Online shopping for clothes and shoes: changing consumer preferences in the digital age
Data Insight presents a study "Online shopping for clothes and shoes. Analysis of consumer behavior", conducted with the support of Arvato and GBS.
The report presents data from a survey conducted among 18-65-year-old consumers of clothing and footwear who have shopped in this category online (and/or offline) over the past 12 months.
In the context of the rapid growth of online sales in the fashion sector and changing consumer preferences, the study provides a deep understanding of the target audience and helps market players make informed decisions.
The expansion of the range of products and services on eCommerce platforms changes the criteria for choosing between online and offline purchases. This requires adapting marketing strategies to different segments of consumers, their preferences and expectations.
This study is designed to help businesses do this.
Based on his data, you will be able to:
- Optimize your sales channels: understand where your target audience is shopping and focus on the most effective channels.
- Adapt marketing strategies: develop targeted advertising campaigns that take into account the needs and preferences of different segments of customers.
- Develop more effective loyalty programs: offer your customers personalized bonuses and discounts that will encourage them to make purchases.
- Personalize offers: recommend products that are most likely to interest each specific customer.

The main conclusions of the study:
- 53% of all surveyed Internet users buy clothes and shoes online, which makes this category of goods the second most popular after electronics.
- 55% of buyers make purchases both online and offline (omni-buyers).
- 83% of online purchases of clothes and shoes over the past year were made on marketplaces, of which 31% were delivered from abroad.
- 72% of shoppers make recent online purchases using a smartphone or mobile phone.
- TOP 3 categories of goods that were last bought offline coincide with the TOP 3 categories of online purchases: shoes (29%), t-shirts, T-shirts, polos (24%) and underwear (22%).
- 20% of offline purchases were made due to the need to try on an item before buying.
- 20% of buyers made an offline purchase because they urgently needed an item and they did not want to wait for delivery.
Research is a valuable tool for any business that wants to develop in the face of changing consumer preferences. Subscribe to our social networks to stay up to date with all fashion industry updates.

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