European, Chinese and American consumers are increasingly on the lookout for digitally-accessible detailed information about the history of garments they purchase and their aftercare, according to new research from Avery Dennison Corp.

Avery Dennison recently published research in its Made to Mention Magazine which details consumer expectations of digital experiences.

The research reveals that simple, useful, and engaging technology, both in-store and on-products, is exciting to consumers. A standout finding of Avery Dennison’s ‘Digital Consumer Behaviour’ report is that over 90% of fashion shoppers in the US, UK France, Germany and China want technology-based solutions to improve their retail experience. This reflects huge shifts in consumer shopping demands, accelerated by the pandemic.  

Avery Dennison teamed up with leading audience insights company, GWI, to investigate digital consumer behaviours, surveying over 5,000 fashion consumers across the US, UK, France, Germany and China, on contemporary attitudes towards convenience, brand engagement, traceability, sustainability and circularity.

Now, additional findings focused on consumer attitudes towards tech have been unveiled in the latest Made to Mention Magazine. Concept testing was carried out to explore consumer reactions to digital technology on garments, using solutions provided by Avery Dennison. 

Specifically, the concept testing was deployed to discover consumers’ perceptions of digital services accessed in-store via digital labels and tags on clothing and packaging, which link to smartphone apps and data platforms.

 These intelligent labels act as a digital passport or ID. They provide detail on how the garment was manufactured and its composition, while also giving a ‘digital launching point’ for brands to extend their relationship with their customers post-purchase.

Participants were asked to use their mobile phones to scan QR codes for instant access to product information, care instructions, recycling advice, and details of the garment’s manufacturing and supply chain journey.

Among its findings

• 72% of Chinese shoppers said they find the mobile experience of scanning QR codes for garment care and recycling information appealing, while 55% of U.S shoppers and 48% of Europeans feel the same.
• 71% of fashion buyers find the concept of a digital ‘authenticity check’ service appealing.
• Incentivised recycling experiences refer to brand schemes that reward customers for recycling items, for instance returning unwanted garments to stores. 77% of fashion buyers in China found this appealing, compared to 58% in Europe and 57% in the US.

Commenting on the report, Mike Colarossi, vice president, product line management, innovation and sustainability, RBIS, Avery Dennison said: “We believe the need to bridge the physical and digital worlds. Chinese fashion shoppers are famously tech-savvy, but it’s clear that services accessed through smartphones are catching the attention of European and US consumers too. Shoppers increasingly want to recycle or resell clothes to help slow climate change. Meanwhile brands have stories to tell, and vital information to share. Digital ID technologies and smart labelling of apparel can facilitate these connections.”

By Just Style