Online fashion sales soar
The steady increase in e-commerce revenues demonstrates the thriving condition of this market in recent years, with the COVID-19 marking a radical shift. In 2022, monthly online sales of fashion retail registered a negative trend compared to 2021 but increased tremendously compared to pre-pandemic times. The online fashion shopping fever shows no indication of slowing down, as forecasts suggest that e-commerce will contribute to more than one-third of the total apparel sales in the country by 2025.As the market has grown, it has also become more competitive. Business-to-consumer (B2C) e-commerce undoubtedly remains a core segment, with B2C retailers accounting for just over 40 percent of all online clothing sales. In addition, direct-to-consumer (D2C) and consumer-to-consumer (C2C) players are gaining weight in the sector.
French retailers face world-class competitors
The fashion e-commerce market in France showcases some successful homegrown brands that compete with world-class platforms. Founded in 2001 and based in Saint-Denis, Veepee, previously known as Vente-privee, is a trailblazer in online flash sales, offering limited-time-only deals on one-off products. In 2022, Veepee appeared as the second-biggest e-retailer in France in terms of annual net sales, with only the international marketplace SHEIN surpassing it. Rising sales in France and abroad for e-commerce and mail-order retailer La Redoute were quick to attract the attention of investors. In March 2022, the Parisian department store group Galeries Lafayette acquired full ownership of La Redoute, building upon their existing majority stake of over 50 percent.Although big marketplaces such as Amazon, ASOS, or Zalando have undisputed popularity in France, new alternatives to fashion consumption are gaining strength, such as those offering apparel and accessories a second life. The success of the online resale platform Vinted is an example of that. In addition to being the most visited fashion website in France, its app ranked first in downloads within this category.
A young audience goes for convenience
The younger consumer base is the driving force behind online fashion shopping. In France, approximately three-quarters of Gen Z consumers and two-thirds of millennials purchase apparel online. These age groups are particularly inclined to use mobile devices for clothing shopping due to their familiarity with mobility and convenience.Traffic on fashion e-commerce sites indicate that consumers predominantly rely on desktops for browsing their desired fashion items. However, when it comes to converting these visits into actual purchases, mobile devices emerge as the dominant platform.
