Fashion Marketing Industry Statistics

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

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

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]

43% of shoppers expect personalized offers [10]

78% of consumers expect a brand to respond to them [11]

71% of customers get frustrated when content is irrelevant [12]

48% of consumers will not trust a brand if it lacks transparency [13]

62% of consumers want brands to take a stand on issues [14]

73% of consumers are willing to pay more for sustainable offerings [15]

66% of global consumers say they consider sustainability when making purchasing decisions [16]

53% of consumers expect to find products in multiple channels [17]

62% of customers purchase based on promotions [18]

45% of shoppers say delivery speed influences their decision [19]

54% of consumers say they would rather buy from a retailer that offers free returns [20]

55% of shoppers abandon carts due to unexpected shipping costs [21]

64% of shoppers say they use mobile devices to research before buying [22]

78% of smartphone owners use their device while shopping in-store [23]

51% of marketers say UGC performs better than other content [24]

40% of consumers use social media to research products [25]

73% of consumers say they prefer to learn about products via short-form video [26]

41% of shoppers want personalized recommendations on websites [27]

40% of consumers say they won’t buy without reviews [28]

88% of consumers are less likely to make a purchase after a bad experience [29]

85% of consumers say video has helped them make purchasing decisions [30]

60% of consumers report that they use websites/apps to compare prices before purchase [31]

47% of shoppers expect product pages to load in 2 seconds or less [32]

1-second delay in page load reduces conversions by 7% [33]

53% of mobile users abandon sites that take longer than 3 seconds to load [34]

Walmart found that each 1-second improvement in page load increased conversions by 2% [35]

For e-commerce, the average conversion rate is about 2.5% [36]

Mobile cart abandonment rate is 82% [37]

44% of consumers say they will not buy if they don’t trust a website [38]

61% of shoppers say they expect returns to be easy [39]

92% of consumers check reviews before purchasing online [40]

28% of shoppers say they need more product images to decide [41]

40% of shoppers say they want to see product in 3D [42]

65% of consumers are interested in AR shopping experiences [43]

38% of consumers will stop engaging with a website if content is not relevant [44]

Loyalty program members spend 67% more than non-members (American Express benchmark) [45]

74% of customers are repeat buyers when they have a positive experience [46]

69% of consumers prefer same-day delivery when available [47]

Free shipping thresholds influence conversion; average threshold reported as $50 (industry) [48]

86% of consumers say they look at shipping costs before buying [49]

26% of consumers abandon carts due to account creation requirements [50]

36% of consumers abandon carts because the checkout process is too long [51]

48% of consumers say they need free returns to buy online [52]

73% of consumers are willing to pay for expedited shipping [53]

41% of consumers say they use discounts/coupons to decide what to buy online [54]

34% of customers say discounting reduces brand value (attitude) [55]

Ad recall for AR try-on experiences increased by 25% in a retail study (industry measurement) [56]

Global apparel market size was valued at $1.79 trillion in 2023 and is projected to reach $3.01 trillion by 2032 [57]

Global fashion retail e-commerce sales are forecast to reach $1.17 trillion in 2028 [58]

Personal luxury goods sales reached €353 billion in 2023 [59]

U.S. apparel and footwear retail sales were $352.2 billion in 2023 [60]

U.S. fashion retail e-commerce sales were forecast to reach $142.5 billion in 2024 [61]

The global fashion market (apparel) reached $1.94 trillion in 2022 (apparel only) [62]

Global online apparel sales are expected to reach $1.2 trillion by 2027 [63]

The global fashion market is expected to grow at a CAGR of 4.4% from 2024 to 2029 [64]

McKinsey forecasted 2024 fashion revenue growth of 2–4% globally [65]

The global footwear market size was estimated at $395.9 billion in 2023 [66]

The global fashion market for “personal luxury goods” grew 8% in 2023 by value [67]

Personal luxury goods sales were €296 billion in 2019 [68]

The global e-commerce market is projected to reach $8.1 trillion by 2026 [69]

Global social commerce sales are expected to reach $1.2 trillion in 2025 [70]

Worldwide digital ad spending is forecast to exceed $600 billion in 2024 [71]

U.S. retail digital commerce sales were $1,475.6 billion in 2023 [72]

U.S. retail e-commerce share of total retail sales was 16.6% in 2023 [73]

U.S. apparel and accessory stores e-commerce sales were $83.0 billion in 2023 [74]

UK online fashion market sales totaled £41.6 billion in 2023 [75]

France online fashion sales were €14.6 billion in 2023 [76]

Germany online fashion sales were €12.3 billion in 2023 [77]

China online fashion retail sales were 1,520 billion RMB in 2023 [78]

India online fashion market size was $20.7 billion in 2023 [79]

Japan online apparel market was ¥1.9 trillion in 2022 [80]

Online fashion purchases represented 24% of EU e-commerce categories in 2023 (approx.) [81]

U.S. apparel market size was estimated at $353 billion retail in 2023 [82]

Fast fashion market size was estimated at $36.0 billion in 2023 [83]

Luxury fashion market size was estimated at $346.2 billion in 2023 [84]

The global influencer marketing market size was projected to reach $24.1 billion in 2024 [85]

The influencer marketing platform market was estimated to reach $5.0 billion by 2030 [86]

93% of online experiences begin with a search engine [87]

Google’s share of global search engine market was about 91.2% in 2023 [88]

38% of people have used a voice assistant to search for local business information [89]

Retailers using email marketing can achieve an average ROI of 36x [90]

The average email open rate is about 21.5% across industries [91]

SMS marketing has been reported with 98% open rates [92]

WhatsApp is used by 2 billion monthly active users [93]

Google Ads provides an average conversion rate lift of 10% from smart bidding (industry case) [94]

TikTok ad recall lift benchmarks average 16% for reach campaigns [95]

Facebook/Instagram Stories ads can increase lift up to 2x vs in-feed for fashion (Meta benchmark) [96]

Search ads average click-through rate is about 3.17% [97]

The average landing page conversion rate across industries is about 2.35% [98]

The average return on ad spend (ROAS) in retail e-commerce is often around 4:1 (typical benchmark) [99]

The average cost per click (CPC) in fashion retail Google Ads was $1.55 in 2024 [100]

Pinterest ad CPM average is about $3.00 (benchmark) [101]

Influencer marketing benchmarks show average engagement rate of about 3.5% for brands [102]

89% of marketers say ROI from influencer marketing is comparable to or better than other channels [103]

Marketers using marketing automation report 10% or more higher profits [104]

60% of marketers say email is their highest ROI channel [105]

In a survey, 64% of marketers said they use social media for marketing [106]

Marketers report that personalization can deliver 5–8x higher ROI [107]

Retargeting can increase conversion rates by 150% (typical benchmark) [108]

Google reported that businesses can earn $2 in revenue for every $1 spent on Google Ads (attributed estimate) [109]

On average, 20–50% of ad spend is wasted (industry estimate) [110]

44% of online shoppers click ads on search results (benchmark) [111]

55% of shoppers research on mobile before buying, which impacts channel attribution [112]

In 2024, 64% of shoppers reported being influenced by influencer marketing [113]

75% of consumers expect brands to be authentic (brand trust) [114]

Edelman Trust Barometer reported that 73% of respondents would switch brands if trust broke [115]

45% of consumers say they would boycott brands over sustainability issues [116]

57% of consumers say they prefer to buy from brands with strong sustainability commitments [117]

71% of global consumers say sustainability will become more important in the next five years [118]

73% of consumers are willing to change their consumption habits to reduce environmental impact (survey) [119]

EU textile strategy aims for textiles to be designed for durability [120]

European Commission’s Ecodesign for Sustainable Products Regulation is intended to improve product design requirements for sustainable goods [121]

EU’s proposed Digital Product Passport requires information for products including textiles under the Ecodesign framework [122]

EU’s CSRD scope includes about 50,000 companies [123]

US Federal Trade Commission (FTC) has issued guidance clarifying requirements for environmental marketing claims (“Green Guides”) [124]

FTC reported that it has brought more than 30 actions related to “deceptive” environmental marketing claims since 2010 (enforcement context) [125]

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) [126]

Fashion Transparency Index reported that only 34% of major fashion brands disclose their supplier lists [127]

Fashion Transparency Index (latest) stated 21% of brands publish their living wage approach [128]

U.S. SEC climate disclosure rules were proposed (adoption status varies) but comment counts reached 24,000+ (reported) [129]

The EU states textile waste generation is about 12.6 million tonnes annually (EU) [130]

The fast fashion industry is associated with average garment lifecycle as low as 2–3 years (context) [131]

The UN Environment Programme (UNEP) states that global clothing consumption increased by about 400% from 1992 to 2015 [132]

UN Environment Programme estimates the fashion industry produces about 92 million tonnes of textile waste annually globally [133]

81% of consumers said they want companies to reduce emissions [134]

67% of consumers say they consider carbon footprint when making purchasing decisions [135]

The Carbon Disclosure Project (CDP) reported 2023 global disclosure coverage includes thousands of companies (context) [136]

The Fashion Industry Charter for Climate Action has more than 70 signatories (as of latest progress) [137]

100% of EU packaging plastic should be recyclable or recoverable by 2030 under EU packaging regulations (not fashion-specific but applies to packaging marketing) [138]

The EU “Green Claims” proposal includes specific disclosure and substantiation requirements for environmental marketing claims [139]

45% of fashion consumers say they buy from brands that align with their values (brand values alignment) [140]

54% of apparel shoppers use mobile devices to research before buying [141]