part2 ecommercepoland kasiaczuchajŁagód fashionhometravel · trousers t-shirt, blouse dress,...

E-CATEGORIESFashion - Home decoration - Travel

FIRST

THINGS FIRST

What do we buy?

LAST PURCHASE PLACE st

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7%8%

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23%18%

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39% Internet usersfashionhome decorationtravel

Source: Omni-commerce, N=1758

LAST PURCHASE PROCESS of

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45%Internet usersfashionhome decorationtravel


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22%

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INTERNET DEVICES USE pr

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23%23%

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35%

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Internet usersfashionhome decorationtravel


91% of Internet connected device users use it for shopping-connected purposes

SOCIAL MEDIA USE pr

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19%

9%

19%

30%

21%

16%

21%

27%25%

18%

29%

15%16%

23%

16%

24%

19%

27%

20%20%20%20%18%

14%

Internet usersfashionhome decorationtravel


67% of Internet users use social media

FASHION IN

DETAILSHow important is fashion

for Poles?

✓ 36 billion zł in 2017

✓ 43,2 billion zł in 2020

✓ growing +11p.p. yearly

✓ 50% of e-market in Allegro

✓ on average Poles spend on clothes 1000 zł per year

TRENDS • men more and more interested in fashion

• teenagers love to buy transboundary

• social media sales

• eco-fashion is growing

• Polish premium brands are growing

• Poles still treat fashion seriously

• classics or casual

• little less high heels

• power of fashion bloggers „szafiarki”

• constant promotions

Maffashion, Macademian Girl, Jessica Mercedes, Deynn, Pani Ekscelencja, Jestem Kasia, Alicepoint, Raspberry and Red, Cajmel, Charlize Mystery…

Mr Vintage, Ekskluzywny Menel, Czas Dżentelmenów, Outdersen, Jakub Roskosz, Szarmant, Blog Miller Szyje, All Tied Up

• 1 in 10 Internet users e-buy from abroad

• 2 in 10 within Millennials • mostly it’s fashion because it’s

original

Source: Polska Strojna for Allegro, N=1752

54%

68%

• 61% of Poles declare interest in fashion

• It’s rising among men, teenagers and silver power generation

FASHION FOR ME IS…• men and women have a very similar

approach to fashion,

• men slightly more often see fashion as less flattering than ladies - little more like an overrated case (+4 pp) and the area of marketing (+2 pp), but also often - as a way to express yourself (20%), good fun (17%) and even art (17%)

• one in ten men in Poland considers fashion as their passion

way

to e

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ss m

ysel

f

good

fun

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hat n

eeds

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eativ

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ch

indi

spen

sabl

e

life

elem

ent

my p

assi

on

10%

17%17%17%

20%

16%15%17%

24%

28% womenmen


CLOTHING FEATURES3 most important clothing features

6%8%

11%12%13%15%15%15%16%

17%18%

22%

convenience / freedom fabric quality neatnessstrenght classics functionalityelegance originality minimalismcompliance with the latest trends don't know don't have concrete requirements


Poles don’t feel like they have too much clothes, they want they wardrobe to be updated and filled with more fashion products

POLISH WARDROBEmen's wardrobes are just as well-equipped as women's

trousers t-shirt, blouse dress, skirt shoes

woman’s wardrobe 6-10 plenty, I don’t

even count 6-10 11-20

partner’s wardrobe 6-10 6-10 6-10

man’s wardrobe 6-10 11-20 6-10

partner’s wardrobe 6-10 6-10 6-10 11-20


• generally Poles don’t prefer Polish brands, it’s not main factor in any category

• It’s even better to have English-, Italian-, German-sounding name

BEST COLOURSblack is still the favourite colour of Poles, but from year to year, more and more people are betting on vivid, colourful clothes

45%

28%

16%

22%

22%

18%

19%

13%

14%

9%

29%


INFORMATION SEARCH

• the most popular place to search for information about fashion products are social media (52%) and store websites (46%)

• in social media, men are more likely to find information (58%), on the other hand - women’s choice are more often websites (56%)

• 1/3 look for information on blogs and vlogs


Poles want to receive information about clothing products and promotions by SMS (46%) or by e-mail (38%)

Source: Future Shops, N=1847

IN BASKETIn what categories do you buy?

food

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n

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rodu

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prop

erty

5%

9%10%11%12%12%12%

14%15%15%

20%21%22%23%

24%32%


• Most frequently t-shirts, blouses, dresses, trousers - 1-2 times a month

• Shoes - once a season

IN E-BASKETIn what categories do you buy online?

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apps

mot

o

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ices

food

othe

r

0%

10%10%

17%18%18%21%22%23%24%25%

28%28%

35%


• 52% buy clothes in e-stores, but the most popular are still stores (62%)

• stationary stores are the most convenient to buy clothes for 47%

• to buy in stationary stores, we are encouraged above all by

• the opportunity to try a product (58%)

• the opportunity to see it (56%)

• in online stores

• we do not have to leave home (44%)

• we can easily compare offers in other stores (38%)


IDEAL BRANDWhat should the brand be like to win the sympathy and win the heart, or at least the Polish consumer's portfolio? Poles indicate on average 2 traits. The affordability of the brand is much less important, and the first place is consistency with the consumer's taste - which gained 27% of votes.

What fashion brand should be like?

coherent with my taste

affordable

trusted

guarantee good products quality

customer friendly

known / popular

Polish

premium

socially involved

niche

don't know

none of the above 4%4%

9%7%

11%13%

20%12%

22%21%

24%27%


BRANDSWhen it comes to brands, which consumers would like to buy, but for various reasons they do not buy, Calzedonia, Moschino, Lancerto, Dior, Vistula, Versace, Gosia Baczyńska, Kenzo, Victoria's Secret, Wólczanka, Monnari, Vivienne Westwood are indicated most often, but also indicated in the previous group - Zara, Adidas, Nike. As the most common reason why we do not buy the coveted brands, we indicate the price (41%), then the unavailability in Poland and the lack of opportunities to set them.

Brands wanted

Brands bought

Premium brands


PURCHASE FACTORSWhat factors are most important when buying clothes?

5%8%

10%10%10%12%17%

20%22%22%22%27%

38%

price quality of fabric practicality promotions stylebrand naturalness of fabric compliance with trends production place brand imageusage instruction Polish producer / designer none of the above


practical when it comes to shoes and bags, still love to have many t-shirts, blouses ans dresses

PAYMENT METHODS

• 32% declare that lack of a particular payment method discourages them from buying clothes in the offline and online store

• the most popular payment method for clothes purchased offline is the card (51%) and cash (38%)

• online we pay for clothing mostly by pay-by-link (32%), ordinary transfer (28%)or cash on delivery at home (28%)


• 47% belong to the loyalty program of a clothing brand (biggest group among categories along with cosmetics)

• more often they are young people at the age od 19-34 and women (56% vs. 36%)

WHY WE GIVE UP OFFLINE

‣ unavailability of products (34%)

‣ too large queues in stores (34%)

‣ too long distance from work / place of residence (32%)


‣ too expensive delivery (42%)

‣ higher prices than in stationary stores (35%)

‣ too long delivery (25%)

WHY WE GIVE UP ONLINE


• slow fashion is known to 23% Internet users and 36% women

• 6% buys natural, eco-fashion products (15% in biggest cities)

NEW SERVICESWhat solutions would you like to use during fashion shopping ?

10%

17%18%20%20%22%

33%

virtual fitting roomautomatic payment at the checkout without having to queue and remove products on the counterthe ability to print clothes of your own design thanks to a 3D printerpossibility to adjust outfit not only to figure, but also personality, "tailor-made" fashionpresentation of products in e-shop in the form of videos instead of of photos possibility to log-in to shop / platform with personal social logindon't know

60% interested


RISK and bluebird.co cases

SHOESHow do we buy shoes?

• Poles are looking for information about products and inspiration primarily in promotional newspapers (50%), magazines (30%) and on stores websites (30%)

• women use 1,5 x more sources of information

SOURCE OF INFORMATION


PURCHASE PLACE• 51% buy footwear in stationary

stores, 29% buy through applications and mobile websites and 19% in e-stores

• men buy more often through mobile websites and apps (39% vs. 15%)

• the most convenient place offline stores are for 51% Poles

Where do you buy shoes?

15%

19%

29%

51%

in stationary shopsvia mobile websites / appsin e-storesthrough social media


OBUWIE

• while buying shoes offline, we usually pay by card (43%) and cash (42%), online - by bank transfer (23%) or cash on delivery at home (22%)

• in the case of offline shopping - 24% and in the case of online 21% of customers will be discouraged from purchase by absence of specific payment method (mobile, card)


SHOES • price (54%), material (52%), brand (50%) - the main decision-making

factors when buying shoes

• as in the case of clothes, we want to be informed about the offers mainly by

• e-mail (37%)

• SMS (32%)

• to purchase footwear in a stationary store, we are encouraged because we can try on the product (51%) and have opportunity to touch it (45%),

• in case of online purchase - to buy anywhere, anytime (32%) and no need to leave the house (26%)


RESIGNATION FACTORS • Poles will resign from offline purchase

when:

• there is too much distance from the place of work / residence (28%)

• lack of convenience of shopping (27%)

• we resign from online shopping in case of

• too long delivery (45%)

• expensive delivery (29%)


LOYALTY PROGRAMMES

24% belong to the loyalty program of the a shoe brand - it considers almost equally, women (24%) and men (23%)


INTERIOR DESIGN

How Poles decorate their houses?

✓ 15 billion zł - 3,5 billion euro

✓ +6p.p. growth

✓ over 8000 shops

✓ 20% plan to buy some furniture this year

✓ IKEA shops got 28 millions visits offline

Source: PMR category reports, 2016

TRENDS • DIY

• hygge

• scandinavian style

• open area

• discounters entrance

• constant promotions

Scandinavian (73%), modern (55%), loft (54%), classic (49%)… oriental (13%)

• Scandinavian is not minimalistic, Poles love to have souvenirs, vases, books, magazines, candles

• Scandinavian is in the same shape, colour

• the dream of the vast majority of Poles is a detached house - this answer was indicated by 60% of respondents

• we are also thinking about living in a loft (13%), a tenement house (12%) and an apartment building (10%), less often in our dreams there is a terraced house (3%) or semi-detached house (2%)

Source: Westwing.pl surveys

• over half of Poles live in two- or three-room apartments (53%), 16% have 4 rooms

• three out of ten people in Poland live in an interior consisting of 5 or more rooms


• generally there is a flats-boom in Poland, especially in biggest cities

• Millennials still buy own flats

• attachment to your own place


• considering decoration inspirations, Poles most often reach for the press - more than half of the respondents pointed to it, secondly Poles declared that they search for interior design ideas on internet portals

• with a request for advice to family and friends, we turn slightly less often - 33% of respondents,

• every third person in Poland draws inspiration from television programs (27%)

• seven out of ten Poles read newspaper articles about interior design and decoration at least once a month, and 30% at least once a week, above all: "Cztery Kąty" (37%), "Veranda" magazine (32%), "ELLE Decoration" (22%), "M jak Mieszkanie" (21%), "My Apartment" (20%),” Dobre Wnętrze"(19%) and „Dom & Wnętrze”(18%)

• among the people who are looking for inspiration on Internet portals, the most popular websites devoted to interior design and furnishings: Westwing, which was indicated by 29% of respondents, Homebook (11%) and Domosfera (8%)

• in search of inspiration, we look somewhat less at interior design blogs - they are a valuable source of information for 19% of respondents

• the vast majority of Poles (61%) read articles on furnishing and interior decoration posted on the web at least once a week

• in the opinion of Poles, the most interesting TV channel is Domo+, which was indicated by 36% of those looking for inspiration for interior design in the television offer - the most-watched programs devoted to design are: "Dorota was urządzi!” (18%), "Candice knows everything" (12%) and "Dekoratornia" (10%)


COLOURSliv

ing

room

kitc

hen

bedr

oom

5%4%3%

9%12%11%

15%

10%

22%18%19%

23%27%

40%

26%whitebeigegreybrowngreen


the fastest growing colour

• 25% Poles decided to entrust the interior design to a specialist

• 39% of those, who used the services of an interior designer entrusted the specialist with arranging the whole house or flat

• when planning the appearance of individual rooms, expert help is usually sought in the case of a bathroom (38%) or kitchen (37%) - interiors in which functionality plays a key role


MAIN PLAYERS • IKEA

• BRW

• Agata Meble

• DUKA

• Home&YOU

• Bodzio

• Jysk

• meble.pl

• mebloo

• lampy.pl

• Tchibo

• Zara Home

• … Lidl, Pepco


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14%15%15%

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24%32%



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17%18%18%21%22%23%24%25%

28%28%

35%


DIY

• Poles like to DIY a lot - this category is growing very dynamically, each year by over +30p.p.

• the most frequently purchased items are garden tools, garden furniture, plants or elements of garden architecture, fabrics

• 55% of Poles declare performing various DIY projects

• 73% of performing DIY treat it as a hobby and enjoy it

Source: DIY for Allegro N=1583

DIYas part of work at home

• they mostly paint their interiors (16%)

• carry out electrical repairs (13%)

• furniture restoration and decoration (11%)

none of this type of work is carried out by only 38%

as part of garden work

• most often Poles cut the grass (24%)

• soot and grow ornamental plants (15%)

• prune trees and shrubs (15%)

• they store and reproduce fruits and vegetables (14%)

no work is carried out by only 40% of respondents in the backyard or balcony garden


• 46% of the renovation of the flat is entrusted to professionals

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4%

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18%19%19%

20%21%21%21%22%

• there are, on average 2 types of places used by Poles in the "do-it-yourself" area for shopping

• the most frequently used shopping places are shopping centres (22% of indications for them as the most common place of DIY shopping), then online stores (21%), shopping platforms, including Allegro (21%) as well as supermarkets and hypermarkets (also indicated by 21% people)

• specialised online shops and dedicated events enjoy the smallest popularity


8%9%

10%10%10%

12%13%14%14%14%

17%17%

23%

31%

search engine, like Google books, guidesshopping platforms like Allegro websites of brandsdedicated radio or TV programmes blogsbazaars, markets dedicated Polish portalssocial media dedicated mobile appsvlogs dedicated pressdedicated international portals dedicated events

• do-it-yourself activities require quite specialist knowledge from those involved - this is probably why as many as 66% of those doing DIY work confirm that they usually look for different information in the context of DIY, including about how to do something or where to buy the necessary products

• Poles active in the area of "do-it-yourself" in the search for knowledge usually go to 2 types of information sources


PURCHASE FACTORSkn

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11%11%13%

15%15%17%17%17%17%

20%

25%


30% promotions are used regularly by 60%

22%22%23%

23%

26%

large purchases discountsdiscount coupons in dedicated websites, e.g. qpony, groupondiscounts for purchases from certain amountdiscounts for choosing a specific payment method, e.g. BLIK, card paymentseasonal / theme promotions and sales

TOP PROMOTIONS


TOP PROMOTIONS2

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9%

16%18%18%19%20%22%22%23%23%26%

6%7%7%9%

14%15%18%18%

20%22%23%

44%Internet usershome decoration buyers

Source: Smart okazje, N=2805

CASE• shopping club - closed ecosystem

• app -> online

• constant sales

• no stable stock

• few stationary shops

TRAVELHow do we prepare for and

buy holidays?

✓ +10p.p. growth ✓ 2400 zł / person ✓ Greece (35%),

Bulgaria (14%), Spain (14%), Turkey (10%),Egypt (7%)

✓ Portugal (2%)

Source: Smart Wakacje, N=1560

TRENDS • all inclusive

• first minute trips growth

• Polish zones

• mobile shopping

• wifi factor

• slow life factor

• May and September vacations

• city-breaks and long weekends

BOOKING small promotions on last minute holidays

35%14%

8%12%

8%23%

over 3 monthsover 2 monthsover 1 month22-31 days11-21 days<10 days

Source: Polish Travel Organisation Report, 2017

• Poles go mainly for 7-days vacations (78%)

• only 18% go for 8-14 days

HOLIDAYS DURATION


ON HOLIDAYSWhat way of traveling is closest to yours?

9%12%13%14%15%16%16%17%

19%

27%

I plan trips myselfI choose agro-tourism areasI try to visit as many places as possible I spend my time activelyI choose less crowded places to explorebefore journey I read a lot about the history of place where I'm goingI try to interact with nature as much as possibleI try to focus on what's "here and now" and avoid documenting the trip constantlyduring the trip I try to familiarize with culture ans inhabitants of the places I'm visitingwhile on holidays I concentrate on fun and entertainmentnone of the above

silver power generation is most active in planning phase

Source: Slow Life, N=1713

MAIN PLAYERS • TUI

• Itaka

• Rainbow

• travelplanet.pl

• wakacje.pl

• fly.pl

• MyTravel

• LIDL holidays


food

fash

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mot

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educ

atio

n

finan

cial p

rodu

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prop

erty

5%

9%10%11%12%12%12%

14%15%15%

20%21%22%23%

24%32%



fash

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food

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r

0%

10%10%

17%18%18%21%22%23%24%25%

28%28%

35%


TRAVEL

• people who make purchases before going on vacation usually buy in super- and hypermarkets (37%) and specialist stationary stores (27%); 25% buy on the Allegro shopping platform, and similarly - 1/4 - in brand stores and specialist online stores


• 60% of mobile owners use mobile device to prepare for holidays

• 42% buy via mobile before holidays


REMEMBER MOBILE • most often, Poles plan their

vacation on mobile device

• make a list of things to take on holiday and activities to be done before the holiday (25%),

• check the destination and opinions about it (45%)

• complete music, films and books (31%)

• almost 1/4 of mobile vacationers also installs some games before departure (23%), and 16% install or update dedicated applications


• 42% of Poles who travel with their smartphone admit that they happen to make purchases during the holidays using a smartphone


for 72% mobile users wifi is one of the most important decision factors when choosing hotel


REMEMBER MOBILE

mob

ile u

sers

trave

lling

with

mob

ile

53%58%

47%42%

shop on smartphonedon't shop on smartphone

• this season, most often, we buy cosmetics and tanning lotions (45%), transport related products (36%), sports equipment and products (31%), fashion products (29%) and medicines (25%)

• Allegro is the most spontaneously indicated holiday mobile-shopping destination, here buy 49% of mobile buyers before holidays


TOP HOLIDAY E-CATEGORIES

‣ cosmetics 48%

‣ transport 44%

‣ sport products 37%

‣ fashion 30%

‣ drugs 30%

‣ accommodation 27%


• 10% use AirBnB • 12% make reservations

on booking.com, trivago

• mainly used via mobile

NEW M-SERVICES


NEW TOOLS • fly.pl

• fru.pl

• wakacje.pl

• booking.com

• airbnb.com

• trivago.pl

• travelplanet.pl

• kayak.pl

• wakacyjnipiraci.pl

• skyscanner.pl

• tanie-loty.com.pl

• fly4free.pl

• pushapp.pro

KASIA CZUCHAJ-ŁAGÓD MANAGING DIRECTOR

MOBILE INSTITUTE EXPERT E-COMMERCE CHAMBER

POLAND+48 664 446 226

[email protected]

part2 ecommercepoland kasiaczuchajŁagód fashionhometravel · trousers t-shirt, blouse dress,...

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