Fashion is a rapidly growing global industry. The revenue of the worldwide apparel market segment was estimated at $0.99 trillion in 2022, and is predicted to increase to approximately $1.37 trillion by 2025.1 Discover how your brand can stand out with the help of Amazon Ads.
Fashion shoppers today
Fashion shoppers are expert researchers who show an increasing preference for variety, selection and values-based buying.
65% of consumers surveyed own five or more apparel brands in their closet 2
82% mix and match items from different brands when putting together an outfit 3
3 in 5
3 in 5 apparel shoppers exhibit omnichannel behaviours 4
The research stage is often quite short: 69% of apparel shoppers reported that they begin their pre-purchase research within one day of their purchase 5
71% of consumers reported that they prefer buying from brands that align with their values 6
Challenges facing fashion brands
Brands are being challenged to keep up with digital methods of purchase. Overall online sales penetration is expected to grow from 39% in 2022 to 53% in 2025.7 Fashion companies are estimated to ramp up their investments in technology, from between 1.6% and 1.8% of sales in 2021 to between 3% and 3.5% by 2030.8
Building brand loyalty
Consumers are becoming less attached to brands. Today, 69% of apparel shoppers say they’re undecided on brand at the start of their shopping journey for apparel (a 30% increase from 2020).9 Amazon Ads can help your brand’s visibility during the discovery phase of fashion customers’ shopping journeys.
Shift in shopping behaviours
As consumers adjust their spending alongside changing economic conditions, they may be turning to brands that they trust. About 71% of longtime customers reported that they have empathy for companies when they need to increase their prices due to inflation or shortages; 73% of consumers reported that they are willing to continue buying from brands that increase their prices if they feel valued as a customer.10
Reach fashion shoppers on and off Amazon
Amazon is a fashion destination for discovery, and can help drive conversion in and outside of the Amazon store.
62% of surveyed apparel shoppers who have visited the Amazon store along their shopping journey have reported that they discovered a new brand or product11
71% of surveyed apparel shoppers reported that they purchased a new brand or product after discovering it in the Amazon store 12
66% of surveyed apparel shoppers who purchased a new brand or product after visiting the Amazon store reported that they purchased the apparel elsewhere (outside of the Amazon store) 13
Surveyed apparel shoppers who visited the Amazon store reported they are 1.6X more likely to shop for apparel at least once a month, and 1.8X more likely to buy new apparel items to keep up with the latest trends compared to total apparel shoppers 14
How Amazon Ads is helping fashion marketers reach and engage audiences
Fashion marketing, by the numbers
Percentage of surveyed apparel shoppers who visited the Amazon store and recall seeing an ad along their path to purchase 15
Optimal number of touchpoints (ad products) that advertisers needed to reach apparel shoppers and to see a lift in new-to-brand sales and repeat customer growth 16
Percentage of surveyed apparel shoppers who reported that they encountered an Amazon offering (Amazon.com, Fire TV, Amazon Music, etc.) along their path to purchase 17
Fashion advertising tips
A majority (83%) of apparel shoppers surveyed by MRI reported that they have engaged with a streaming TV service in the last seven days.18 With so many consumers frequently streaming content, Amazon Ads can help your brand reach fashion audiences across Fire TV devices and services like Prime Video and Amazon Freevee.
Surveyed apparel shoppers who visited Amazon’s store reported that they are 1.3X more likely to buy new apparel items each season to keep up with the latest trends, compared to total apparel shoppers.19 With Amazon DSP, brands can reach engaged fashion audiences on and off Amazon with video and display ads that introduce your brand and top products to audiences where they already are. Also, with Amazon audio ads, you can be a part of a growing channel filled with engaged audiences.
78% of surveyed apparel shoppers reported that they agree that when shopping for fashion, the overall look is more important than the brand.20 Amazon Ads can help your brand’s eye-catching products stay top of mind with solutions like Sponsored Brands and Sponsored Products.
1 Statista.com, Fashion Worldwide, 2022
2, 3 Kantar Apparel Custom Study, US, May 2022
4 Kantar and Amazon Ads apparel path to purchase study, US, May 2022
5 Kantar Apparel Custom Study, US, May 2022
6 Smallbiztrends.com, Brand Values Alignment, 2020
7 Statista.com, Fashion Worldwide, 2022
8 BoF state of fashion special edition: technology 2022
9 Kantar Apparel Custom Study, US, May 2022
10 Poll on Consumer Behaviour During COVID-19, Ipsos, May 2022, US.
11, 12 Kantar and Amazon Ads apparel path to purchase study, US, May 2022
13, 14 Kantar Apparel Custom Study, US, May 2022
15 Kantar Apparel Custom Study, US, May 2022
16 Amazon internal, US, Jun 2021 - Jun 2022
*Results are representative of performance of 98,542 advertisers and is not indicative of future performance
17 Kantar Apparel Custom Study, US, May 2022
18 MRI Simmons, US, Spring 2022
19 Kantar Apparel Custom Study, US, May 2022
20 MRI Simmons, US, Spring 2022