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Información Inteligente: moda y estilo de vida

La industria de la moda se enfrenta a innumerables retos: desde el creciente fenómeno de la omnicanalidad que pone en riesgo la fidelidad de los clientes, hasta cómo optimizar la distribución o mejorar la adhesión hacia una marca a partir del desarrollo de promociones y experiencias de compra exitosas.  

Para afrontar estos desafíos de manera satisfactoria, las empresas del sector moda necesitan comprender con claridad las actitudes y comportamientos de los consumidores, así como el desempeño de las marcas en cada punto de contacto.

GfK realiza un seguimiento de las preferencias de los consumidores, sus hábitos de compra y los aspectos que la condicionan, así como de las experiencias a lo largo de todos los puntos de contacto con su marca dentro de los segmentos de ropa, textil hogar, artículos deportivos, bolsos, calzado, gafas de sol o cualquier otro accesorio. Nuestros expertos en investigación de mercados, especialistas en el sector moda, analizan todos estos factores con el objetivo de señalar aquellas áreas que generan un mayor incremento en la satisfacción y fidelidad global de los clientes.  Igualmente identificamos acciones claras que contribuyen al crecimiento de su empresa dentro del mercado de moda y estilo de vida.   

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GfK, Peru
Avenida Jorge Basadre 990, San Isidro, Lima
+51 1 206 2300
Latest insights

Here you can find the latest insights for fashion and lifestyle industry. View all insights

    • 04/13/17
    • Fashion and Lifestyle
    • Connected Consumer
    • Global
    • English

    Sustainability and ethics: How to keep up with the fashion industry

    “Fashion is not necessarily about labels. It’s not about brands. It’s about something else that comes from within you…” – Ralph Lauren Nowadays, style is not only about the logo you are wearing but the values that it represents. With this in mind, fashion brands need to know their consumers more than ever before in order to connect emotionally with them. Here are the three values fashion companies must embrace to build brand perception and stay relevant in a demanding market.

    1. Sustainable fashion

    It is becoming easier to see why high end and luxury fashion brands can no longer ignore sustainability. In fact, our research (1) shows that ‘protecting the environment’ is significantly higher up on consumers’ priority list than ‘looking good’. As fashion consumers grow more conscious, they also tend to trust brands less, and being credible becomes an issue for all labels, everywhere. Our data also indicates how informed and serious about environmental and social issues consumers have become over the past decade. This is no longer ‘fringe’ behavior but a market-wide opportunity.

    2. Ethical initiatives

    Indeed, we have witnessed many brands evolving and communicating their efforts in making their production more eco-friendly and respectful of fair-trade. It is an important evolution in the history of fashion, which until recently was characterized by a “fast fashion era”, resulting in too many articles of clothing produced that become obsolete within weeks. It is the younger generations who are mainly to thank for this move, thus, we are observing a new age in which fashion consumers will tend to focus their spending on quality over quantity, piling less in their wardrobe. As a reaction to this, fashion companies are compelled to become more transparent when it comes to how their clothes are made. We can see how the leading fashion industry environmental group, MADE-BY, has helped make it happen. The organisation, along with major UK companies like Ted Baker, worked together on individual sustainability programmes, helping them to reduce the amount of hazardous chemicals in their production, and increase the integration of  organic materials.

    3. Recycled is the new “en-vogue”

    Now that the bloggers, critics and other public faces of fashion have taken to promoting what’s good for the planet, for consumers, and for the companies’ employees, the high-end and luxury fashion companies made sure to follow the trend:
    • Hermes created “Le petit h”, which consists of creative pieces and accessories only made from the left-over materials from other bags, scarves, etc.
    • Adidas has launched a collection being marketed as designed to “help to clean up the Earth’s oceans” by using the waste floating around the world to make their footwear. Whilst 7,000 pairs of the UltraBOOST Uncaged Parley were planned, the three-stripes brand says it wants to produce more.
    Examples of these initiatives are numerous, and many start-ups followed their lead, creating a range of niche products, from salmon-skinned wallets to shirts of polyester from recycled drink bottles.

    Conclusion

    The world of fashion is powerful, and a close eye is being kept on its actions. It’s essential for brands to understand not only the role of sustainability within the decision making process of consumers, but also to explore their attitudes and behaviors. The question is, how do today’s connected consumers build brand perception and how can brands stay relevant in this demanding market? (1) Research taken from GfK Consumer Life (Roper Reports©), global annual survey of consumer of attitudes, beliefs and behaviors. Tiphaine Nilias is a Research Manager at GfK. To share your thoughts, please email tiphaine.nilias@gfk.com or leave a comment below.
    • 03/06/17
    • Fashion and Lifestyle
    • Optics and Acoustics
    • Point of Sales Tracking
    • Trends and Forecasting
    • Global
    • English

    European optics market records over €17 billion in 2016

    GfK’s sales tracking of four key European retail optics markets (Italy, France, Spain and Germany), shows a turnover of €17.6 billion for total year 2016. This is a sales value growth of 0.9 percent compared to the previous year. GfK released the findings at the international MIDO 2017 trade fair in Milan.
    • 02/28/17
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • FMCG
    • Market Opportunities and Innovation
    • Global
    • English

    UK Consumer Confidence drops one point in February to -6

    GfK’s long-running Consumer Confidence Index has decreased one point this month to -6. Three of the five measures saw decreases in February, and two measures saw increases.
    • 10/14/16
    • Fashion and Lifestyle
    • Connected Consumer
    • Global
    • English

    How to get bigger in the business of fashion

    We have developed a tool that enables you to have a thorough understanding of what consumers do both on and offline, in order to gain intelligence into the crucial ‘why’ of their actions. Accompany Jess on her purchase journey to find out how we can analyse various details about a specific journey to show a true picture of the consumer.
Solutions
  • Marca y experiencia del cliente

    Marca y experiencia del cliente

    Las marcas están bajo presión ya que deben desarrollar conexiones emocionales y relaciones con los consumidores que son los encargados de tomar decisiones comerciales.

  • Paneles de consumidores

    Paneles de consumidores

    Su negocio se basa en sus clientes, por lo que, comprenderlos es fundamental para asegurarse que los productos y servicios atiendan sus necesidades, y para identificar las oportunidades de crecimiento. 

  • Innovación en el mundo digital

    Innovación en el mundo digital

    Cuando los consumidores compran, buscan, se comunican, recolectan información e interactúan con empresas o marcas online, lo hacen de diferentes formas dependiendo del dispositivo o la pantalla que utilicen. Asimismo, esperan tener una experiencia consistente sin importar el canal o dispositivo que usen.

  • Oportunidades de mercado e innovación

    Oportunidades de mercado e innovación

    Las marcas se encuentran bajo una presión constante para poder mantener la relevancia en un mercado cada vez más saturado. Es fundamental saber cuándo, dónde y cómo ofrecer experiencias atractivas que generen valor añadido tanto para los consumidores como para las marcas. 

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Estrategias sobre el comprador y el punto de venta

    Estrategias sobre el comprador y el punto de venta

    La era digital sigue abriendo nuevos caminos hacia la compra, cambiando cómo y dónde compran los consumidores. Cada día se habilita el acceso a más información, a medida que los compradores se adaptan a las experiencias multiplataforma de las marcas. 

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GfK, Peru
Avenida Jorge Basadre 990,
San Isidro, Lima
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