Sixty Percent of Americans Have Never Heard of “The September Issue”

Posted by GPShopper Press Coverage on Sep 9, 2016 9:00:00 AM
GPShopper Press Coverage

GPShopper research reveals mobile’s impact on the changing nature of where consumers get their fashion inspiration 

GPShopper, the leading mobile commerce and engagement platform for retailers and brands that want to create custom app experiences for their customers, found that 60 percent of Americans have never heard of “The September Issue.” Instead consumers are spending an average of six hours a week looking for fashion inspiration on their mobile phones. As customers look beyond traditional outlets such as print magazines for their fashion fix, retail brands need to expand their digital footprint to capture a shopper’s attention via mobile apps and influence the path to purchase. Glamour-September-ISsue.jpg

The study, conducted with third party research firm YouGov, revealed not only the changing nature of where consumers are looking for fashion inspiration, but what steps they take to further engage with a brand or make a purchase once they are inspired.   

Print is so five years ago. Friends and family are forever.

In just five years, print magazines have fallen approximately 50 percent when it comes to being the main source of fashion inspiration for Americans.

  • In 2011, more than a quarter of Americans (27%) said print magazines were their main source of fashion inspiration, compared to just 13 percent today
  • Just six percent of millennials listed print magazines as their main source of fashion inspiration
  • Millennials are getting their main fashion inspiration from friends and family and Facebook

“Every year major print magazines deliver their September Issues to the public and traditionally these have been where fashionistas went for their main source of fashion inspiration. It’s also where retailers have notoriously spent big money trying to reach those consumers,” said Maya Mikhailov, co-founder and CMO of GPShopper. “However, fashion inspiration is now at the fingertips of most consumers on their phones and capturing their attention requires a significantly more dynamic approach from retailers. If consumers are spending almost a full day every month just hunting down fashion inspiration on their phones, then retailers need to consider that a wake up call and figure out how to reach them there.”

Mobile moves the needle from inspiration to purchase.

When it comes to driving retail purchases, nearly 40 percent (39%) of Americans said they preferred getting their fashion inspiration from their mobile phones rather than magazines because it was easier to make a purchase when they see something they like. Additionally, Americans said they also preferred mobile over magazines because:

  • It’s easier to access the content they like (38%)
  • It makes it easier to share the content they like (31%)
  • They don’t want to wait until a magazine arrives to find the latest trends (20%)
  • It lets them be the first person they know to find new trends (13%)

“Our dependency on mobile devices means fashion inspiration is just a tap away anytime, anywhere – that’s something many retailer marketers are still trying to fully address. Whether it’s via a retailer’s own app or mobile social media our research shows people want to act immediately and make a purchase when they see something that inspires. Print just can't deliver on that impulse. Modern consumers also want to be able to access and share content, not just product – something retailers need to consider when developing mobile strategies,” Mikhailov added.

Research Methodology

GPShopper commissioned YouGov PLC — a third party, professional research and consulting organization — to poll the views of 1,096 adults. Fieldwork was undertaken between August 9-10, 2016. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).

About GPShopper

GPShopper is the leading mobile commerce and engagement platform for retailers and brands that want to create custom app experiences for their customers. GPShopper’s native mobile app solutions and proprietary SDK empower retailers to drive customer engagement and loyalty through multiple touch points, both digitally and in-store, using technology to transform the total retail experience. This is all done with an unmatched degree of scalability and security. Some of the world’s biggest retailers are part of the GPShopper family, including Best Buy, Michaels, PacSun, Steve Madden, bebe and more. For more information about GPShopper, please visit


Topics: Retail Tech News, Mobile Retail Apps, Retail Industry Research, Omnichannel Retail

About GPShopper

GPShopper is a mobile commerce platform and app developer for retailers, using technology to transform the total retail experience.  GPShopper is a Synchrony solution. 
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