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Mintel Consulting delivers a fresh viewpoint supported by rigorous data on brand, innovation, strategy and consumer insight. Mintel Field Services provides authentic consumer reporting with data that monitors competition and informs sales strategy. As London Fashion Week kicks off this Friday 15th September , it seems that shopping for clothes has never been simpler.

In , the online fashion market will increase Over the past five years, sales of online fashion have soared, doubling in value since But while online fashion sales continue to show spectacular growth, overall sales of clothing are forecast to grow by just 1.

Here, we present the distinctive attributes, as well as the commonalities, of three key online luxury fashion markets — the U.

While this puts online activity in these three markets considerably above that of the global market average, it is not clear how much spending will actually migrate online. When buying luxury apparel or accessories online, most customers 60 percent say they go directly to an online shop they are familiar with, whether mono- or multi-brand.

Search engines still play a role, though: The top reason U. The ability to compare and price items before buying is also highly appealing 76 percent gave this reason , as is the absence of feeling pressured by salespeople into buying something 63 percent.

In contrast to other categories of online shopping, the price of online luxury apparel and accessories is not a big reason for consumers to go digital. Only 39 percent of luxury shoppers say they find less expensive products online and about half say they find better deals and sales online than in stores — both figures that deviate significantly from behavior in other categories like consumer electronics. In terms of what American consumers expect from their digital luxury experience, a convenient return policy and free shipping are far and away the most important for the vast majority of respondents 90 percent.

Having access to items not available in the physical store is also important 60 percent. VIP access that only selected shoppers can access and same day delivery are relatively unimportant. Four days until delivery is acceptable, 2. These expected wait times are similar to those in the UK and Germany and largely in line with what consumers are used to in other categories.

There are several key areas of potential improvement for online stores. Sixty percent of U. Price, now relatively unimportant, could be more of a motivator.

Forty-one percent say they would be more likely to buy online if they there were better prices offered. A better web site with stronger functionality and customer reviews and recommendations would also help inspire customer satisfaction. There is no one type of designer product that a majority of shoppers prefer to buy online. Small leather goods, handbags, silk scarves, jewelry, watches and beauty products are the most frequently purchased.

Items that require trying on — clothes, footwear, sunglasses — are less likely to be bought online. Half of the respondents asked to rate Nordstrom. Fifty-six percent of U. Brand-owned sites play a modest role. Sixty-three percent of consumers have shopped there, though this is spread over numerous properties. The top site for British luxury shoppers is also a department store — Selfridges.

But here pure-play Internet sites have a bigger role than in the U. The site, which features an authoritative range of products, a high service ethic and unique editorial content, counts the UK as its second largest market, after the U. Forty-two percent of British luxury consumers say it is their favorite, ahead of all department store sites except Selfridges. With a commission-based model, Farfetch ships products directly from stores and has the same software module installed in each boutique.

Brand-owned online sites play an important role as well. Fifty-six percent of British luxury consumers say they have shopped with at least one. British consumers are more likely than Americans to use search engines to find specific products, providing greater access opportunities for new players.

They use search about as often as they navigate directly to an online shop. When making the decision to buy luxury goods online, Brits are less motivated by the appeal of 24 hour shopping than they are by a convenient return policy 75 percent and free shipping 73 percent.

Forty four percent say that having access to items not available in a store is important. Just as in the U. In Germany, brand-owned online shops lead the market, with 57 percent of luxury consumers saying they shopped at one in the last year. The Berlin-based German department store KaDeWe is the strongest multi-brand online shop, with 40 percent of consumers shopping there. Net-a-Porter and other pure play multi-brand sites like Mytheresa.

The online shops of US-based department stores Bloomingdales, Barneys and Nordstrom also have a small presence. German consumers are generally accustomed to a high service level in online retailing, and when it comes to luxury, they are even more demanding and discerning. As a result, they do not have a high level of satisfaction with the luxury fashion sites they frequent most often. Only 34 percent say that KaDeWe is their favorite site. Their highest praise goes to Matches Fashion, a London-based luxury fashion retailer, and pure play Theoutnet.

Germans give similar weight to specific online features as Brits. A convenient return policy and free shipping are the most important factors influencing online purchasing for 74 percent and 69 percent respectively, while same day delivery and personal shoppers are relatively unimportant.

This two-size feature is one of the main reasons for multi-channel e-tailer Zalando's success in Germany.

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