Performance Fashion: Fashion & trends in online retailing
Tradedoubler reveals how the traditional fashion purchase journey has been blown apart by a combination of digital media and constrained shopping budgets. Over half (52%) of European fashion shoppers now frequently buy fashion online.
Although retail stores and websites are still strongly present in the inspiration stages of the consumer journey (with 57% browsing in fashion stores and 48% on fashion retailers’ own sites), they have far less control over actual fashion purchases. When it comes to buying fashion, 56% of shoppers turn to performance marketing channels such as price comparison, voucher code, cash back and daily deal sites to deliver the best price.
The study shows that the growth of mobile is now contributing to 24% of consumers researching their fashion purchases using a mobile phone. The presence of fashion-focused shopping apps on mobile phones introduces the threat of ‘showrooming’, whereby shoppers try on items in one store whilst using their handset to find a better price for the same item elsewhere. Amongst connected consumers, 20% use a fashion app on their phone, and 18% use apps that enable them to make purchases directly from other retailers’ websites. And they are quick to take advantage of such tools when shopping.
The Performance Marketing: Fashion trends in online retailing whitepaper provides a comprehensive insight into how Performance Marketing channels are now embedded in the research, decision-making and buying behaviour of Europe’s fashion obsessed shoppers. Delivering the right price is increasingly important; but so is delivering the right price through a context that reflects what shoppers enjoy about fashion.
Click here to see the Fashion Whitepaper: