Interactive Advertising Bureau
01 July 2021

Member Guest Post with Admitad - Back in Fashion: Online Sales in the Fashion Industry in Europe Increase in the First Half of 2021

In this week’s member-guest post, we hear from Igor Gubin, Region Manager, Europe at Admitad Affiliate Network, as he reveals the very promising outlook for online fashion sales.

The pandemic and lockdown was a massive blow to the fashion industry with sales decreasing in 2020. This year, however, has already proved otherwise: according to Admitad Affiliate, the number of online orders in the fashion industry increased by +73% from January to April 2021. Gradual removal of restrictions and activities of partners have contributed to this growth.

Meanwhile, the amount of European fashion orders has grown by + 28%, demonstrating that customers have reduced their average check, but at the same time are ready to buy more often. The interest towards websites of brands has grown as well - from the beginning of this year the number of clicks has increased by 18% in comparison to the previous period.

Residents of Ireland, Italy, Slovakia, Denmark and Slovenia increased the total cost of purchases in the fashion industry faster than others. The TOP-10 is closed by Holland, Czech Republic, Finland, Poland and Greece. Let's see which European countries can boast the largest average check for online orders in the fashion segment:

These EU countries show the highest average shopping basket value for online orders in the fashion industry in the first quarter of 2021

Online is the New Offline, Despite Partial Relaxation of the Strict Lockdown Rules

Most European countries are cautiously moving towards lifting COVID-19 restrictions and residents are spending more and more time outside due to the warmer temperatures. The Austrian government announced an easing of the rules from June 10th. From June 14th, the Czech Republic allowed visits to restaurants, bars, and guest rooms to take place. In Italy, the curfew will be lifted in the summer, whilst Germany enjoys lifting some of the current restrictions from June 7th, allowing restaurants to be opened to visitors both indoors and outdoors. 

However, cautiousness is here to stay. Most consumers need a test to go shopping offline - meaning that part of the spontaneous fun is no longer there. This explains their spending habits are moving more and more into online shopping. 

Seasons No Longer Exist

Fashionistas skipped the summer wardrobe renewal last year as almost all of Europe was in a tough lockdown in April / May 2020. Therefore, buyers triggered a new wave of demand for online shops in late spring and early summer. They have also been motivated to replenish their summer wardrobe with a growing list of countries opening their borders, ready to welcome travelers and vacationers.

Traffic, and More Traffic.

During the pandemic, not only has the number of online communities increased but also the number of websites willing to partner with brands as part of the affiliate marketing program has increased too. This means that the rewards are no longer generated via banners or contextual advertising (pay per click), but measured according to consumer orders (pay per action). The number of such providers and partners increased by +12% at the beginning of the year.

According to the Admitad Affiliate network, most of the orders in the fashion industry now come from these traffic sources:

The fashion future looks promising 

Both experts and stakeholders expect further growth in the fashion industry. With the recovery and a growing wave of customers, competition between brands in standard promotion channels will intensify. Therefore, it is important to look for new ways to interact with the audience, experiment, actively work with partners, and make yourself known in order to focus the audience's attention on your brand.

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