Home Blog 2018 Apparel Needs to Jump on the Experience Bandwagon in 2018
Jan 19, 2018

Apparel’s Just Gotta Have Fun in 2018

Subscribe to our blog

When a new year arrives, I start to think of the things I’d like to do differently from the last. Oddly enough, each year, the same three things keep reappearing on my list; read more, cook more and travel more.  I should also stress that the words “for fun” should be added to the ends of each of these statements as there was still reading, cooking and traveling that took place but it was rarely for entertainment purposes.

The new year also has me thinking about what’s in store for apparel in 2018.  Similar to my personal list, adding “for fun” also seems relevant.  With consumers being selective on where they are allocating their spending and their desire to invest in making memories, 2018 is the time for apparel to jump on the experience or should I say “fun” bandwagon.

Here are three areas where the concept of “fun” will impact apparel for 2018.

Increasing Foot Traffic:
As online continues to steal dollars from in-store, 2018 will be the year for these platforms to align in regards to promotions and excitement.  Consumers look online for better deals but with retailers looking to increase in-store foot traffic, along with impulse purchasing, these incentives need to better align to reach the omnipresent consumer.  Building an entertaining experience by ways of in-store events, sales support and overall social gatherings will continue to give consumers the incentive to break away from their screens and join in on the fun.

Increasing Product Innovation:
Three out of five apparel shoppers are indifferent about the current apparel offerings.  With only eleven percent* feeling excited about today’s apparel there is a need for some disruption within this industry.  Increasing color assortment will no longer cut it. Being unique and personal are a must for today’s “get to know the real me” consumer mindset.  Technology coupled with a better understanding of what the consumer is looking for across various features (from slimming to stretch) will peak interest and entice shoppers to spend.

Increasing Personal Style:
Time will continue to be a precious commodity for many in 2018.  This means more money will continue to be allocated towards experiences and making new memories.  This also means certain categories will feel that trade-off in spend.  Consumers will always need clothes but 2018 will see more companies offering to help shoppers with pairing outfit components across a variety of price-points.  This will not only help shoppers develop their personal style but also saves time and helps add some of the excitement back into the purchase process.   

With a new year there tends to be a new you.  Apparel can play on this concept as consumers are looking to get rid of the old in many aspects, including their wardrobe.  It is a time to start fresh and by just adding a little more fun this industry can go a long way.

Cheers to a fashionable, and fun, 2018!

 

* Source: The NPD Group, Inc. / Omnibus Sep2017



Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Apparel


Are We Still Shopping In Other Peoples Closets?
Are We Still Shopping In Other Peoples Closets?

Despite the sanitization focus during the pandemic, shoppers had minimal concern with buying fashion on resale sites as closet organization added inventory.

Lingering Apprehension About In-Store Shopping Leaves Apparel Consumers Planning to Favor E-Commerce for the Near Future, Reports NPD
Lingering Apprehension About In-Store Shopping Leaves Apparel Consumers Planning to Favor E-Commerce for the Near Future, Reports NPD

Online shopping has been a source of optimism in apparel through the pandemic. Now, altered in-store shopping experiences are keeping e-commerce strong.

Spending Gets More Personal as U.S. Consumers Get Out of Their Homes and Go Into Stores, Reports NPD
Spending Gets More Personal as U.S. Consumers Get Out of Their Homes and Go Into Stores, Reports NPD

The importance of enhancing life at home during the pandemic remains, but retail trends show an increased interest in categories like apparel and beauty. Social Image Requests (optional): consumer, wearing mask, in a store, shopping for apparel

Apparel Consumers Have Moved From a Mode of Necessity and Comfort to One of Recreation, Reports NPD
Apparel Consumers Have Moved From a Mode of Necessity and Comfort to One of Recreation, Reports NPD

Shifts in apparel consumer purchase behavior during the pandemic point to important changes as U.S. sales declines soften dramatically.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings

Follow Us

© 2020 The NPD Group, Inc.