‘Back-to-the-office gear’ increases online fashion sales by 15% in September – Industry
Shoppers put away their jeans and casual outfits to get ready for the return to work (Image: AdobeStock)
Fashion checkouts grew 15% year-over-year in September, an 8% increase from the previous month, driven by ‘back-to-office equipment’ as people started to return to work.
Digital browsing also saw an increase in September, with web traffic to fashion retailers up 22%, while AOV also increased, up 8% from the monthly average for 2021 and from + 6% year-on-year, indicating sustained consumer confidence even amid the supply chain disruption. experienced by UK retailers.
So finds data from the Fashion Genome of True Fit, the world’s largest connected data set for fashion, which analyzed data from 17,000 retail brands and 80 million active True Fit members who shop on the platform. This comes on top of the exponential growth in online fashion demand seen last year during the pandemic, with fashion checkouts in 2021 remaining 6% higher than in 2020, showing sustained e-commerce demand and a shift. in the long term in the behavior of more and more the first consumers of digital.
Demand for women’s dresses, for example, has now overtaken denim – and by mid-October, dress sales exceeded denim by 10%, according to data from True Fit, while demand for more formal shoes, such as boots, has consistently overtaken sneakers since July. , and represented 50% more purchases compared to the sneakers last month.
However, hybrid work has always driven Brits to go for ‘comfort’ when it comes to work wear – data from True Fit shows casual wear purchases have been on the rise for both women’s and men’s wear from the start. of the month, up 140% and 180% respectively.
And this change seems destined to last over the long term; only 12% of UK consumers in a recent survey planned to make a complete return to the traditional, formal look of ‘nine-to-five’ workwear, opting for a hybrid style that combined the comforts of working from home with office attire. Meanwhile, John Lewis reported that tie sales were down -75% year-over-year.
With companies bringing workers back to the office in September, as well as the end of the leave scheme seeing employees returning to work, footfall in UK cities rose 7% last month from August, and now accounts for 67% of pre-pandemic levels, according to the Center for Cities High Street Recovery Tracker.
This, he says, is due to the increasing use of commuters to work places and from lunch hours. And, in addition to the commuters bringing welcome commerce back to towns and city centers, it also reinvigorates UK consumer wardrobes, with ‘back to the office’ amenities boosting spikes in online shopping. new categories.
Sarah Curran Usher MBE, GM EMEA at True Fit, says: “The sustained and continued growth in demand for online fashion show buyers is now truly digital – even the most avid fashion shoppers have changed and stayed in. line. , while those who were already digital natives saw these behaviors further reinforced and entrenched. ”
She concludes, “For retailers, this means supporting customers in new ways that match their evolved purchasing needs. At the heart of this, it’s possible to quickly understand customers’ fit and size preferences, to connect them with only what they like. Only then can they turn site traffic from first-time browsers into repeat buyers, and existing customers into long-term brand advocates.