Digital Marketing In The Garment Industry Statistics

Worldwide digital fashion advertising spend was estimated at $?? billion (Statista digital advertising in apparel) [1]

Fashion brands’ top TikTok objective is traffic generation (TikTok Business report) [2]

Short-form video drives higher engagement rates than long-form (Wyzowl video marketing benchmark) [3]

Video content marketers are 49% more likely to achieve marketing goals (Wyzowl) [3]

53% of marketers said video marketing increases ROI (Wyzowl) [3]

Consumers retain 95% of messages when they watch video (3M study, often cited) [4]

65% of people are more likely to buy from an online store after watching a video about the product (Wyzowl) [3]

44% of consumers say they will purchase after viewing a social media video (industry survey) [5]

81% of Instagram users search for products using the app (Instagram/Ipsos) [6]

Meta reports that 76% of people say they discover brands on Facebook (Meta) [7]

70% of consumers feel more connected to brands when they interact with them through social (Harvard Business Review) [8]

78% of consumers say they have made a purchase online after seeing a social media ad (Hootsuite) [9]

63% of consumers prefer to watch short videos to learn about products (Wyzowl) [3]

40% of consumers purchase after reading an article (Demand Gen Report) [10]

Content marketing costs 62% less than traditional marketing and generates 3x as many leads (Content Marketing Institute) [11]

60% of marketers use content marketing (Content Marketing Institute) [12]

47% of consumers view 1–3 pieces of content before engaging with a brand (SUTD/industry) [13]

80% of consumers use the internet to research products (Nielsen) [14]

25% of shoppers use “how to” videos to choose products (Think with Google) [15]

38% of marketers use influencer marketing (Influencer Marketing Hub) [16]

89% of marketers say ROI from influencer marketing is comparable to or better than other channels (Influencer Marketing Hub) [16]

90% of marketers use or plan to use video in their content (Wyzowl) [3]

52% of marketers say they do content personalization (Epsilon) [17]

73% of marketers believe personalization helps them meet customer expectations (Epsilon) [17]

74% of marketers say targeted personalization increases marketing ROI (Epsilon) [17]

70% of marketers say they measure campaign performance using KPIs (MarTech) [18]

In 2022, US influencer marketing spend was $3.69 billion [19]

In 2023, US influencer marketing spend was forecast at $4.14 billion [20]

In 2024, US influencer marketing spend was forecast at $4.6 billion [21]

The average TikTok engagement rate for brands was 5.2% in 2023 (Varies by industry; Influencer Marketing Hub) [22]

The average Instagram engagement rate for brands was 1.22% in 2023 (Influencer Marketing Hub) [23]

The average Facebook engagement rate for brands was 0.08% in 2023 (Influencer Marketing Hub) [24]

Email marketing has an average ROI of $36 for every $1 spent (Litmus) [25]

Email marketing ROI was estimated at $42 for every $1 spent (DMA, cited by others) [26]

Marketers reported that paid social ads were among the top channels for ROI (WARC) [27]

Google Ads conversion rate benchmarks: Search ads average ~3.17% in 2024 (WordStream) [28]

Google Ads average click-through rate (CTR) for search ads was 3.17% (WordStream) [28]

Google Ads average CTR for display ads was 0.46% (WordStream) [28]

Typical e-commerce conversion rate benchmark is 2.5% (Shopify, 2024 benchmark discussions) [29]

Average e-commerce email open rate across industries was 21.33% (Mailchimp) [30]

Average e-commerce email click rate was 2.62% (Mailchimp) [30]

Average landing page conversion rate benchmark was 4.02% (Unbounce 2023) [31]

Average ecommerce landing page conversion rate was 3.85% (Unbounce) [31]

53% of marketers said social media increases website traffic (HubSpot) [32]

49% of marketers said social media helps them generate leads (HubSpot) [32]

35% of marketers said social media is important for brand awareness (HubSpot) [32]

70% of marketers say they’re actively investing in SEO (BrightEdge 2021) [33]

69% of online experiences begin with a search engine (BrightEdge/industry) [34]

61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority (HubSpot) [35]

90% of marketers report that social video has increased engagement (Wyzowl) [3]

76% of businesses that use video say it increases conversions (Wyzowl) [3]

64% of marketers plan to increase video marketing spend (Wyzowl) [3]

Retargeting ads have an average CTR of 0.7% (Criteo retargeting benchmarks) [36]

Retargeting ads can improve conversion rates by 150% (Criteo) [36]

Shopping ads typically produce a higher conversion rate than display ads (Google/Ipsos) [37]

Pinterest ads: 97% of Pinners say they use Pinterest to plan shopping (Pinterest/Ipsos) [38]

TikTok Shop: 50% of US shoppers discovered products on TikTok Shop (TikTok internal study via reports) [39]

Meta reported that businesses using Advantage+ Shopping drove 8–12% lower CPA (Meta case studies) [40]

Google says improved mobile site speed can reduce bounce rates by up to 20% (thinkwithgoogle) [41]

61% of users are more likely to buy from brands that have a positive customer service experience (Zendesk) [42]

Global fashion e-commerce sales were forecast to reach $130 billion in 2024 in some markets (Statista fashion e-commerce forecasts) [43]

US online apparel and accessories sales were forecast to reach $180 billion in 2024 (Statista) [44]

UK online fashion sales were forecast to reach £25 billion in 2024 (Statista) [45]

China’s online apparel and accessories sales were forecast to reach $350 billion in 2024 (Statista) [46]

In 2023, consumers in the US spent $101.6B online on apparel & accessories (Census/industry compilation) [47]

In 2022, global fashion e-commerce accounted for 28% of fashion sales (industry report) [48]

30% of customers in fashion say they purchase from mobile (Deloitte fashion digital survey) [49]

Fashion brands using personalization see higher conversion rates (Monetate) [50]

Product recommendations can increase revenue by 10% (e-commerce best-practice; Barilliance/Airship) [51]

For retail, adding live chat can increase conversion rates by 20% (Zippia/industry) [52]

Virtual try-on adoption in retail increased significantly during 2020–2022 (industry report; Shopify/Meta) [53]

25% of shoppers are more likely to buy after trying an AR product experience (Global AR survey) [54]

40% of consumers want more product information online (Nosto study) [55]

59% of shoppers said they won’t buy without knowing product details (Nosto) [55]

54% of fashion shoppers use sizing guides (Nosto/industry) [56]

68% of consumers say they would shop more often if retailers offered better size recommendations (industry survey) [57]

73% of returns in apparel are due to fit (Reverse Logistics/industry) [58]

Returns can cost retailers about 10% of sales in some markets (industry) [59]

Sustainable materials and ethical sourcing are important to 66% of consumers (Nielsen) [60]

73% of consumers would change consumption habits to reduce environmental impact (Nielsen) [61]

30% of consumers are willing to pay more for sustainable apparel (Nielsen) [62]

Fashion brand engagement on Instagram drives discovery (industry survey) [63]

Fashion is a leading category on TikTok for discovery (TikTok report) [64]

Google: retailers should use structured data for rich results to increase CTR (Search Central guidance) [65]

Google reports that rich results can improve CTR (Google Search Central) [66]

Shopify says 35% of shoppers use reviews to decide (Shopify) [67]

47% of consumers expect delivery to be faster (PwC Consumer Intelligence) [68]

60% of consumers are willing to pay extra for expedited shipping (industry survey) [68]

Global social media ad revenue was forecast to reach $219.8 billion in 2024 [69]

Global digital ad spending was forecast to reach $667.5 billion in 2024 [70]

In 2024, the average time spent per day on social networks by internet users worldwide was 2 hours 27 minutes [71]

In 2024, global social media penetration was 60.0% of the population [72]

In 2024, worldwide email users were projected at 4.73 billion [73]

In 2024, the average number of email messages sent and received per day per person was 124 [74]

In 2023, global retail e-commerce sales were $5.8 trillion [75]

In 2024, retail e-commerce sales worldwide were forecast at $6.34 trillion [76]

In 2025, retail e-commerce sales worldwide are forecast at $7.21 trillion [77]

72.9% of global consumers reported they made online purchases in the last month (2023) [78]

81% of shoppers conduct online research before making a purchase [79]

53% of shoppers say they will abandon a site if it takes too long to load [80]

61% of consumers are more likely to buy from a brand that offers personalized experiences [81]

72% of customers say they only engage with personalized messages [82]

80% of shoppers are more likely to make a purchase when brands provide relevant content [83]

64% of consumers say they are more likely to purchase from a brand that has high-quality product content (2019 survey) [84]

59% of consumers said they follow a brand’s social media for product discovery [85]

49% of consumers said they rely on influencer recommendations [86]

70% of consumers say they feel more connected to brands when they see content from people they trust [87]

90% of consumers say reviews influence their purchasing decisions (2015–2022 studies cited by Spiegel Research Center) [88]

98% of consumers read reviews for local businesses (BrightLocal, 2017) [89]

86% of consumers read online reviews for local businesses (BrightLocal, 2017) [89]

63% of consumers trust online reviews as much as personal recommendations [89]

42% of consumers want a brand to respond to their complaint on social media within 60 minutes (Sprout Social 2018) [90]

40% of consumers are more likely to purchase from a brand if they respond to customer service messages on social media [91]

61% of consumers say they are more likely to buy from brands with good customer service [92]

46% of Google searches have local intent (2019) [93]

76% of consumers who search for something nearby on their smartphone visit a business within a day (Google/Moat, Think with Google) [94]

28% of smartphone shoppers used “near me” in 2018 (Google/Think with Google study) [95]

59% of shoppers who are satisfied with the product content say they are likely to buy again (PowerReviews, 2018) [96]

38% of shoppers said they will not buy if the brand has no reviews (PowerReviews, 2018) [96]

36% of online shoppers only purchase when free shipping is offered (industry survey) [97]

30% of consumers are influenced by discount codes and coupons when purchasing online (industry survey) [98]

57% of consumers say they would like to receive personalized offers/discounts (Accenture 2018) [99]

48% of shoppers said they’ve abandoned a purchase because of unexpected costs (Baymard Institute) [100]

27% of cart abandoners cite slow shipping or delivery as a reason (Baymard Institute) [100]

24% of cart abandoners cite the site does not show shipping cost early (Baymard Institute) [100]

21% of cart abandoners cite concerns about security (Baymard Institute) [100]

22% of consumers say they use mobile devices to research products (Think with Google, 2020) [101]

72% of consumers who do research on mobile devices end up buying in-store (Google/McKinsey) [102]

58% of online shoppers use mobile to research (US, 2019) [103]

61% of shoppers expect the brand to offer mobile-friendly experiences (Salesforce) [104]

2024 US social media ad spending exceeded $??? billion (Insider Intelligence/Statista) [105]

In 2023, 69% of marketers used some form of marketing analytics (CXL/industry) [106]

43% of marketers say tracking the ROI of marketing initiatives is very difficult (Gartner) [107]

55% of marketers are still using manual reporting (Supermetrics survey) [108]

Only 25% of marketers trust their data (Domo) [109]

81% of organizations are concerned about data quality (Experian/Digital survey) [110]

47% of consumers say they are willing to share data in exchange for personalization (Salesforce) [111]

72% of marketers say they will increase spending on data and analytics (Gartner) [112]

Cookieless measurement is driving shift: 51% of marketers believe measurement without third-party cookies is difficult (WFA) [113]

Google announced Privacy Sandbox with timelines; Chrome 3PC deprecation timeline for Q1 2025 (Google) [114]

Apple SKAdNetwork supports postbacks with conversion values set (Apple docs) [115]

Meta’s Aggregated Event Measurement can reduce reliance on event-level tracking (Meta docs) [116]

GA4 encourages event-based tracking and uses user-level measurement based on privacy (Google) [117]

Google Analytics 4 data retention options: 2 months, 14 months, or 26 months (GA4 settings) [118]

Google Ads attribution: last click attribution model is default (Google Ads help) [119]

Google Ads conversion tracking standard: one conversion action can be attributed per click (Google Ads) [120]

Multi-touch attribution: data-driven attribution uses machine learning to assign credit (Google Ads) [121]

In 2023, 48% of US companies used marketing attribution software (Databox survey) [122]

63% of marketers say they need better attribution to optimize budgets (WARC) [123]

Measurement and attribution are among the top challenges in digital marketing (G2 industry survey) [124]

60% of marketers say they don’t have the right analytics tools (Databox) [125]

71% of marketers want a single view of customer data (Salesforce) [126]

69% of marketers use CRM data for campaigns (HubSpot) [127]

44% of companies track customer engagement with KPIs (Capterra) [128]

34% of marketers say they struggle with collecting customer data (Raconteur/industry) [129]

58% of marketers report using dashboards for reporting (Databox) [130]

73% of marketers say dashboards improve decision-making (CXL/industry) [131]