Cover of Fashion eCommerce Trends Report eBook

Fashion Ecommerce Trends Report

Trends in the purchasing behaviour of luxury and consumer fashion shoppers.

Online retail has been a key growth area for fashion retailers over the past decade and, more recently, luxury brands have begun to find success online.

In this report, we look at the current state of the online fashion market, some key stats, and trends, as well as some useful strategies and best practices for all fashion ecommerce sites.

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Selling on the internet is strictly hype in luxury marketing. Many marketers seem to think that if you do not sell on the Internet, you are ‘out’. Internet sales are extremely well adapted to fashion and premium, but not luxury.

Self-proclaimed ‘web specialists’ fault the luxury companies for not selling online, forgetting – or ignoring – that all the ‘plusses’ of digital trade (instantaneity, permanent change, and actualization, availability, accessibility, price reductions, automation of service, crowdsourcing, etc.) are huge ‘minuses’ for luxury.

Vincent Bastien

The Luxury Strategy

Author

Graham Charlton


Graham Charlton is Editor-in-Chief at SaleCycle. Graham has more than 15 years’ experience in digital, having previously worked for Econsultancy, ClickZ and Search Engine Watch. He has written more than 2,500 articles and several best practice guides on many areas of digital marketing and ecommerce.

About the eBook

Online retail has been a key growth area for fashion retailers over the past decade and, more recently, luxury brands have begun to find success online.

According to Forrester stats, online retail now accounts for around 10% of all luxury fashion sales. Overall, 27% of all fashion sales now take place online.

With higher value products, the average luxury consumer is likely to make more considered purchases compared to consumer fashion. This is reflected in the fact that cart abandonment rates are higher for luxury fashion sites.

However, the online shopping behaviour of luxury and consumer fashion shoppers has a number of similarities, especially when we look at the demographics. According to Bain & Co, Gen-Z & Millennial consumers (under 40s) make up 30% of luxury consumers, and are expected to account for 45% of the global luxury market worldwide.

In this report, we look at the current state of the online fashion market, some key stats, and trends, as well as some useful strategies and best practices for all fashion eCommerce sites.

We’ll also focus on the luxury fashion sector, and contrast it to the consumer fashion market, looking at some of the unique challenges luxury brands face when selling online.

In the first six months of this year, we've tracked the behaviour behind more than 235 million online fashion purchase journeys.

Using anonymized data from more than 100 SaleCycle fashion clients, we can show how luxury and other fashion brands are performing compared to other sectors, differences in customer behaviour across mobile and desktop, as well as general market growth.

Fashion Ecommerce Trends Report

42 pages (17 minute read)

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