SHOPPING TRENDS REPORT
SUMMER 2018

the convergence continuum

Retail has undergone a seismic change in the last decade. Though this has been largely driven by technology, our consumer attitudes to what shopping is and does has shifted dramatically and our needs, platforms and spaces have converged. We no longer shop in specific bursts, rather shopping hums along at our pace of life.
 
Retail has become a continuous chain-reaction of movements, events, experiences and motives. Shopping has become relative - relative to context, person and place and has moulded into four dimensions of space and time. Shopping is no longer about the what and where, but how and who and when.

Our latest trend report looks at how the future of shopping has converged into a continuum of formats, and how consumers, brands and technology are adapting to these changes. Our original primary research uncovers not only how people feel about these changes, but looks at how we as brands, designers and retailers can be better equipped to serve the next generation to shop in a way that works for them and is beneficial to both individual and society.

convergence

noun

  1. the act of converging and especially moving toward union or uniformity.
  2. the state or property of being convergent.

continuum

noun

  1. a coherent whole characterized as a collection, sequence, or progression of values or elements varying by minute degrees.
  2. a compact set which cannot be separated into two sets neither of which contains a limit point of the other convergent.

PRIMARY RESEARCH

WE SURVEYED 2000 PEOPLE ACROSS THE UK.
The people were:

FEMALE

MALE

18—35 years old

All Live in major cities in those markets

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