This document summarizes key insights and innovations impacting shopping behaviors. It discusses 1) treasure hunters who enjoy searching for products rather than relying solely on targeted ads, exemplified by the social shopping platform Poshmark. 2) the demand for perfect fit as shoppers embrace body diversity and use tech like MySizeID for accurate sizing. 3) people wanting to touch what they buy, driving a comeback of brick-and-mortar stores like Browns East that offer experiential shopping. 4) shoppers becoming less loyal to single brands and more open to alternatives, as seen with direct-to-consumer sites like Brandless challenging name brands.

1. Behaviours impacting
SHOPPING

2. A highlight of key insights and innovations impacting the
way we shop

3. 1 TREASURE
HUNTERS
3 TOUCH
POINTS
4 BACK-UP
BRANDS
2 PERFECT
FIT

4. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 TREASURE HUNTERS
People take pleasure in the search
The shift to online shopping has simplified
how people discover products, with targeted
ads even sending personalised suggestions
to their social media feeds. Yet the search is
a source of joy for many shoppers, so some
are embracing retail experiences that require
them to work a little harder.
Shopping Behaviour

5. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 Poshmark
The line between social networks and
e-commerce is blurring, making room for
platforms like Poshmark to attract users
who have a passion for fashion but who
also crave authentic, personal shopping
experiences. The Poshmark app has
captivated an audience of wannabe Gen Z
entrepreneurs?
In practiceShopping

6. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 PERFECT FIT
People aren’t accepting imperfect sizes anymore
From fat activism to the mum-bod
movement, pushes for more accepting
body norms have widened the scope of
what’s viewed as healthy and attractive. As
people embrace the unique characteristics
of their bodies, they’re turning to tech and
specialist brands to ensure a flattering fit
when buying clothes.
BehaviourShopping

7. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 MySizeID
Shopping for fashion over the internet may be
highly convenient, but the ability to judge how
something fits continues to be a challenge.
MySizeID allows people to accurately measure
themselves using their mobile phones to
ensure that they buy the correctly sized
clothes every time.
In practiceShopping

8. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 TOUCH POINTS
People want to feel what they’re buying
While it may be convenient, browsing for
items on a phone screen has all but stripped
the joy of shopping away. As people form an
attachment to items they can touch, brick-
and-mortar stores are making a comeback
as locations where shoppers can physically
experience a product.
BehaviourShopping

9. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 Browns East
Browns East is the sister store to renowned
luxury boutique Browns – but the two
couldn’t be more different. Designed to
reflect the habits and expectations of a
new breed of luxury shopper, it offers
meditation, events, an art gallery and coffee
alongside designer and obscure fashion.
In practiceShopping

10. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 BACK-UP BRANDS
People don’t always need the leading brand
Long gone are the days when people stayed
true to a single brand. With e-commerce
platforms such as ASOS and Amazon giving
them unified shopping experiences, this
is flattening out how customers perceive
individual brands. As a result, they’re
becoming more promiscuous in their
buying habits.
Shopping Behaviour

11. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 Brandless
By adopting a digitally driven, direct-to-
consumer model, shipping goods straight
from factories and eliminating ‘brand
tax’, the Brandless site is a store where all
products cost $3 or less. But will the service
offer enough of an incentive to tempt
people away from their local supermarket?
In practiceShopping

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