Clothing sales represent more than 10% of total online purchases. In 2015, the value of clothing purchases in Romania exceeded 170 million euros, up 20% compared to 2014.

The Online Fashion Market in Romania

Clothing items are one of the most popular and dynamic categories in e-commerce. In Romania, the fashion segment represented approximately 11% of total online purchases in 2015, exceeding 100 million Euros, according to Ziarul Financiar. The total online market is approximately 1.5 billion euros.

Study Objectives

In this context, we decided to analyze, through our own market study, the clothing consumption habits of the Romanian internet user: what they buy, from where, and how often. Without being an exhaustive study, we tried to define the main parameters of clothing purchases, with a focus on Romanian brands.

We were interested in whether Romanians buy clothes made in Romania, if they would be willing to pay extra for them, but also to what extent online retailers provide their customers with Made in Romania clothing items.

We also spoke with several online fashion retailers and asked them to what extent they collaborate with Romanian workshops and what their customers’ buying habits are. We managed to talk to 7 of the most important fashion stores in Romania. The results reflect, in parallel, the perspective of retailers and consumers on the online fashion market in Romania.

The Romania Online Fashion Market Study 2016 was conducted by MKOR Consulting between June 12 – June 22, 2016, on a sample of 500 respondents who purchased clothing products online at least once in the last 12 months.

Respondent profile: 97.9% women, 2.1% men; 26% between 26 and 35 years old, 35% between 36 and 45 years old, 26% between 46 and 55 years old.

The study’s objectives consisted of identifying the main consumption habits of online fashion retailer customers, in parallel with the expectations and behaviors of the retailers themselves. To access the full report, we invite you to fill out the form on the side.

Later Edit: The study was covered by a large part of the specialized and general media, including the ProTV news at 7:00 PM on Wednesday, August 17. Here is the complete list of media mentions.

Later Edit 2: We have launched a new study for the Fashion market, which you can find here.