Consumers use voice assistants to fashion shop

According to eMarketer, fashion sales accrued $90.49 billion in 2017, with ecommerce sales representing about 89 percent of this revenue. This year, consumers are expected to spend even more online, but 2018 shoppers aren’t dumping brick and mortar yet.

To better understand where ecommerce is going, Astound Commerce surveyed 1000 U.S. online shoppers on their current preferences and purchase behaviors in store and online. Released today, the study, “A Window into the Fashion Shopper’s World,” dissects consumer shopping patterns from in-store experiences to social media engagement.

Key findings include:

  • Brick and mortar is still the top purchase driver: Physical space establishes a strong connection between product and brand. 77 percent of millennials said store quality made them consider a purchase, and digital retailers are expanding beyond URLs. 48 percent of shoppers visit new storefronts that initially launched online, such as Warby Parker and Fabletics, while 49 percent frequent inventory showrooms like Bonobos, which does not offer the ability to take products home.

  • Amazon gains ground, but isn’t trendy yet: The majority of shoppers make fashion purchases at Amazon for convenience, but only 1 in 4 shoppers rank Amazon as highly fashionable. Over half of respondents make Amazon purchases for low price and delivery speed, but only 26 percent care to browse Amazon’s private label fashion products.

  • New channels like voice are poised to overtake desktop spending: 73 percent of shoppers use their smartphones to shop, but mobile isn’t the only platform getting bigger. In fact, 47 percent of consumers use voice technology to browse products, and 37 percent plan to use it to make fashion purchases.

  • Social responsibility matters to almost all consumers: 80 percent of consumers think about brand sustainability efforts when shopping for products. Celebrity connected campaigns ranked last among variables that shoppers cared about.