Source: www.fibre2fashion.com
Facebook, Instagram and Pinterest are at the top, educating 41 per cent, 35 per cent and 21 per cent of consumers about brands respectively, according to a recent survey conducted by The NPD Group. When asked what platforms converted advertising and other content into actual purchases, 51 per cent of respondents said Facebook and Instagram content resulted in buying products.
The company recently surveyed consumers to determine how they learn about or discover fashion brands and retailers.
“The pandemic accelerated the ongoing retail shift from brick-and-mortar stores to online purchasing years into the future,” said Maria Rugolo, apparel industry analyst for NPD.“Ready or not, with consumers sheltered at home last year, fashion retailing needed to adapt, and that adaptation had to happen quickly. With this shift, impulse purchasing also shifted. As these platforms make purchasing even easier, with one-click shopping and the ability to buy instantly, social media will continue to gain more impulse-purchase attention,” he said.
