Digital Marketing In The Fast Fashion Industry Statistics

54% of consumers want to see more video content from brands [1]

88% of marketers say video helped increase traffic [1]

84% of marketers say video directly helped increase sales [1]

81% of marketers say they use email marketing [2]

74% of marketers say they believe personalization can improve customer engagement [3]

51% of consumers expect companies to deliver personalized experiences [4]

91% of consumers say they are more likely to shop with brands that provide relevant offers and recommendations [5]

78% of consumers want brands to understand their needs and expectations [6]

Net-a-Porter (luxury) had 22 million customers? (exclude—unverified) [7]

49% of consumers make purchases influenced by influencer content [8]

63% of marketers plan to increase influencer marketing spend in 2024 [9]

78% of consumers say they have used social media to make purchase decisions [10]

90% of Instagram accounts follow at least one business [11]

40% of consumers rely on product reviews to guide purchases [12]

80% of consumers say they trust online reviews as much as personal recommendations [12]

2023 global fast fashion market size was valued at USD 70.4 billion [13]

The same report projected the fast fashion market would grow from USD 70.4 billion in 2023 to USD 116.8 billion by 2030 (CAGR 7.6%) [13]

The fast fashion market is forecast to reach USD 110.2 billion by 2028 with a CAGR of 8.2% (from USD 67.6 billion in 2022) [14]

E-commerce accounted for 19.7% of global retail sales in 2021 and 22% in 2023 (forecast) [15]

Global e-commerce sales reached USD 5.2 trillion in 2023 [16]

In the US, e-commerce sales were projected to reach USD 1.3 trillion in 2024 [17]

In the UK, e-commerce sales were projected to reach GBP 125 billion in 2024 [18]

In France, e-commerce sales were projected to reach EUR 132.5 billion in 2024 [19]

In Germany, e-commerce sales were projected to reach EUR 83.7 billion in 2024 [20]

In India, e-commerce sales were projected to reach USD 105.1 billion in 2024 [21]

Fast fashion’s online share increased with e-commerce acceleration; global online apparel sales reached about USD 801.3 billion in 2022 [22]

Online apparel sales were projected to reach about USD 1,009.3 billion by 2026 [22]

US apparel and footwear e-commerce sales were about USD 93 billion in 2020 [23]

UK online clothing sales were around GBP 32.1 billion in 2022 [24]

Germany online apparel sales were around EUR 20.4 billion in 2022 [25]

France online fashion sales were around EUR 19.6 billion in 2022 [26]

Spain online apparel sales were around EUR 5.9 billion in 2022 [27]

Italy online apparel sales were around EUR 9.8 billion in 2022 [28]

34% of marketers use marketing automation [29]

61% of B2B marketers use marketing automation (penetration) [30]

75% of companies are likely to increase their marketing automation budget in 2024 [31]

40% of marketers say automation improves personalization [32]

47% of marketers say automation helps them increase leads [30]

54% of marketers say automation improves customer engagement [33]

37% of marketers use CRM to track customer interactions [34]

50% of companies use a customer data platform (CDP) by 2024 (estimate) [35]

26% of shoppers said they are more likely to buy from a retailer with good mobile experience [36]

56% of shoppers are more likely to buy from a brand with a mobile-friendly website [37]

60% of internet users access websites via mobile [38]

Mobile devices generated 54.8% of global web traffic in 2023 (median) [39]

61% of US online shoppers use mobile for product research [40]

25% of fashion consumers use mobile to shop weekly [40]

Fast fashion companies often have “short lead times”; Zara’s lead time is reported as around 24–72 hours (design to store) [41]

Zara can move a design from concept to store in as little as two weeks [42]

H&M replenishment can be weekly; reported store delivery cycles are often around 2–3 weeks [43]

Shein’s reported supply-chain cycle is as short as 1–2 weeks (from trend to listing) [44]

Customers can order online and pick up in-store the same day at many retailers; reported same-day availability is 38% among large retailers [45]

60% of shoppers expect seamless omnichannel experiences [46]

73% of shoppers use multiple channels during their shopping journey [47]

40% of shoppers expect to be able to use promotions across channels [48]

3.6% average paid search click-through rate across industries (search ads) [49]

1.91% average paid search conversion rate (search ads) [49]

2.0% average display ads click-through rate (industry average) [50]

7.9% of display ads are viewed (viewability rate) (benchmark) [51]

Programmatic advertising makes up 90% of display ad spend in the US [52]

Retail media ad spend in the US was projected to reach USD 44.5 billion in 2024 [53]

Amazon’s retail media platform contributed USD 37.7 billion in 2023 US (estimate) [54]

“TikTok Ads” CPM benchmark for apparel/fashion is around USD 6–10 (range) [55]

“Meta” average CPM is USD 7.19 in 2024 (benchmark) [56]

“Google Ads” average CTR is 3.17% in 2024 (benchmark) [57]

The average conversion rate for fashion e-commerce sites is 2.3% [58]

The average email open rate across industries is 21.3% [59]

The average email click-through rate across industries is 2.6% [59]

The average SMS marketing click-through rate is 6% [60]

60% of marketers say their top social media challenge is proving ROI [61]

45% of marketing teams measure social media ROI quarterly [62]

38% of marketers report measuring ROI monthly [62]

77% of marketers say they track conversions from social media [62]

53% of marketers say they run A/B tests [63]

34% of US shoppers abandon carts due to slow or difficult checkout [64]

56% of online shoppers abandon carts if shipping costs are too high [65]

The average cart abandonment rate is 70% (ecommerce general) [65]

20% of users never return to a site after a poor experience [66]

47% of consumers expect their experience to be improved with personalization [67]

41% of online shoppers only shop with brands that have clear, transparent policies (returns/shipping) [68]

33% of shoppers expect free shipping [69]

66% of shoppers say they would leave a website that is hard to use [12]

72% of shoppers say they only engage with personalized marketing messages [70]

74% of marketers use customer data for personalization [71]

33% of marketers say real-time personalization is very important [72]

82% of consumers say they are willing to share data if it helps deliver personalized experiences [73]

35% of consumers have unsubscribed from emails due to irrelevant content [74]

59% of marketers consider segmentation very important [75]

49% of consumers want more personalized offers [76]

58% of consumers have made purchases based on personalized ads [4]

In 2024, “TikTok Shop” was stated to account for 5% of UK retail industry sales (estimate) [77]

TikTok had 150 million monthly active users in the US in 2023 [78]

Instagram reached 2 billion monthly active users globally in 2023 [79]

Facebook had 3.07 billion monthly active users globally in 2023 [80]

YouTube reached 2.5 billion monthly logged-in users globally (2023) [81]

65% of people used social media to browse for products weekly [82]

55% of consumers say they have bought something via social media [83]

47% of consumers discover new brands on TikTok [84]

33% of TikTok users said they make purchases after viewing videos [85]

73% of marketers use social media for marketing [86]