How shoppers buy clothes in Germany
In a survey by Statista, over a thousand people aged 18 to 69 were asked about their fashion consumption behaviour. According to the results, the number of respondents who had bought clothes online during the past 12 months was roughly equivalent to the number who had bought clothes in bricks-and-mortar shops during the same period.
Two-thirds of respondents said they used multiple shopping channels. However, more women than men shop online. According to the Statista survey, more than 70% of online shoppers have never used voice commands to shop online. About 15% of these shoppers have used a shopping or style consultation. More than half of the respondents (55%) have reservations about paying a lot to buy clothes online.
Many customers buy clothing from abroad every now and then, but it remains unclear to what extent. Brand loyalty counts for about one-third of the respondents, who reported purchasing the same clothing brands again and again.
Fashion is more affordable than ever
Because fashion is very cheap nowadays, shoppers are buying dresses, trousers, and T-shirts in large quantities. However, some of these items are worn only briefly, or are considered mistakes and never make it out of the wardrobe.
The environmental organization Greenpeace commissioned a study of how many garments the average interviewee owns. On average, Germans buy 60 new garments per year and only wear them for half as long as they did 15 years ago.
“We assume that clothing consumption will continue to grow,” says Kirsten Bodde of Greenpeace. “At the same time, however, there is also a countermovement of people who are deliberately confronting their consumption patterns and switching to sustainable fashion.”
Image: bonetta / istock