The MKOR "Romanian Fashion Market" Study: Key Findings
General Fashion Consumption Behaviors
90% of Romanians purchase at least one fashion item per month.
15% of fashion shoppers return products.
Ethical consumption is on the rise, with 45% of consumers avoiding excessive fashion consumption and 23% seeking sustainable alternatives.
33% of ethical consumers, especially women, purchase second-hand clothing.
The average amount spent on a shopping session is RON 381, with clothing being the most expensive category.
70% of Romanians believe their fashion expenses have increased compared to 2022.
Omnichannel Fashion: Online and Offline
20% of Romanians prefer to shop exclusively online for fashion items.
24% of consumers prefer a mix of online and offline shopping.
eMag is the most popular online fashion retailer, followed by About You, Fashion Days, Sinsay, and H&M.
H&M, CCC, C&A, Deichmann, and Decathlon are the most popular brick-and-mortar fashion retailers.
Online fashion purchases from outside Romania have increased 5x in the past year.
Romanians make 7.3 fashion purchases per year, with 70% of respondents putting clothes in their carts during their most recent shopping session.
41% of respondents put shoes and other similar items in their carts during their most recent shopping session.
Digital Experiences in Fashion Shopping
63% of consumers use their mobile phones in physical stores, up 10% from 2021.
Gen Z and Millennials are most likely to use their phones for shopping in physical stores.
50% of consumers say that digital experiences influence their decision to return to a store.
A simple checkout process, easy product search, and prompt delivery are the most important factors for online shoppers.
Common pain points for online shoppers include difficulty finding products, lack of product reviews, and inaccurate sizing guides.
Despite the growth of online shopping, the offline shopping experience remains important for many consumers.
46% of respondents appreciate the store environment in physical stores.
42% of respondents say they can find good quality products in physical stores.
41% of respondents appreciate the cleanliness of physical stores.
Overall, the study highlights the importance of understanding consumer preferences and needs in order to remain competitive in the fashion industry.
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