Source: www.fibre2fashion.com
Total UK online fashion checkouts rose by 93 per cent year on year (YoY) in June, according to True Fit, a personalisation platform for apparel and footwear retailers. However, average order value (AOV) fell by 22 per cent in June over 2019 figures. Total sales, while down YOY since March, rose in June and are now on par with total sales figures from 2019.
This, True Fit suggests, is due to continued, widespread discounting, as retailers have turned to promotions to try and stimulate pent-up demand. This, combined with UK shoppers behaving cautiously on discretionary spend, favouring more lower value purchases over fewer big-ticket items, contributed to a rise in total sales, but average basket sizes falling, according to a press release from the company.
E-commerce traffic for UK fashion retailers was up by 48 per cent YoY in June, compared to 44 per cent throughout Europe. While high street shopper traffic rose by 19 per cent on the previous week after stores opened, according to the BRC-ShopperTrak Footfall Monitor, footfall still remained down by 57 per cent YoY.
“Demand for personalisation has never been higher – our data shows this has grown exponentially, up 123% since mid-March – so this requires the introduction of more digital tools that cultivate personal shopping experiences and give customers the confidence to buy,” William R Adler, chief executive officer at True Fit, said.
