Consumer experience is Becoming the New Currency
Alvanon was founded in 2001 when it developed a unique data-driven approach to solve sizing and fitting challenges in the apparel industry. The company has evolved into a global consulting firm, advising leading apparel retailers on how to align internal teams, processes and supply chains and more intimately engage their existing and target customers. Simon Fernandes, Regional Director UK – Southern Europe – South Asia, Alvanon discusses how apparel retailers can turn challenges into opportunities to satisfy New Age customers.
Q: What major trends can be found in consumer behaviour with respect to apparel and fashion? Which regions are driving consumer preferences in the global market?
A: Consumer experience is becoming the new currency, and brands are starting to realise that enhancing the consumer’s experience is a high priority. Younger groups see themselves as brands. We need to sell fashion to their lifestyles and their individual emotions. Retailers and brands no longer sell to people in this younger, evolving population. They are selling to brands themselves.
Sustainability and conscious production are not a trend but are becoming more important to the consumer who is becoming more aware and considerate of the impact that one’s fashion choices have on the environment and also the welfare of production workers.
The likes of New York, London, Paris and Milan are still major players, but we have seen big urban environments such as Stockholm, Berlin, Seoul, Vittoria in Brazil, Barcelona and also Tokyo starting to surface and become more influential through channels such as fashion blogging.
Please see Fibre2Fashion.com for Simon Fernandes’ full interview on why consumers are becoming the true center of attention.
