Royal Mail research shows fashions in fashion

Online fashion shoppers are most likely to buy trainers (72%) and tee shirts / tops (46%) according to new research from Royal Mail.

The average UK online shopper is likely to spend £1 more a month shopping online (£28) than on the high street (£27). Meanwhile the footwear shopper spends £27 online and £22 in-store over a three month period. This dismisses the idea that shoppers are only online to spend less money.

The online fashion shopper will be 46 years old and and more likely female, and live in the suburbs. This suggests deeper pockets than those who shop on the high street.

Among the fashion shoppers, they choose to shop online because they are able to do it in their own time and have a greater choice of products as well as cheaper list prices.

The Royal Mail research also showed e-retailers offering tracked shipping are chosen above those without (20%), while 14% will chose an online retailer with click & collect (14%).

“For retailers in the fashion and footwear sectors, to be successful it’s essential to understand the distinct habits of these shoppers. Social media is increasingly influential, especially for younger shoppers, but the recommendation of friends is far more important than celebrity endorsements. Providing as much information as possible is key when it comes to deliveries, with tracking giving customers increased confidence when ordering online,” said Royal Mail.

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