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Socialogical<br />
ONS data shows that the<br />
average age of mothers in<br />
England and Wales reached<br />
30 for the first time in 2013,<br />
with the age that women 1st<br />
become mothers rising to<br />
28. (Mintel,Lifestyles of the<br />
Sandwich generation)<br />
The increasing age will lead<br />
women into the sandwich<br />
generation that will be looking<br />
after both parents and children.<br />
“Whilst they may have the<br />
greater financial capacity to<br />
cope, they may feel more of the<br />
physical impact of looking after<br />
multiple generations, creating<br />
greater potential for products<br />
and services to help them relax<br />
and unwind.” (Mintel,Lifestyles<br />
of the Sandwich generation)<br />
Multi-generational households<br />
in the UK rose by 56% from<br />
2004 to 2014; there were<br />
313,000 such households in<br />
2014.<br />
Technical<br />
The growth of digital fashion platforms is on the rise making<br />
the field ever more competitive.<br />
“Topshop is among the companies in the sector actively<br />
searching for the latest technology innovations to improve<br />
the shopping experience. It partnered with Decoded<br />
Fashion in May 2016 on a competition to find a start-up<br />
or entrepreneur to offer a solution to “truly delivering fast<br />
fashion in the age of immediacy”. The winner was Finnish<br />
start-up Stylewhile, which has created an online styling room<br />
to make online shopping for clothes easier and more fun and<br />
will work with Topshop to develop the concept.” (Fashion:<br />
Technology and Innovation - UK - September 2016)<br />
New Social media platforms and apps are always popping<br />
up and companies need to be ready to jump when they<br />
appear.<br />
The consumer is becoming more expectant of fast delivery<br />
times, some companies such as amazon have started using<br />
Ubers and are looking into using drones to deliver small<br />
packages.<br />
Consumers are expecting safe but quick check out services,<br />
with one click buy it now buttons.<br />
m-commerce, according to my questionnaires 90% of<br />
people would use social media and create purchases online<br />
using a mobile device rather than a laptop.<br />
S-commerce is on the rise with sites such as Instagram<br />
creating new shopping buttons and fashion designers<br />
wanting to make catwalks instantly shop-able through the<br />
use of apps.<br />
The number of hours people spend watching videos on<br />
YouTube is up 60% year-over-year.
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