The purchase of fashion is a clear example of omnichannel, where offline and online media coexist naturally. But, how do we buy? When do we do it? Have we evolved in the purchase of fashion? The answers to these questions suppose an incentive to the strategies of the marks.
Online shopping is an upward trend. We are no longer afraid to buy the shirt we like, the trend-setting glasses or that signature bag through online platforms. Fashion buyers flock to the online environment naturally. 77% of the buyers of fashion products have made some purchases online in the last year. Internet becomes an ally in the purchase process through the search for product information, prices, trends, etc., which generates an important synergy between on and off channels.
The fashion buyer: woman, young, prescriber
When analyzing the fashion buyer, we observed that each sex has differentiated features. Thus, for 62% of women it is important to buy at a good price compared to 55% of men. Women are the ones who are most concerned about learning about fashion, style or trends (59% women versus 21% of men), an aspect to be taken into account by brands when establishing messages and the public direct Regarding the sales and promotions, both genres respond positively. One of the characteristics of men is that they only buy clothes when they really need it (75% of men versus 45% of women) so the women's sector is more open to purchase impacts.
In terms of age, people from 20 to 29 years old have a more intense attitude towards fashion. They have a great interest in the way they dress, they look for a good price of the product when buying it and they do not renounce to buy fashion even if they have a limited budget. This age segment will be the main objective of the brands.
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We can conclude that at the moment women have a huge influence and ability to prescribe in fashion purchases. Enjoy looking, buying and sharing your purchases.
Search, information and purchase
If we analyze the different ways in which a user comes to the online store of a brand, we can say that 41% do so directly, while 58% do so through a Google type search engine.
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The buyer searches, informs, decides and buys, so it should not surprise us that one in five online purchases includes an offline search, or that one out of every three purchases in a physical store is preceded by an online search. In addition, in the case of offline purchases that had an online search process previously, (ROPO: Research Online, Purchase Offline) the average ticket is higher than the purely offline shopping, which reflects the added value that digital media They are giving the product purchased. Knowing how to integrate online and offline in the purchase process is a challenge to be achieved by brands.
E-commerce and mobile, opportunities
The smartphone has become a protagonist in the purchasing process, being a catalyst for the omnichannel phenomenon. 79% of fashion buyers say they have ever used their mobile to cover any need in the whole process related to the search and purchase of fashion.
In addition, one in five online fashion purchases is made from smartphone and in the case of offline purchases, the mobile is used to ask for opinion, compare prices, and search for information.
Despite an increase in the use of mobile, there are barriers that make the buyer reluctant to buy fashion through their smartphone. 57% of buyers consider that it is uncomfortable, 27% have distrust and 24% claim that the webs are not adapted to be visited from the mobile.
E-commerce is a catalyst for buying fashion. The people who buy online are the ones who buy more fashion in physical stores, which shows the complementarity of both channels. The brands must facilitate the user experience from the web and applications, to payment and distribution facilities.
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