• fashion united

Want to sell more online? Speed is more important than style


True or false: consumers that love a certain fashion brand will buy items from said brand online, again and again. False, according to a new survey conducted by WGSN. After surveying 15,000 women aged 16 to 39 in the US and UK, the global fashion trend forecaster found out that brand love and purchase frequency online are not correlated.

First, WGSN asked the surveyors to name fast fashion brands they love.

Most loved fast fashion brands in the UK:

  • New Look -- 28 percent

  • Asos -- 25.7 percent

  • Amazon -- 24 percent

  • PrettyLittleThing -- 20.9 percent

  • H&M -- 20.2 percent

  • Boohoo -- 19.5 percent

  • Topshop-- 18.2 percent

  • Missguided -- 15.8 percent

Then, respondents were asked how many times they purchased womenswear online from the following brands in the last year:

Fast fashion brands with the highest online purchase frequency in the UK:

  • Amazon -- 4.15 times

  • Asos -- 3.80 times

  • Boohoo -- 3.74 times

  • Missguided -- 3.39 times