple tapping motion by the user.RFID(Radio Frequency Identification)is a type of tracking syst

4、em that uses smart tags or labels to identify items.Data is captured by a reader via radio waves.Predominantly used in a retail or supply chain environment,its use-cases span from inventory man-agement to tracking vehicles.06 Foreword10 Key insights12 Digital consumer engagement22 Sustainability,tra

5、nsparency,and circularity34 Authenticity and brand protection44 Appendix45 Notes on methodology05 In a time of widespread technological,environmental,cultural,and organiza-tional transformation,consumers are looking to brands and businesses to guide them through change.When it comes to making purcha

6、sing decisions,fashion shoppers are curious to explore,experience,understand and learn,cre-ating an opportunity for brands to foster deeper connections with their customers through their products,especially digitally-connected ones.Avery Dennison sees value in keeping track of the driving forces of

7、consumer attitudes and desires,and through our partnership with GWI,conducted our second consumer survey that explores digital consumer behavior.This years survey includes a number of questions that we asked in 2021,and also intro-duces new ones that dig into new and emerging topics.Furthermore,we h

8、ave introduced two new markets into this study,thereby expanding our reach and understanding of consumers in Mexico and Japan,in addition to U.S.,China,France,Germany and UK.As the industry continues to address environmental and social impact chal-lenges,consumers,regulators and other stakeholders a

9、re increasingly scruti-nizing how brands communicate about their sustainability credentials.We understand that to avoid“greenwash-ing,”brands and retailers are under pressure to demonstrate meaningful and credible progress through clear and accessible touchpoints.Responding ForewordMICHAEL COLAROSSI

10、 Vice President of Innovation and Product Line Management,Avery Dennisonto that demand is a key challenge for our partners,and the research in this paper takes a deeper look at the types of information consumers want to see,and how priorities and expectations differ across regions.While we observed

11、a continued shift in consumer awareness for social and environmental impact,there are other factors at play.Geopolitical uncer-tainty,inflation,the cost of living crisis,and supply chain disruption to name a few.As a result,we do not see significant statistical improvements in overall atti-tudes tow

12、ards sustainability and digital tools.Despite the clear headwinds,the ultimate aim for fashion leaders is to balance the realities of short-term cri-ses with long-term strategic priorities.Avery Dennison continues to drive and support the digital transformation of both supply chains and the consumer

13、 experience.Our holistic approach to digital solutions is designed to enable traceability and efficiency,reduce waste across the supply chain,and enable cir-cularity.Powered by digitized triggers on garments,our atma.io connected prod-uct cloud platform,and applications,we aim to create value for al

14、l stakeholders across the supply chain,we aim to cre-ate value for all stakeholders across the supply chain.Conducting proprietary,focused research into consumer behav-ior,creates new insights that allow us to evolve our existing solutions and inno-vate new ones that advance the digi-tal and sustain

15、ability ambitions of our customers andstakeholders.07ForewordCHASE BUCKLE Vice President of Trends,GWITheres plenty to unpack from the findings in this report.One of the most interesting findings helps to debunk something we tend to see a lot of in todays business discourse;something which in almost

16、 every case is simply not helpful.When digital disruption is so ubiquitous and so celebrated,people often assume that a new technology or behavior will inevitably cancel out whatever preceded it.We call this the Zero-Summentality.This kind of thinking has tried to dig an early grave for anything fro

17、m TV,email,social media,and even the in-store retail experience.The pandemic for obvious reasons boosted online shoppings share of commerce,but talk of brick and mortars demise weremisguided.Our joint study with Avery Denni-son is one of the most clear,and rel-evant examples of why we need to move b

18、eyond this Zero-Sum mental-ity.Far from being replaced by online channels,the report makes clear that because of online behaviors and tech-nology,the in-store experience and beyond is about to become more engaging and informative than ever.And the implications of this mutu-ally beneficial relationsh

19、ip between in-store and online stretch from point-of-sale to post-purchase.They help the retailer become more efficient,they help the consumer to seek more information and support,and they help society to move towards better sustain-ability,transparency,andcircularity.09ForewordKey insightsTechnolog

20、ys role in the offline shopping experience ishere to stayWe saw a huge shift towards ecom-merce during the pandemic,along with a substantial rise in digital tools encouraging footfall to physical stores.Since then,weve seen this go from being a novelty,to becoming the status quo:retail and technolog

21、y go hand in hand.Shoppers globally are receptive to digital solutions that improve their physical retail experi-ence,and younger groups like Gen Z and millennials are the quickest to adopt them.Emerging technology is here to add value for consumersThe rising adoption of virtual expe-riences and NFT

22、s,especially among fashion shoppers,is very important to note.The pandemic was integral here:we saw a spike in digital fashion platforms that allowed users to wear dream luxury brands digitally,as well as virtual styling services when they werent able to shop in-store due to lockdowns.We also saw a

23、boom in shoppers using tech within their existing wardrobes like apps that help users to organize and plan out-fits,have visibility of items they own but may have forgotten about,and understand the value of their clothing.This last bit is especially key,if shop-pers are to effectively take advan-tag

24、e of the secondarymarketplace.Tech can help meet demands for sustainabilitySustainability continues to be a key priority among fashion shoppers,with high expectations of brands to help them shop more sustainably.Item-level digital ID solutions are paramount here,in enabling shop-pers to have a bette

25、r understanding of how to repair,recycle,and resell their clothes.This will not only con-tinue to encourage more sustainable fashion choices,but also the adop-tion of new business models.Counterfeit goods are an ongoing concern,but ID-level solutions canhelp Fakes have been a big part of the fashion

26、 industry for years,and are of course much more common in some regions than others,causing an inconsistency in shoppers behaviors and attitudes towards them globally.Despite differing awareness and views,its clear that shoppers care about whether the items theyre buy-ing are authentic or not,and sho

27、p-pers are receptive to digital tools like QR codes that can help them vali-date authenticity.Greater transpar-ency and assurances of authenticity will also contribute to a more seam-less secondarymarketplace.1301Digital consumer engagementReceiving a personalized ofer onyour phone that you can use

28、in-storeMobile check-outDigital experiences in-store(e.g.scanningQR codes to get more detail on a product)Connected/smart fiting rooms514039325547464138212119202023206339442647352818Staf-assisted mobilecheckout to avoid queuingIn-app chat service(being able tocommunicate directly with in-store assis

29、tants)None of the above3224113630324113235133238215221523GlobalChinaEuropeJapanMexicoU.S.The digital retail experienceConsumers are calling out for retail improvements to be implemented to make their shopping experience smoother.Often the success of such improvements depends on the versa-tility of t

30、he technology behind them.Whether its frictionless touchpoints improving the in-store experience,or digital labels for consumer interac-tion post-purchase,solutions like QR codes,RFID,and NFC can add value for every stakeholder in the products lifecycle.Digital tools continue to drive footfall to ph

31、ysical stores.Over half of global shoppers surveyed say that receiv-ing personalized offers on their phone would increase their likelihood of vis-iting a physical store.This plateau can also be seen when looking at digital in-store experiences:4 in 10 say that theyd be motivated to head to a phys-ic

32、al store if they had the ability to scan a QR code for product information,and a third say that connected/smart fitting rooms would motivate them to visit a number that hasnt changed much since 2021.Only 1 in 10 global shoppers were apa-thetic to these types of technology solu-tions,indicating the m

33、ass appeal that retailers can likely expect if they were to integrate more of these solutions into their infrastructure.It also indicates that brands using digital triggers to encourage footfall is something that is here to stay in a post-pandemic world.And,Mexico is notable here:shoppers are consis

34、tently ahead for saying digital tools would drive them to a physical store.One thing that has changed is the num-ber of older age groups being driven to physical stores by mobile-based fea-tures.In fact,the number of 55-64s globally who say mobile check-out would drive them to a physical store has g

35、one up by 19%year on year,while those who are swayed by personalized offers on their phone has gone up by 4%.The key message here is that while dig-itally-enabled store experiences were a huge driver post-pandemic,theyre here to stay.Theyre less of a novelty and more part of the furniture,and they h

36、ave a real impact on consumers.Over half of global shoppers surveyed say that receiving personalized offers on their phone would increase their likelihood of visiting a physical storeDriving footfall in-store%of fashion buyers who say these would increase their likelihood of visiting a physical reta

37、il store when shopping1GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.15Digital consumer engagementGlobalChinaEuropeJapanMexicoU.S.I feel morecomfortable usingQR codes sinceCOVID-19Digital triggers arean easy/desirable wayof opening digitalexperie

38、ncesA device tappingmoton would be amore desirable wayto open digitalexperiences thana scanning motonI see value in scanninga QR code on agarment tounderstand careand content626051627168566837373346413935516771656849483954Attitudes towards digital triggers%of fashion buyers who say the following2GWI

39、 Custom Study 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.Engagement with digital toolsThe pandemic definitely shifted con-sumers comfort levels with tech,but these digital touchpoints are here to stay.In the markets surveyed,monthly usage of QR codes has stead

40、ily been rising since 2018,even in Europe where tech engagement isnt as high.Mobile payment usage has also seen a steady increase,and of all markets surveyed,is highest in the UK and U.S.This could explain why 6 in 10 fashion shoppers say that digital triggers(such as QR codes and mobile tap NFC)are

41、 an easy and desirable way of opening digital experiences.Interestingly,one digital tool that stands out globally is using QR codes to understand garment care,especially in Japan and the U.S.Shoppers are more open to new tech when they know its helping them in a meaningful way,rather than just tryin

42、g to sell to them.Whats more,in the EU,legislation will soon make it mandatory for important information about the composition of garments to be contained in easi-ly-accessible digital formats,so that users can upcycle or resell items and recycling can be carried out at scale.Digital Product Passpor

43、ts(DPPs)or digital IDs,will be required for every item manufactured,most likely accessed via digital labels on gar-ments.We expect that other jurisdic-tions,including the United States,will follow this trend.While its unsurprising to see digital triggers being so important in China,where tech like Q

44、R codes have long been ingrained in daily life,its interest-ing to see them being so popular and well-received in Mexico.Meanwhile,figures are slightly lower in Western markets where populations are slightly older and this kind of tech remains rel-atively nascent.Look over to Gen Z and millennials h

45、ere and its clear where this trend is heading we see significantly greater comfort and usage of all digi-tal tools and experiences among these younger groups.Proper care extends garment life,and 6in10 fashion shoppers globally saythey see the value in scanning aQRcode to understand care and content

46、17Digital consumer engagementGlobalChinaEuropeJapanMexicoU.S.Proof of garmentauthentcatonPersonalized ofersConscious wash careinstructonsSelf-service check-outEase of returnsHow and where torecycle,resell or repairProduct journeytraceabilityBrand discoverySocial media sharingHuman and laborrights tr

47、ansparencyGaming383835353127262015121242424137283033221811930252623292321129151334231828182082477748493234413626241820272731273540181113101214Enabling convenience and sustainabilityConvenience,sustainability,and circu-larity are the most important motiva-tors that encourage people to engage with dig

48、ital touchpoints.This is very clearly seen in our analysis,in which we grouped specific rationale options under umbrella themes.Self-service checkout,ease of returns and brand discovery,for example,were all grouped under the theme of“convenience”.Eco-consciousness is a strong driver for digital trig

49、ger usage in China and Mex-ico,where users want to understand conscious wash care and how to recy-cle,resell or repair items.Meanwhile,over in the U.S.and UK,we see a bigger emphasis on convenience;self-service check-outs and easy returns come up higher on their list than sustainability.Sustainabili

50、ty still remains high up on the agenda for shoppers,especially with the climate crisis hitting the news more than ever.Likewise,ethical labor has been in the spotlight more and more,and shoppers in Europe and Mexico are more likely to want to scan digital triggers for greater transparency around hum

51、an and labor rights.The good news is that digital solutions hold a great deal of potential in bring-ing the fashion industry toward greater levels of sustainability and circular-ity,particularly when products are given a unique identity.These digital ID solutions not only drive efficiency through tr

52、aceability,but give stake-holders instant access to information relevant to that products entire life-cycle,from manufacture to reselling,recycling,or disposal all areas of sig-nificant impact when it comes to meet-ing global environmental goals.Shoppers in Europe and Mexico areahead for wanting to

53、scan digital triggers for greater transparency around human and labor rightsEncouraging digital trigger uptake%of fashion buyers who say they would be willing to scan a digital trigger(e.g.QR code,mobile tap NFC)on a garment label or packaging in exchange for the following experiences3GWI Custom Stu

54、dy 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.19Digital consumer engagementMetaverseNFTsVirtualexperiencesPurchasing digital outits forvirtual gaming characters414547354856554023212420292427195348584526253227Digital inventoryof what you ownHow old everythingth

55、at you own isThe value ofwhat you ownStyling suggestons basedon your wardrobeRent/repair/resellsuggestons514756544257556460463330353232313038292859505766534336444535GlobalChinaEuropeJapanMexicoU.S.Emerging technology and the digitized wardrobeMany fashion shoppers are inter-ested in new technology.T

56、he rise in the metaverse,virtual experiences and NFTs hasnt bypassed them.Digital fashion platforms saw a huge boom during the pandemic,which enabled users to fuse fashion and gaming.Many played games that allowed them to wear dream luxury brands digitally,as well as use virtual styling services whi

57、le they werent allowed to physically go into a store.These trends are certainly here to stay:almost a half of global fashion shoppers are interested in vir-tual experiences,while over a third say theyd be keen to purchase digital out-fits for their virtual gaming characters in games like Roblox and

58、Fortnite.Fashion shoppers are also looking to incorporate tech in their existing ward-robes.The pandemic,along with the various lockdowns that ensued,caused people globally to rethink their ward-robes.People werent leaving the house,and as a result werent investing in clothes in the same way as befo

59、re.Now,were seeing a shift,where shoppers are turning to new tech to help them fall in love with their wardrobes again.Were seeing a rise in apps that help users digitize their wardrobes by helping them organize and plan out-fits,have visibility of items they own but may have forgotten about,and und

60、erstand the value of their clothing.And its not just the apps that are mon-etizing this need for digitized ward-robes:fashion brands are also getting involved.Many apps offer styling sug-gestions based on items that users already own something that over half of global fashion shoppers say is a fea-t

61、ure theyd be interested in using.Our data also shows that globally,shop-pers are most likely to want to digitize their wardrobes to find out the value of the items they already own and Europe and Japan stand out here.If shoppers want to make more conscious fashion choices and take advantage of the s

62、ec-ondary marketplace,understanding the value of their clothes is key.Almost half of global fashion shoppers are interested in virtual experiences,while over a third say theyd be keen to purchase digital outfits for their virtual gamingcharacters in games like Roblox and FortniteGWI Custom Study 202

63、26,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.Interest in technology engagement%of fashion buyers who say they are interested in engaging in the followingInterest in digitizing wardrobe%of fashion buyers who say they are interested in digitizing their wadrobe in the

64、 following ways4521Digital consumer engagement2302Sustainability,transparency,and circularityThe impact of cost of living%of fashion buyers who say that compared to 6 months ago,the current cost of living has affected.Among those who say theyre more open to buying second-hand since the pandemic,almo

65、st as many say its due to a change in financial situation as those who do so for environmental reasonsThe amountthey spend onfood shoppingThe amountthey spend onfashion itemsThe amountthey spend onleisure actvitesHow theytravelHow muchtheyre gifingHow muchtheyre saving3244454314415753563735535632302

66、61336494835342955555557433761ChinaEuropeJapanMexicoU.S.6GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.The cost of living and sustainabilityIts clear that the impact fashion has on the environment continues to be hot a topic for consumers.Across a

67、ll markets surveyed,consumers have become increasingly worried about thefuture.While consumers are becoming more pessimistic about the future of the environment,their views towards their own finances are following a similar pattern.The heights of the pandemic might seem like a distant memory for som

68、e,but a cost of living crisis has swiftly taken its place.Those in Europe and the U.S.have felt the strain the most,especially when it comes to how much theyre spending on fashion,gifting and leisure.Globally,3 in 4 fashion shoppers say their fash-ion spending has fallen because of the cost of livin

69、g,and this figure jumps to 80%in Europe and 81%in the U.S.Despite financial strains,second-hand shopping,online rental platform usage and interest in garment repair have all decreased since 2021.And,in markets like Europe and the U.S.,which have felt the financial impact the most,value for money is

70、more important than ever.When asked about what draws them to certain fashion brands over others,price is more important than things like sus-tainability and quality,suggesting that fast fashion is simply the more conven-ient and cost-effective option for them.That said,its not the end of the road fo

71、r sustainability.Just as an example,among those who say theyre more open to buying second-hand since the pandemic,almost as many say its due to a change in financial situation as those who do so for environmental rea-sons.Consumers need to be reminded that sustainability efforts and cost-ef-fectiven

72、ess can go hand-in-hand with equal measure of importance.Globally,3 in 4 shoppers 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.25Sustainability,transparency,and circularityThe importance of transparencyIts no secret that

73、sustainability is a cornerstone when it comes to fash-ion today.Fashion shoppers have high expectations of fashion brands to drive sustainability and social responsibility forward,and emerging tech is a great tool for brands to meet these expec-tations head on.Shoppers across all markets are calling

74、 for fashion brands to use recycled fabrics and materials,use sustainable packaging and use car-bon neutral shipping,but it goes deeper than that.They have high expectations from the fashion industry to help con-sumers live more sustainably,and want brands to be transparent about things like manufac

75、turing practices.In many markets,expectations around trans-parency about ethical practices are more important than the more obvi-ous eco-friendly efforts.This is espe-cially true in Mexico,and also in the U.S.where there has been an uptick com-pared to 2021.Globally,2 in 3 shoppers want to have acce

76、ssible information about the jour-ney their clothes went on before they purchased them,and over 4 in 10 are interested in seeing where they go in their second/third life,and beyond.Theres also a demand for scanna-ble garment labels which can help consumers make better sustainable decisions.28%say th

77、ey would scan a digital trigger to understand the prod-uct journey traceability,and over a third say they would scan a digital trigger to gain a better understanding of wash care instructions.This is espe-cially true in the U.S.,where weve seen a notable increase since 2021.Overall,its key to note t

78、hat brands need to get on board with this new technology to keep up with grow-ing consumer demands and legisla-tive requirements.In fact,item-level digital ID solutions could help shop-pers make better,more sustainable fashion choices,and bring significant value towards better sustainability in the

79、fashion industry:something that will benefit all stakeholders.2 in 3 fashion shoppers want more transparency about the journey their clothes went on 27Sustainability,transparency,and circularityIt is important to methat fashion brands usesustainable packagingI try to buyenvironmentally-friendlyfashi

80、on products/brandsI try to buy from fashionbrands that aresocially responsible orenvironmentally-friendlyIt is important to me thatfashion brands haveeco-friendly or carbonneutral shippingIt is important to methat fashion brandsuse recycled fabricsand materialsGlobalChinaEuropeJapanMexicoU.S.6658573

81、47949697044296946687042317246645651327047625745296643It is important to methat fashion brands aretransparent about theirmanufacturing practcesThe fashion industryhas a responsibilityto help consumers livemore sustainablyIt is important to methat fashion brandssource materials ethicallyand sustainabl

82、yI want to have accessibleinformaton about thejourney my clothes wenton before I purchase themIt is important to me toknow the carbon footprintof the entre productonprocess of a garmentGlobalChinaEuropeJapanMexicoU.S.716660377759706659437357696757347960676447316845615442286439Sustainability in fashi

83、on%of fashion buyers who agree with the following statements(in descending order based on aggregate results)7GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.Transparency in fashion%of fashion buyers who agree with the following statements(in descen

84、ding order based on aggregate results)8GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.29Sustainability,transparency,and circularityTake beter care oftheir purchasesRecycle items whenthey no longer wantto keep themResell items whenthey no longer wa

85、ntto keep themRepair items whenthey no longer wantto keep them676252557466596055594549494636366970545754483942GlobalChinaEuropeJapanMexicoU.S.Have repaired a fashion itemAre interested in repairing a fashion item515050447644606151497457Circularity,recycling,repairGlobally,we can see that fashion sho

86、ppers have high expectations from fashion brands to offer post-purchase support,in the form of helping consum-ers take better care of their clothes,as well as information on how to recycle,resell or repair items they no longer want.Those in China and Mexico feel most strongly about this.Without this

87、 relevant information,a products life cycle could fall short of its potential,and the forward value and authenticity of that product can be compromised.Brands then cant ful-fill their sustainable efforts and take advantage of the growing second-hand and resale market.4 in 10 fashion shoppers say the

88、y buy second hand(Europe,Mexico and the U.S.lead the way here),and a third have said theyd be more open to doing so since the pandemic.Without tools to help facil-itate the resale exchange smoothly,the industry leaves value on the table.Digi-tal tools which can track the value and visibility of clot

89、hing are key,and every stakeholder stands to benefit from this innovation,even those who dont invest directly into the technology.For shoppers,this innovation can deliver tangible value,whether thats through extending their usage of an item through proper care and repair,supporting them in responsib

90、ly dis-posing of that product,or reselling that item with assurances of authenticity.Consumer demand exists for brands to take an active role here:whether its product care support,recycling,resell-ing or repairing.Over half of shoppers surveyed have repaired fashion items that were either broken,sta

91、ined or had become lackluster over time,and 6 in 10 say they would be interested in doing so in the future.This number is even stronger among those in Mex-ico,where its 3 in 4.This indicates an opportunity for brands and retailers to facilitate giving old clothes a new life.Whether its QR codes that

92、 give consumers relevant information,or product authentication that allows for verified secondary market pur-chases,the future promises greater circularity once the fashion indus-try implements item-level digital ID technology.4 in 10 fashion shoppers say they buy second hand(Europe,Mexico and the U

93、.S.lead the way here),and a third say they are more open to doing so since the pandemicPost-purchase support%of fashion buyers say that fashion brands have a responsibility to help consumers.Fashion repair%of fashion buyers who.910GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,J

94、apan,Mexico,the UK and the U.S.31Sustainability,transparency,and circularity292736194529413450466050GlobalChinaEuropeJapanMexicoU.S.Buy second-hand itemsMore open to buying second-hand post-pandemic303120214526222512143215GlobalChinaEuropeJapanMexicoU.S.Used an online fashion rental platormAre inter

95、ested in using an online fashion rental platormThe state of recommerceSecondary marketplaces in the fash-ion industry are not to be overlooked,and the implementation of smart labels and digital ID technologies can further invigorate them,directly bene-fiting consumers.When it comes to second-hand sh

96、op-ping,we can see a huge divide between APAC and the rest of the world:this number is higher in Europe(50%),Mexico(60%)and in the U.S.(50%),while much lower in China(34%)and Japan(46%).There are strong age-based patterns here too:Gen Z and millennials are more likely to be pur-chasing second-hand f

97、ashion goods than Gen X and baby boomers.Gen-der and income definitely play their part:generally we see female and lower-income shoppers being ahead for second-hand fashion.The notable exception is China and Japan,where its higher-income shoppers who are ahead.Many fashion shoppers par-ticularly in

98、China,Japan and Mexico where counterfeit goods are a par-ticular issue,say that proof of gar-ment authentication is a key reason they would use digital triggers.Inter-estingly,we see a direct correlation between shoppers living somewhere where counterfeit goods are rife and the need for digital trig

99、gers for gar-ment authentication.This becomes even more apparent when we iso-late second-hand shoppers:those in China,Mexico and Japan are far ahead of those in the U.S.and Europe.And,secondary marketplaces like eBay,which are typically less likely to be trusted among shoppers in terms of authentici

100、ty,are already making moves to implement NFC technology for authentication purposes across luxury handbags and sneakers.The fashion rental marketplace is more of an up-and-coming concept for fashion shoppers.While almost a quarter of shoppers globally report having used a fashion rental platform in

101、the past,this number is higher in China and Mexico.Meanwhile,in Europe,Japan and the U.S.,this number is much lower,most likely due to financial reasons.Rent-ing outfits might be more cost-effec-tive in the longer-run,but consumers are wanting short-term fixes.Those in the U.S.and Europe,where the c

102、ost of living crisis is prevalent,are ahead for saying they dont use online rental platforms because they simply prefer buying and keeping clothing.That said,theres proven interest in fashion rental platforms in every region surveyed.Together with the pro-nounced interest in understanding a products

103、 history through digital trig-gers,the future of circularity in fash-ion wont just benefit the environment and reduce waste,it will also offer another touchpoint for consumers to get deeper product stories and better engage with brands.Buying second-hand fashion%of fashion buyers who agree with/do t

104、he followingOnline rental platform usage%of fashion buyers who say/do the following1112GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.33Sustainability,transparency,and circularity3503Authenticity and brand protectionThe value exchangeLabels serve

105、an important purpose in helping consumers understand more about the items theyve bought.They provide information on where an item has come from,what materials were used,and how to care for it.Its already clear that this information is valuable to consumers,but its also clear that consumers expect mo

106、re in 2023.We found that the majority of shop-pers surveyed globally said theyd be likely to scan digital triggers related to proof of garment authentication.These figures are skewed by markets like Mexico,Japan and China,which have a prominent counterfeit goods industry,though we still see strong n

107、umbers in Europe and the U.S.as well.Fashion shoppers are generally com-fortable with their garments containing digital connectivity features:6 in 10 globally say theyd be happy with it if it meant they had greater convenience from brands and retailers.Across all markets,this figure is higher when w

108、e isolate Gen Z and millennials.But,its not just a hypothetical con-cept,either:shoppers are also likely to scan digital triggers on a fashion product or packaging.Globally,55%say they would do so if it meant they would receive a useful or rewarding experience.Unsurprisingly,this figure jumps up to

109、6 in 10 among Gen Z and millennials,and we can see upticks among young consumers across allmarkets.What does this mean for fashion brands?It means theres a real demand from consumers for more information on the products theyre buying.They want transparency and traceability from brands so that they c

110、an make better choices,conveniently.Fashion shoppers are generally comfortable with theirgarments containing digital connectivity features:6in10 globally say theyd be happy with it,if it meant they had greater convenience from brands and retailers37Authenticity and brand protectionGlobalChinaEuropeJ

111、apanMexicoU.S.161864221544532633403029253841263674161681040146491.Very comfortable5.Very uncomfortableGlobalChinaEuropeJapanMexicoU.S.10105520124552293247343131344120339616151010511673111.Highly likely5.Highly unlikelyComfort levels of garment digital connectivity%of fashion buyers who say that they

112、 are comfortable with their garment containing digital connectivity features if it meant they had greater convenience from brands and retailers13GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.Likelihood of scanning a digital trigger%of fashion buy

113、ers who say they are likely to scan a digital trigger(e.g.QR code,NFC)on a fashion product or packaging for a useful or rewarding experience14GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.39Authenticity and brand protectionGlobalChinaEuropeJapanM

114、exicoU.S.293421242719343732262828262426353227841412111541723111.Extremely important5.Not at all importantAttitudes towards counterfeit goodsWe cant discuss fashion and designer clothing without mentioning the coun-terfeit goods industry.Of course,counterfeit goods are much more common in some region

115、s than oth-ers,causing an inconsistency among shoppers behaviors towards fakes.For example,in markets like China and Mexico,where the sale of counterfeit fashion items is much more preva-lent,shoppers are more likely to care whether the items theyre buying are authentic or not.Interestingly,given th

116、eir love for sec-ond-hand fashion,shoppers in Mex-ico are much more likely to care about the authenticity of their second-hand items than of those they bought first-hand.Despite this,shoppers in Mexico are generally very trusting of outlets like resale marketplaces and repair services to provide the

117、m with authen-tic items.Shoppers in Mexico are also most likely to be interested in using a QR code to validate the authenticity ofa product.We see a big disparity across markets in awareness of the impact that coun-terfeit goods actually have.Generally,shoppers in China are more aware of the impact

118、 on jobs and the exploita-tion of workers,while in Europe,where a lot of brands and designers are based,shoppers are more aware of things like the reputational damage for brands.This awareness doesnt always neces-sarily translate into action:shoppers globally are still likely to consider buy-ing cou

119、nterfeit products in the future,especially clothing.The notable excep-tion here is Japan,where almost three quarters of shoppers say they would never consider buying a counterfeit fashion item,which could be due to the recent tightening of counterfeit laws.We see a big disparity across markets in aw

120、areness of the impact that counterfeit goods actually haveLevel of care:fashion product authenticity%of fashion buyers who say they care if a fashion product is authentic or not15GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,Japan,Mexico,the UK and the U.S.41Authenticity and br

121、and protectionAwareness of impacts of counterfeit goods%of fashion buyers who theyre aware of the following impacts of counterfeit goodsViolates the intellectualproperty rights of the designerCauses reputatonal damage for brandsContributes to job losses becausegenuine manufacturers are unable tomatc

122、h prices charged by rogue traders908572949273857775888377898281796860Subsidizes organized crimeCan lead to the exploitaton of workersCan result in health hazards727070736871758178837664797870606762GlobalChinaEuropeJapanMexicoU.S.16GWI Custom Study 20226,352 fashion shoppers in China,France,Germany,J

123、apan,Mexico,the UK and the U.S.43Authenticity and brand protectionAppendixWhich of the following would increase your likelihood of visit-ing a physical retail store when buying clothing/footwear?Do you agree with the state-ments below?Which of the following experi-ences would you be willing to scan

124、a digital trigger(e.g.QR code,NFC)on a garment label or packaging in exchange for?Of the technology listed below,how interested would you be to engage with.Are you interested in digitising your wardrobe?You mentioned your spend on fashion items has been affected by the rise in the cost of living.How

125、 would best you describe this change?Do you agree with the state-ments below?Do you agree with the state-ments below?Do you agree with the state-ments below?Have you ever repaired a fashion item that was broken,stained or lackluster over time?Are you interested in garment repair/refresh services off

126、ered by a brand or retailer?Do you buy second hand fash-ion items?Has your interest in second-hand fashion changed since last year?Have you ever used an online fashion rental platform?Are you interested in using an online fashion rental platform in thefuture?Are you comfortable with your garment con

127、taining digital connectivity features if it meant you had greater conven-ience and service from brands andretailers?Are you likely to scan a digital trigger(e.g.QR code,mobile tap NFC)on a fashion product or packaging for a useful or rewarding experience?Do you care if a fashion prod-uct is authenti

128、c or not?Are you aware of the follow-ing impacts of counterfeit products?12345678910111213141516Notes on methodologyIntroductionAll figures in this report are drawn from GWIs online research among internet users aged 16-64.Please note that we only interview respondents aged 16-64 and our figures are

129、 representative of the online market populations of each market,not its total population.Sample size by marketUnless otherwise stated,the data in this report is taken from our Custom sur-vey from October 2022 among internet users aged 16-64 who have purchased clothes,shoes or accessories in the past

130、 month,in the following markets:France:n=1000 Germany:n=1000 China:n=1000 USA:n=1000 UK:n=1000 Mexico:n=550 Japan:n=670Please note,where clearly stated,this report also draws on insights from GWIs ongoing Core global research.Our researchEach year,GWI interviews over 950,000 internet users aged 16-6

131、4 across 50 markets.Respondents complete an online questionnaire that asks them a wide range of questions about their lives,lifestyle and digital behaviors.We source these respond-ents in partnership with a number of industry-leading panel providers.Each respondent who takes a GWI survey is assigned

132、 a unique persistent identifier regardless of the site/panel to which they belong and no respond-ent can participate in our survey more than once a year(with exception of internet users in Egypt,Saudi Arabia and the UAE,where the respondents are allowed to complete the survey at 6-month intervals).O

133、ur quotasTo ensure that our research is reflective of the online population in each mar-ket,we set appropriate quotas on age,gender and education-meaning that we interview representative numbers of men vs women,of 16-24s,25-34s,35-44s,45-54s and 55-64s,and of people with secondary vs tertiary edu-ca

134、tion.To do this,we conduct research across a range of international and national sources,including the World Bank and the ITU,the International Labour Organization,the CIA Fact-book,Eurostat,the US Bureau of Labor Statistics as well as a range of national statistic sources,government depart-ments and other credible and robust third-party sources.This research is also used to calculate the weight of each respondent;that is approximately how many people(of the same gender,age and educational attainment)are represented by their response.45Appendix GWI 2023