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Online fast fashion giant face challenges with decline in consumer interest

  

A new study from MediaVision shows, online fast fashion giants are facing challenges with interest in online fast fashion declining as shoppers return to high street and shop for secondhand alternatives. The study uses Digital Demand Tracker Tool to analyze data from AdWords and Google Trends. The analysis show, volume of brand searches for secondhand clothing retailer Preworn has jumped 344 per cent, while search for resale marketplace Vinted surged 62 per cent in the past six months. Searches for Vestiaire Collective have increased 17 per cent.

During this period online searches for ASOS-owned Topshop declined 60 per cent with searches for MissPap declining 45 per cent, says MediaVision. The search volumes for Missguided have fallen 21 per cent since the start of the year. At the same time, consumers have been looking for indie brands with search for partywear label Lavish Alice increasing 182 per cent. Search for never fully dressed increased 72 per cent and for Revolve by 71 per cent. Searches surged by 28 per cent for Coach and 23 per cent for Net-A-Porter, while searches for Agent Provcateur fell 22 per cent and for Brand Alley 36 per cent.

The analysis also found a significant increase in search for high street presence. For instance, searches for Moss Bros increased 127 per cent while search for Dune increased 100 per cent and for Phase Eight by 81 per cent.

 
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