A strong love for fashion is inextricably rooted in the history of the United Kingdom. From British royalty influencing commoners with their outfits to the cultural revolution of the 1960s that catapulted British styles worldwide, UK fashion is constantly undergoing transformation. Among the latest developments shaping the fashion world is
. In 2023, online sales of apparel, shoes, handbags, and accessories would collectively account for close to a third of
, amounting to over 44 billion U.S. dollars. In the same year, more than 27 million
Fashion e-shopper demographics
Among those 27 million online fashion shoppers, the mass majority were younger consumers. With Gen Z’s affinity for the internet, it comes as no surprise that nearly 50 percent of Gen Z shoppers did
most of their apparel shopping online, but Gen Z consumers weren’t actually the group most likely to do so. In the UK, about 70 percent of millennials from ages 27 to 42 were the ones most often renewing and refreshing their wardrobes with the aid of the internet. An even higher share of millennials bought
clothing online on a monthly basis. Among online shoppers of all ages in the country,
four percent more men than women preferred to shop online for apparel, while female shoppers were the group more consistently buying at least one fashion item online
each month.
The stores sewing online fashion
Crowned alongside Milan, New York, and Paris as one of the world's fashion capitals, London is home to the best-known British designers and brands. This influence seems to have carried over into the digital world, with London-based ASOS and Marks & Spencer ranking as the
most visited fashion and apparel websites in the UK in 2023. Even so, online retailers have sprung up across the country. The well-known
Boohoo group, headquartered in Manchester, operates under seven brands—including PrettyLittleThing and NastyGal. Despite scandals over
environmental and worker violations since mid-2020, and an 80-million-British-pound false advertising lawsuit settled by the company in 2022, Boohoo’s popularity among consumers has not yet suffered extreme backlash. In terms of online visibility, Boohoo’s website, boohoo.com, still ranked among the
UK’s fashion websites with the largest shares of voice in the following year. Leading in this ranking was Next, followed by ASOS and e-commerce giant Amazon.
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