Fashion & Design - Print or Digital (Italy)

When it comes to understanding the trends in Italian women's consumption of fashion media, the key question is whether their focus is shifting from print to digital. We found that although digital consumption is on the rise, consumers are using both types of media to fulfill complementary requirements. There is an opportunity for online to increase its market share by mirroring the serendipity of print content, while adding better functionality to enable purchase decisions.

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