Despite the challenges that arose with the covid pandemic in 2020, the textile industry demonstrated great resilience. Mobility restrictions and leisure limitations caused a change in consumption patterns of Spaniards, reflecting lower spending on fashion compared to previous years. The sector had to reposition itself, and, today, it has returned to normal. But in this new normal, digitalization has gained a lot of weight: brands have adapted their ‘online’ strategies, understanding and impacting a consumer increasingly influenced by these tools.
Patricia Díaz, director of Elogia Fashion Lab, the division specialized in digitalized fashion brands of the Digital Full Commerce Elogia agency, which has presented a study on the situation of fashion ‘e-commerce’ in Spain and consumer habitspoints out that the fashion industry continues to be “one of the most important economic engines of our country, it means 2.7% of GDP and annual growth of 2.4% is expected until 2025.” And he adds: “The penetration of online sales in the sector is even more relevant. Spain is the third largest European market after the United Kingdom and Germany. This year the penetration of online sales rises to 21.1% of the total, surpassing France for the first time.”
At the gates of the great week of offers, also digital, of Black Friday, this is the x-ray of the fashion consumer:
✅ Buyer profile
Seven out of ten Spanish Internet users declares to perform recurring online purchases. The profile of the main consumer, who claims to be hybrid combining the ‘online’ and ‘offline’ channels, are above all women (61%) with an average of 40 years (57%) who buy especially for two people: for themselves (86%) and their partner (44%) or children (37%). Respondents prefer to use both computer and mobileHowever, younger people prefer mobile phones while older people use computers more.
The study defines three types of buyers:
Trend Seekers (42%)
They look for brands that offer latest trends in fashion, as well as good prices. This profile is mainly made up of women with an average of 39 years. In general, it is a Very active profile on the internet and on social networks. He average ticket for this profile is €80, being above average and with greater typologies of fashion products. Zara and Shein They are the reference stores for this profile that prefers to buy in a physical store, which is why they value that brands have ‘offline’ and ‘online’ sales.
Tech Fashionista (36%)
They prefer to buy in ‘marketplaces’ like El Corte Inglés or Amazon. Those who buy the most fashion online, and on a more regular basis. They are also the ones who value the quality of the products the most. They are also the ones who buy more through mobile phones than the rest of the segments, and those who They care less about new fashion trends. It is the profile where there is more single people and men.
It’s the profile more exclusive to online shopping, although they also buy fashion physically. They look for brands that have the best promotions and discounts, even if they are not really faithful to them. They are the ones who have bought fashion online more times in the last 12 months. They are the ones who buy the most in stores that sell exclusively online. It is the profile where there is more people married and with children.
✅ Frequency and expense
In terms of frequency, consumers perform some six annual acquisitions with a ticket average expense which amounts to €75 per purchaseassuming a total expenditure of approximately €450 per year. If the composition of this ticket is analyzed, the women buy more frequentlyBut they are men who make a greater outlay in each act of purchase. The most purchased products are those related to women’s fashion (64%), footwear (57%), men’s fashion (54%) and sportswear (48%).
✅ The impulse
Offers and discounts are what most motivates online shopping. In order they would be good prices (53%)the product quality (41%) and the wide range of sizes (28%). Another of the determining factors would be the comfort and practicality (44%)he home delivery (39%)he time savings and offers (39%) and promotions (37%).
On the contrary, what I reject the most is the prefer to try on clothes first (55%)the tall ones shipping costs (33%) and the long delivery periods (27%).
✅ Brands with more pull
To discover new brands, search engines are the most popular means (46%), along with the opinion of friends and family (43%). The stores that combine the ‘online’ and ‘offline’ channels are those with the highest sales share. Brands like Zalando (46%), Zara (45%) and El Corte Inglés (31%) They stand out for being brands that are very present in the consumer’s mind, but Amazon (49%) It is undoubtedly the best-known marketplace.
✅ Zara and Zalando, the giants
According to the data extracted from the study, the undisputed leaders of this market are Zara (49%), Zalando (48%) and Shein (45%). Each of these three brands offers different advantages: Zara is ‘trendy’ with ease of exchanges and returns; Zalando has a wide range of products and brands, and Shein offers good prices and a wide variety of sizes. Behind, H&M (39%) and Mango (28%)whose handicap is that they do not manage to retain their customers as much.