This report explores the latest trends in apparel & e-commerce, including the influence of social media on shopping behaviors, brand affinity and much more.
This report includes:
KEY STAT: Black and Hispanic/Latinx consumers are more likely than members of the general population to say social media influences their clothing and accessory purchases. They are also more likely to make purchases from online second-hand clothing stores (i.e., Poshmark), use online discount hunter sites/apps (i.e., RetailMeNot), use augmented reality shopping apps, and use clothing subscription kits/services (i.e., Stitch Fix.)
Most US consumers get fashion inspiration from friends and family, but inspiration from social media has dramatically increased since 2015.
Young consumers’ interest in fashion continues to grow. Interest among 18-34-year-olds grew 8 pp over the past two years. While those that say they are highly impacted by fashion trends are a niche market, they have a significant consumer presence. Streetwear, loungewear, and bohemian styles are resonating among these fashion trendsetters.
In addition to the quality of the product, American consumers also consider a brand’s values and reputation when making purchasing decisions. In fact, 28% say trustworthiness and transparency matter the most when deciding what brand of product or service to buy.
It’s no surprise that online shopping hit an all-time high during the pandemic. Currently, about a third of consumers say they do almost all their shopping online (excluding grocery and pharmacy.) Online shopping is predicted to remain steady over the next few months, with increased activity anticipated around September in preparation for the winter holidays.
Online shoppers have better financial health than the general population and in-store shoppers.
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