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10 statistics taken from I Spy Marketing's Fashion Sector Report


By The Drum Team | Editorial

April 30, 2012 | 2 min read

London search marketing agency I Spy Marketing has released its findings from a report focusing on the success of online sales by fashion retail brands. Having commissioned OnePoll, 500 online shoppers were surveyed in February 2012 to answer questions about online consumerism, focussing specifically on the fashion sector. The following are 10 statistics that came out of the research.

82% of consumers would be encouraged to make a purchase if postage was included in the cost.

39% of respondents said that they used social channels to find discount vouchers

38% of online shoppers abandon websites or apps that take more than 10 seconds to load, with nearly half (45%) then switching to a competitor.

Using generic fashion terms, asos was the highest ranked retail website out of 30 sites, followed by Amazon and Debenhams.

62% of respondents said that they would never shop online through a social network.

54% of respondents said that they had used their mobile phone to make a purchase.

35% said that they would never use a handset for online shopping.

77% of consumers use websites such as eBay and Amazon to purchase branded goods at a lower price.

52% of consumers expect products to cost less online compared with the high street.

Burberry was found to be the most popular fashion brand through social platforms, with 12,224,947 Facebook fans, 913,002 Twitter followers and 450,673 followers on Google+ (second only to Gucci).

The report concludes that high street retailers will concentrate all the more on their online platforms through boosting their digital teams or investing in new online departments. Social media and personalisation have become key to retailers, and while sales through mobiles and tablets are still small, they will continue to grow, it is predicted.

Fashion brands also need to develop more of an experience online for their customers, the research states.

The full report is available for subscribers to download here.

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