Dec 17, 2020
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UK online fashion orders surged in November but depended on discounts

Dec 17, 2020

UK online fashion order numbers rose 363% between November 1 and the end of the month with Black Friday being key for the period as orders rose 159% during Cyber Week compared to the week before.

Discounts were key last month as online orders surged - Photo: Pixabay

That’s according to figures from True Fit’s Fashion Genome, which analyses transactions from thousands of brands and tens of millions of shoppers.

But while orders rose, average order values (AOV) fell, with a 13% drop suggesting that consumers were being cautious and were looking for low prices. Retailers were certainly providing these but they were possibly over-reliant on them.

The personalisation platform for apparel and footwear retailers, said web traffic also surged across the Black Friday weekend, with the biggest rise in year-on-year growth taking place on the Saturday, which was up 26% year-on-year. Again, this was driven by markdowns.

As mentioned, retailers do seem to be very dependent on discounts at present as consumer confidence dips. 

Even outside of Black Friday and traditional end-of-season sales periods, many fashion retailers have continued discounting as a way of stimulating demand, True Fit said. Combined with consumer caution, this has meant an unending cycle of price-cutting.

However, in the extraordinary circumstances of this year, perhaps that has been needed and the cuts do seem to be encouraging consumers to buy. They’re choosing to shop for bargains but they’re buying more frequently and browsing more, True Fit added, “proving that the appetite to buy and demand for fashion e-commerce remains”.

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