Post by sumaiyasumi8855 on Oct 28, 2024 22:55:46 GMT -7
The fashion industry in Mexico is known for its constant evolution and dynamism, particularly in the field of eCommerce. Its impact has been so noticeable that over the last few years, it has gained ground among the industries that have benefited the most from the rise of online sales channels. So much so that, according to projections, by 2025 fashion will reach third place in terms of revenue, surpassed only by electronics and food.
In this context, at Elogia
bulk sms marketing Fashion Lab we have prepared the 6th edition of our Moda MX Study, in order to share the main attributes that have dictated the path of online fashion consumption in 2023. In this article, we share with you the main keys to the study and, if you want to know more, at the end of everything you can download the complete study prepared by our research team.
Brands with the greatest notoriety in the Mexican online market
Main purchasing habits
Buyer classification according to consumption habits
Purchase drivers: What drives online fashion shopping
Prices and trends: positioning axes for brands
Download the full study here
The research was conducted with a total sample of 602 individuals: women and men between 18 and 65 years old who have purchased fashion or fashion accessories online in the last 6 months.
Purchasing habits have settled in comfortably: average penetration is 43%. That is, 4 out of 10 Mexican Internet users have purchased fashion online in the last 6 months . It is worth mentioning that the age group with the highest penetration is the 26 to 40 age range, especially among women (45% women and 41% men).
Below we detail the 6 main findings found in this new edition of the study:
Brands with the greatest notoriety in the Mexican online market
For the third consecutive year, Shein is the brand that consumers have in mind, although Liverpool and Amazon follow closely behind.
Although Liverpool and Amazon are the leading brands in the category, Shein takes first place in Top of Mind – the first spontaneous mention of a remembered brand – with 21%. However, Liverpool is the most spontaneously mentioned overall with 51%, decreasing 4 percentage points compared to 2022.
In terms of brand health (conversion of awareness, visits, registration and last purchase), the main fashion websites in Mexico continue to be: Liverpool , Amazon and Mercado Libre . On the one hand, Liverpool maintains its levels, on the other hand Amazon and Mercado Libre decrease their levels; after them comes Shein, which is the only brand that manages to increase customer loyalty .
On the other hand, some brands that lower their conversion rates are precisely the lesser-known ones: Privalia, Champion, Stradivarius, Julio and Scappino, to name a few.
Funnel brands
Funnel brands
Brand funnel, Elogia 2023.
Main purchasing habits
Spending increases slightly, while purchasing acts remain the same compared to 2022.
Online fashion purchases in Mexico occur 6.1 times a year , compared to 6.2 last year, with an average amount of $1,644 MXN ($1,588 MXN in 2021), slightly higher than in 2022.
People under 25 years of age spend the least on their purchases, $1,401 MXN on average, while people between 26 and 40 years of age buy most frequently (6.5 times a year).
Shopping habitsAverage spending per year, Elogia 2023.
Buyer classification according to consumption habits
Within the surveyed population, 3 types of consumers can be identified: Fashionistas, Moderate Fans and Disconnected from fashion .
Fashionistas are characterized by being a younger target (33 years on average) and tending towards the female sector, with an average expenditure of $2007 mxn and the highest frequency (6.9 purchase acts/year). On the other hand, Moderate Fans are the target with the oldest average age (37 years), showing an average expenditure of $1610 mxn and a moderate purchase frequency (6.1 purchase acts/year). And finally, the Disconnected are on average 36 years old and have an average expenditure of $1428 mxn and the frequency (5.5 purchase acts/year), being the lowest of the three segments.
Across the board, the most important drivers for the three profiles are: good prices and quality . However, there are nuances between each of them. On the one hand, Fashionistas are more attracted to the latest trends and exclusive online products . Meanwhile, Moderate Fans value the wide variety of products . And the disconnected ones do not stand out in anything in particular, as they are influenced by good prices, quality and cheap or free shipping .
In the following image you can see the demographic data, average annual spending and purchases, as well as the favorite stores of each profile:
Screenshot 2023-11-06 at 21.48.23
Typology of the fashion buyer in Mexico, Elogia 2023.
Purchase drivers: What drives online fashion shopping
Home delivery remains the most highly valued aspect when deciding whether to buy online or in a physical store, but ease and speed of purchase gain relevance.
Mexican Internet users give a lot of importance to the benefits offered by online shopping, among which convenience/practicality stands out , followed by being able to do it at any time (especially people between 41-65 years old) and finally offers /promotions . However, the main aspect for buying online is being able to receive the order at home .
In 2023, the ease and speed of purchase, the different forms of online payment and trust in websites become more relevant.
In this context, at Elogia
bulk sms marketing Fashion Lab we have prepared the 6th edition of our Moda MX Study, in order to share the main attributes that have dictated the path of online fashion consumption in 2023. In this article, we share with you the main keys to the study and, if you want to know more, at the end of everything you can download the complete study prepared by our research team.
Brands with the greatest notoriety in the Mexican online market
Main purchasing habits
Buyer classification according to consumption habits
Purchase drivers: What drives online fashion shopping
Prices and trends: positioning axes for brands
Download the full study here
The research was conducted with a total sample of 602 individuals: women and men between 18 and 65 years old who have purchased fashion or fashion accessories online in the last 6 months.
Purchasing habits have settled in comfortably: average penetration is 43%. That is, 4 out of 10 Mexican Internet users have purchased fashion online in the last 6 months . It is worth mentioning that the age group with the highest penetration is the 26 to 40 age range, especially among women (45% women and 41% men).
Below we detail the 6 main findings found in this new edition of the study:
Brands with the greatest notoriety in the Mexican online market
For the third consecutive year, Shein is the brand that consumers have in mind, although Liverpool and Amazon follow closely behind.
Although Liverpool and Amazon are the leading brands in the category, Shein takes first place in Top of Mind – the first spontaneous mention of a remembered brand – with 21%. However, Liverpool is the most spontaneously mentioned overall with 51%, decreasing 4 percentage points compared to 2022.
In terms of brand health (conversion of awareness, visits, registration and last purchase), the main fashion websites in Mexico continue to be: Liverpool , Amazon and Mercado Libre . On the one hand, Liverpool maintains its levels, on the other hand Amazon and Mercado Libre decrease their levels; after them comes Shein, which is the only brand that manages to increase customer loyalty .
On the other hand, some brands that lower their conversion rates are precisely the lesser-known ones: Privalia, Champion, Stradivarius, Julio and Scappino, to name a few.
Funnel brands
Funnel brands
Brand funnel, Elogia 2023.
Main purchasing habits
Spending increases slightly, while purchasing acts remain the same compared to 2022.
Online fashion purchases in Mexico occur 6.1 times a year , compared to 6.2 last year, with an average amount of $1,644 MXN ($1,588 MXN in 2021), slightly higher than in 2022.
People under 25 years of age spend the least on their purchases, $1,401 MXN on average, while people between 26 and 40 years of age buy most frequently (6.5 times a year).
Shopping habitsAverage spending per year, Elogia 2023.
Buyer classification according to consumption habits
Within the surveyed population, 3 types of consumers can be identified: Fashionistas, Moderate Fans and Disconnected from fashion .
Fashionistas are characterized by being a younger target (33 years on average) and tending towards the female sector, with an average expenditure of $2007 mxn and the highest frequency (6.9 purchase acts/year). On the other hand, Moderate Fans are the target with the oldest average age (37 years), showing an average expenditure of $1610 mxn and a moderate purchase frequency (6.1 purchase acts/year). And finally, the Disconnected are on average 36 years old and have an average expenditure of $1428 mxn and the frequency (5.5 purchase acts/year), being the lowest of the three segments.
Across the board, the most important drivers for the three profiles are: good prices and quality . However, there are nuances between each of them. On the one hand, Fashionistas are more attracted to the latest trends and exclusive online products . Meanwhile, Moderate Fans value the wide variety of products . And the disconnected ones do not stand out in anything in particular, as they are influenced by good prices, quality and cheap or free shipping .
In the following image you can see the demographic data, average annual spending and purchases, as well as the favorite stores of each profile:
Screenshot 2023-11-06 at 21.48.23
Typology of the fashion buyer in Mexico, Elogia 2023.
Purchase drivers: What drives online fashion shopping
Home delivery remains the most highly valued aspect when deciding whether to buy online or in a physical store, but ease and speed of purchase gain relevance.
Mexican Internet users give a lot of importance to the benefits offered by online shopping, among which convenience/practicality stands out , followed by being able to do it at any time (especially people between 41-65 years old) and finally offers /promotions . However, the main aspect for buying online is being able to receive the order at home .
In 2023, the ease and speed of purchase, the different forms of online payment and trust in websites become more relevant.