Hello, fellow fashion marketers!

Fashion is one of the most fast-paced industries out there. And it’s not just because people’s personal styles change but also their media consumption can be vastly different age group from age group AND the competition is not very forgiving.

Which is also why it’s super crucial to keep up with what your customers really want from a fashion brand besides new collections. Luckily Facebook published its new reports looking onto fashion customers preferences.

Because the majority of our clients are in the US and the UK, we will be looking and comparing these two reports but there are other territories Facebook analyzed and you can check them out here

 

PERSONALIZATION

Let’s talk about personalization first.

UK customers are more conscious about the quality of the clothes and about brand sharing their values. Especially in the 18-34 age bracket.

US customers are more focused on personalization but to be fair, the UK is not that far behind them either.  The sustainability movement is undoubtedly shaking every industry up, with the Millenial and Gen Z generation being conscious of what they buy and from whom. Even if these are not your target audiences right now and you might be focused on more older generations, it’s smart to start thinking about their behaviours ahead of time to future-proof your business as they are likely to be your customers in a few years.

US

UK

 

SCREEN PREFERENCES

US is ahead when it comes to using their phone in stores and also prefer to shop in-store compared to online.

Both territories, however, like discovering products on their phone.

US

UK

 

REAL THREADS

UK consumers seem to be more causcios when it comes to interacting with brands and would be less likely to be impressed by brands interacting in communities created by a person. This means if your brand decided to jump on a discussion within a group, you really have to think through the tone you choose and also whether the community would be even open to it.

Influencer endorsement seems to have more weight than user reviews. However, in our experience, reviews are hugely influential, especially for new products or new business so definitely don’t stop focusing and encouraging these where possible as they also encourage WOM.

US

UK

 

 

FACEBOOK/INSTAGRAM USE

UK customers who are also Instagram users also use the platform for fashion inspo slightly more than their US counterparts but, to be honest, both territories have a quite high percentage in that area so if your demographic falls within the Instagram userbase (especially Gen z and Millenials), Instagram should not miss in your channel strategy.

US

UK