The rising requirements of urban Gen Z consumers will define where the future of retail is headed. When it comes to big-city shoppers, what really matters to winning the last mile in fashion?

We recently surveyed more than 4,000 consumers in the United States and big cities globally for the answer.

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The survey points to three key expectations that shape the modern omnichannel customer experience—and to the importance of winning the last mile in fashion:

Why is last mile so important for winning in fashion? What we found …

Omnichannel convenience. 68 percent of fashion consumers shop omnichannel (i.e. across both stores and online), with variations between local markets (for example, 78 percent of New York City respondents shop across all channels, compared with just 33 percent of Moscow respondents)

Free and fast. More than 40 percent of consumers say free shipping is the most important factor when shopping for fashion products, and another 29% and 21% that say free returns and delivery speed as most important respectively.

Same-day delivery. Big-city consumers are three times more likely to cite same-day delivery as a key factor than rural consumers; Gen Z consumers were five times more likely to identify it as important than older consumers.

Read related article on Creating an Omnichannel Supply Chain for Brands

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