The fashion industry is one of the favorite categories of online consumers in Mexico, because 5 out of 10 say they buy at least once a month an article related to this market, according to the study on online sales in fashion 2022, prepared by the Mexican Association of Online Sales (AMVO) in collaboration with Netquest and Similarweb.
Comfort, promotions and reviews are some of the motivations of online fashion consumers in Mexico
Online fashion consumers in Mexico They are generally people from high socio-economic strata and in an age bracket between 25 and 34 years (28%) and between 35 and 44 years (27%). whose main reasons for buying online are the convenience of receiving their clothes at home, saving time, promotions, discounts and access to product reviews.
In this sense, the age group that ranks third when buying in the fashion category are young people aged 18 to 24 (20%), in fourth position people aged 45 to 54 (17% ) and those who buy the least are adults over 55 (8%).
Table on purchases in the fashion category prepared by AMVO.
The study found a 6 percentage point increase in the number of people who shopped in this category for the first timeMoreover, the purchase has increased in the female segments of low socio-economic levels and with an age range between 25 and 34 years.
Beginners preferred to buy less common items like baby clothes and accessories, however, intensive and frequent shoppers had a predilection for buying men’s and women’s items.
8 out of 10 online fashion consumers in Mexico feel safe shopping online
According to AMVO, the fashion category generates a perception of safety among users since 8 out of 10 feel safe when shopping online. In addition, 5 out of 10 online Fashion shoppers have made a return, this is the category that registers the most returns in all e-commerces, the size of the product being the main reason.
Online fashion consumers in Mexico generally do not shop through the physical channel, only 3 in 10 say they buy exclusively in the physical channel since they prefer to research products online and compare prices and brands, yet it is the sector that interacts the most with both the digital and physical channel.
Hot fashion is becoming more prominent among online fashion consumers in Mexico
Since the fashion industry has favorable figures in e-commerce, it has generated that events in this sector benefit from it, as is the case with Hot Fashion, the online sales campaign centered on fashion, beauty and accessories which will run from August 15 to 22, 2022.
Hot Fashion has become famous among consumers and the 2022 edition will be the one with the most recognition, as it will increase its notoriety up to 2 times compared to 2021. In all, 5 out of 10 Internet users know about the eventMoreover, 6 out of 10 potential customers plan to buy something during the campaign.
Omnichannel will be one of Hot Fashion’s trends
4 out of 10 people who will participate in the Hot Fashion plan will do so exclusively on the digital channel, who will have a significant demand during the event. However, 6 in 10 buyers said they plan to buy using the digital and physical channelIn this sense, AMVO advised companies to rely on the omnichannel approach that helps consumers locate physical stores and check the availability of a product.
Ultimately, 91% of buyers prefer to receive the product directly at home, while 18% want to pick up in store, and 11% that they will receive their purchases at a workplace.
Hot Fashion 2022 Preferred Shipping Methods Chart.
More than 120 companies join Hot Fashion 2022
Hot Fashion activates a search engine for more than 120 companies participating in the event
More than 120 companies (20 brands more than the previous edition) will participate in the 2022 edition, including Mascara de Látex, Mercado Libre, Sears, Coppel, Farmacias Guadalajara, Claro Shop, DEVLYN, Loving It, Adidas, Elektra, Reebok , Bizzarro, National Monte de Piedad, Walmart, Levi’s, Shein, Liverpool, Elektra, Puma, Steve Madden.
Also, hot fashion announced improvements to its websitewhich will now have a predictive search engine for offers by brand, category, sub-category, or related words, and will have a section for flash offers and personalized offers.
Finally, AMVO called for continuing 6 tips for buying safely during the season:
- Do not use public networks
- Buy on well-known sites
- View product reviews
- Be careful with overly large offers as they may be fake.
- Check the fine print in the terms of the offer.
- Use only one payment method.
Regarding security, AMVO suggests viewing the offers directly on its website, since the sites will be those supported by the organization.
Stay informed of the most relevant news on our Telegram channel
