The fashion industry is constantly evolving due to changing consumer preferences and technological advancements. To stay ahead of the curve, fashion brands need to understand their audience’s buying behavior and preferences. We conducted an online survey of 1154 respondents in New York and California, providing valuable insights into how consumers in these states approach fashion shopping, both online and offline
Age distribution
Our majority respondents in New York and California fall into the 18-34 age bracket, with 68% aged 18-34. Specifically, 23% are aged 18-24, and a significant 45% are in the 25-34 bracket. This young demographic is important for fashion brands because they tend to be trendsetters and early adopters of fashion and new technology. Understanding the preferences of this age group can help brands tailor their offerings and marketing strategies to attract attention and loyalty.
Online versus offline shopping preferences
The digital transformation has had a significant impact on shopping practices. According to our research, 58% prefer to shop online, with 24% always shopping online and 34% mostly shopping online. Only 21% still prefer physical stores, with 3% always shopping offline and 18% mostly shopping offline.
Several factors have contributed to this shift to online shopping, with convenience and better prices at the top. 72% cited convenience as a key factor, while 78% emphasized better prices and discounts. The wide variety of online products is also of interest to 72% of the respondents. Additionally, 58% value reviews and ratings, and 65% appreciate free shipping and returns.
Key factors affecting online purchases
When it comes to online shopping, many factors influence consumer decisions. The survey showed that convenience (72%), better prices and discounts (78%), and a wider variety of products (72%) were the top three factors. Reviews and ratings also play an important role, with 58% of respondents considering them before making a purchase. Free shipping and returns, appreciated by 65% of respondents, further enhance the online shopping experience.
For fashion brands, this means investing in user-friendly websites, offering competitive prices, and ensuring a wide range of products is essential. Additionally, facilitating customer reviews and providing a hassle-free return policy can significantly increase customer satisfaction and loyalty.
The importance of brand name and quality
When considering a new fashion brand, 23% prioritize brand reputation, and 35% focus on product quality. Unique and trendy designs are also important to 25% of consumers, while 11% consider price and 5% prioritize sustainability and ethical practices.
These insights highlight the need for fashion brands to maintain a strong reputation and consistently deliver high-quality products. Emphasizing unique designs and sustainability can also appeal to many, especially in markets such as New York and California, where consumers are more aware of fashion trends and ethical practices.
Openness to New Brands
Interestingly, consumers in New York and California show a willingness to try new fashion brands. The survey found that 40% are very likely to try new brands, and 35% are somewhat likely. This openness provides a fertile ground for emerging brands to enter the market and capture market share. However, established brands still hold sway, with 10% somewhat likely and 5% very likely to stick with big brands.
Preferred Channels for Discovering New Brands
Social media is the leading channel for discovering new fashion brands and products, with 47% of respondents relying on platforms like Instagram and Facebook. Online fashion retailers, such as ASOS and Amazon Fashion, are the next most popular, with 30% of respondents using them. Fashion blogs and influencers also play a significant role, attracting 15% of respondents. Physical stores and malls, friends and family recommendations, and other channels account for the remaining preferences.
These insights provide a comprehensive understanding of current fashion consumer preferences in New York and California. Fashion brands can leverage this information to fine-tune their marketing strategies, improve their online presence, and cater to the specific needs and preferences of their target audience. By doing so, they can stay competitive in the dynamic and ever-evolving fashion industry.
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