The market research institute IWD, based in Magdeburg, has been supporting German textile consumers since May 2021 and publishes the IWD Fashion Barometer once a quarter. This summarizes the consumer behavior of consumers over 16 years of age residing in Germany and tracks the customer experience, their attitudes towards fashion and via which channels they can be reached by retailers and when. For the most recent study, a good 2,000 consumers were surveyed online from February 1 to 10, 2022 about their clothing shopping behavior.
“At the end of last year, the corona measures in stationary retail were tightened again. However, the introduction of the 2G/3G rule has had little impact on shopping behavior in offline stores; the shopping frequency remains almost constant. A slightly positive trend is emerging in the online segment; the number of active online shoppers is increasing again. Online growth can be seen across all age groups, with the most pronounced being in the target group of Best Agers 60+,” summarizes the IWD the purchasing behavior of the past quarter.
Online vs Offline
As for the frequency of shopping, it’s almost unchanged compared to the last survey: “About one in two people has shopped for clothes at least once a month for the past three months,” according to the report. In terms of shopping frequency, online and offline trade hardly differs, but restraint can be observed in consumer spending: “In both channels, less money is being spent on clothing than in autumn 2021.”
Shopping in brick-and-mortar stores is still the preferred shopping experience for Germans; However, online shopping continues to gain in popularity, with an increase in interest particularly evident among the over-60s buyer group, according to the study. While mono-brand shops such as H&M and C&A are popular in brick-and-mortar retail, mail-order retail such as Amazon, Zalando and Otto are popular online.
## Returns
As far as returns are concerned, the current return rate has risen slightly: more than 35 percent of online shoppers are returning the goods they have ordered. The tendency to return large packages is increasing. While most consumers (77.1 percent) state that they order specifically and consciously, this willingness is all the more pronounced the older they are. Young consumers up to the age of 29 are more willing to change their ordering behavior if they have to bear the costs of the return themselves. In a gender comparison, women are the more frequent return users.
“Wrong sizing remains the most common reason for clothes being returned, which is also more common among men. Women tend to order more variants to choose from and the clothes that don’t match are sent back. The proportion of those who send back ordered goods because they do not meet expectations remains almost unchanged,” the survey concludes.
sustainability
Sustainability remains an important aspect when choosing fashion and compared to the last measurement, an upward trend can be observed: 48.2 percent of those surveyed stated that they pay attention to sustainability. However, price is still the key incentive. The trustworthiness of certificates is also gaining in importance and the demand for used fashion is increasing.
The proportion of those who state that they buy second-hand clothing at least occasionally increases in all age and income groups: 41.7 percent of those surveyed stated that they buy second-hand clothing at least occasionally. However, potential newcomers and rejecters are balanced: 29.1 percent would consider buying second-hand clothing, while 29.2 percent fundamentally reject it.
information gathering
As with the previous surveys, information is preferably obtained online. Both channels are used by the majority of those surveyed at least once a month to find out about trends and offers. Offline, they get information directly on site, in catalogs or from friends and acquaintances.
“Online is the Internet in general and especially the websites of online shops or the websites of stationary shops of the greatest relevance for consumers. Blogs and forums bring up the rear in this regard. Fashion information via social media from celebrities/personalities/bloggers/influencers plays an above-average role among young consumers. The use of social media platforms as a source of information continues to grow among young buyers up to the age of 29,” found the IWD.
attitudes towards fashion
As also noted in September, the Germans remain reserved and pragmatic when it comes to fashion. Casual and comfortable is mentioned as the most common fashion style, as well as classic, practical and sporty styles. “The choice of clothing is more determined by functional criteria. Garments are preferred that can be worn on many occasions,” summarizes the IWD Fashion Barometer.
Women show a higher interest in fashion and fashion trends and buy clothes because they enjoy it and are more likely to rely on local stores. Men, on the other hand, are more pragmatic and only shop when needed, with brands and personal advice being the main focus. Aspects such as social belonging and standing out are more important to younger respondents, while always dressing neatly and pleasing yourself is important to older respondents.
“As in the last surveys, the current survey shows that interest in fashion is shrinking and the mood to buy is rather reserved. Consumers have less fun shopping and approach purchases pragmatically. Purchases are rarely made spontaneously, but are more demand-oriented, the willingness to spend for good quality increases slightly. More attention is paid to the topic of sustainability,” concludes the IWD.