According to the GSI Commerce International's 2011 UK Fashion Retail Report, more than half of UK adults prefer to buy their latest wares online than in-store. The report surveyed over 2000 UK adults to better understand their buying habits for clothes and accessories online.
An obvious but large obstacle for eCommerce-based fashion outlets was that shoppers missed the tactile experience of the clothes. New technologies and benefits have helped to offset that missed experience. From deals, wide-inventory options, and general ease-of-use to technology tools like zoom-in functions, the web is becoming a better place for fashion sales.
The GSI Commerce report shows that the web is becoming a vital place for fashion buying. For web marketers and designers, a multichannel experience is vital for branding and engaging consumers.
Websites with selection and filtering tools have become very attractive for consumers. The report shows that consumers want to seek and find by size and color, for instance.
Fashion eCommerce websites with zoomable or rotating images have dramatically helped boost sales. About 46% of respondents found this to be an important part of their buying process online.
Social media is also playing a big role in branding and driving eCommerce sales online. Latest offers and competitions drive spur of the moment interest and build a buying base.
SOURCE: https://www.gsicommerce.eu/white-papers/2011-uk-fashion-retail-report
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