The Rise of Online Fashion Shopping
Over the past decade, U.S. Fashion Ecommerce Market has seen tremendous. While many consumers still enjoy browsing stores and trying on clothes in person, the rise of ecommerce has made online shopping much more convenient. According to statistics, U.S. Fashion Ecommerce Market now accounts for over 10% of total retail sales. With more options and a better shopping experience online, this number is expected to continue growing over the next five years.
Changing Consumer Preferences
Younger generations, in particular, have embraced online shopping and are much less likely to visit brick-and-mortar stores compared to older consumers. Millennials and Gen Z grew up with the internet and are very comfortable making purchases online. They enjoy comparing prices and reviews without having to visit multiple stores. With constantly evolving styles and new brands popping up all the time, online shopping allows consumers to keep up with trends easily from the comfort of their homes.
Rise of Mobile Commerce
Along with U.S. Fashion Ecommerce growth, mobile commerce is also experiencing a boom, with over 50% of online shopping now taking place on smartphones and tablets. Brands have recognized this shift and are optimizing their sites for mobile to offer seamless shopping experiences across devices. Features like virtual try-on, augmented reality filters and easy mobile return processes are driving more fashion sales through phones and tablets. COVID-19 lockdowns further accelerated this mobile trend as people turned to their devices for all shopping needs.
Investments in Technology and Experience
Fashion retailers have invested heavily in developing advanced online capabilities to better serve digitally native customers. Features like personalized recommendations, size guidance, virtual stylists and seamless checkout have elevated the online shopping experience. Advanced analytics also allows for more targeted and effective digital marketing. 3D and AR technologies now let customers virtually try on items with realistic renderings before purchase, replicating the in-store experience online. Such technologies are proving popular with consumers and helping drive online sales.
Growing Popularity of Resale and Rental
In addition to traditional online stores, the past few years have seen rising demand for resale and rental fashion platforms as well. ThredUp, Poshmark and Depop are thriving resale markets that allow users to buy and sell used clothing. Rental platforms like Rent the Runway allow consumers to rent high-end dresses, accessories and evening wear for special events, without long-term ownership commitments. Sustainable fashion is gaining popularity with the younger generation and these alternative models are viewed as more environmentally friendly options compared to fast fashion.
The Future of Omnichannel Retail
As online and in-store shopping preferences evolve in tandem, retailers are working to create seamless omnichannel experiences. Features like buy online pickup in store, reserve online and pickup in dressing rooms, integrated inventories and unified loyalty programs allow a fluid shopping experience across digital and brick-and-mortar channels. Emerging technologies from AI virtual assistants to augmented reality are being tested to take omnichannel even further. The focus going forward will be on personalized experiences, social commerce, and sustainability as fashion ecommerce continues to reshape the retail landscape in the U.S. and globally.
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