Survey Analysis

 

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Online vs. Offline Shopping

 

Singapore, one of the fastest growing economies in Southeast Asia, is currently experiencing an e-commerce industry boom, with its market revenue amounting to $1,022 per user in 2017 and is expected to grow by 11.2 percent by 2021 (Koh). From the survey, it is deduced that more than half of the consumers, being the first truly digital generation, are in favour of online over offline stores. They noted factors such as convenience, speed, variety and cost. Instead of going from place to place, they are able to do target shopping in the comfort of their own homes and opt for delivery or in-store collection upon payment. This is especially important to millennials in this day and age who are usually packed with busy schedules but are still in need of occasional retail therapy. Besides, they get to choose from a wide selection of products that have been categorised for easy browsing and enjoy great deals with the use of promotional codes and coupon discounts.

 

While online stores do seem to have an edge over offline stores, the latter do not fall short in terms of providing a holistic shopping experience. With a mere 5.8 percent difference in preference, it is safe to say that physical stores are still widely appreciated by millennials. In fact, as they get increasingly tethered to technology, in-store experiences will escalate in value as their desire for visceral and emotionally connected experiences intensifies (Stephens 104). One drawback of online shopping is that "the experience can feel isolating and sterile”, hence consumers in such an environment may encounter negative feelings caused by minimal engagement with the brand, and eventually spend less than their counterparts who shop in physical stores (Stephens 106). Conversely, tactility and tangibility seem to be salient factors that influence consumers’ preference to shop in physical stores. They want to be able to see, feel and try on clothing pieces before purchase. This allows them to not only check for colour accuracy, quality and fit, but also benefit from the flexibility and choice to try out different outfits. Other valuable factors include face-to-face interaction with floor staff whom they can approach for styling tips, avoiding the hassle of doing returns as well as the instant gratification they receive immediately after purchase. As such, physical stores are unlikely to become extinct, fundamentally due to the social essence of shopping; crowds are the most immediate form of social proof and the “presence of others in a space remains [the] best primal indicator that something of value is going on” (Stephens 105). 

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Food as a Strategy to Drive Foot Traffic

 

Food is one of the most important pillars of any culture and it has been diversely incorporated into designs and lifestyle offerings to “engage audiences from both worlds and provide a more complete vision of a brand’s lifestyle” (Li).  From the survey, 63.5 percent of respondents to this survey acknowledged that they would be enticed to visit physical stores should food be a marketing strategy to draw their attention. While food, like fashion, plays a growing role as a signifier of style, it also brings people together and inspires genuine passion and pleasure. It is seen that brands from across the fashion spectrum are experimenting with new approaches to create memorable experiences in an effort to gain attention and earn loyalty from their consumers. From streetwear to high-end luxury, labels seem to have discovered that the way to consumers’ hearts is through their stomachs.

 

Food and fashion are parallel; besides seasonality and trendiness, both their creative processes involve “inspiration, an appreciation of history, a willingness to experiment, the selection of tools—whether it be fabric or ingredients—and endless revisions” (Shirvell). Therefore, food and fashion collaborations as well as brand cafes and restaurants are evidently on the rise in this digital age to provide an alternative outlet for brands to meet, greet, and serve their customers. These social settings can be further interpreted as communal enjoyment where sharing food plays a central role in the formation of social groupings (Xu 3). 

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References

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Koh, Tom. “Latest E-Commerce Trends In Singapore.” MediaOne. MediaOne Business Group Pte. Ltd. 10 Nov. 2018. Web. 15 Nov. 2019. https://mediaonemarketing.com.sg/latest-e-commerce-trends-singapore/

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Li, Rocky. “A Few of our Favorite Collaborations Between the Worlds of Fashion and Food.” Grailed. Grailed. 8 Jun. 2018. Web. 22 Dec. 2019. https://www.grailed.com/drycleanonly/fashion-food-events-releases 

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Shirvell, Birdget. “What Food and Fashion Have in Common.” Edible Manhattan. Edible Manhattan. 7 Feb. 2017. Web. 22 Dec. 2019. https://www.ediblemanhattan.com/foodshed-2/christine-muhlke/ 

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Stephens, Doug. “Reengineering Retail: The Future of Selling in a Post-Digital World.” Vancouver. Figure 1 Publishing. 2017.

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Xu, Wenying. “Eating Identities: Reading Food in Asian American Literature.” Honolulu, Hawaii. University of Hawai’i Press. 2008.