I just happen to find a new way to market fashion when I am watching Korean TV Series. Korean TV series are famous for combining fashion with marketing in the world. For example, you can find this bracelet occurs several times in the TV series. It even becomes an important clue to find the heroine. Therefore, the advertisement of this bracelet pops up on the right every time when you see the bracelet in the each episode. You can directly buy the product online when you are watch TV series. Is it quite interesting?
In order to answer this question, I have located an interesting dataset named Internet Purchases by Individuals from Eurostat. Eurostat, a statistical office of the European Union, aims to provide the EU with “statistics at European level that enable comparisons between countries and regions” (Eurostat, 2016). I have downloaded this dataset and tried to take fully advantage of data visualization like Vida.io so as to clarify the answer because “data visualization is a wonderful tool and an extremely efficient way of communicating a message” (Murdoch, 2016).
For the dataset, I am more interested in the recent ten years from 2006 to 2015. I have sought out Ireland individuals from the perspective of age, sex and educational background in order to describe who purchase more online clothes over the last decade.
Finding 1 Individuals aged from 20 to 24 buy more online clothes.
In the following bar graph, Irish individuals are sorted into seven age ranges: 16-19 years old, 20-24 years old, 25-34 years old, 35-44 years old, 45-54 years old, 55-64 years old and 65-74 years old. These age ranges can be further divided into two groups in accord with years: 2006-2010 and 2011-2015. In the first five years, individuals aged 25 to 34 years old buy more online clothes. Moreover, no individual under 25 years old buys clothes online. In the subsequent five years, individuals aged 20 to 24 years old become the mainstream of online purchase. In addition, individuals aged 16 to 19 years old are keeping up with individuals aged 20 to 24 years old. That is to say, in the near future individuals aged 16 to 19 years old will be overwhelming customers online. On the whole, more and more Irish people are ready to purchase online clothes, and furthermore they tend to be with low ages.
Finding 2 Individuals with medium formal education buy more online clothes.
With the increase of online purchase, we can find that nowadays people with medium formal education are in favor of online clothes. However, there is a slight difference in the educational background over the last decade. Therefore, it is hard to tell which educational level will occupy the online market later on. But I consider it will belong to individuals with low or medium formal education according to the low-aging tendency mentioned above.
Finding 3 Females buy more online clothes.
Referring to previous two findings, I have further explored the individuals aged from 20 to 24 years old with medium formal education. It turns out that currently females account for about 70% of the market. Also I have checked individuals aged from 16 to 19 years old and individuals with no or low formal education. It shows the same result. In other words, females will continue to play a major role in the apparel market online.
In conclusion, the visualizations given above significantly illustrate that Irish females aged from 20 to 24 years old with medium formal education buy most online clothes in Ireland. Additionally, females below 19 years old with low or medium formal education will mainly occupy the market in the near future. From the above, it is simple to find that data visualization helps to provide a clear and convincing answer as “a great data visualization can tell a story in a way that might even convince Mark Twain that you’re right” (Sharif, 2016). The answer can be further explored on, for instance, what characteristics of females under 24 years old so as to achieve better sales of online clothes.