The Comeback Clog

While almost all once-deemed-ugly ‘90s trends have made a comeback, the clog was one we didn’t see coming. Reintroducing: The Clog. The clog is set to take over the fall footwear market this upcoming season, and almost every brand and influencer is capitalizing on it. From Free People to Saks Fifth Avenue, just about every fashion retailer is offering a pair of the chunky shoes. From wooden to platform to animal print and shearling, there’s a print and style to go with every fall outfit. Clogs are the perfect transition shoe from summer to winter because of the open back that can be worn barefoot on warmer days or with socks when it begins to cool. 

Totally Terracotta

The interior design trend of muted terracotta tones will transition perfectly and become even more popular in the upcoming months. Muted terracotta has bloomed into an entire fall color scheme that will provide your home or space with warm and cozy tones, great for fall, and can be styled to work year-round. Grey was one of the most popular interior design colors for years and many people have redone and redecorated their homes recently to achieve the grey and neutral-toned aesthetic. Luckily, the autumn orange tone of terracotta blends perfectly with grey tones and will add warmth to your space as the weather begins to cool. Whether it’s wall art, blankets, pillows, furniture, or paint, you can’t go wrong with a warm muted terracotta vibe for this upcoming season. 

Bouncy 70’s Waves

Curtain bangs were one of the biggest trends of 2020 (thanks to TikTok) and the trendy hairstyle is here to stay for fall 2021, just styled differently. Fall 2021 will be all about big bouncy 70’s waves. Rollers and volumizing sprays are going to be some of the most sought-after products to achieve this look. Use rollers to add volume to your curtain bangs, add a volumizing spray throughout your ends and brush the whole thing out for big, bushy hair. Whether you want to go the curtain bangs route or want to sport another trending fall style like a sharp bob or lots of layers, the bouncy waves will look great with every cut. 

Pumpkin Spice Season

It’s everyone’s favorite time of the year: Pumpkin spice season. In the spring and summer of 2021, matcha pancakes were a go-to recipe for pancake lovers who want to indulge while also sticking to healthy habits. For fall 2021, healthy pumpkin pancakes with minimal ingredients are going to be the go-to breakfast for pumpkin and pancake lovers. The best part about the trending recipe is it’s customizable and can be made vegan and gluten-free with easy substitutions. Not only will these pancakes taste good, but they’re also the perfect food for almost every influencer to add to their social feed. Try out this Tik Tok famous recipe to add a dash of (pumpkin) spice into your mornings — but don’t forget the syrup!

Crazy For Crochet

Crocheting is a hobby that’s been around forever and it’s something that we normally associate with our grandmothers, but leave it to Tik Tok to make it cool again. DIY crochet cardigans, tops, pants, shorts, hats, coasters, rugs, and accessories are going to be the new big hobby everyone is trying to make for fall. Not only is it something to keep those of us still stuck in the house entertained, but you can also sport what you make and customize every piece. The patchwork design, typically seen on knit garments, is a trendy style this fall tool. People on Tik Tok have taken it upon themselves to show us how you can make your own patchwork clothing for a lot less. 

Subscribe To Fall

There’s no better feeling than opening up a gift and being surprised with what’s inside. With subscription boxes, whether you subscribe for yourself or give it to someone else, you get to enjoy the excitement of opening a present all year round. Subscription boxes are widely available now and can include products from travel beauty items to full-size wine bottles. So many different companies are capitalizing on the subscription service idea, and the boxes are going to continue to be a big trend this fall. The benefit of a subscription box is that there’s something for everyone and they make the perfect gift that keeps on giving for anyone for any special occasion. 

Stay Ahead Of The Curve

With the holiday season fast approaching, and shopping already started for some, it’s important to stay on top of trends. These fall trends are just a few key insights on some of the products NetElixir predicts for fall that will cause an uptick in sales for e-commerce businesses. 

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The post Fall Trends To Capitalize On appeared first on NetElixir.

Fashion and jewelry choices, however, have always been a statement on identity and sales soon began to bounce back. NetElixir found that apparel sales surged in April when the first stimulus checks were sent, revealing a pent-up demand in the market for new fashion items. With extra spending money, people turned almost immediately to treating themselves to personal wants as opposed to essential necessities. As remote working continued, Zoom fashion sparked a resurgence in athleisure wear. The locations of meetings may have changed, but fashion and jewelry were still important identity-markers, especially in a Zoom square. 

The high-value shopper of the fashion and jewelry e-commerce industry adjusted her online shopping behavior as the pandemic continued. Shoppers of all types needed to quickly adapt to the rapid and digital changes the world was undergoing. NetElixir’s 2021 FACES research report delves into how high-value customers’ online shopping behavior evolved in response to the e-commerce surge sparked by the coronavirus pandemic. 

The NetElixir Retail Intelligence Lab analyzed over two million unique online consumer paths-to-purchase across ten e-commerce categories for our FACES research. Our goal was to better understand ongoing changes in online shopping behaviors and trends of high-value customers. We divided our data into three timeframes:

• Pre-pandemic (Jan. 1 – Mar. 15, 2020)
• Non-holiday pandemic (Mar. 16 – Nov. 15, 2020)
• Holiday pandemic (Nov. 16 – Dec. 25, 2020)

Meet the high-value shopper for the fashion and jewelry retail industry: 

Fashion and Jewelry Online Shopping Trends

Prior to the pandemic, the high-value shopper of the fashion and jewelry industry took her time with her purchases. She searched and shopped at a leisurely pace, usually visiting a website around two p.m. and purchased on a Saturday at one p.m. Shopping for new clothes and accessories was a fun hobby for this high-value shopper, as she took time out of her weekend to browse through fashion selections.

She visited a website seven times across seven days before finally completing her purchase. This high-value shopper is a thorough shopper and carefully reviews each article prior to purchasing. She’d buy just over two items per shopping occasion, with her average order value totaling $168.33. 

While apparel sales dropped significantly at the start of the pandemic, sales began to recuperate starting from April and continuing to surge through the summer for back-to-school. Warmer weather and reopenings drove shoppers to replenish their wardrobe – even if it was the latest piece of athleisure wear for a walk in the park with friends. The high-value shopper was still selective in her browsing, visiting a website six times prior to purchase. However, she placed her orders more quickly, as her latency period declined by half: she now took only three days and about eight hours between the first website visit and final purchase. 

She searched earlier in the day, around eleven a.m., and purchased at noon on a Saturday. This high-value shopper still reserved her weekends to browse through the fashion selection, as style remained her passion even if the occasion had changed. She bought fractionally more items per purchase instance during the pandemic (2.17 compared to pre-pandemic’s 2.15), but her AOV dropped by $10 to $156.48.

While the high-value fashion and jewelry customers probably prioritized new clothes and accessories more than the average customer, innovative apparel companies who pivoted to producing and selling masks helped keep their ware relevant and fresh. This, in turn, kept shoppers like the high-value shopper engaged with new products and allowed them to continue to have a sense of identity through a choice of masks.

Mobile As A Fashion Statement

Continued customer engagement is crucial to any successful e-commerce business and a user-friendly digital interface is important as online shopping continues to gain prominence. Due to the high-value shopper’s younger age of 25-35, she is comfortable navigating her mobile device, presumably even before the pandemic compelled more shoppers online.

Pre-pandemic, she used her mobile phone for almost 22% of her first website visits and to complete 22% of her orders. The role of mobile in her purchase journey only increased during the pandemic. From March to November, she made 24% of her first website visits and final orders on her mobile device. During the holiday season, that number rose further, as she was visiting a website 28% of the time and completing 27% of her orders on her mobile device. 

Mobile apps always had an important role in the fashion industry, especially to help with virtual try-on and simplify social commerce. The fashion industry is a versatile industry, so it will continue to adapt to the increasing role of mobile. 

The Holidays Drove a Heightened Sense of Urgency in Online Shopper Behavior

Equally as versatile as the fashion industry itself is the high-value customer. She quickly adjusted her online shopping behavior to accommodate new e-commerce trends. As the holiday season approached, she made her purchase decisions more quickly and purposefully to secure gifts – for both loved ones and herself. The holidays may have been homebound, but that didn’t mean she needed to skimp on her outfit. 

During the holiday season, the high-value shopper searched around one p.m. and completed her purchase at two p.m. on a Monday. She took one day and about three hours between the first website visit and final purchase — the shortest holiday latency period within NetElixir’s dataset. During this time, she visited a website four times prior to purchase.

Her holiday basket size was two and a half items and her AOV jumped to $183.41. Like other high-value customers in NetElixir’s study, the fashion and jewelry shopper was willing to spend more to secure gifts.

Online Shopping Expectations for These Fashion-Conscious High-Value Customers

The latest trends and styles were never far from the high-value customer’s mind. Early on in the pandemic, she may not have had the full resources and disposable income to splurge on new clothes and accessories. However, pent-up demand will continue to spark economic growth. As the weather gets warmer, vaccines continue to roll out, and more stimulus checks are expected, customers like the high-value shopper will likely spend more in personal categories like fashion and jewelry.

Keep your campaigns running throughout the weekend when she is more likely to be searching and shopping. On social media, showcase diverse models wearing your latest clothes and accessories; if people are hesitant to go in-store, they still want to have a sense of how clothes and accessories will look on them. Forbes reports that more customers are using augmented reality to virtually try on make and clothes in a new digital fashion wave. Continue to drive urgency in your high-value customers by updating your website with the latest styles and new choices.

Further Resources on Understanding Your High-Value Customers

NetElixir’s proprietary customer analytics tool, LXRInsights, charts the paths-to-purchase of your high-value customers. Using our technology, you can track customer touchpoints and build customer personas for more personalized and targeted campaigns – just as we explored in our 2021 FACES report. Request a demo of LXRInsights for specifics into your business at https://www.lxrinsights.com/.

Tune in on Fridays to learn more about your industry’s high-value customers. Browse through our previously published industries:

• Food and Gourmet
• Pet Supplies
• Home Furnishing

The post Fashion & Jewelry: How High-Value Customers’ Online Shopping Behavior Changed in 2020 appeared first on NetElixir.