A study by Emotional Logic involving 3,000 UK shoppers found that consumers who spend a high proportion of their clothing and accessories budget online tend to be young and fashion conscious but not necessarily affluent.
The study asked participants lifestyle and attitude questions and measured the proportion of their fashion and accessories budget that was spent through online purchases.
Age is a key factor, as 18-24 year olds buy 41% of all their fashion purchases online, whilst 65+ consumers online spend proportion is only 11%. And fashion consciousness is the second biggest driver, shoppers who state they follow fashion trends and wear designer clothes buy 38% of their fashion online whilst for those who disagree it’s only 15%. Income was not a deciding factor - with both those on lower and higher incomes equally likely to buy their fashion online.
Bargain hunters on the other hand are still more in favour of offline than online. Those who agree they ‘are always looking for the lowest possible prices’ buy a slightly lower proportion of their fashion online than those who disagree.
All trends found by the study applied equally to male and female respondents.