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Since Pretty Little Thing offer a 'Shape Range' designed for the hourglass figure, I wanted to find out what shoppers actually thought of this by watching reviews like this one below. It is quite clear that the Shape range does what it set out to do and curvier customers are happy with the products of range.
This provides evidence that PrettyLittleThing have successfully managed to cater to a specific body shape, and this suggests that the body shape style edit will be successful in leaving customers happy with their purchases.

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Pretty Little Thing Shape Range Try On Haul - Is it curve safe?

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PrettyLittleThing have received many complaints in recent years due to customers feeling as though the items portrayed on site are not equal to what they receive.

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(Image: Pretty Little Thing / Twitter - @Princrastinate))

An online shopper has spoken out after she was left in shock by a jarring gaffe.

The customer has been left gobsmacked after discovering a £60 bikini she bought online couldn't get wet.

Instead, it was for 'poolside posing' only.

The woman took to Twitter after buying swimwear from Pretty Little Thing.

She spoke out on social media after realising that the bikini wasn't suitable for swimming in, Mirror Online reports , claiming she was left 'stained blue like a smurf' after wearing the bikini at a spa break.

She warned: "Be cautious when buying SWIMwear from @OfficialPLT this summer because it's only for "poolside posing" and they'll still charge you £60 a set, absolutely laughable."

In a series of tweets she told how she had contacted the company, which had later replied to her, offering an apology and a refund.

She said: "I love the bikini, I just don't know how to stop the dye from running everywhere when it's in water, just doesn't seem normal to me," she said.

The Manchester-based company explained that the website stated that the blue and gold-sequined bikini shouldn't be worn in water as the colour might transfer.

A large number of products in the 'swimwear' section on Pretty Little Thing's website also come with the same warning.

Alisha told Mirror Online: "I was in a spa when I wore it so I was stained blue like a smurf, I was just in shock really it was funny looking back.

"And then I hand washed as they suggested and it was just pouring out, it smelt awful so I was concerned then."

Her tweet has since gone viral with many people sharing their views on the subject and some people even saying that the same thing had happened to them.

One woman said: "POOLSIDE POSING lmaaoooo so they're making swimwear strictly for IG models now?".

While another person said: "How are u meant to wash it ??? even if it's just for 'poolside posing' it still has to be washed lol."

In its reply to Alisha, the company said: "I'm very sorry to hear that the item you've received has become faulty and that the colour has transfered.

"As it's not a fault of your own I've refunded you for both Teal Triangle Sequin Tassel Bikini Top/Bottom."

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Woman's £60 bikini fail after discovering it CANNOT get wet

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An online shopper has spoken out after she was left in shock by a jarring gaffe. The customer has been left gobsmacked after discovering a £60 bikini she bought online couldn't get wet. Instead, it was for 'poolside posing' only. The woman took to Twitter after buying swimwear from Pretty Little Thing.

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second half of competitive shop.

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PrettyLittleThinghave been one of the first retailers to introduce a range of clothing specifically catered towards the hourglass figure. Knowing how difficult it was for women with this figure to find clothing that fits them correctly, PLT devised a range that would make shopping a much easier experience for these women.

The brand have already identified the gap in the market and have taken a step forward in changing it, by promoting messages of body positivity and inclusivity. By further creating a style edit showcasing more styles for other body shapes, PrettyLittleThing will be even farther ahead than competitors.

Although the shape range is already catered to the hourglass figure, I still believe that products outside of this category could still be suited to the hourglass figures, so I will be sure to include clothing from the normal range within the hourglass style categories also.

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PLT Shape | Hourglass Figure Clothes | PrettyLittleThing

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Shop PLT Shape to find hourglass figure clothing designed for women with curves in all the right places. Shop women's hourglass body clothing online at PLT.

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I selected PrettyLittleThing as my brand of choice since they are such a body positive and inclusive brand. I wanted to research a bit deeper into the #everyBODYinPLT campaign with plus-sized model Ashley Graham, to make sure that my project idea wasn't going to end up exactly the same as this. Although my idea shared a very similar message to this campaign, which is catering to all bodies, I realised that #everyBODYinPLT had a much larger focus on body size rather than shape. This campaign showcased a range of clothing in sizes 2 to 28 to cater to each size of body and was marketed well with the use images which showed the pairing of a smaller model with a curvier one. However, as one can see from the images, the models used don't differ in body shapes, but sizes. For example, the slimmer models throughout the webpage don't differ much in body shape and nor do the plus-size models.
As much as this campaign is widely needed and successful, I wanted my project to take a more specific focus following from this, which is why I targeted it specifically to body shapes.

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everyBODYinPLT | Ashley Graham | PrettyLittleThing

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When it comes to what to wear, we've got you. Inclusivity is our thing and we know style knows no size limits. Our new is coming at you in sizes 2-28 to make every woman feel powerful, strong and beautifully in their own individual way.

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I created a questionnaire online to gather some sort of idea of where my age group tends to shop, since they make up a large group of PrettyLittleThing's consumer demographic. I also used the questionnaire to find out how many individuals are aware of their body shapes and how easy they find it to shop for clothing.

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View and analyze results from the INP Survey SurveyMonkey survey. See actual response data, text summaries and word clouds.

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Remember when ASOS started sending people really long jeans and Twitter enjoyed a right old laugh about the situation? Well, it seems as though Pretty Little Thing has decided to follow suit, selling a pair of red trousers that legit could only be worn by someone on stilts.

@psychedelime tweeted a pic of her new purchases to her followers, asking how PLT could get it so wrong.

And since then, the Tweet has received 123 thousand likes as people try to get to the bottom of the situation.

According to @psychedelime, she ordered a size 6 but they are so long that she even struggles to wear them with very high heels.

And it seems as though she isn't the only one who's had the same problem. Other PLT fans popped up in the comments to show Dan that she is not alone in her plight.

There were red flippers all over the place.

This person was even brave enough to wear theirs outside in the real world.

Pretty Little Thing has responded to the comments, suggesting that perhaps the petite range would be a more appropriate place to shop.

And while the majority of people are comically outraged by the long trouser saga, there are some very tall people out there that are really happy there is a new range of trousers they can try.

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Pretty Little Thing is sending out stupidly long trousers

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Remember when ASOS started sending people really long jeans and Twitter enjoyed a right old laugh about the situation? Well, it seems as though Pretty Little Thing has decided to follow suit, selling a pair of red trousers that legit could only be worn by someone on stilts.

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Shoppers have been left disappointed with their PrettyLittleThing online orders

Problems continued this week with no fewer than four flagged in 48 hours

Women bought mini dresses only to discover they almost trailed the ground

Others were left with sleeves so long they stretched down to their knees

PrettyLittleThing has been subject to a backlash from customers of late because of clothes that look nothing like the garments advertised online, and the complaints continued this week with no fewer than four in 48 hours.

Twitter user @SophiaCK from the US took the retailer to task over a plus-size jacket which was ridiculously over-sized in a series of hilarious tweets.

Meanwhile two shoppers from the UK and Ireland hit out at the retailer when jumpers they ordered arrived with sleeves so long they reached their knees.

And Megan Leese from Glasgow called on the retailer to re-evaluate its sizing after a size four dress she ordered was more like a tent when she put it on, and barely covered her breasts.

The coat that looked three sizes too big

Twitter user @SophiaCK ordered an oversized £60 red coat expecting expecting a statement piece for winter. But when she received the garment it appeared to be at least three times too big, drowning her in fabric.

She shared a hilarious side-by-side comparison of herself in the coat alongside the model in the coat with the tweet: 'The very rare occasion when the plus size item you ordered online is way bigger than expected,' later adding: 'Who wore it better?'

And the responses were just as witty, with one person writing, 'Great way to sneak snacks into the cinema,' while another jokingly added: 'Don't you dare send this rare piece of haute couture back.'

Sophie later followed up with two more photos, adding a funny tweet: 'Who was the designer who thinks fat people's bodies are just expanded out from thin peoples in a way that would make this collar and these sleeves make sense. I just want to talk.'

Twitter users were quick to suggest playful takes on the jacket.

'I feel like they just repurposed those Elmo costumes from amusement parks,' wrote one, while someone else penned, 'It also looks like it could be used as a robe/towel .'

Another added: 'Girl that looks cozy as hell though! I want to zip it up and snuggle in there with you!' while one more commented: 'Those sleeves! You could get an entire chicken in one of those pockets, should you need to.'

The mini dress that fell below the knees

Shopper Megan Leese, from Glasgow, asked the retailer to 'reevaluate' its sizes after a mini blazer dress bought in her regular size 4 fell well below her knees and barely covered her breasts.

The advert of the £50 dress online is shown as just skimming the model's thighs, with a V-neck that shows just a glimpse of cleavage.

Air hostess Megan also ordered a second item - a pair of £20 houndstooth trousers - which were similarly oversized.

Indeed the trousers were so long they came up far past the models chest, despite being advertised as being snug around the model's waist online.

The jumpers with sleeves down to the knees

Two shoppers have been recently caught out when they ordered jumpers with sleeves so long they stretched down to their knees.

Lauren Tomlinson, 20, shared an image online of herself in the £20 stone loose knit oversized jumper from the online retail giant in a size small.

A picture advertising the garment online shows the loose-fit number still clinging to the model's body, with the sleeves stopping at her wrists.

However, Lauren from Cambridge found the jumper fit very differently, as she was completely engulfed by the beige number.

Posting a side-by-side picture with the image online, she wrote: '@OfficialPLT are you having a laugh? Small Oversized same size as the model. Who has that long arms?'

A second shopper had a similar experience.

Carla Ryan, 21, from Dublin ,accused the brand of 'scamming' after she bought a €28 (£24.80) pink oversized colourblock jumper.

PrettyLittleThing's website shows a model looking cosy in the pastel-coloured garment paired with purple trousers.

But on arrival Carla discovered the sleeves of the knit completely enveloped her, and while the body of the jumper stopped at her waist, the sleeves went past her knees.

'@OfficialPLT scamming us all again' she wrote as she shared side-by-side images of the model and herself.

The item's description reads: 'Can't decide on a colour? No problem, rock this colourblock jumper and wear them all. Featuring a pink, blue and lilac knitted fabric in an oversized style. Team this with more pastels for a totally on-trend look that will get you noticed.

PrettyLittleThing has reached out to both Lauren and Carla, and Femail have contacted all three parties for further comment.

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Woman received a PrettyLittleThing plus-size jacket which is too big

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Shoppers have been left disappointed with their PrettyLittleThing online orders Problems continued this week with no fewer than four flagged in 48 hours Women bought mini dresses only to discover they almost trailed the ground Others were left with sleeves so long they stretched down to their knees PrettyLittleThing has been subject to a backlash from customers of late because of clothes that look nothing like the garments advertised online, and the complaints continued this week with no fewer than four in 48 hours.

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Although 42% of PrettyLittleThingreviews are ‘excellent’ reviews. a large proportion of the reviews are still ‘bad’ at 30%. This means that they could still be doing better to receive better overall customer satisfaction.

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prettylittlething.com is rated "Great" with 7.2 / 10 on Trustpilot

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Do you agree with prettylittlething.com's TrustScore? Voice your opinion today and hear what 31,501 customers have already said. | prettylittlething.com

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After numerous complaints about product sizing and fit, PrettyLittleThing created this informative video and posted it to their Instagram page in response to the criticisms.
Since posting the video, it has been very well received, with over 40 thousand likes and over 200 comments.
This type of comeback is very innovative of a brand, and PrettyLittleThing is one of the first to do something like this.

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In 2017, PrettyLittleThing launched the #Taxi4PLT competition where people had to take a selfie of the pink taxi with the hashtag to be in with a chance of winning £100 at the last Friday of every month. This competition was received well across social media.

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PLT Taxis In Your City | Competition | The 411 | PLT

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Be in with the chance of winning £100 worth of PrettyLittleThing vouchers with our #LPttaxi competition.

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I wanted to investigate whether they have received much press in the years that they have been running.
Articles on PrettyLittleThing are very easy to find however there is not much print in magazines, digital nor hardcopy.
Once I found magazine related Press I took to FashionMonitor to find some relevant people who would be useful to contact about the style edit release:

Kelby McNally - Digital Editor at OK Magazine UK

Natasha Harding - Digital Fashion Editor at Cosmopolitan UK

Claire Valentine - Associate Editor at Paper Magazine

Deborah Joseph - Editor-in-Chief at Glamour UK

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Ashley Graham's second collection for PrettyLittleThing is finally here

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When Ashley ﻿Graham﻿ announced her clothing collection with PrettyLittleThing﻿, it's fair to say that we were more than a little excited. Designed to cater to ALL body types, the entire collection has now launched, in sizes 4 to 28. From snakeskin trousers, to the ultimate slinky LBD, here's every single item in the supermodel's debut range.

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Pretty Little Thing Creates #EveryBODYinPLT for International Women's Day - aAh! Magazine

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By Shawna Healey Manchester-based retailer Pretty Little Thing has created a collection called #EveryBODYinPLT for International Women's Day. International Women's Day has been held on the 8th March every year since 1975, which was the year of celebrating International Women. The proceeds of the collection will go to charity The World Association of Girl Guides...

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Megan Barton Hanson is following in the footsteps of Montana Brown and Kourtney Kardashian after revealing her collaboration with Pretty Little Thing.

The Love Island 2018 contestant - who is still dating co-star Wes Nelson - has joined the growing host of ambassadors, which also includes the likes of Ashley Graham and Malika Haqq.

Over the coming months, Megan will create exclusive brand specific content, curate edits and share her style with her 1.8 million followers.

Speaking about becoming part of the PLT family, Megan said: "I'm delighted to be working with such an amazing brand as PLT.

[Splash]

"Everything they do is on point. Not only are their clothes affordable but they also cater for women of all body shapes and sizes. I'm looking forward to sharing this next part of my journey with you all.

"A huge thank you to PLT for believing in me. I know we are going to do great things together."

The reality television star also posted on Instagram, and wrote: "Cant quite believe that I am now officially a @prettylittlething UK brand ambassador. I feel a huge sense of responsibility knowing that so many young girls and women are seeing my posts and always felt that I didn't want to use this platform to sell things that I really don't believe in.

"So to be able to now sign a deal with a brand that I both admire and believe in is such great feeling!"

Megan's fashion news comes after boyfriend Wes Nelson was announced as the brand ambassador for boohooMAN alongside co-star Josh Denzel.

Speaking about the collaboration, Umar Kamani, CEO at PrettyLittleThing said: "I'm really pleased to have Megan as part of the PrettyLittleThing family.

"She's had an incredible journey since leaving Love Island and this was the perfect brand fit for us."
Megan will be shooting her first campaign with the brand in Los Angeles later this week.

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Megan Barton Hanson lands same fashion deal as Kourtney Kardashian

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Megan Barton Hanson is following in the footsteps of Montana Brown and Kourtney Kardashian after revealing her collaboration with Pretty Little Thing. The Love Island 2018 contestant - who is still dating co-star Wes Nelson - has joined the growing host of ambassadors, which also includes the likes of Ashley Graham and Malika Haqq.

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Peep the Scene at PrettyLittleThing and PAPER's Coachella Pool Party

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Every April, Palm Springs becomes not just an oasis in the desert, but a destination for the flower-crown, fringe-bedecked, music-loving masses for Coachella. So what does beautiful sunshine plus beautiful people plus an all-weekend festival equal? A pool party, naturally. Yesterday afternoon, Prett...

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Some key statistics that jumped out at me were:

only 63% of women aged 18-34 and 57% of women aged 35-49 are satisfied with their appearance.

girls as young as five are worrying about their size and appearance, and that one in four seven-year-old girls have tried to lose weight at least once.

almost 10 million women in the UK “feel depressed” because of the way they look"

36% of women avoid exercise because of insecurity about their looks.

The findings in this article match some of the findings found for Generation Z and body image.

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We need to talk about body image. New findings from the 2014 British Social Attitudes survey reveal that only 63% of women aged 18-34 and 57% of women aged 35-49 are satisfied with their appearance.

In a world obsessed with women's bodies, we are bombarded with images of them, usually undressed, often in dehumanised pieces, at every turn. But though we see women's bodies everywhere, it's only really one body that we're seeing, over and over again. Usually a young, thin, white, toned, large-breasted, long-legged, non-disabled body.

Funnily enough, that's not what most women's bodies look like. But the airbrushed media ideal is so powerful and so omnipresent that women find themselves comparing their own bodies to it anyway, and finding themselves wanting. The results are devastating. A recent report by the All Party Parliamentary Group on Body Image found that girls as young as five are worrying about their size and appearance, and that one in four seven-year-old girls have tried to lose weight at least once. And, as the BSA survey results show, a preoccupation with body image affects women throughout their lives, not just in their youth. It holds women back by eroding their confidence both at work and socially. New research coinciding with Body Confidence Week found that almost 10 million women in the UK " feel depressed" because of the way they look and 36% avoid exercise because of insecurity about their looks.

Unrealistic media ideals of female beauty have spawned a multitude of "body confidence" campaigns, but many, like the Sun's recently launched No More Skinny, only seem to want to shift us from coveting one ideal to another. Supported by male celebrities including singer Olly Murs and rapper Professor Green, an article about the campaign in the paper's Bizarre column quoted Murs lamenting: "Gone are the days of Marilyn Monroe ..." and later continuing, "Sometimes skinny women can look attractive - but it is too dangerous." By referencing Monroe, famously a sex symbol, and foregrounding the issue in women's attractiveness, the message once again seems to be about women adjusting their body shape to appeal to men's desire. Not to mention the fact that a curvaceous shape like Monroe's is just as unattainable for many women as a very thin physique. It misses the point entirely.

When you visit the latest column about "No More Skinny" on the Sun's website , the sidebar alongside the piece includes links to the following articles: "Enter our Sun Lurves Curves comp to win £1K prize and modelling contract" ... "Lose 7lbs in 7 days with the Sun's new Back to School diet" ... "I shed 1st 9lb on Sun Slimmers diet ... and you can too" ... "Bianca Gascoigne: 'I lost a stone in six weeks on the No-Diet Diet'."

Confused? I am. It's hardly "empowering" to encourage women to eschew thinness in a media outlet presenting reams of methods offering to help them lose weight. (Nor, for that matter, one that publishes a regular picture of a usually slim, white, large breasted, young woman topless on page 3). But the deeper point here is that trying to shift the ideal body shape shouldn't be the ultimate aim anyway - we need to stop judging people by their looks in the first place.

Worries about body image impact on both men and women - the BSA survey found that only three quarters of men are satisfied with their appearance. But while it is true that we are all bombarded with idealistic images of bodies to aspire to, there is a marked difference in the scale and context of the problem. When the Times Magazine ran a picture of David Gandy in his underwear on the front cover last month, many people tweeted it to the Everyday Sexism Twitter account, presumably to point out that objectification is an issue that affects men, too. But the incident was the perfect example of the sort of context in which we tend to see these images of men's bodies - on an underwear model, in an article specifically about his new underwear range. Compare it to the multitude of front pages showing women who are generally not models partially or fully nude - in articles not related to underwear - while their male colleagues remain fully clothed. Or the coverage of female politicians' legs and fashion choices compared to men's voting records and credentials. Or this recent ad showing female founders and CEOs of tech companies in their underwear. Male equivalents? Not so much. To give another example, while men are portrayed as rounded, full characters in Hollywood films, women are often reduced to inconsequential sex objects. Women took just 28% of speaking parts in hit US films in 2012, while 32% of female parts and over 50% of teenage girl parts were sexualised.

This insistence on valuing and judging women's bodies first and their careers or personalities second is insidious and powerful. In a world that holds up ridiculous and unrealistic standards as ideal, it means they are always doomed to fall short.

Telling us curvy is better, or patronising us by suggesting we are our own worst body critics and should magically "snap out of it", isn't going to help. Women will stop worrying about their looks when society stops telling us that they're all we're worth. Let's focus on that first.
Topics

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Why is women's body image anxiety at such devastating levels?

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We need to talk about body image. New findings from the 2014 British Social Attitudes survey reveal that only 63% of women aged 18-34 and 57% of women aged 35-49 are satisfied with their appearance. In a world obsessed with women's bodies, we are bombarded with images of them, usually undressed, often in dehumanised pieces, at every turn.

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A slightly more in depth swot analysis.

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Since PLT is an e-commerce retailer and is fairly new (founded in 2012) I thought it would be useful to look at the ways in which retail has evolved, other than just moving online. The articles below mention the use of digital technology such as voice technology, the increase of eco-friendly packaging and the increase of pop-up stores.
It was also interesting to see how consumers have changed, with them now knowing the same/if not more than sales associates, and being the most clued up on different brands yet being the least loyal to one.

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There's a common phrase that you may have heard over the last few years: Retail is dying. At Randal, we couldn't disagree more. We know retail isn't dying - it's just changing. Technology has pushed all industries to evolve, and retail is no different. And just like transportation, manufacturing, communications and just about every other industry, the evolution is a new phase full of opportunity for smart retailers.

Harvard Business Review points out that the challenge to evolve is not killing retail, rather it's the inability of some companies to adapt to a new model that is hurting the industry. Just as the rise of cities led to department stores and cars created suburbs and shopping malls, we're facing a new change. Today, retail stores don't need to be built to optimize a transaction. Since transactions can happen anywhere - in a store, in customers' homes, or on their commute to work - the retail space has a new purpose. Consider Apple stores which offer a high-touch experience where shoppers interact with products and employees, but don't need to end each visit with a cashier. In many cases, customers visit the Apple store to try out the product, but purchase it elsewhere. In fact, only 10% of iPhone purchases are made through the Apple store.

Simply put, the new purpose of retail stores is to offer an experience that isn't available online. Build relationships, solve problems, interact with products, experience what it is like to be part of a brand. That's the role of the evolving retail space.

Online Stores Setting Up Shop on Main Street (and vice-versa)

Many online retailers are staking their claim in brick and mortar spaces. The most obvious example is Amazon which recently opened bookstores and purchased Whole Foods for $13.7 billion. And Amazon isn't the only one blurring the lines between online and traditional retailers. Last year Walmart purchased Jet, an e-commerce company, with the goal of strengthening their app and online shopping experience. Walmart also purchased Moosejaw and Shoebuy.com, both popular online retailers. And Target purchased Grand Junction, a same-day delivery company, in hopes of competing with Amazon's famed delivery service.

Online retailers moving into brick and mortar stores, and vice versa, is just more proof that retail is indeed not dying. Smart retailers know online and offline shopping both have a purpose. While consumers enjoy the convenience and speed of online shopping, they aren't giving up in-person experiences altogether. By having a presence in both spaces, it's a win-win.

Shopping with No Merchandise

On the opposite end of the spectrum, Nordstrom recently tested a store in California that carried no merchandise. What's the reason for such a bold move? Nordstrom Local, as they've called it, is a compact space (3,000 square feet) that aims to keep consumers from getting overwhelmed by the traditional shopping experience - racks and racks of clothing, toddlers throwing tantrums in the aisles, long check-out lines, etc. Instead, shoppers are able to try on sample items and if interested in purchasing the product, they can go to a Nordstrom store or have the item ordered online and shipped. Rather than browsing through inventory, a Nordstrom employee is there to guide the shopping experience and recommend items specifically for each shopper. What once seemed like a shopping experience only for the wealthy may soon be commonplace for any consumer!

Nordstrom (in addition to retailers like Bonobos and J. Hilburn) hopes to empower customers with this shopping model. It offers a service that can't be found in traditional stores or online. If successful, it will be another step in re-defining the role of retail spaces.

Voice-Powered Commerce

As online retailers begin to occupy physical spaces, they're not forgetting their online presence. These days, it's not enough to be able to purchase items with just three clicks. Technology has brought the opportunity to order from Amazon using just your voice. Thanks to the Amazon Echo, you can simply say "Alexa, please order a package of light bulbs and two boxes of Kleenex." That's it. Alexa places the items in your cart and they arrive two days later.

For retailers, this means even more competition for commodity items. If consumers can order basic household items with a quick voice command, what would drive them to the store? What will the retail industry's response be to this technology? It's still too early to tell. But, as we said from the start, retail isn't dying, it's evolving. 2018 promises to bring new changes in the retail industry - and we are excited to see where together we go next.
Click here for Part II of this blog where we explore the 2018 trends in physical retail spaces.

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Retail Isn't Dead, It's Changing: 2018 Retail Trends Part I - Randal Retail Group

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There's a common phrase that you may have heard over the last few years: Retail is dying. At Randal, we couldn't disagree more. We know retail isn't dying - it's just changing. Technology has pushed all industries to evolve, and retail is no different.

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Natalie Atterbury

Guest Contributor

The rise of the internet and the proliferation of mobile devices has changed the way shoppers shop, and today's leading-edge retailers are changing molding their shopping experiences to match with much different consumer values and expectations.

From the trend of subscription boxes to the rise of quality packaging and the conscious consumer, our shopping habits have changed quite considerably over the years. Today, everything and anything can be purchased on-the-go and our shopping demands can be fulfilled with just a click! Did you know that 67 percent of millennials prefer shopping online whereas only 28 percent of seniors prefer shopping online? Whether that's news to your or not, the number of digital buyers worldwide is increasing all the time.

As well as the rise of digital buyers, there are now also more conscious and eco-aware buyers in today's shopping world. A conscious consumer is someone who considers the social, ecological, environmental and political impact of products and makes positive decisions regarding a purchase. Have you noticed a rise in quality packaging and more eco-friendly and sustainable shopping options? This is just one of the many ways in which shopping habits have changed over the last few years.
Join the #retail, #inspiringretail and #SmartStore conversations on Twitter @RetailNext, as well as at www.facebook.com/retailnext.
To pinpoint how exactly shopping has changed over the years, the below infographic created by Rombus Packaging walks through some of the biggest shopping changes from the last few years, as well as what these changes might mean for retailers. In an easy-to-follow design, the infographic starts by outlining the different types of shopping such as brick-and-mortar stores, online and click-and-collect, and then continues to discuss the rise of the conscious consumer and eco-friendly packaging, attracting customers through visual appearance, and the rise of the subscription box era.

Resources
Browse more resources

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How Shopping Has Changed Over the Years [INFOGRAPHIC]

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Natalie Atterbury Guest Contributor The rise of the internet and the proliferation of mobile devices has changed the way shoppers shop, and today's leading-edge retailers are changing molding their shopping experiences to match with much different consumer values and expectations.

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Let's set the baseline: Retail has changed, continues to change, and will be in flux for many years to come.

Ok...duh. Been there, heard that. But what exactly is causing the disruption? How is it affecting modern retailers? And what can modern retailers do to adapt to-and even embrace-this seismic shift?

As a growing brand or retailer, you're keenly aware of the transition that began with the internet age and continues with a constant stream of new technology and concepts. And with the rise of the Millennial generation, there's been a profound change in consumers' attitudes and expectations around shopping. This, coupled with the abundance of inexpensive, readily available merchandise from around the globe, means you've got disruptions at every turn.

Here are ten ways retail has changed forever:

1. Consumers are buying more online for price, convenience, choice and habit.
2. Consumers are brand savvy, yet less brand loyal than ever.
3. Consumers often know as much or more than sales associates.
4. Consumers expect a seamless omnichannel shopping experience.
5. Consumers expect personalized and relevant interactions with brands.
6. Consumers like to engage directly with brands on social media.
7. Consumers trust reviews and opinions more than ever.
8. Consumers expect brands to be optimized for mobility.
9. Consumers demand security, speed and ease at checkout.
10. Consumers want immediate gratification.

Whew! Sure sounds like consumers expect a lot now, huh? With the retail cycle moving 3-4 times faster than prior decades, it's critical that retailers remain agile and proactive in order to compete for market share. The good news is there has been a lot of positive change of retailers as well:

* Cloud computing means retailers can access store data anytime, anywhere.
* Retailers can now inexpensively deliver personalized communications at scale.
* Retail technology solutions are more affordable and abundant than ever.
* Shifts in retail real estate trends have opened up new cost-effective options.
* Retailers can stay in front of customers 24/7 with mobile technology.
* Advertising costs have declined substantially with the advent of social media.
* Social media makes it easier to source and find unique products.

"The customer experience is the next competitive battleground." ~ Jerry Gregoire, CIO, Dell

R etailers who embrace these changes by shifting to an agile mindset, embracing technology, and focusing obsessively on the customer are thriving and growing, despite the headwinds. Choosing POS software that acts as a hub and provides the data-driven insight for strategic decisions is imperative. But equally important in boosting retail sales performance is the attention you pay to how you hire, train, sell, report and engage. Download our free Retail Sales/POS Report to get valuable tips and techniques from the experts necessary to sell more and thrive!

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10 Ways Retail Has Changed Forever and Why It's Ok

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Retail has changed forever, but that's ok. The transition that began with the internet age and continues with a constant stream of new technology and concepts. And with the rise of the Millennial generation, there's been a profound shift in consumers' attitudes and expectations around shopping.

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Since the body trends of today are very much extreme and difficult to obtain, it is good to reflect on how trends have changed over the years as well as how they differ from country to country. Generation Z are the most accepting of different body shapes and are less likely to view an overall shape as the 'best,' however the constant promotion of slim curvaceous models on social media isn't beneficial, especially not during the formative years of adolescence.

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Women were inspired by Charles Dana Gibson's illustrations in 1910

Curves came into fashion in 1930s and 1940s

Today, Kim Kardashian and Beyonce champion curves and a big bottom

Kim Kardashian's famous curves may adorn glossy magazine covers today but that would not have always been the case.

Rewind 100 years and the perfect female figure was an altogether different story.

Inspired by Greatist, FEMAIL has taken a look back over the past few generations to examine exactly how the female ideals have changed.

From the Gibson Girl of the early 1900s to the Bootylicious Beyonce of today - via Heroin chic Kate Moss - just how much the most desired shape of the day has changed over the years may surprise you.

In 1910, it was all about the Gibson Girl look: the pouty, curvy woman who personified beauty portrayed by the illustrations of Charles Dana Gibson.

Her physique was tall and slender but with a buxom bosom and large hips; essentially an 'S' shaped body achieved by wearing a super-cinched corset.

By 1920, the flapper girl was well in fashion. Times were hard for the Twenties flapper girl. A quarter of a century before the creation of the egalitarian Welfare State, poverty meant many British adults and children never had enough to eat.

The housewife did not need a personal trainer to keep the surplus pounds at bay. In a world before vacuum cleaners and washing machines, housework kept her trim.

But while the majority of women had no problem keeping slim, it was the Twenties which saw the invention of dieting.

Upper-class women who ate a richer diet and exercised less bought the new women's magazines which featured weight-loss diets designed to give you that fashionable, streamlined figure that worked so well with the iconic flapper dress.

Hemlines fell in 1930, when morale was low following the stock market crash. Curves seeped their way back into fashion and women dared to bare their shoulders.

This slightly more voluptuous look was embraced by the media, which lead nicely into the screen queen era of the 1940s.

The Forties woman was one inch larger all round than the Flapper simply because she was better nourished.

The Forties laid the foundation for women becoming taller as the Government decreed that every child was entitled to one-third of a pint of milk a day, so promoting the growth of strong bones. This continued in schools until Margaret Thatcher scrapped it in the 1970s.

Again, it was their highly energetic lifestyle that kept Forties women slim. There was no petrol for cars, and people cycled or walked for miles every day. Girls thought little of walking ten miles home after a Saturday night dance.

With their men off fighting, fashion changed. The curvy feminine look to cheer returning heroes became the order of the day, with fitted suits and belted flowery dresses to show off the waist, and the Flapper's flattening bodice giving way to the circle-stitched bra.

Those ideals heightened in the Fifties, when weight gain tablets were promoted in magazines to help women fill out their curves.

This was a stark contrast to the 1960s, which ushered in a more much gaunt figure popularised by supermodels such as Twiggy and Jean Shrimpton.

Dresses shrunk to suit the favoured petite frame and women craved smaller busts and tinier hips.

Many women embarked on diets to fulfill their goals and Weight Watchers was founded - and welcomed - in 1963.

Back came the curves in 1970 - the era of the long, lean dancing queen.

Farrah Fawcett was the poster girl of this decade and waspish frames were on their way out.

By the time the Eighties came along, the British woman was well on the way to an irretrievable pear-shape, with her hips measuring two inches more than her bust.

Women idolised the 'supermodels' of the era - including leggy Elle MacPherson, Naomi Campbell, and Linda Evangelist.

It was, of course, in the Eighties that exercise classes became fashionable, with women looking to Jane Fonda in a bid to achieve lithe, muscular bodies.

Alas, despite huge numbers of videos sold and classes attended, the inches continued to increase.

Then came the 1990s - and Kate Moss. The supermodel and pin-up of her time, became known as 'the waif' and she and fellow catwalk queens such as Jodie Kidd popularised the 'heroin chic' look, which was gaunt with hollow eyes.

The look, thankfully, came to an end thanks to Gisele Bundchen, who promoted a healthy lifestyle and washboard abs.

Britney Spears also jumped on the bandwagon and shocked the world when she revealed she completes 600 sit-ups a day to achieve her toned tummy.

By the year 2000, the pearshape became even more marked, with the average waistsize having ballooned four inches in 20 years.

The wasp-waisted Twenties woman would be shocked at the dimensions of today's Kim Kardashian and Nicki Minaj, who champion the bigger is better mantra.

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How the perfect body shape has changed in 100 years

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Women were inspired by Charles Dana Gibson's illustrations in 1910 Curves came into fashion in 1930s and 1940s Today, Kim Kardashian and Beyonce champion curves and a big bottom Kim Kardashian's famous curves may adorn glossy magazine covers today but that would not have always been the case.

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After researching brands that cater to the same demographic as PrettyLittleThing, I later went into alternative markets to see if there are any retailers that offer a body shape shopping category or style edit.

M&Co have a style edit which offers style advice for dressing your body shape. However, this edit is rather limited as it does not go into detail about items of clothing besides dresses. Although helpful, the edit would be more informative if they styled other clothes also.

They also only offer 4 body shape options. There is no distinction between the different types of hourglass figures nor is there any distinguishing between the rectangle and lean column shapes.

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When it comes to dress shopping, knowing your body is key to finding styles that suit your shape. Whether you're an apple shape or hourglass, discovering flattering dresses for your figure will help you look and feel fabulous. So whatever the occasion, if you're looking for the perfect formal dress or a casual day dress read on to find the fits that our expert buyers have selected as the perfect dresses for your body shape...

Dresses for apple shape

If you're fuller around the middle with little definition at the waist, you're most likely an apple shape. With an average to large bust size and broader upper arms and shoulders, the best dresses for apple shapes will help define your waist and show off those slender legs.

Tunic dresses and Shift dress styles are the perfect dresses to suit the apple shape as their structure keeps eyes from drifting to the mid-section of the body.

Swing styles are also flattering dresses for apple shaped women, with a fuller skirt and short hem length balancing out the body shape to create the illusion of a smaller waistline.
SHOP SHIFT DRESSES
Dresses for pear shape

A pear shape typically carries weight on the bottom half of the body, with hips wider than the shoulders, a petite upper half and defined waist.

If you're a pear shape, the goal is to balance out your body and accentuate your fabulous top half. The most effective way to do this is by opting for wide hem dresses that skim the hips and thighs.

Prom and fit and flare dress styles are the perfect dresses for pear shaped bodies as they hide the bottom half problem areas with flattering skirt shapes for wider hips.

Long sleeved dresses can help draw some attention to the upper body, so look for patterned sleeves or embellished necklines and shoulders.
SHOP DRESSES WITH SLEEVES
Dresses for inverted triangle shape

An inverted triangle shape means the top half of the body is larger than the bottom, with broader shoulders, narrow hips and a large bust.

If your body shape resembles the inverted triangle, the aim is to understate the upper half of the body and add more shape on the bottom.

Try tunic dresses with a wider hem to balance out your body or floaty maxi dresses that create the illusion of fuller hips and thighs.

It can sometimes be tricky to find dresses for large busts when you have a narrower bottom half, so choose a fabric and fit that accommodates your ample assets. Wrap dresses in stretch jersey or shape-skimming chiffon are ideal for creating the illusion of an hourglass shape by balancing out the body and drawing eyes to your waist.
SHOP MAXI DRESSES
Dresses for rectangle shape

A rectangle body shape is well-proportioned with small hips, small shoulders and no defined waist. Having a straighter, elongated silhouette with a small bust comes with many advantages, as almost anything suits your shape - lucky you!

With plenty of styles to choose from, you'll find lots of dresses for a rectangle body that will fit and flatter your figure.

Skater dresses are a good option if you want to create some curves, as the cinched waist and full skirt of this style helps create an hourglass silhouette.

Sleeveless dresses are also perfect for showing off your long arms and shoulders, especially in summer months.
SHOP SLEEVELESS DRESSES
Dresses for hourglass figure

Often the most envied body type, an hourglass figure consists of a clearly-defined waist and well-proportioned hips and bust. Just like an actual hourglass, women with this shape will usually have an equal width at the top and bottom of their body.

If you're a curvaceous hourglass, opt for a dress that accentuates your waist and steer clear of swamping your shape with excess fabric. Fitted and belted styles are generally more flattering dresses for hourglass figures, as they help define the waist and showcase your shape.

Vintage style fit and flare dresses accentuate your assets by cinching your waist, while modern midi dresses are a hip-hugging update on the '50s-inspired wiggle dress, favoured by famous hourglass icon Marilyn Monroe.

Wrap dresses are also perfect for hourglass figures, as they draw attention to your waistline and define your bust without adding any unnecessary and unwanted volume.
SHOP FIT AND FLARE DRESSES
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Best Dresses for Your Body Shape | Hourglass, Apple & Pear | M&Co

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When it comes to dress shopping, knowing your body is key to finding styles that suit your shape. Whether you're an apple shape or hourglass, discovering flattering dresses for your figure will help you look and feel fabulous.

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Gemini caters to a different demographic, an older group than that of PrettyLittleThing, and they offer a section of their website where customers can shop by their body shapes.

This section however only has four body shape options. There is not an option for the hourglass figure nor is there any distinction between the athletic shapes (rectangle, lean column.)

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Shop by Body Shape | Gemini Woman | Free UK Delivery*

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Shop the Gemini Woman site by body shape so that every piece you invest in feels like it was made with your body in mind. Free UK Delivery* | Pear | Apple | Athletic | Inverted Triangle

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What the 'perfect figure' looks like around the world: Designers in 15 countries alter an image of the SAME model to show what the 'ideal' body looks like where they live

Each designer altered image to refect the most desired shape in their country

Results show people in each country featured like a small waist and flat stomach

In US, preference is for athletic figure, but in China the ideal shape is slimmer

Many spend hours sweating away in the gym in order to achieve the 'perfect' figure.

But a fascinating new graphic reveals how the ideal physique can change depending on where you live.

A picture of the same 28-year-old woman was photoshopped by 15 designers around the world to reflect what is considered to be the most desired body shape in their country.

Interestingly, the graphic by FitRated appears to show that people in every country featured appreciate a small waist and flat stomach.

However, the images also show major differences in terms of how slim, athletic or curvy the preferred body type is.

In the US, the desired physique appears to be athletic, with added muscle definition photoshopped onto the image.

But in China, the figure is made to look slimmer, with a particular focus on a toned stomach.

Meanwhile, in Mexico, there is more emphasis on wider hips, which the artist explained is considered sexy there.

The side-profile images also show countries have different perceptions of what is desirable when it comes to the derriere.

Mexico, Peru and the Netherlands and South Africa were the countries that added the most volume and definition to the rear.

Meanwhile, in China, the model's frame was kept more slim than curvy.

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How the 'perfect figure' differs around the world

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Each designer altered image to refect the most desired shape in their country Results show people in each country featured like a small waist and flat stomach In US, preference is for athletic figure, but in China the ideal shape is slimmer Many spend hours sweating away in the gym in order to achieve the 'perfect' figure.

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Knowing that PrettyLittleThing successfully taps into the Gen Z consumer group I wanted to research some information about their characteristics for use in making my consumer board.

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second part of influencer research

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Key Points

This report is part of our new series, The New Beauty Consumer, which looks at various aspects of beauty retailing and consumption.

Gen Z is the first generation to use social media in their formative years, and it is pressuring teens to look good. According to a survey by the American Psychological Association, nearly one-third of US teen girls feel bad when comparing themselves with others they see on social media, and other studies have found links between social media usage and low self-esteem.

We think these kinds of pressures will drive up spending on beauty products and services and fitness services. US teens are already growing their spending on beauty; the category's share of spending among upper-income female teens grew to its highest level ever in fall 2016.

When shopping for beauty products, young consumers turn to social media, and especially video content, for advice. The volume of beauty content on YouTube rocketed by 200% between 2015 and 2016, and female consumers ages 13-24 make up fully 47% of the audience for these videos.

Gen Z's oldest members are on the cusp of adulthood, and we expect this generation's demands to be a factor in future beauty industry mergers and acquisitions (M&A). Large, established multibrand companies are likely to acquire beauty brands that resonate with Gen Zers as the generation's spending power accelerates.

Please Log In to read the full report. Not a member? Register for a free user account.

Other research you may be interested in:

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Deep Dive: Gen Z and Beauty-the Social Media Symbiosis | Coresight Research

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This report is part of our new series, The New Beauty Consumer, which looks at various aspects of beauty retailing and consumption. Gen Z is the first generation to use social media in their formative years, and it is pressuring teens to look good.

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From combat boots and mini skirts to acid wash jeans and high top sneakers, fashion trends are always changing, especially by generation. As we've been doing a lot of research into what Gen Z likes to see in marketing campaigns, we've also noticed other differences. The emerging debate of "Millennials vs. Gen Z" wouldn't be complete without a look at the fashion industry.

Millennials (currently ages 22 to 37, more or less) and Gen Z (11 to 21 years old, give or take) differ in many ways, including how they dress. Growing up with different economic and social factors impacting their lives, the two generations simply think about fashion differently.

Here are three key differences between millennial and Gen Z style.

1. Gen Z wants to feel relaxed.

Millennials are apt to dress in ways they believe may help them excel, whether in the workplace or on date night (think clean, conventional shirts and not-too-high heels). Gen Z values comfort and function. For millions of teens today, flowy fabrics are in, tight dresses are out.

Gen Zers are more interested in cultivating a spontaneous aesthetic than a perfect put-together look and tend to take a casual approach to style. They operate from an eclectic collection of easy-to-wear, sometimes mismatched, oversized pieces they can throw on and run around in from morning to night.

Athleisure is particularly popular, led by classic streetwear brands like Supreme, Vans, Champion, and Adidas, since outfits can go from gym to office to dinner and still look great. Apparel that can fit into any context at any time of day lets Gen Zers work, study, and play without the need for a wardrobe change.

2. Gen Z wants to look unique.

Limited edition merchandise, impromptu collaborations, one-of-a-kind items. In this regard (as opposed to how, with socio-political issues, they value inclusivity), Gen Z is into exclusivity - when there are fewer items available, for a short period of time.

These digital natives, adept at sharing their lives on social media across , have no desire to run into someone (literally or digitally) with the same t-shirt from XYZ fast-fashion brand. For them, looking different (cool!) is paramount, and looking weird (even better!) is attractive. It means you're confident enough to be unique.

Diversity, , and authenticity are just three elements of their all-together-now ethos. Shapeless T-shirts, sweatshirts, dresses, and other low-key staples like denim appeal to Gen Z because they're effortless and without pretense, which is exactly what they aspire to be.

3. Gen Z wants to represent reality.

Since they believe so strongly in owning one's individuality, Gen Zers are attracted to confident, feel-good, body-positive images. Regardless of size, race, and gender (including non-binary identification), they want to see everyone represented in a clothing line. With every gender-fluid piece, they're dismantling traditional notions of what it means to have "great style".

The post-millennial generation doesn't believe perfection exists and expects brands to represent a realistic view of how real people wear real clothes. When it comes to how they decide what clothes to buy, advertisers would be wise to note that Gen Z doesn't look at models in magazines. Gen Zers listen to more relatable influencers, if not their peers.

Furthermore, brands that embrace diversity and also support socially responsible processes like sustainable manufacturing and transparent supply chains are solid Gen Z gold. Just look at how many mission-driven startups are on the rise.

Gen Z's Fashion Mantra: Whatever You Are, Be a Good One

Just like generations before, Gen Z sees fashion (whether consciously or not) as an extension of their values. For them, simplicity is akin to transparency, unique items represent individuality, and ungendered apparel invites inclusion. Ultimately, Gen Z wardrobes run parallel to their world views: ultra-realistic and ever-connected.

Advertisers who want to focus on marketing during high times for fashion should pay special attention to spring, when every age group sheds their winter wear for lighter clothing. In the US, average order values in the apparel category reach their annual highest peaks in April and May with increases of 24% and 22% respectively, over January. From seasonal peaks to generational preferences, brands that want to win the most sales should be mindful of all these trends.

For more on Gen Z, download our eBook.

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Z Wore It Best: What Gen Z Wants From Fashion Brands

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From combat boots and mini skirts to acid wash jeans and high top sneakers, fashion trends are always changing. As we've been doing a lot of research into what Gen Z likes to see in marketing campaigns, we've also noticed other differences. Here are three difference between millennial and Gen Z style.

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We already know that millennials - and the generations that preceded them - could learn a thing or two from Generation Z. According to numerous pieces of research, the demographic du jour, made up of those aged between 13 and 24, is more politically active and engaged, better connected, more gender and sexually fluid, more open about mental health, better at self care, oh, and less likely to smoke and drink alcohol than the rest of us.

All this may be true - a result of social media and socioeconomic and political factors - but rarely do we hear from Gen Z themselves about what influences them. It's usually older journalists and academics who are given the platform to explain and analyse Gen Z's common traits. They're treated as an almost alien species who are "taking over the office" and "transforming" whole industries.

So it makes a welcome change to hear directly from Gen Z in a new mammoth document. " The Irregular Report," created by the Gen Z-run think tank and studio Irregular Labs, is a 400-page digital tome of insight into the young generation that sheds a light on why certain "people, brands, experiences and systems... are relevant to girl and gender nonconforming Gen Zs around the world." And the potential impact they could have on everything "from political systems and pop stars to retail and religion."

Gen Z know what they want and they're not afraid of going after it with "pragmatism and determination", Irregular Labs concludes. "They have no time for things that do not serve them or lack utility. But utility can be something that makes them laugh as much as something that makes them money." But business is business, it's not personal for Gen Z. "Ruthless does not mean unscrupulous or callous. It is much more Darwinian and practical. For anyone trying to reach Gen Zs, be prepared to be embraced, dropped and embraced again."

The report doesn't deny that Gen Z are as invested in how they portray themselves on social media as millennials are - but there's a crucial difference. Instagram for Gen Z, for instance, "isn't as much about how they look, as it is about what they know, believe and do." In other words, millennials focus on their exterior, surface level, while Gen Z care more about substance and authentically getting across their inner lives online.

Inspirational members of their own cohort are Gen Z's 'influencers', regardless of whether they've met them in real life or know them personally. People like Willow Smith, Instagram phenomenon and musician on the rise, Dounia Tazi, and Lil B The BasedGod are idolised for their inspirational Instagram captions.

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What Millennials Should Learn From Generation Z

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We already know that millennials - and the generations that preceded them - could learn a thing or two from Generation Z. According to numerous pieces of research, the demographic du jour, made up of those aged between 13 and 24, is more politically active and engaged, better connected, more gender and sexually fluid, more open about mental health, better at self care, oh, and less likely to smoke and drink alcohol than the rest of us.