Key Insights
Essential data points from our research
The global fashion market is expected to reach $1.7 trillion in 2024
Online fashion sales accounted for 29% of total fashion sales in 2022
85% of fashion purchases are influenced by influencer marketing
The average return rate for online fashion purchases is 30%
70% of Gen Z consumers discover new fashion brands on social media
Fashion marketers spend an average of 25% of their digital budget on social media advertising
The digital advertising spend in the fashion industry reached $10.3 billion in 2023
Fast fashion brands accounted for 24% of all online fashion purchases in 2022
Instagram is the top social media platform for fashion brand discovery, used by 78% of marketers
The average customer acquisition cost for fashion e-commerce brands is $129
93% of fashion brands use social media to promote their products
57% of consumers are more likely to buy from fashion brands with personalized marketing
67% of fashion marketers report influencer collaborations as their highest ROI channel
Consumer Preferences & Demographics
- 58% of shoppers prefer shopping from brands that align with their values
- 80% of fashion shoppers expect brands to offer eco-friendly options
- 48% of consumers expect same-day delivery from fashion retailers
- 89% of consumers expect consistent brand experience across digital and physical channels
- 61% of consumers prefer video over static images when shopping fashion online
- 44% of Gen Z prefers buying fashion directly from social platforms
Interpretation
In today’s fashion marketing universe, brands must stand for something, ship it fast, show it on video, sync every channel, sell on socials, and wrap it all in sustainability—or risk becoming yesterday’s trend.
E-commerce & Online Shopping Behavior
- Online fashion sales accounted for 29% of total fashion sales in 2022
- The average return rate for online fashion purchases is 30%
- Fast fashion brands accounted for 24% of all online fashion purchases in 2022
- 47% of fashion shoppers use mobile apps to discover and buy clothing
- Average order value from social commerce in fashion is $72
- 66% of online fashion shoppers abandon carts due to high shipping costs
- 39% of fashion brands now offer virtual try-on experiences
- Mobile accounts for 68% of fashion e-commerce traffic
- 70% of consumers read at least four reviews before buying fashion online
- 60% of fashion shoppers have purchased directly through social commerce
- 33% of fashion brands host live shopping shows monthly
- The average time spent on fashion e-commerce sites is 3 minutes 48 seconds
- 9 out of 10 online fashion shoppers have abandoned a cart during the last 90 days
- 84% of online fashion shoppers use comparison tools before buying
Interpretation
In an industry where nearly nine in ten online fashion carts are ghosted, returns rival conversion rates, and mobile-fueled impulse buys are filtered through reviews, virtual try-ons, and shipping fees, fashion marketing in 2022 revealed a paradox: consumers crave tech-forward convenience, but demand it with the fussiness of an in-person fitting room.
Influencer & Social Media Impact
- 85% of fashion purchases are influenced by influencer marketing
- 70% of Gen Z consumers discover new fashion brands on social media
- Fashion marketers spend an average of 25% of their digital budget on social media advertising
- Instagram is the top social media platform for fashion brand discovery, used by 78% of marketers
- 93% of fashion brands use social media to promote their products
- 67% of fashion marketers report influencer collaborations as their highest ROI channel
- 54% of fashion brands plan to increase their influencer marketing budgets in 2024
- TikTok users are 1.7x more likely to discover fashion trends than users on other platforms
- 75% of brand engagement on fashion content happens within the first 24 hours of posting
- Consumers are 2.3x more likely to engage with fashion content that features UGC
- 64% of fashion buyers say they discovered new brands via Instagram Reels
- 52% of shoppers follow fashion brand pages to access exclusive discounts
- Fashion brands increase social media engagement by 37% using behind-the-scenes content
- Fashion-related TikTok content sees an average engagement rate of 17.6%
- 32% of shoppers follow fashion brands strictly for inspiration
- Sponsored influencer stories convert 5.2x more than static posts in fashion
Interpretation
In today’s fashion landscape, style may still come from the runway, but sales sprint from the scroll—where influencers, Instagram Reels, and TikTok trends stitch together the new fabric of brand discovery and consumer loyalty.
Market Size & Growth
- The global fashion market is expected to reach $1.7 trillion in 2024
- The digital advertising spend in the fashion industry reached $10.3 billion in 2023
- The fashion resale market is expected to double by 2027, reaching $70 billion
Interpretation
As fashion hurtles toward a $1.7 trillion future dressed in $10.3 billion worth of digital allure, it's the secondhand threads that may steal the spotlight—set to double to $70 billion and proving that vintage is the new vogue.
Marketing & Advertising Effectiveness
- The average customer acquisition cost for fashion e-commerce brands is $129
- 57% of consumers are more likely to buy from fashion brands with personalized marketing
- Email campaigns drive up to 20% of revenue for fashion brands
- Facebook ads convert at an average of 1.24% in the fashion industry
- Pinterest drives 5x higher purchase intent for fashion compared to other platforms
- Only 38% of fashion brands currently use AI in marketing
- 63% of fashion marketers say sustainability messaging improves brand perception
- Digital fashion advertising grew by 18% in 2023
- Fashion-related keyword CPC averages $1.42 USD
- Video campaigns generate 30% higher conversion rates for fashion e-commerce
- Google Shopping ads generate 76% of fashion retail ad spend
- 91% of luxury fashion brands invest in omnichannel marketing
- Paid social CPCs in fashion increased by 14% year over year in 2023
- Fashion emails with personalized subject lines see a 26% higher open rate
- Branded fashion hashtags improve discoverability by 45%
- Pinterest ads see 2.6x higher ROI when targeting fashion search terms
- Online-only fashion retailers spend 15% more on SEO than their brick-and-mortar counterparts
- 92% of fashion consumers trust peer reviews over brand messages
- Social proof increases conversion by 34% on fashion product pages
- Fashion marketers using data-driven personalization report 5-8x higher ROI
- 45% of fashion sales email revenue is generated within the first hour of sending
- AR tools increase conversion by 20% in fashion e-commerce
- 77% of fashion marketers report increased ROI from multi-channel campaigns
- Email open rates in fashion are 21.6% on average
- Conversion rate from Instagram ads in fashion averages 1.85%
- Branded collaborations drive twice as much engagement than standard fashion ads
- 26% of fashion marketers analyze social listening data daily
- User-generated content boosts email CTRs by up to 73% in fashion
- AI-generated product descriptions increase conversion rates by 12% in fashion
- Sustainability certifications improve click-through rates by 48% in fashion ads
- 59% of fashion campaigns include mobile-first design strategies
- 65% of fashion brands implement seasonal campaign personalization
- Fashion brands using retargeting ads see 10x higher ROI
- Fashion brands that engage with comments see 28% higher loyalty rates
- Brands using inclusive model imagery see 19% higher engagement
- 41% of fashion marketers use WhatsApp for customer engagement
- Fashion ads with lifestyle imagery perform 22% better than product-only visuals
Interpretation
In a fiercely competitive fashion landscape where converting a click costs $129, brands that stitch together data-driven personalization, omnichannel presence, and authenticity-fueled content like peer reviews, AI, and lifestyle imagery aren’t just following trends—they’re tailoring their strategies for conversion catwalk royalty.
