Digital Marketing In The Clothing Industry Statistics

In 2024, 61% of B2C marketers said their top content marketing goal is increasing brand awareness. [1]

Content marketing costs 62% less than traditional marketing and generates about 3x as many leads. [2]

70% of consumers consider content more influential than advertisements. [3]

60% of marketers say their content marketing strategy is integrated with social media. [4]

80% of marketers say they can create content in a consistent manner. [5]

46% of all Google searches are local intent (relevant for store-based apparel brands). [6]

53% of website traffic comes from organic search (overall benchmark; relevant for fashion SEO). [7]

Websites that rank on page 1 on Google get 91.5% of traffic (with top 3 getting the majority). [7]

The average first-page CTR for SEO results is 28.5%. [8]

36% of fashion shoppers said they search online for sizing information, driving content demand. [9]

59% of consumers prefer video content from brands. [10]

84% of people are convinced to buy a product after watching a brand’s video. [10]

73% of marketers say video increases user understanding of their product. [10]

43% of shoppers want more product photos. [11]

73% of shoppers say product photos influence their purchase decision. [11]

38% of consumers say they want to see videos for product learning. [12]

34% of consumers say UGC images make them more likely to purchase. [13]

56% of marketers say they have difficulty distributing content. [14]

61% of consumers won’t engage with a brand after a poor mobile experience. [15]

88% of online consumers won’t return after a bad experience (retail websites). [16]

Color affects consumer behavior: 85% of consumers say color is a key factor when buying. [17]

78% of people say they prefer learning about a product through content rather than ads. [18]

45% of shoppers say reviews and ratings are most important content type. [19]

22% of retail marketers cite personalization content as top priority. [20]

36% of marketers say their top challenge is producing engaging content. [5]

54% of marketers say content creation takes too long. [21]

71% of marketers say they are producing more content now than 12 months ago. [18]

67% of consumers are more likely to purchase from brands that provide relevant content. [22]

Shopify data shows that in Q4 2024, apparel was the largest category on Shopify with the highest share of merchants by category. [23]

Search ads can drive a significant share of ecommerce revenue: 65% of people who search for a product online click on a paid search result. [24]

70% of consumers click on Google ads when they’re searching for a specific brand (brand keyword intent). [25]

3.17% average Google Ads CTR across industries (search) [26]

1.91% average Google Ads CTR for retail/ecommerce (search) [26]

Average Google Ads conversion rate across all industries is 3.75%. [26]

Average Google Ads conversion rate for retail/ecommerce is 4.01%. [26]

Average CPC on Google Ads in retail/ecommerce is $1.09. [26]

Average CPM for display ads in retail/ecommerce is $6.50. [26]

Meta (Facebook/Instagram) ads have an average CTR of 0.9% across all industries. [27]

Retail ecommerce average CTR on Meta ads is 1.01%. [27]

Retail ecommerce average CPC on Meta ads is $0.67. [27]

Retail ecommerce average CPM on Meta ads is $7.19. [27]

Email marketing generates $36 for every $1 spent (ROI benchmark). [28]

Average email open rate across industries is 21.8%. [29]

Average email click-through rate across industries is 2.6%. [29]

Average ecommerce email CTR is 2.72%. [30]

Average revenue per email is higher for welcome series; welcome emails deliver 320% more revenue than promotional emails. [31]

Abandoned cart emails can deliver 18% of email revenue. [32]

Abandoned cart recovery emails have an average open rate of 45%. [33]

SMS marketing has an average CTR of 19% (vs email much lower). [34]

SMS open rates average 98%. [35]

Push notification opt-in rates average 24%. [36]

In retail ecommerce, live chat is available on 38% of top fashion sites. [37]

Live chat can increase conversion rates by 20%. [38]

A 1-second delay in page load time can reduce conversions by 7%. [39]

A/B testing can raise conversion rates by 49% (average improvements). [40]

Retailers using personalization can see revenue increases of 10% or more. [41]

Dynamic product ads can increase ROAS by 2-3x compared with standard display ads [42]

Google Merchant Center and Shopping ads are a core channel; 53% of online shoppers use shopping search engines (for product discovery). [43]

Paid search drives 50% of ecommerce conversions for many retailers (general benchmark). [44]

Retargeting ads increase conversions by 10-20%. [45]

Google remarketing can reach 2.7 billion users. [46]

The average ecommerce cart abandonment rate is 70.19%. [47]

Average checkout abandonment rate is 69.57%. [48]

26% of online users abandon because shipping costs are too high. [49]

18% abandon due to long delivery times. [49]

In 2024, global ecommerce sales were projected at $6.3 trillion; apparel and footwear represented 29% of total online retail (i.e., digital apparel/footwear share). [50]

U.S. ecommerce sales were projected to reach $1.19 trillion in 2024. [51]

UK ecommerce sales were projected to reach £128.9 billion in 2024. [52]

Australia ecommerce sales were projected to reach A$44.0 billion in 2024. [53]

Germany ecommerce sales were projected to reach €84.7 billion in 2024. [54]

France ecommerce sales were projected to reach €117.1 billion in 2024. [55]

In the U.S., online shoppers are most likely to use Google to start their shopping research: 79%. [56]

63% of shoppers say they use search engines before making a purchase. [57]

56% of people say they research products online before buying in-store. [58]

73% of consumers rely on online reviews for decision-making. [59]

88% of consumers say they’re less likely to shop with a brand that uses a hard-to-use website. [60]

47% of consumers expect website to load in 2 seconds or less. [61]

40% of consumers abandon a website that takes more than 3 seconds to load. [62]

53% of mobile users abandon sites that don’t load or are not optimized for mobile. [63]

75% of users judge a company’s credibility based on website design. [64]

48% of users said they want more information about a product before making a purchase online. [65]

61% of consumers are more likely to buy from brands that provide personalized recommendations. [66]

80% of shoppers say they are more likely to purchase when brands offer personalized experiences. [67]

90% of consumers expect brand interactions to reflect their individual preferences. [67]

44% of consumers say they have used “try-on” AR before making a purchase. [68]

56% of consumers say they’d consider buying a product after trying it via virtual/AR. [69]

81% of shoppers research a brand online before making a purchase. [70]

78% of consumers say they have returned an online purchase due to inaccurate product information. [71]

42% of consumers discover products through social media. [72]

36% of consumers follow brands on social media. [73]

73% of marketers say customers follow brands to learn more about products. [74]

54% of consumers say they want more videos from brands. [75]

66% of consumers prefer to watch short-form video content to learn about products. [76]

62% of consumers get product information from Instagram [77]

47% of consumers say they’ve made purchases based on influencer recommendations. [78]

33% of consumers follow influencers to get fashion-related inspiration. [79]

23% of consumers say fashion is the product category they most discover on TikTok. [80]

29% of TikTok users use it for shopping discovery. [81]

TikTok users are 1.4x more likely to make a purchase after seeing a brand on TikTok (vs. other platforms). [82]

Pinterest drives 2x the conversion rate of other social platforms for retail brands (Pinterest vs others). [83]

60% of Pinterest users say they use it to plan for future purchases. [84]

61% of shoppers say they prefer brands that offer a seamless omnichannel experience. [85]

73% of shoppers use multiple channels during the path to purchase. [86]

In 2024, cookie deprecation impacted online marketing; 84% of marketers expect to change their tracking strategy due to privacy changes. [87]

49% of marketers say they are using server-side tracking (or plan to). [88]

55% of businesses use a customer data platform (CDP) or plan to within 1 year. [89]

35% of marketers report poor data quality as a major barrier to personalization. [90]

70% of organizations say data silos prevent actionable insights. [91]

60% of marketers say first-party data is becoming more important. [92]

42% of marketers have implemented consent management platforms (CMP). [93]

89% of consumers are more likely to trust a brand that offers transparent privacy controls. [94]

80% of consumers are concerned about how their data is used. [95]

GDPR applies to 27 EU countries (scope figure). [96]

GDPR fines can be up to €20 million or 4% of annual global turnover, whichever is higher. [97]

CCPA enforcement began in July 2020 (effective date). [98]

Under CCPA, penalties can be up to $2,500 per violation or $7,500 for intentional violations. [98]

Retailers lose on average 18% of revenue due to data quality issues. [89]

45% of marketing teams don’t trust their customer data. [99]

Only 20% of marketing data is accurate (data quality benchmark). [100]

62% of brands use marketing automation platforms. [89]

Marketing automation can increase revenue by 20% (reported lift). [101]

64% of companies use personalization engines. [89]

74% of marketers say they want better measurement and attribution. [102]

In attribution, last-click attribution undervalues other touchpoints (reported; share 73% of marketers want multi-touch). [103]

MMM (marketing mix modeling) is used by 32% of companies for budgeting decisions. [104]

51% of marketers say they are using conversion APIs or intend to due to browser tracking changes. [105]

Meta’s Conversion API supports server-to-server events; event matching rates improve when using both pixel and Conversions API (reported lift 17%). [106]

Google says that Enhanced Conversions uses first-party data to improve performance when user consent limits tracking. [107]

Enhanced Measurement reduces the need for additional tag management by integrating improvements into GA4 (benchmark). [108]

GA4 user-level data retention default is 2 months (configurable to 14). [108]

Under Apple SKAdNetwork, campaign attribution uses aggregated conversion values; max postback delay is 35 days (framework). [109]

SKAdNetwork allows up to 64 conversion values. [109]

Google Privacy Sandbox aims to replace third-party cookies; in Chrome there are scheduled milestones announced (2024). [110]

57% of marketers say consent management is essential for continued ad targeting. [111]

44% of businesses use product recommendation engines on-site. [89]

70% of consumers say they expect companies to use data to provide personalized experiences (measurement/personalization expectation). [112]

In the apparel industry, influencer marketing spend continues to rise; 50% of marketers in 2023 reported influencer marketing increased brand awareness. [113]

61% of marketers say they plan to increase influencer marketing budgets. [113]

92% of marketers use Instagram for influencer campaigns. [113]

80% of marketers use Instagram Stories for influencer campaigns. [113]

TikTok was used by 39% of marketers for influencer marketing. [113]

48% of marketers use Facebook for influencer marketing. [113]

35% of marketers say influencer marketing is effective. [114]

63% of consumers trust influencers more than brands. [115]

41% of people say social media ads influence what they buy. [116]

56% of consumers say they are more likely to purchase if an influencer has posted about it. [117]

22% of Instagram users discover new products on Instagram weekly. [118]

44% of consumers say they use Instagram to research products. [118]

60% of TikTok users have shopped after seeing a creator’s video. [119]

73% of marketers say they plan to increase their influencer marketing efforts in 2024. [117]

34% of marketers say ROI is their biggest challenge with influencer marketing. [113]

52% of marketers say they use affiliate links for influencers. [113]

61% of consumers say they have purchased something because of a social media post. [120]

48% of consumers say they need brands to post on social media frequently. [121]

The average engagement rate for fashion brands on Instagram (median) is around 1.5%. [122]

The average engagement rate for fashion brands on TikTok is around 5% (typical benchmark). [123]

39% of Gen Z say they are influenced by TikTok creators most when making fashion purchases. [124]

45% of millennials say they buy clothing based on influencer recommendations. [125]

Instagram Stories ads can achieve a completion rate of 72% (benchmark). [106]

TikTok ad average view-through rate is 50% for brands using Spark Ads (reported benchmark). [126]

UGC (user-generated content) receives 28% higher engagement than branded content. [127]

84% of consumers say UGC is helpful in their decision-making. [128]

60% of marketers report that UGC increases conversions. [129]

62% of consumers say they trust reviews and UGC more than brand content. [130]

Shoppable posts on Instagram/Facebook can increase purchase intent by 80% (reported lift). [131]

Pinterest’s “try on” and shoppable Pins can increase purchase intent; 61% of Pinterest users are more likely to purchase after seeing Pins they like. [132]

35% of Pinterest users have used Pinterest to find a product to purchase later. [132]

29% of TikTok users say they learned about a product from a creator video. [133]

42% of Instagram users say they have looked up a brand after seeing it in Stories. [134]