Digital Marketing In The Luxury Fashion Industry Statistics

88% of luxury fashion executives cite “Digital” as the most important channel for driving customer acquisition [1]

74% of luxury brands say they are “increasing investment” in digital marketing over the next 12–24 months [2]

78% of consumers use multiple channels during their shopping journey [3]

63% of marketers use email as their primary digital marketing channel [4]

49% of marketers say email drives ROI [5]

43% of B2C companies rely on email marketing to acquire customers [6]

28% of luxury brands use paid social as the largest digital spend category [7]

35% of marketers plan to increase budgets for SEO [8]

38% of luxury fashion brands increase search marketing spend during holiday periods [9]

46% of shoppers begin their search on marketplaces or search engines [10]

49% of marketers say they use retargeting ads [11]

54% of consumers need 2–3 content pieces before they make a decision [12]

21% of luxury fashion shoppers subscribe to brand newsletters [13]

81% of B2B marketers use content marketing [14]

61% of B2B buyers research online first [15]

45% of luxury shoppers use Google to research before purchase [16]

73% of consumers say they feel more positive about a brand after they’ve received helpful content [17]

46% of consumers use a variety of content formats, including articles and videos [18]

52% of marketers say they are increasing their investment in content marketing [14]

56% of luxury fashion shoppers say they rely on email for promotions [13]

80% of luxury brands publish content on their websites regularly [19]

69% of consumers expect brands to provide content that helps them make decisions [20]

45% of luxury shoppers use online search to find stores near them [21]

52% of luxury consumers are more likely to make a purchase when brands offer free shipping [22]

60% of online shoppers abandon a purchase if content takes too long to load [23]

53% of mobile site visits are abandoned if pages take longer than 3 seconds to load [24]

20% lift in revenue can come from improving page load time for ecommerce [25]

52% of luxury brands plan to expand their digital retail presence [26]

18% of luxury purchases occur online [27]

26% of luxury fashion consumers purchase online at least once per month [28]

41% of luxury brands reported online sales growth in 2023 [29]

58% of ecommerce marketers say personalization increases conversions [30]

2.3% average ecommerce conversion rate (global) [31]

1.9% average conversion rate for luxury fashion ecommerce [32]

24% of luxury fashion shoppers cite “better product information online” as key to conversion [13]

31% of consumers abandon if they can’t find what they’re looking for [33]

64% of customers expect a faster site after paying attention to performance [34]

22% of users never return to a site after a bad experience [35]

38% of shoppers will not buy again from a brand that makes returns difficult [36]

45% of luxury shoppers abandon online carts due to shipping costs [37]

35% abandon due to delivery time expectations [37]

60% of consumers are willing to use click-and-collect [38]

25% of consumers prefer in-store pickup for faster delivery [39]

50% of shoppers say a fast checkout is important [40]

26% of consumers have abandoned an online purchase because it was too complex [41]

39% of ecommerce shoppers have used promotions/coupons [42]

24% of shoppers use promo codes weekly [43]

41% of consumers abandon carts when they see unexpected costs [44]

34% of consumers say friction in checkout prevents purchase [45]

70% of marketers say they need better analytics to measure ROI [46]

48% of companies use “dashboards” or “reporting” tools to monitor marketing performance [47]

64% of marketers use attribution modeling to measure campaign impact [48]

38% of luxury brands report difficulty in measuring the ROI of marketing [49]

46% of marketers say they track customer lifetime value (CLV) [50]

25% of ecommerce traffic is driven by paid search ads [51]

27% of marketers say SEO is their highest quality lead driver [5]

52% of marketers say they use Google Analytics for reporting [52]

43% of marketers say they can’t measure ROI accurately [53]

30% of marketers use data from offline channels in digital measurement [54]

2.8% CTR average for Google Ads in retail [55]

0.97% conversion rate for paid search ads in retail (benchmark) [56]

63% of companies use marketing KPIs to evaluate campaigns [57]

38% of marketing teams use experimentation/A-B testing [58]

85% of marketers say A/B testing has helped increase conversions [59]

42% of marketers are using first-party data due to privacy changes [60]

56% of marketers say consent management affects marketing effectiveness [61]

57% of shoppers say they use mobile devices to research products before buying [62]

61% of luxury consumers make purchases on their smartphones [63]

53% of luxury brands consider “website optimization” a top priority in digital marketing [64]

75% of users judge a company’s credibility based on its website design [65]

57% of internet users say they won’t recommend a business with a poorly designed mobile site [66]

50% of consumers say they’ve used a company’s mobile site or app to research a product [67]

30% of luxury shoppers use mobile apps rather than browsers to shop [13]

45% of consumers say they use voice assistants to search for products [13]

48% of shoppers say product discovery is easier with augmented reality [68]

54% of consumers expect a seamless experience across devices [69]

40% of shoppers use multiple devices for one purchase journey [70]

30% of luxury fashion brands use chatbots on their sites [13]

51% of customers prefer messaging/chatbots for support [71]

60% of consumers want to pay via mobile wallet [72]

28% of luxury buyers are using Apple Pay or Google Pay [13]

79% of consumers report that they feel more connected to brands when they receive personalized recommendations [73]

76% of consumers expect companies to understand their needs and preferences [73]

65% of marketers say they are seeing better ROI from personalization than last year [74]

54% of luxury consumers say they would like a digital stylist/assistant [75]

45% of consumers want more personalized experiences across channels [76]

40% of consumers will stop engaging with a brand if content is irrelevant [77]

39% of consumers say that personalization influences what they buy [78]

31% of luxury shoppers are willing to share personal data for better offers [79]

72% of marketers use some form of marketing automation [80]

58% of marketers say automation helps them nurture leads [73]

66% of companies say lead nurturing improves conversion rates [81]

33% of luxury shoppers expect product recommendations via AI [82]

38% of consumers have used AI-powered tools to personalize shopping [83]

20% increase in email revenue is driven by segmentation [84]

29% of email recipients click on links in automated emails [4]

40% of consumers say loyalty points affect purchase decisions [85]

67% of customers are more likely to buy from a brand that offers personalized experiences [86]

54% of luxury shoppers say they want “exclusive access” through digital channels [13]

33% of consumers are more likely to consider brands that use personalization [87]

34% of consumers are willing to pay more for improved personalization [88]

70% of consumers want a loyalty program integrated with their app [89]

71% of consumers think brand content is relevant when it’s personalized [90]

47% of consumers expect updates about products they care about [91]

96% of shoppers read online reviews before making a purchase [92]

82% of consumers read reviews for local businesses [92]

93% of marketers say UGC is effective for building brand awareness [93]

86% of marketers say UGC helps them build trust with customers [93]

40% of consumers say they’ve “shared” a brand’s content online [94]

58% of consumers say they trust user-generated content more than brand content [95]

53% of consumers say product reviews help them decide [96]

78% of consumers trust online reviews as much as personal recommendations [92]

48% of consumers want brands to respond to UGC comments and posts [97]

67% of consumers engage more with brands that respond quickly [97]

44% of luxury consumers have bought something after seeing it on social media [98]

29% of global consumers report purchasing a product after an influencer recommendation [99]

50% of luxury shoppers say they are influenced by Instagram content when deciding what to buy [100]

73% of consumers say they rely on social media to make purchase decisions [101]

47% of consumers expect brands to respond to queries quickly on social media [97]

34% of consumers say influencer content feels more trustworthy than brand content [102]

37% of consumers follow brands for new products and updates [103]

63% of marketers use social media for brand awareness [104]

1.6% average click-through rate for Instagram ads [105]

2.0x return on investment from influencer marketing (benchmark) [106]

57% of consumers say they’re more likely to buy a product after watching a brand’s video [107]

72% of marketers say video increases engagement [107]

86% of marketers use video as a marketing tool [107]

93% of brands say video is important for marketing [107]

62% of consumers watch short-form video to discover brands [108]

34% of luxury fashion shoppers follow brands to see behind-the-scenes content [13]

41% of consumers want more live shopping content [109]

17% of ecommerce purchases in China are made through livestreaming [110]

62% of luxury customers consider a brand’s social media presence when choosing where to buy [13]

74% of luxury fashion brands use Instagram as a core marketing channel [13]

81% of consumers say that brands should post at least weekly on social media [111]

55% of consumers follow fashion brands on Instagram [13]

73% of consumers say they’re likely to buy from brands they follow on social media [112]

58% of influencer followers say they’ve purchased a product inspired by an influencer [113]

31% of marketers say influencer marketing outperforms paid social [114]

39% of marketers plan to increase influencer marketing spend [13]

46% of luxury brands use influencer marketing campaigns in 2024 [13]

33% of brands use celebrity ambassadors as part of influencer strategy [13]

36% of consumers say they’ve bought something after seeing it in a TikTok video [13]