Fashion and footwear

Royal Mail has looked at shopping trends in fashion and footwear to understand online shopping behaviour in these sectors.

With global reach and the number one facilitator of ecommerce in the UK, we are well placed to observe trends across the industry.

Fashion trends

T-shirts, tops and jeans are the most commonly purchased clothing items online.

Almost half (49%) of online shoppers consider social media influential when purchasing clothing and accessories. Digital content about discounts and offers are the most influential (48%), followed by friends’ recommendations (42%) and retailer adverts (41%).

The average fashion shopper spends £28 online compared to £27 spent in-store per month. They are 46 years old, more likely to be female and live in the suburbs.

The quality of the delivery experience plays a key role in driving customers online. Factors that would encourage customers to shop more online include delivery tracking and the option to collect items if they are not in. 42% of shoppers are prepared to pay more for the convenience of a home delivery and 56% would track every item they order, if the service was available.

Footwear trends

Trainers (72%) are the most commonly purchased item of footwear. Sandals (50%), smart shoes (38%) and boots (34%) are also popular.

Peer-to-peer recommendations are crucial in driving purchasing decisions. Almost three in five footwear shoppers consider social media to influence their purchases. Offers (56%) and friends’ recommendations (50%) are far more influential than celebrity endorsements (17%) and blogger recommendations (28%).

The average footwear shopper spends £27 online compared to £22 spent in-store per month, is 42 years old, more likely to be female and live in the suburbs.

Again, the delivery experience is key. Almost two thirds (64%) of footwear shoppers feel more confident when ordering online with tracking. 59% would track every item they order if the service was available.

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.