Digital media and its effects on consumer behavior
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Digital media has significantly changed consumer behavior in the apparel industry in Pakistan. In the past, consumers spent more time shopping in person by visiting multiple physical stores to compare options. Now, consumers can research, compare prices, and purchase items online anytime from anywhere using digital platforms. This shift in consumer behavior has persuaded many retailers and designers to establish online presences like websites and social media to engage consumers digitally. As online shopping continues growing in Pakistan, more traditional retailers are adopting digital strategies to remain competitive.
Digital media and its effects on consumer behavior
- 1. Digital media and its effects on Consumer Behavior in Apparel Industry Submitted By: Rabail Qureshi Rozina Bhutto Urooj Iqbal Asma Aijaz Khan
- 2. APPAREL INDUSTRY IN 90s • TEXTILE GIANTS: AL-KARAM, GUL AHMED AND SITARA, ETC • TEEJAYS • GENERATION • KHAADI (WAS RELATIVELY NEW) • BOUTIQUES AND DESIGNERS E.G. EXCLUSIVE ( BUT CATERED TO SEC A+ ONLY)
- 3. GENERATION 1998 1983 1959 TEEJAYS SEC A+ ONLY
- 4. WHAT DID CONSUMER DO IN PAST?
- 5. Step 1: Decide A Day For Shopping Step 2: Clear Their Schedule Step 3: Physically Go FromOne Shop To Another Step 4: HowMany Can They Visit In One Day? Step 5: No Price Comparison B/W Various Areas (Saddar, Clifton, Tariq Road,etc)
- 6. Approach of fulfilling needs and not wants and desires Fashion trends were more stable New dresses were purchased only for special occasion Consumers were not so conscious BECAUSE not much information or awareness
- 7. Result • TIME CONSUMING • NO MULTI-TASKING • MORE POWER WITH RETAILER • LIMITED EXPOSURE • GOING BACK AND FORTH WAS NOT POSSIBLE. • HENCE, CONSUMER’S SPENT LESS
- 8. APPAREL INDUSTRY IN 2013
- 9. • ADD PICS OF VARIOUS FB PAGES
- 10. E-STORES – LABELS E-STORE – DARAZ.PK – BRAND CENTRAL
- 11. DESIGNERS ENTERED RETAIL BUSINESS AND INTEGRATED ON DIGITAL PLATFORMS a) b) WEBSITES WITH ONLINE SELLING OPTION c) TUMBLR (KHAADI) d) (TO CREATE BUZZ, DISSEMINATE INFO) • Why did they converge? • Because they observed change in consumer behaviour.
- 12. DESIGNER LAWN • Consumer became more aware • Discussions on Twitter, Facebook, Pinterest peaked their interest • Viral marketing of brands sub-consciously effects the consumer
- 13. WHAT DO CONSUMER’S DO NOW?
- 14. • MULTI-TASK (SHOP WHILE WORKING) • GO BACK AND FORTH BETWEEN VARIOUS WEBSITES AND DO PRICE COMPARISON • GO THROUGH ALL THE AVAILABLE COLLECTIONS/OPTIONS BEFORE MAKING THE FINAL PURCHASE DECISION • MORE SATISFIED • BUY MORE • NO NEED TO ASK RELATIVES COMING FROM ABROAD TO GET STUFF
- 15. CONSUMER BEHAVIOR PERSUADED RETAILERS TO GO ONLINE
- 16. You can buy virtually anything you like at any time from anywhere, 24 hours a day, seven days a week Shopping for apparel online is a great way to save your time and your energy “Online promotions do get us at the right place on the right time.” “You take a leap of faith…but you find a website that you trust” “I can't really feel the fabric online so prefer to buy from a store” Three out six people last visited a shop because they saw their collection on Facebook or saw a promotional offer
- 17. Because Consumer Behaviour suggested so.. • 7 out of 10 buyers know the exact brand and design they want to buy with the help of online research before entering the store, (study by Google India) • So, if a brand is not online they lose the race there and then
- 18. WHY RETAILERS HAVE GONE ONLINE
- 19. 53% Pakistanis have shopped online at least once and 63% of them have indicated that they would shop online again ( Nielsen Global Consumer Report ) 15% of Pakistanis have access to internet At least 150,000 stores on Facebook, with jewelry, textiles and food being the hottest selling items. (Aurora)
- 20. • Tawakal Box (located in Paper Market) or Stylo Shoes (which has a limited presence nationwide); sell through Facebook • “Facebook has been a major influencer in getting more people online; as their awareness grows they are trying to figure out what else is possible” (UmairMohsin, Director DigitalMedia,Media Ideé)
- 21. The Online transactions in Pakistan are worth $4 billion annually (Pakistantribune.com.pk) In near future 25% of the traditional businesses in Pakistan will be converted into online businesses “The introduction of high-speed mobile internet will boost e-commerce, and as a result, a lot of small businesses will start selling their products online,” (Speaking to The Express Tribune, Pakistan Software Houses Association Member for IT & ITES Afaque Ahmed ) Small and medium-size businesses will join bandwagon of e-commerce after the 3G auction
- 22. CONCLUSION
- 23. More and more designers coming up with Pret wear and online selling News/FB feeds on cellphones keep consumer updated E.g. Every Karachi-ite was in Dolmen City Mall on 13th August
- 24. Digital media has bridged the gap between apparel brands and consumer Emails and sms to loyal customers Helps maintain data about consumers Company’s which didn’t move to digital platform fizzled out E.g. the whole strip of boutiques next to car deals has vanished
- 25. • Designer lawn is available on e-stores like Labels • So need to burn yourself out in scorching heat or squash in queues
Editor's Notes
- #24: DESIGNERS HAVE COME UP WITH PRET COLLECTIONS BECAUSE THEY KNOW THAT THEY JUST NEED TO ORGANIZE A SUCCESSFUL PR EVENT AND IIT WILL BE MADE VIRAL ON SOCIAL/DIGITAL MEDIA AUTOMATICALLY.