The eternal style icon Audrey Hepburn would certainly personify the definition of a diva: ‘di –va’/ from lt. diva “goddess”, fem. of divus “divine (one).” A lady of distinction and good taste.
As timeless as this concept is, it is currently making a comeback in a globally emerging and most influential consumer segment – the “Digital Diva”.
The concept of the Digital Diva emerged from a large global piece of research with 7400 consumers, undertaken by researchers at the University of Arizona in 2013.
Here are five facts about this emerging consumer segment fashion retailers need to know:
1. The Digital Diva sums up a consumer type in apparel, which is highly connected, engaged with fashion and technology savvy.
2. This segment cannot be grasped or remotely understood by means of classic demographic characteristics – they make up a large age bracket of anything between 25 to 44-year-olds with nearly equal incidence among females and males, with and without children.
3. They are well-informed, hyper-connected and opinion leaders in their social circles and beyond (e.g. high klout scores, high social media usage and engagement, brand advocates).
4. Digital Divas comprise 22% of all fashion shoppers, yet represent 69% of purchasing power, a combination of their direct spend (29%) and influenced spend (40%).
5. Diva’s leverage an average of 3.7 different technologies along their path to purchase (compared to less than one for non-divas), to finally purchase primarily at physical retail stores (70%) and retailer websites (51%).” (Source: UA)
To read more of this article including information on why `Emotionally personalised experiences are key’, visit retaildoctor.com.au
About the author
Katharina Kuehn – Director RDG Insights
Understanding consumer insights is a vital prerequisite to the development and implementation of a truly differentiated business fitness strategy.
How we as humans interact with brands in a meaningful and loyal way underpins the growth and profitability of all retailers.