Fashion Sector Insights

Background:

Performance in the online fashion sector has rocketed in the past few years, with sales estimated to grow 41% between 2015 and 2017. The fashion sector is characterised by constant evolution as trends and online shopping experiences are increasingly tailored to a savvier online customer base. It’s also a sector that is largely multichannel with a Google report showing shoppers use on average 2.9 sites with 11.4 total visits before purchasing clothes. The fashion sector has also readily adopted mobile as a transaction device than wider retail, with mobile sales up 16% on retail in general (IMRG 2015).

In this second volume of our revamped sector reports, we’ve taken a look at advertisers’ data across the fashion sector, including overall clothing, menswear, womenswear, lingerie and accessories from 2013 onwards. We’ve also split out advertisers by fast fashion and mid/ high end fashion, to view trends accordingly.

Fashion Sector Insights:

Focusing on device type performance, we’ve seen strong growth in both mobile traffic and sales, with smartphones accounting for 37% of fast fashion traffic and 28% of sales in 2016, and 34% of traffic for mid/ high end fashion and 20% of sales. A 2015 eMarketer study showed that mobile device use in the UK has increased by 2.4 hours per day (up from 0.4 hours in 2010), whilst desktop use has remained the same at 2.4 hours per day – revealing that a good portion of the growth in mobile traffic and sales is likely to be incremental to desktop performance.             

Looking across all fashion types in the sector, we see a total of around 364,000 clicks each day from a base of over 5,100 sale active affiliates and 252 advertisers. For 2016 January to March data we saw the highest conversion rate in womenswear at 5.04%, whilst clothing accessories had the highest AOV at £103.44, including several high end accessory brands. Shoes had the second highest AOV at £63.80 driving a strong average commission of £3.41.

Discount code sites saw the highest percentage of transactions by average across all fashion sub verticals for January – March 2016, driving 40% of sales. Cashback averaged at 20% of sales, whilst Content sites contributed 16% of sales for this year to date. Newsletter publishers drove the highest AOV across the fashion sector averaging £75.76, whilst social traffic had the lowest AOV at £39.15. 

The following Tableau Public report is an interactive report with our sector data. Play around with the filters in the report below to see how the data changes by sub sector and look at various metrics such as transactions and AOV. Please refer to the 'User Guide' tab for more information on how to use this report.

We’ve also put together some niche sites to consider for the sector:

Tags: tableau public, fashion sector

AWIN Strategy Team
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