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Spanish online textile sales grow 32% in 2013: Report
May '14
The online sales of textiles and apparel grew by a sharp 32 percent year-on-year in 2013, and accounted for 2 percent of the total turnover of the domestic textile sector, which includes textiles, apparel footwear, accessories and home textiles, says a latest report released by Kantar Worldpanel.
The report “Prospects for online fashion” analyzes fashion buying over the Internet. It looks at the model of growth of online fashion sales, the traits of e-shopper, and potential and realities of online shopping in Spain and Europe.
The report attributes the growth in online textile and clothing sales in Spain to two key factors: an increase in the number of buyers and greater use of online shopping channel.
Compared to 2012, there were 600,000 more people who bought textile and garments online in 2013. There were 3.1 million Spaniards who purchased fashion items online in 2013.
In addition, the frequency of shopping online has also intensified. Now, an online buyer makes about three purchases a year taking an average of 6.4 items and spending €130, which is about €6 more than in 2012.
According to Rosa Pilar López, Sector Director, Kantar Worldpanel, "In a complicated textile environment, the Internet has found its own space and it has today become a catalyst for the sector’s growth. An e-shopper is an expert and an interested buyer who spends more on purchase of textiles and fashion.”
The report also notes the importance of e-retailers, i.e. fashion chains with online sales, for growth of the online channel. These chains are incorporating buyers faster than the pure players who sell exclusively online.
While buying online, women generally look for their favourite fashion chains and quickly see the availability of clothing and size as well as the ease of return. This drives e-retailers’ sales and help them expand their market share in online retail sales. On the other hand, clients of ‘pure players’ are usually people looking for discounts on branded products.
Rosa Pilar Lopez adds, “The e-shopper prefers less risk while buying online and chooses clothes that are easier to fit, such as shoes, shirts and innerwear.”

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