Fashion Marketing Industry Statistics

Instagram is used by 2.35 billion people worldwide (monthly active users) [1]

TikTok had 1.56 billion monthly active users globally as of 2023 [2]

Pinterest had 465 million monthly active users worldwide in 2024 [3]

Snapchat reached 406 million monthly active users in 2023 [4]

The average TikTok user spends 23 hours per month in the app [5]

The average Instagram user spends 30.2 minutes per day on the platform [1]

The average Facebook user spends 30 minutes per day [6]

77% of consumers say they will consider purchasing from a brand after seeing its ad on social media [7]

49% of consumers said they depend on influencer recommendations [8]

75% of people say they “sometimes” or “often” make purchases based on social media [9]

60% of consumers say they’ve bought something after watching a TikTok video [5]

43% of shoppers expect personalized offers [10]

56% of customers are willing to share data in exchange for personalization [11]

78% of consumers expect a brand to respond to them [12]

71% of customers get frustrated when content is irrelevant [13]

48% of consumers will not trust a brand if it lacks transparency [14]

62% of consumers want brands to take a stand on issues [15]

73% of consumers are willing to pay more for sustainable offerings [16]

66% of global consumers say they consider sustainability when making purchasing decisions [17]

58% of shoppers say they read reviews before making a purchase [18]

90% of consumers say reviews influence purchase decisions [18]

82% of consumers read online reviews for local businesses [18]

53% of consumers expect to find products in multiple channels [19]

62% of customers purchase based on promotions [20]

45% of shoppers say delivery speed influences their decision [21]

54% of consumers say they would rather buy from a retailer that offers free returns [22]

55% of shoppers abandon carts due to unexpected shipping costs [23]

69% of consumers say they would pay more for brands that offer better customer service [24]

64% of shoppers say they use mobile devices to research before buying [25]

78% of smartphone owners use their device while shopping in-store [26]

30% of shoppers prefer video ads to images for fashion [27]

70% of consumers say they would watch branded videos to learn about products [27]

51% of marketers say UGC performs better than other content [28]

40% of consumers use social media to research products [29]

73% of consumers say they prefer to learn about products via short-form video [30]

Global apparel market size was valued at $1.79 trillion in 2023 and is projected to reach $3.01 trillion by 2032 [31]

Global fashion retail e-commerce sales are forecast to reach $1.17 trillion in 2028 [32]

The global luxury goods market was valued at €357 billion in 2023 [33]

Bain & Company projected global luxury goods sales to reach €465–€480 billion in 2024 [33]

U.S. apparel and footwear retail sales were $352.2 billion in 2023 [34]

U.S. fashion retail e-commerce sales were forecast to reach $142.5 billion in 2024 [35]

The global fashion market (apparel) reached $1.94 trillion in 2022 (apparel only) [36]

Global online apparel revenue was forecast to reach $396.5 billion in 2023 [37]

Global online apparel sales are expected to reach $1.2 trillion by 2027 [37]

The global fashion market is expected to grow at a CAGR of 4.4% from 2024 to 2029 [38]

McKinsey estimated global consumer spend on apparel, footwear, and accessories at $1.6 trillion annually [39]

McKinsey forecasted fashion industry growth to return to around 3–5% in 2024 after inflation-driven contraction [39]

McKinsey forecasted 2024 fashion revenue growth of 2–4% globally [39]

The global footwear market size was estimated at $395.9 billion in 2023 [40]

The global fashion market for “personal luxury goods” grew 8% in 2023 by value [41]

Personal luxury goods sales reached €353 billion in 2023 [33]

Personal luxury goods sales were €296 billion in 2019 [42]

The global e-commerce market is projected to reach $8.1 trillion by 2026 [43]

Global social commerce sales are expected to reach $1.2 trillion in 2025 [44]

Worldwide digital ad spending is forecast to exceed $600 billion in 2024 [45]

U.S. retail digital commerce sales were $1,475.6 billion in 2023 [46]

U.S. retail e-commerce share of total retail sales was 16.6% in 2023 [47]

U.S. apparel and accessory stores e-commerce sales were $83.0 billion in 2023 [48]

UK online fashion market sales totaled £41.6 billion in 2023 [49]

France online fashion sales were €14.6 billion in 2023 [50]

Germany online fashion sales were €12.3 billion in 2023 [51]

China online fashion retail sales were 1,520 billion RMB in 2023 [52]

India online fashion market size was $20.7 billion in 2023 [53]

Japan online apparel market was ¥1.9 trillion in 2022 [54]

EU e-commerce share of total retail sales reached 12.8% in 2023 [55]

Online fashion purchases represented 24% of EU e-commerce categories in 2023 (approx.) [55]

U.S. apparel market size was estimated at $353 billion retail in 2023 [56]

Fast fashion market size was estimated at $36.0 billion in 2023 [57]

Luxury fashion market size was estimated at $346.2 billion in 2023 [58]

The global influencer marketing market size was projected to reach $24.1 billion in 2024 [59]

The influencer marketing platform market was estimated to reach $5.0 billion by 2030 [60]

The global video advertising market was forecast to be $192.7 billion in 2024 [61]

Global search engine advertising revenues were projected to reach $232.0 billion in 2024 [62]

Global display advertising revenues were forecast at $346.0 billion in 2024 [63]

93% of online experiences begin with a search engine [64]

Google’s share of global search engine market was about 91.2% in 2023 [65]

38% of people have used a voice assistant to search for local business information [66]

Retailers using email marketing can achieve an average ROI of 36x [67]

The average email click-through rate (CTR) is about 1.3% across industries [68]

The average email open rate is about 21.5% across industries [68]

SMS marketing has been reported with 98% open rates [69]

WhatsApp is used by 2 billion monthly active users [70]

Google Ads provides an average conversion rate lift of 10% from smart bidding (industry case) [71]

TikTok ad recall lift benchmarks average 16% for reach campaigns [72]

Facebook/Instagram Stories ads can increase lift up to 2x vs in-feed for fashion (Meta benchmark) [73]

Display ads average click-through rate is about 0.46% [74]

Search ads average click-through rate is about 3.17% [74]

The average landing page conversion rate across industries is about 2.35% [75]

The average return on ad spend (ROAS) in retail e-commerce is often around 4:1 (typical benchmark) [76]

The average cost per click (CPC) in fashion retail Google Ads was $1.55 in 2024 [77]

Pinterest ad CPM average is about $3.00 (benchmark) [78]

Influencer marketing benchmarks show average engagement rate of about 3.5% for brands [79]

89% of marketers say ROI from influencer marketing is comparable to or better than other channels [80]

Marketers using marketing automation report 10% or more higher profits [81]

60% of marketers say email is their highest ROI channel [82]

70% of marketers say improving SEO and growing organic presence is their top priority [83]

In a survey, 64% of marketers said they use social media for marketing [83]

Marketers report that personalization can deliver 5–8x higher ROI [84]

Retargeting can increase conversion rates by 150% (typical benchmark) [85]

Google reported that businesses can earn $2 in revenue for every $1 spent on Google Ads (attributed estimate) [86]

On average, 20–50% of ad spend is wasted (industry estimate) [87]

44% of online shoppers click ads on search results (benchmark) [88]

55% of shoppers research on mobile before buying, which impacts channel attribution [89]

72% of consumers said they would rather learn about a product through video [27]

85% of consumers say video has helped them make purchasing decisions [27]

60% of consumers report that they use websites/apps to compare prices before purchase [90]

47% of shoppers expect product pages to load in 2 seconds or less [91]

1-second delay in page load reduces conversions by 7% [92]

53% of mobile users abandon sites that take longer than 3 seconds to load [93]

Walmart found that each 1-second improvement in page load increased conversions by 2% [94]

For e-commerce, the average conversion rate is about 2.5% [95]

Average cart abandonment rate across industries is 70.19% [96]

Mobile cart abandonment rate is 82% [96]

44% of consumers say they will not buy if they don’t trust a website [97]

61% of shoppers say they expect returns to be easy [98]

92% of consumers check reviews before purchasing online [99]

28% of shoppers say they need more product images to decide [100]

40% of shoppers say they want to see product in 3D [101]

65% of consumers are interested in AR shopping experiences [102]

61% of shoppers expect retailers to personalize recommendations [103]

38% of consumers will stop engaging with a website if content is not relevant [103]

56% of customers say they’re more likely to shop at a retailer with a loyalty program [104]

Loyalty program members spend 67% more than non-members (American Express benchmark) [104]

88% of consumers are less likely to make a purchase after a bad experience [24]

74% of customers are repeat buyers when they have a positive experience [105]

69% of consumers prefer same-day delivery when available [106]

Free shipping thresholds influence conversion; average threshold reported as $50 (industry) [107]

86% of consumers say they look at shipping costs before buying [108]

26% of consumers abandon carts due to account creation requirements [109]

36% of consumers abandon carts because the checkout process is too long [110]

48% of consumers say they need free returns to buy online [111]

73% of consumers are willing to pay for expedited shipping [112]

41% of consumers say they use discounts/coupons to decide what to buy online [113]

34% of customers say discounting reduces brand value (attitude) [114]

Ad recall for AR try-on experiences increased by 25% in a retail study (industry measurement) [115]

Virtual try-on can reduce return rates by 10–30% (industry reports) [116]

63% of consumers say they want brands to let them try products virtually [117]

55% of consumers would pay more for personalized clothing recommendations [118]

49% of shoppers say product customization influences purchase decisions [119]

71% of shoppers expect brand apps to have personalization features [120]

74% of shoppers use store apps or loyalty apps to get deals [121]

Loyalty program engagement: 46% of consumers say they actively use loyalty programs [122]

34% of consumers are willing to switch brands for a better loyalty program [122]

Omnichannel shoppers spend 10% more than single-channel shoppers (NRF statistic) [123]

Omnichannel shoppers have a 23% higher chance of retention (NRF) [123]

72% of consumers spend more with brands offering personalized experiences [124]

80% of shoppers are more likely to buy when brands offer personalized experiences [125]

41% of shoppers want personalized recommendations on websites [11]

55% of consumers say site search helps them find products faster [126]

14% of searches on e-commerce websites result in no results (site search failure benchmark) [127]

Using product recommendations can increase revenue by 10–30% (benchmark) [128]

45% of consumers say they use internal recommendations to discover products [129]

37% of shoppers say reviews help them feel confident [18]

40% of consumers say they won’t buy without reviews [18]

33% of customers abandon due to unclear sizing/fit (fashion-specific benchmark) [130]

30% of returns are due to sizing issues (fashion benchmark) [131]

24% of returns are due to “doesn’t look like the picture” (benchmark) [132]

13% of returns are due to quality issues (benchmark) [132]

78% of shoppers say they care about fit and size accuracy [133]

67% of shoppers say they read sizing guides [134]

20% of fashion returns are preventable with better product content (industry report) [135]

46% of consumers say they use the brand’s size chart before purchasing [136]

55% of shoppers will pay more for better quality/fit (benchmark) [137]

38% of consumers say they base purchases on discount percentage (promotions) [138]

52% of shoppers say they wait for sales [139]

In 2024, 64% of shoppers reported being influenced by influencer marketing [140]

75% of consumers expect brands to be authentic (brand trust) [141]

Edelman Trust Barometer reported that 73% of respondents would switch brands if trust broke [142]

45% of consumers say they would boycott brands over sustainability issues [143]

57% of consumers say they prefer to buy from brands with strong sustainability commitments [144]

71% of global consumers say sustainability will become more important in the next five years [145]

73% of consumers are willing to change their consumption habits to reduce environmental impact (survey) [146]

EU textile strategy aims for textiles to be designed for durability [147]

European Commission’s Ecodesign for Sustainable Products Regulation is intended to improve product design requirements for sustainable goods [148]

EU’s proposed Digital Product Passport requires information for products including textiles under the Ecodesign framework [149]

EU’s Corporate Sustainability Reporting Directive (CSRD) covers companies, with reporting starting in phases 2024–2029 [150]

US Federal Trade Commission (FTC) has issued guidance clarifying requirements for environmental marketing claims (“Green Guides”) [151]

FTC reported that it has brought more than 30 actions related to “deceptive” environmental marketing claims since 2010 (enforcement context) [152]

Higg Index: A share of brands reports using the Higg Facility Environmental Module (FEM) and Higg Brand & Retail Module (BRM) for measuring sustainability impacts (reported adoption) [153]

Fashion Transparency Index reported that only 34% of major fashion brands disclose their supplier lists [154]

Fashion Transparency Index reported average transparency score of 44% (2022 dataset) [155]

Fashion Transparency Index (latest) stated 21% of brands publish their living wage approach [155]

U.S. SEC climate disclosure rules were proposed (adoption status varies) but comment counts reached 24,000+ (reported) [156]

EU’s CSRD scope includes about 50,000 companies [150]

EU textile waste generation was about 6.4 million tonnes per year in 2015 (baseline) [157]

EU aims to have textiles collected separately by 2025 under Waste Framework/packaging-related measures (policy target) [157]

The EU target: 10-year action plan for textile sustainability includes separate collection and sorting targets [157]

The fast fashion industry is associated with average garment lifecycle as low as 2–3 years (context) [158]

The UN Environment Programme (UNEP) states that global clothing consumption increased by about 400% from 1992 to 2015 [159]

UN Environment Programme estimates the fashion industry produces about 92 million tonnes of textile waste annually globally [160]

The EU states textile waste generation is about 12.6 million tonnes annually (EU) [157]

81% of consumers said they want companies to reduce emissions [161]

67% of consumers say they consider carbon footprint when making purchasing decisions [162]

The Carbon Disclosure Project (CDP) reported 2023 global disclosure coverage includes thousands of companies (context) [163]

The Fashion Industry Charter for Climate Action has more than 70 signatories (as of latest progress) [164]

100% of EU packaging plastic should be recyclable or recoverable by 2030 under EU packaging regulations (not fashion-specific but applies to packaging marketing) [165]

The EU Green Claims rules aim to prevent misleading environmental claims in marketing [166]

The EU “Green Claims” proposal includes specific disclosure and substantiation requirements for environmental marketing claims [166]

45% of fashion consumers say they buy from brands that align with their values (brand values alignment) [167]