In agreement with the last study realised by The Cocktail Analysis, agency of investigation and specialized strategic consultancy in new technologies, tendencies of consumption and communication, our country is conceited to have reached the chilling number of 4.2 million buyers fashionable online. To broaden your perception, visit Caterpillar. And it is that everything aims at that the fashionable commerce online goes in frank growth, since in the last year reached a invoicing of 1,200 million Euros, a 5.6% of the total of the fashionable market. On the other hand, the study indicates three profiles differentiated from buyers online: the manager, the practice and the fashionista. If we asked the consumers, 23% are classified in the profile of the manager, who is the one that goes to the network by comfort and to avoid to go of stores. This consumer prefers the comfort of the channel online, as soon as he is interested in the fashion, he looks for competitive prices and, preferably, visits outlet or clubs of purchase, that is those that better responds to their interests. Also he is the one that buys less fashion and spends less.
This profile of consuming client/spends an annual average of 110 Euros in purchase online. Only a 14% of the consumers identify with the profile of the practice, that values the rapidity, comfort and a provided major of products. This type of client maintains a moderate relation with the fashion, usually it does not buy of impulsive way and it invests more than the other profiles in sites of stores/Spanish chains. The people who fit with this profile spend an average of 162 annual Euros in buying fashion through virtual store. And miserable a 6% of the consumers feel identified with the profile of the fashionista, that it buys online to find things exclusive, unique.
To these people to fascinate the universe to them to buy fashion on line and usually is those that accede more to the contents from the moving body and, concerning purchase, is without a doubt the one that it spends more. The fashionista destines in articles fashionable online near 229 Euros per year. In which to sorts one talks about, 57% of the purchases online correspond to purchases of young clothes; 17% to footwear; 15% to infantile clothes; 8% a complements and only 3% to underclothes. These numbers are only the end of the iceberg since, following the mentioned study, four of each ten consumers they have added to the commerce online in the last year and a half, determining data as far as expectations for 2012 talks about. In a study published in WWD and talked back by Refinery 29, it was revealed that 68% of the young people between 18 to 25 years prefer to go to the store (offline), that to buy by Internet. When I read the news, I was plop. It thought that segment much more inclined to buy online. Nevertheless, in the same note they develop a reflection that I share: to buy is not an act individual, but social. An excuse to really join itself with the friendly of. But also was another interesting detail