Analysis of Fashion Brands' Marketing and Consumer Behavior in 2024

Discover the latest trends and insights in the fashion industry of 2024. Explore the growing dominance of B2C e-commerce, consumer behavior patterns, and the challenges faced by fashion brands. From the impact of online marketplaces like Amazon and Alibaba to effective presentation tips, gain valuable knowledge to thrive in evolving landscape.
Analysis of Fashion Brands' Marketing and Consumer Behavior in 2024


The fashion industry is undergoing significant transformations in marketing strategies and consumer behavior. As we delve into 2024, it becomes evident that B2C e-commerce is on an upward trajectory, with projected sales figures reaching impressive heights.

This article provides an in-depth analysis of the market size, consumer behavior patterns, and the challenges faced by fashion brands in the evolving landscape. Furthermore, we explore the dominance of e-commerce platforms like Amazon, shed light on customer journey dynamics, and offer valuable presentation tips for fashion brands to thrive in this competitive environment.

Join us as we unravel the intricate tapestry of the 2024 fashion industry and uncover the key trends shaping its future.

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Fashion Market Insights

B2C E-commerce on the Rise

The fashion industry continued to experience growth in 2024, with projected total sales expected to reach approximately $517.48 billion. This indicates a 4.6% increase compared to the forecasted sales figures for 2023, which were $494.89 billion. Although the growth rate remains moderate compared to the high growth years prior to the COVID-19 pandemic, it demonstrates a consistent recovery and expansion of the industry following the downturn experienced in 2020. The pandemic had a profound effect on the sector, leading to a 21.9% drop in sales and a loss of over $100 billion in revenue compared to the year before, due to the closure of physical retail outlets and reduced spending on non-essential goods. Since then, the fashion industry has not only rebounded but also shown resilience by surpassing $400 billion in annual sales since 2021 and continuing its upward trajectory into 2024. This ongoing growth can be attributed to the adaptation of the industry to new consumer behaviors, including the increased reliance on online shopping, and a renewed interest in sustainable and ethical fashion, which have both played key roles in shaping the market dynamics in recent years.

Fashion Industry Sales & Growth Rate

E-commerce Dominance

E-commerce sales in the U.S. apparel industry have demonstrated consistent growth over the years. Following the pandemic's onset in 2020, there was a significant surge, peaking at a growth rate of 27%. The subsequent years continued to show robust growth, with a 25% increase in 2021 and a gradual deceleration to 14% in both 2022 and 2023. By 2024, assuming a continuation of the trend towards stabilization, the growth rate might further adjust to reflect the industry's adaptation to a new normal, potentially aligning closer to pre-pandemic levels or reflecting evolving consumer habits and technological advancements in e-commerce. On average, over this period, the industry might have experienced an annual growth rate of around 17-20%, indicating sustained, albeit moderating, enthusiasm for online apparel shopping as consumers increasingly favor the convenience and choice offered by e-commerce platforms.

Growth Rates of E-commerce Sales in U.S Apparel Industry

Moreover, by 2024, the proportion of e-commerce sales in the apparel industry has not only remained consistently high but has likely increased further, potentially exceeding 60%. Particularly during the pandemic period, while the total sales volume experienced a decline, e-commerce sales not only remained resilient but also saw significant increases in volume. This trend underscores the growing importance of e-commerce in the industry, a movement that has continued to evolve post-pandemic. The continued growth in e-commerce sales highlights a persistent shift in consumer behavior towards online shopping, reinforcing the critical role of digital platforms in the retail landscape. This shift indicates a lasting transformation in the industry, where e-commerce has become a primary channel for purchasing apparel, driven by advancements in technology, changes in consumer preferences, and the increased convenience of online shopping.

Percentage of E-commerce Sales in the Fashion Industry 

Fashion Stands Out

E-commerce has solidified its position as the preferred method of shopping for fashion products. By 2024, the growth rate for the online fashion industry in the United States is estimated at 11.1%, placing it among the fastest-growing categories in terms of sales. The categories that were leading in growth, such as food and beverage, health, personal care, beauty, and office equipment and supplies, continue to evolve, but the fashion sector's acceleration in e-commerce signifies its increasing market influence and adaptability to consumer needs.

Looking ahead, the growth rate is anticipated to further increase, reaching 11.7% in 2025 and 12.5% in 2026, illustrating a sustained upward trajectory in the e-commerce fashion sector. This trend points to a robust and growing consumer appetite for online fashion shopping, driven by convenience, a wider selection of products, and personalized shopping experiences. On average, the online fashion industry is expected to maintain a remarkable growth rate of approximately 11% annually from 2024 to 2026, underscoring the enduring appeal and potential of e-commerce within the fashion industry.

US Fashion Retail Ecommerce Sales Growth Rate

Source from OBERLO

Consumer Behavior in Fashion

Brand Preferences

An Amazon survey reveals that 65% of consumers own five or more apparel brands in their closets. 

When choosing products, consumers prioritize price and value over brand familiarity. 71% of consumers prefer to purchase from brands that align with their values. 

66% of consumers remain open to purchasing private labels versus brand names, depending on the product. Notably, 76% of consumers are inclined to purchase Amazon private labels due to the perceived quality matching that of brand name products they imitate.

Marketplaces Preferences

In the United States, Amazon and Alibaba are two dominant players in the global e-commerce market. Amazon holds the top position among large-cap e-commerce companies worldwide, boasting a market cap of approximately $1.7 trillion U.S. dollars.

Market Cap in Billion U.S dollars

Further details: Visit the original statistic

In the United States, Amazon is a primary source for product information, with 75% of consumers checking prices and product reviews on the platform before making a purchase. 

Visiting the Amazon store exposes 62% of apparel shoppers to new brands or products, and 71% of them end up purchasing these discoveries.

Customer Journey

The research stage for apparel shoppers is typically brief, with 69% of them starting their pre-purchase research within a day of making a purchase. 

Consumers prefer a seamless and convenient shopping experience, often relying on advertising platforms like Amazon to guide their decision-making. Sponsored ads play a significant role in product sales, as 38% of consumers find them helpful. 

Moreover, 70% of shoppers purchase the first product listed on Amazon's search results page.

Shopping Channel Preference

Retailers and e-commerce platforms are diversifying their shopping channels to cater to consumer preferences. 

Shopping apps have gained popularity, offering convenience and smooth shopping experiences. For instance, by 2024, there will most likely be over 187 million active mobile shoppers in the US alone.

Active Mobile buyers in the US

Further details: TIDIO

Shopping Frequency Preference

According to the survey, apparel shoppers who visited the Amazon store have shown a 1.6x higher likelihood of engaging in monthly apparel shopping compared to the overall group. Moreover, they are 1.8x more inclined to purchase new apparel items to stay up to date with the latest trends compared to the broader population of apparel shoppers.

Challenges for Fashion Brands

Shortened Decision Stage

Fashion brands face the challenge of attracting and engaging consumers within a shorter decision-making timeframe. The competition for attention and purchase intent requires brands to captivate consumers swiftly.

Multi-Channel Presentations

Brands must effectively present their products across multiple shopping channels, ensuring a consistent and appealing experience for customers. Maintaining a cohesive brand identity across various platforms is crucial.

Building Brand Loyalty

Consumers are becoming less attached to specific brands, making brand loyalty a challenge. However, companies that build trust, align with consumer values, and offer exceptional customer experiences can still foster loyalty. 

Shifting Shopping Behaviors

Consumer spending habits change with economic conditions, and brands need to adapt accordingly. Companies that are transparent about price increases due to inflation or shortages and prioritize customer value can retain customer loyalty. 

Data shows a remarkable 71% of loyal customers have shown empathy toward companies that raise prices due to inflation or shortages and they are willing to continue buying from brands.

Fashion Presentation Tips

Drive Discovery with Multi-Channel Approach

Optimizing product images for mobile websites is crucial, as 53% of visitors are likely to abandon a site with poorly displayed images. Professional product photos that are mobile-friendly can enhance visiting time, increase purchasing opportunities, and improve conversion rates.

Increase Product Consideration

Emphasizing the overall look and appeal of fashion products is vital, as 78% of surveyed apparel shoppers prioritize aesthetics over brand recognition. Leveraging solutions like Inspire Plan from PENCIL ONE, which analyzes successful practices of top Amazon fashion brands, can help brands reach and engage new audiences with custom images and videos.

Enhance Brand Value for Customers

Building a valuable brand involves maintaining consistency across all channels, particularly in product photos. Establishing emotional connections with consumers based on product photos accurately conveys brand value. It can foster trust and loyalty. PENCIL ONE helps you create a brand imagery guide to make sure conveys the brand's value in a consistent way. 

In conclusion, the fashion industry is experiencing growth in e-commerce, with consumers prioritizing price, value, and brand alignment. Online marketplaces like Amazon play a significant role in shaping consumer behavior and influencing purchasing decisions. To thrive in the evolving market, fashion brands must adapt to shorter decision-making windows, leverage multi-channel presentations, build brand loyalty, and prioritize customer value and trust. Effective fashion presentation strategies include optimizing mobile experiences, focusing on product appeal, and maintaining consistent brand value across all touchpoints.

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