Pureplays take fashion lead in customer acquisition, GlobalData

22.9% of womenswear shoppers purchased from a retailer for the first time in 2017, according to GlobalData.

Its research reveals that this figure rises to 41% for 16-24 year olds and 31.1% for 25-34 year olds, fuelled by the wide choice available online. Mamequa Boafo, Senior Retail Analyst at GlobalData, comments: ‘‘Amazon is one to watch in the clothing sector, as it is the most used retailer for womenswear shoppers buying for the first time. The company’s focus on fashion over the past few years, with investments in own label ranges as well as its branded offer is bearing fruit and bodes well for its future market share prospects.’’ 

While it will take time to build its fashion credentials, the e-commerce giant’s efforts in enhancing fulfilment, product selection and the customer journey will further boost its appeal. 16-24s, meanwhile, are flocking to the likes of PrettyLittleThing, Missguided, boohoo and Asos. Boafo adds: ‘‘These fast fashion online players are winning the battle for customer engagement and leveraging social media to its full extent.’’ 

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