This report is about online retail shopping. I try to see in which directions the online world going for and try to find patterns of how the retail shopping follows that progress. By: Sofie Tivenius

1. Varsågod, här kommer en trendrapport från en svensk student vid Academy of Arts University i San Francisco Smarta telefoner, läsplattor, internet och sociala medier blir allt mer vanligt förekommande inslag i både butiker och i konsumenternas vardag – vad får det för följder och vad öppnar det för möjligheter? Del 1 1

2. Final rapport Trend reportOnline retail shopping 2 By: Sofie Tivenius

3. Introduction 3

4. 4 This report is about online retail shopping. I try to see in which directions the online world going for and try to find patterns of how the retail shopping follows that progress.

5. Main questions How can the Internet and technology change the way people shop? What are the influences and trends of today that are going to change the future for the fashion industry? What are the new strategies for making shopping more interesting and adapting to the way people live their lives today? How are the online and offline shopping interacting with each other? 5

6. 6 The online shopping is getting more relevant the more we are using the Internet in their daily lifes. People’s behavior have started to change and people have started to rearrange their rituals towards the Internet. The online shopping gives the customer an opportunity to search for products that fit them perfectly. That means competition for the market, and creates a diverged fashion industry. It also opens the door for small companies with special niches to find customers they previously could only dream of.

7. Goals of the report To find out what trends there are next for the online retail world. What benefits there are in the online world compared to conventional stores and how to take advantage of them. Identify patterns and impulses that affect the fashion- and online industry in the future. 7

8. 8 This report is written for all companies that are interested to develop their brands and are willing to find new ways for marketing and promoting their products.

9. Methodology By collecting data from influence resources mostly from online-based trend research companies and high qualitative journalism from the most influenced magazines. By putting together the it and arrange it in boxes I have seen patterns in the information. Then it became possible to identified new trends based on the observations. The quest is to understand the market of today and see how the future trends are starting to evolve and in which directions they are moving towards. 9

10. Macrotrends Macro Trends 10

11. Online and Offline shopping in connection Companies are increasingly using the online and offline shopping as a combined way of selling products. By creating a connection between them instead of using them separately, the shopping gets to a higher level and the customers get a new satisfying shopping experience. 11

12. 12 Retail Web communities The online company Pikabahas started a forum for shoppers with focus on the customers shopping experience both in the online and real world shopping. www.pikaba.com Manifestations

13. 13 Interactive shopping window The Orange store in London have created a interactive shopping window on their store so the customers can shop products from the store and experience it even if the store is closed. www.orange.co.uk/ Manifestations

14. Conclusion The boundaries between on-line shopping, and conventional shopping is becoming blurred. In addition, the combination of online shopping and conventional trade can create added value for both buyers and sellers 14