A year after the emergence of the coronavirus, glami search engine (www.glami.hu), which connects the offerings of leading fashion webshops on
a platform, conducted an internati
onal survey examining, among other things, the buying habits of Hungarian consumers of clothing and fashion items in the 12 months since the outbreak of the coronavirus.According to the survey, we have ordered fashion items more frequently online in the past year, one in two consumers have discovered new online stores and fashion brands, the biggest challenge has been to find the right size, and shopping in physical stores is becoming less and less of a health risk.
More frequently ordering fashion items on the I
nternetThe restrictive measures have given a huge boost to e-commerce, and although the survey found that three quarters of consumers bought the same or less frequently purchased fashion products overall, more than half of respon
dents (51%) more often ordered clothing on the Inte
rnet than befor
e. Overall, the survey found that 25% of consumers who, despite the circumstances, reportedly bought fashion items more often, and 8% took advantage of online shopping for the first time in the past 12 months.
Those who bought more in online stores typically edipped favourable prices and higher prices as justification (41%), and that they often order more online than they would buy in the physical store (45%). Those who bought less fashion products justified their decision primarily by saying that there was no time to wear new clothes or accessories (45%). One in two online shoppers have discovered new brands
Thanks to the rapid development of fashion brands online, a number of new online stores and fashion brands have appeared on the web in the past year, as well as the often online leisure time at home for consumers to search for new things online. Accordingly, 55% of the survey participants discovered or purchased products from brands previously unknown to them.New fashion brands were the largest proportion (61%) found through searches on websites and product guides automatically offered by webshops, 46% met them on social media (Instagram, Facebook) and 6% searched for specifically smaller brands to support them in difficult times.
Size uncertainty is the hardest thing to buy online
In addition to widening opportunities, consumers were also more likely to face the challenges of online shopping. The biggest deterrents for Hungarians are the difficulties of choosing the right size (44%), the lack of touch (41%), high transport costs (33%) and the sometimes complicated return process for the exchange of goods (25%) 2014. The survey also found that choosing the right size has become particularly difficult for many because of the restrictions: 35% reported that their size had changed over the past 12 months (23% larger, 12% wore smaller sizes), making it even more difficult to choose the right dress. Moreover, according to shoppers, trousers (48%), shoes (34%), lingerie and swimsuits (27%) are the most difficult to buy due to the uncertainty of size.These factors are already much more important than the fear of scams or the lack of trust in online payments (10%), as well as lengthy delivery times (8%).
Health precautions no longer play a decisive role when shopping online
According to www.glami.hu research, over the past 12 months, aspects of online shopping have also changed: safe, contactless delivery has lost its importance, and shoppers have become more important about how much time they have to return the item, or the discounts available. When it comes to in-store shopping, only 14% of respondents said they would only feel as safe when shopping offline as they had done before if they had already been vaccinated.
The impact of the epidemic remains visible in the long term
As far as online shopping for fashion items is concerned, after the normalisation of the epidemic, 50% of consumers continue to plan to shop online more often than before and only 11% replied that they would continue to prefer shopping in stores. In the coming months, most people, 39% of respondents, plan to spend an average of between $15,000 and $35,000 on fashion items.
In 2018, Glami.hu launched a series of market research based on regular data collection called Fashion (Re)search, which serves the company's efforts to provide the media and commercial players with up-to-date and relevant information about trends in the online fashion market. For more information and to view previous research, www.fashion-research.hu page.