DEEP DIVE INTO CONSUMERS

COVID-19 TAKE ON FASHION

BY TAGWALK
 DURING THE CONFINEMENT, TAGWALK
AND ITS CEO HAVE DONE A MONDAY
LEVERAGING SOCIAL QUIZ SURVEY, ASKING 58 000 FOLLOWERS
ENGAGEMENT IN
 THEIR TAKE ON FASHION, THE INDUSTRY,
HOW THEY WOULD CHANGE IT, WHAT
A NEW WAY. THEY LIKE IN IT, WHAT’S MISSING IN IT AND
WHAT WE C AN EXPECT FOR THE FUTURE.
 AT TAGWALK, WE THINK THAT THIS
MOMENT IS ALSO A MOMENT TO LISTEN
MAKING THE MOST
 TO WHAT CONSUMERS HAVE TO SAY AND
WHAT THEY NEED IN ORDER TO CREATE A
OF SCREEN TIME MORE TRANSPARENT INDUSTRY THAT
SPEAKS THE TRUTH.
PERIMETER OF THE REPORT

SURVEYS DONE ON TAGWALK’S APPROX. 800 ANSWERS TO EACH YES OR NO QUESTIONS

AND ALEXANDRA VAN HOUTTE’S
INSTAGRAM ACCOUNTS. APPROX. 150 ANSWERS TO EACH OPEN QUESTION.

AUDIENCE’S GENDER MAIN COUNTRIES AUDIENCE’S AGE GROUP

80% 20% 20% 10% 9% 44% 21%

FRANCE US UK
FEMALE MALE 25–34 18–24 &

35–44
5% 4%
ITALY ARGENTINA
 AGENDA

THE TRUTH BEHIND


INFLUENCERS & STREET STYLE

BRAND COMMITMENTS
WHAT A BRAND SHOULD CARE MORE ABOUT

DIGITAL CUSTOMER EXPERIENCE

WHAT IS CONSUMERS’ ONLINE BUYING PROCESS

FASHION WEEKS
WHAT IS THE FUTURE OF FASHION SHOWS

PRODUCT INSIGHTS
WHAT ARE CONSUMERS INVESTING IN
 THE TRUTH BEHIND
INFLUENCERS & STREETSTYLE
ARE YOU INFLUENCED
 DO YOU FOLLOW STREET STYLE TRENDS

BY STREET STYLE? OR RUNWAY TRENDS?

YES STREET STYLE

71% 70%

NO RUNWAY

29% 30%
IF THERE ARE NO FASHION SHOWS, WHAT WOULD BE A DO YOU THINK TRENDS STEM FROM THE
DIFFERENT WAY OF DOING STREET STYLE? STREETS OR THE DESIGNERS?

STREETS
NOTABLE ANSWERS

 STREET STYLE SHOULDN'T BE DEPENDANT ON SHOWS; 56%

GENUINE STREET STYLE IN EVERYDAY LIFE;
REAL LIFE IN THE STREETS;
HOMESTYLES;
"REAL" COOL PEOPLE IN THEIR EVERYDAY LIVES;
WHAT PEOPLE ACTUALLY WEAR WHEN THEY GET UP IN THE MORNING;
DESIGNERS
MORE AUTHENTICITY, LIKE BILL CUNNINGHAM.

44%
 WHAT WOULD YOU LIKE BRANDS TO DO MORE OR LESS
OF IN TERMS OF INFLUENCER STRATEGY?

 REDEFINE INFLUENCERS, MORE SMALL ARTISTS SUCH
 LET THEM CREATE LOOKS FROM THE BRAND WITHOUT
AS MUSICIANS, WRITERS, PHOTOGRAPHERS; BEING A TOTAL RUNWAY LOOK;

CHOOSE REAL PERSONALITIES  WITH REAL JOBS / CHALLENGE AND UPGRADE INFLUENCER CONTENT
CAREERS NOT JUST BASED ON A NUMBER;
LESS GUIDELINES;
CONCENTRATE ON THE HUMAN VALUE OF AN
INFLUENCER; MORE AUTHENTICITY BETWEEN A BRAND AND AN
INFLUENCER;
LET THEM BE GENUINE;
MORE SPONTANEITY IN THE CONTENT, LESS STAGED;
LET THEM MIX THEIR CLOTHES AND STYLE ON THEIR
OWN; TAKE SOME RISKS AND NOT WAIT FOR THE BRANDS TO
'OK' THE CONTENT.
LET THEM CHOOSE ITEMS THEY LOVE INSTEAD OF
GIFTING THE SAME BAG TO EVERYBODY, IT'S NOT
INSPIRING;
DO YOU FIND INFLUENCERS TOO DO YOU THINK INFLUENCERS POST TOO MANY
ARE YOU INFLUENCED TO SHOP
DRESSED UP IN TOTAL LOOKS GIFTED PRODUCTS AND PAID ADS (THEREFORE
BECAUSE OF INFLUENCERS?
FROM THE DESIGNERS? NOT BEING GENUINE TO THEIR REAL STYLE)?

YES YES NO

71% 85% 61%

NO NO YES

29% 15% 39%

 HAVE YOU EVER SHOPPED A PIECE FROM A
ARE YOU MORE INFLUENCED BY SOMEONE
COLLABORATION BETWEEN A DESIGNER
WITH A LARGE OR SMALL FOLLOWING?
AND INFLUENCER?
DO YOU RESPECT AN INFLUENCER MORE
THROUGH HER JOB OR PASSION?
IE: BALLET DANCER OR YOUNG CHEF

SMALL NO YES

74% 81% 84%

LARGE YES NO

26% 19% 16%

 DO YOU TRUST THE AD PLACEMENTS THAT
WOULD YOU RESPECT MORE THE FASHION
INFLUENCERS POST?
IS AN INFLUENCER INFLUENTIAL? OPINION OF A RUNWAY SHOW FROM A
IE: DO YOU THINK THEY GENUINELY LIKE THE
JOURNALIST OR INFLUENCER?
PRODUCT THEY ARE WEARING?

YES JOURNALISTS NO

54% 88% 83%

NO INFLUENCERS YES

46% 12% 17%

 WHO IS THE FIRST INFLUENCER THAT

COMES TO YOUR MIND?

CHIARA FERRAGNI C AMILLE CHARRIÈRE LEANDRA MEDINE BLANC A MIRO JEANNE DAMAS DOUBLE EXPOSURE

53% 27% 10% 2% 2% 1%

1% 1% 1% 1% 1%

JENNY WALTON C AMILLA COUTINHO XENIA ADONTS MONIC A AINLEY PERNILLE TEISBAEK
BRAND COMMITMENTS
WHAT A BRAND SHOULD CARE MORE ABOUT
ARE BRANDS INCLUDING ENOUGH
 DO YOU FEEL FASHION BRANDS
DO YOU CHECK IF A BRAND
SIZES TO MAKE EVERYONE
 TOOK A STEP TOWARDS SUSTAINABILITY
IS SUSTAINABLE BEFORE BUYING?
FEEL WELCOMED? DURING THE LAST FASHION WEEK?

NO NO YES

61% 54% 52%

YES YES NO

39% 46% 48%

 WOULD YOU PAY MORE FOR THE
DO YOU STILL BUY CLOTHES THAT

EXACT SAME ITEM IF YOU KNEW IT ARE YOU TRYING TO BUY LOCAL?
CONTAIN LATEX OR PLASTIC?
WAS SUSTAINABLE?

NO YES YES

62% 75% 71%

YES NO NO

38% 25% 29%

 DO YOU THINK BRANDS SHOULD DONATE A DO YOU THINK IT IS POSSIBLE FOR ALL LUXURY

MINIMUM 10% OF THE SALE PRICE TO A CHARITY ALWAYS, BRANDS TO ONE DAY BE 100% SUSTAINABLE: 

AND NOT ONLY WHEN THERE IS A PANDEMIC? MATERIALS, PACKAGING, AND SHOPS?

YES YES

78% 55%

NO NO

22% 45%
 IF YOU WERE TO SPEAK TO THE CEO OF A LUXURY
WHAT WOULD YOU LIKE A BRAND

BRAND AND COULD GIVE ADVICE, WHAT
TO DO MORE OF?
ADVICE WOULD THAT BE?

*TOP 7 ANSWERS

NOTABLE ANSWERS

THINK MORE SUSTAINABLY

HAVE FUN WITH YOUR BRAND AND STAND OUT FROM THE CROWD
SPEAK GENUINELY
DO BUSINESS WITH A TRUE HUMAN AND SOCIAL CONCERN
MAKE SURE QUALITY IS GOOD
KEEP ENGAGING WITH YOUR AUDIENCE
VALORIZE CRAFTMANSHIP
MAKE LESS BUT MAKE IT SUSTAINABLE
CONSIDER SHIFTING MORE BUDGETS FROM PRINT TO MEDIA
BE DIGITAL FRIENDLY
BE MORE TRANSPARENT ON THE TEXTILE SUPPLY CHAIN
BE MORE AVANT GARDE AND CREATIVE RATHER THAN

RELYING ON THE HERITAGE PART OVER AND OVER
 DIGITAL CUSTOMER
EXPERIENCE
WHAT IS CONSUMERS ONLINE BUYING PROCESS
 ARE YOU INFLUENCED BY

BEST BRANDS ON SOCIAL MEDIA ADVERTISING IN MAGAZINES?

*TOP 5 ANSWERS ON THE INSTAGRAM SURVEY

NO
24.7% 11.8% 10.8%
GUCCI BOTTEGA

VENETA
BALENCIAGA
56%

9.7% 7.5% YES

DIOR JACQUEMUS
44%
 DO YOU RESPECT A JOURNALIST
DO YOU CONSIDER CERTAIN

MORE IF THEY HAVE A GOOD SENSE

JOURNALISTS TO BE INFLUENCERS?
OF STYLE?

YES YES

82% 74%

NO NO

18% 26%
 BUYING A DESIGNER BAG:

ARE YOU STILL BUYING
 IF YOU ARE BUYING ONLINE,

WOULD YOU BUY IT ON MATCHESFASHION

FASHION ONLINE? WHICH PLATFORMS? OR THEIR OWN WEBSITE?

YES MOST POPULAR ANSWERS BRAND WEBSITE

ASOS

55% NET-A-PORTER / MR PORTER 71%
MATCHES FASHION
BRAND’S WEBSITE / INSTAGRAM

NO FARFETCH MATCHESFASHION
VINTED

45% 29%
 WHY DID YOU SELECT MATCHESFASHION HOW LONG ARE YOU WILLING IF YOU ARE HONEST, WILL YOU
OR THEIR OWN WEBSITE? TO WAIT FOR A PACKAGE TO ARRIVE? REVENGE BUY POST CONFINEMENT?

MATCHESFASHION 3-5 DAYS NO

DISCOUNTS

QUICK DELIVERY
 81% 62%
MULTI-BRAND CHOICE & CURATION

BRAND
2 DAYS OR LESS YES
CUSTOMER & BRAND EXPERIENCE

BIGGEST CHOICE OF BRAND ITEMS

RESPECT & SUPPORT OF THE BRAND
19% 38%
 ARE BRANDS OR WEBSITES
HOW OFTEN DO YOU WHEN ARE YOU MORE LIKELY
SPAMMING YOU WITH TOO
OPEN A NEWSLETTER? TO READ A NEWSLETTER?
MANY NEWSLETTER?

OCC ASIONALLY YES BEFORE 9 AM

93% 92% 61%

EVERYTIME NO AFTER 8 PM

7% 8% 39%
 HOW OFTEN A MONTH WOULD YOU LIKE
TO RECEIVE A NEWSLETTER?

64% 20% 10% 6%

WHEN THERE’S
ONCE A TWICE A ONCE A
USEFUL
MONTH MONTH WEEK
INFORMATION

A NEW DROP
A PROMOTION
ETC .
 FASHION WEEKS
WHAT IS THE FUTURE OF FASHION SHOWS
MOST MEMORABLE SHOW DURING SINCE THERE WON’T BE SHOWS IN JUNE AND MOST
THE LAST FASHION WEEK? CERTAINLY NO BIG GATHERINGS IN SEPTEMBER FOR
WOMENSWEAR SHOWS, IN WHICH INNOVATIVE WAY
*TOP 4 ANSWERS ON THE INSTAGRAM SURVEY CAN LUXURY BRANDS PRESENT THEIR COLLECTIONS?

20% 11% MOST POPULAR ANSWERS

BALENCIAGA CHANEL ONLINE VIDEO PLATFORMS AS NETFLIX


HOUSE RUNWAY SHOWS ON YOUTUBE


11% 7% 3D TOP MODELS


DIGITAL LOOKBOOKS
JACQUEMUS GUCCI
DO YOU THINK MENSWEAR AND WOMENSWEAR
SHOULD HAVE A JOINT SHOW?

YES NO

91% 9%
 DO YOU THINK YOUNG DESIGNERS
DO YOU STILL READ WOULD YOU LIKE FASHION WEEKS

SHOULD NOT HAVE A RUNWAY SHOW
AND DO SOMETHING DIFFERENT? SHOW REVIEWS? TO BECOME 2 MAIN ONES?

YES YES YES

80% 65% 91%

NO NO NO

20% 35% 9%
WOULD YOU FIND IT OUT OF PLACE WHAT WOULD YOU SAY IF A BRAND SHOULD THE BRANDS INVITE
IF A BRAND HAD A BIG FASHION
 ONLY INVITED 100 PEOPLE FOR
 JOURNALISTS OR INFLUENCERS/

SHOW NEXT SEPTEMBER? THEIR SHOW IN SEPTEMBER? MICRO INFLUENCERS?

YES SURE JOURNALISTS

63% 61% 84%

NO HYPOCRITIC AL INFLUENCERS

37% 39% 16%

PRODUCT INSIGHTS
WHAT ARE CONSUMERS INVESTING IN?
 IF YOU COULD WEAR ONE DESIGNER FOR
 IF YOU HAD TO BUY ONE ITEM FROM A BIG
THE REST OF WHAT LIFE, WHO WOULD IT BE? BRAND, WHAT WOULD IT BE?

*TOP 3 ANSWERS ON THE INSTAGRAM SURVEY *TOP 4 ANSWERS ON THE INSTAGRAM SURVEY

12% 11% 55% 20%

HERMÈS CHANEL BAG SHOES

9% 20% 5%
THE ROW COAT/
JEWELLERY
JACKET
 HOW MUCH ARE YOU WOULD YOU RATHER INVEST DO YOU THINK FASHION

WILLING TO SPEND ON A IN A PIECE OF JEWELLERY BRANDS SHOULD OPEN

DESIGNER’S HANDBAG? OR A BAG? THEIR OWN CAFES?

<700 EUR JEWELLERY NO

53% 70% 58%

>700 EUR BAG YES

47% 30% 42%

IF LUXURY BRANDS WERE TO GO INTO
HAVE YOU BOUGHT ONLINE HAVE YOU EXERCISED MORE
THE FOOD INDUSTRY WOULD YOU BUY
THEIR PRODUCTS? DURING CONFINEMENT? DURING CONFINEMENT?

NO SKINC ARE YES

76% 68% 71%

YES SPORTSWEAR NO

24% 32% 29%

 IF YOU ARE INTERESTED IN TESTING SOME
QUESTIONS WITH OUR SOCIAL MEDIA PANELS,

PLEASE CONTACT:

INFO@TAG-WALK.COM