Romanians love shopping, both online and offline. Therefore, it comes as no surprise that, alongside technology, e-commerce and virtual fashion stores are growing exponentially.
The Digital Fashion Consumer Trends study, the latest market report by MKOR Consulting, focuses on the experience and perspective of fashion consumers in Romania.
Both the experience and technology offered by manufacturers, as well as consumer expectations, are constantly improving. And when these expectations are met, the volume and value of purchases made in digital environments increase significantly.
Digital Fashion Consumer Trends in the mainstream and specialized press
The Digital Fashion Consumer Trends report has already been featured by mass-media publications, such as Pro TV, Ziarul Financiar, Wall Street, GPeC, or Europa FM.
MKOR Consulting is the first market research agency in Romania to have explored this topic in depth (since 2016).
The 2019 edition aimed to and succeeded in providing a complex perspective on general consumer trends, online shopping, and the digital experience, as well as brands perceived as top-tier and the essential characteristics that differentiate them from competitors.
A new element in the study is an imagination exercise addressed to consumers: what should the future of online shopping for clothes and accessories hold? They emphasize personalization and accessibility in shaping the Store of the Future.
The MKOR Study on Pro TV News
General information about Romanians’ consumption habits, extracted from the Digital Fashion Consumer Trends study, was presented on Pro TV News. The report highlights both consumer attitudes and expert opinions on the development of online shopping trends.
This is not the first time Pro TV has presented information from MKOR Consulting studies—Romanians’ interest in shopping, both online and offline, was the subject of news even during the first edition of the study dedicated to this topic.
Digital Fashion Consumer Trends in the Business Press
Ziarul Financiar presents the essential data emerging from the “Digital Fashion Consumer Trends” study in an article dedicated to business professionals. The material provides information on how online shopping has evolved in recent years, as well as on consumers’ future expectations.
In the article published by Wall-Street.ro, the overall perspective on relevant trends for online fashion includes data, graphical representations, explanations, and quotes to summarize the general state of the industry in 2018, essential data for any fashion entrepreneur.
The GPeC platform, a hub specialized in e-commerce, includes the MKOR team’s study among the most relevant news in the field. It highlights the main reason why consumers still favor offline stores, along with the report’s most important conclusions.
Consumption Habits: Online vs. Offline
Despite the popularity of online stores, malls remain the preferred places for fashion shopping (85% usually shop at the mall). Online stores have seen a 3% increase, where 57% of Romanians get their clothes, as well as second-hand stores, preferred by 24% of consumers.
In the first half of 2018, 88% of Romanians visited online fashion stores, but only 65% of them actually bought something during the same period. Approximately one-third of respondents analyze the online offer to find their favorite items, but complete their purchases offline, in physical stores.
Seen, tried on, bought
The inability to try on clothes is the main reason why customers choose to shop offline, but also the reason why most return clothing items ordered online – thus, the main hesitation of those who choose to shop exclusively in physical stores is related to the lack of confidence that the product sizes presented in online stores will fit them in reality.
57% of those who visit online stores but buy offline fear this, a figure that is up 5% compared to the previous year.
This fear is well-founded, since 50% of online shoppers have returned products ordered on the Internet at least once, and the cause of 83% of returns is the mismatch of product sizes (5% more than the previous year).
Online Shopping: more, more often, but more carefully
Overcoming the lack of confidence regarding size accuracy, Romanians are buying more both in terms of frequency and the amount spent compared to previous years. Romanians love shopping, as 56% of them buy clothes, footwear, or fashion accessories at least a few times a month, 7% more than the previous year.
And the amounts spent by them to be fashionable have increased: 40% of consumers pay over 301 lei monthly on fashion items, 5% more in 2018 compared to the previous year.
However, they are more careful with their money, as 69% of those who access online stores want to find out about offers, promotions, and new products, with 47% having the sole purpose of comparing prices.
The Store of the Future
Romanian consumers’ passion for technology and innovation is also reflected in the way they describe the fashion store of the future. It must offer personalized digital experiences (21% of consumer responses), be easily accessible from any device (20%), and allow virtual try-ons using new technologies (8%).
“Digital experiences intensified in 2018. Specifically, 63% of Romanians encountered digital technologies in their fashion shopping sessions, 30% more than last year. We believe this is a sign that retailers have understood Romanians’ passion for fashion and technology,” according to Corina Cimpoca.
Discover more data
If you want to find out more about what, how, and why online fashion consumers buy, we invite you to discover our complete study.
And if you are a media representative who wants to share the latest information with your readers, we are always happy to provide additional and relevant information for your audience. Write to us about your proposal.
