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Total UK online fashion checkouts up 93% in June
11 Jul '20
2 min read
Pic: Shutterstock
Total UK online fashion checkouts rose by 93 per cent year on year (YoY) in June, according to True Fit, a personalisation platform for apparel and footwear retailers. However, average order value (AOV) fell by 22 per cent in June over 2019 figures. Total sales, while down YOY since March, rose in June and are now on par with total sales figures from 2019.
The data was culled from True Fit’s Fashion Genome, the world's largest connected dataset for fashion that analyses transactions from 17,000 retail brands and data from 180 million registered shoppers.
This, True Fit suggests, is due to continued, widespread discounting, as retailers have turned to promotions to try and stimulate pent-up demand. This, combined with UK shoppers behaving cautiously on discretionary spend, favouring more lower value purchases over fewer big-ticket items, contributed to a rise in total sales, but average basket sizes falling, according to a press release from the company.
And, even with non-essential retail reopening in mid-June, shoppers remained reliant on digital channels amid safety concerns and friction in new physical shopping experiences, brought about by socially distanced queues and additional sanitisation measures, such as fitting room closures.
E-commerce traffic for UK fashion retailers was up by 48 per cent YoY in June, compared to 44 per cent throughout Europe. While high street shopper traffic rose by 19 per cent on the previous week after stores opened, according to the BRC-ShopperTrak Footfall Monitor, footfall still remained down by 57 per cent YoY.
The fastest growing categories that consumers are currently purchasing, based on order numbers from True Fit’s Fashion Genome, are swimsuits for both men and women. Athleisure bottoms, while still high YOY for men (over 100 per cent), are trending down month on month (MoM) for both men and women. Formal attire and office wear, such as women’s dresses and men’s and women’s suits, are still trending below 2019 figures.
“Demand for personalisation has never been higher – our data shows this has grown exponentially, up 123% since mid-March – so this requires the introduction of more digital tools that cultivate personal shopping experiences and give customers the confidence to buy,” William R Adler, chief executive officer at True Fit, said.
The data was culled from True Fit’s Fashion Genome, the world's largest connected dataset for fashion that analyses transactions from 17,000 retail brands and data from 180 million registered shoppers.
This, True Fit suggests, is due to continued, widespread discounting, as retailers have turned to promotions to try and stimulate pent-up demand. This, combined with UK shoppers behaving cautiously on discretionary spend, favouring more lower value purchases over fewer big-ticket items, contributed to a rise in total sales, but average basket sizes falling, according to a press release from the company.
And, even with non-essential retail reopening in mid-June, shoppers remained reliant on digital channels amid safety concerns and friction in new physical shopping experiences, brought about by socially distanced queues and additional sanitisation measures, such as fitting room closures.
E-commerce traffic for UK fashion retailers was up by 48 per cent YoY in June, compared to 44 per cent throughout Europe. While high street shopper traffic rose by 19 per cent on the previous week after stores opened, according to the BRC-ShopperTrak Footfall Monitor, footfall still remained down by 57 per cent YoY.
The fastest growing categories that consumers are currently purchasing, based on order numbers from True Fit’s Fashion Genome, are swimsuits for both men and women. Athleisure bottoms, while still high YOY for men (over 100 per cent), are trending down month on month (MoM) for both men and women. Formal attire and office wear, such as women’s dresses and men’s and women’s suits, are still trending below 2019 figures.
“Demand for personalisation has never been higher – our data shows this has grown exponentially, up 123% since mid-March – so this requires the introduction of more digital tools that cultivate personal shopping experiences and give customers the confidence to buy,” William R Adler, chief executive officer at True Fit, said.
Fibre2Fashion News Desk (DS)
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