PORT WASHINGTON, N.Y., January 30, 2019 – U.S. online sales of luxury fashion items are showing significant growth coming from each of the key segments – footwear, accessories, and apparel – according to the new U.S. Luxury E-commerce Report from The NPD Group. Much of the nearly 50 percent increase in dollar sales seen in recent years across these segments is attributed to an increase in buyer spending.
“The luxury market is evolving, new brands are getting attention, and online retailer platforms are elevating the competitive landscape,” said Marshal Cohen
, chief industry advisor, The NPD Group. “The younger, multi-ethnic demographic that is more attracted to purchasing designer products online – even more than the average online accessories, footwear, or apparel buyer – is a major contributor to this evolution.”
The biggest spending increase within the online luxury market came from apparel – growing 17 percent to an average of $716 spent per buyer. While the frequency of online purchases held steady for luxury apparel and fashion accessories both segments saw increases in the amount consumers spent on those purchases. Fashion accessories increased their average online luxury spend per buyer by 5 percent, to $782.
Nearly half of the online luxury fashion dollar sales come from footwear, which has the highest average annual spend per buyer and annual purchase frequency. The average online luxury footwear spend increased 4 percent to $794, and purchase frequency also increased slightly to 1.6 times per year.
“It’s not just about the statement bag anymore, now, thanks to expanded accessibility, the statement shoe is also an area of focus and investment for consumers,” said Cohen. “If we pay attention to what consumers are saying, these new market dynamics spell a great deal of opportunity across the entire luxury fashion market.”
Source: The NPD Group / U.S. Luxury E-commerce Report, 2017
The NPD U.S. Luxury E-commerce Report uses Checkout e-commerce data, based on a focused panel of multi-brand retailers that sell luxury products, and buyers that purchased luxury apparel, footwear, and/or accessories at these retailers. The panel is representative of the luxury market, excluding boutique sales.
Checkout delivers the most comprehensive view of consumer purchase behavior for general merchandise categories, across all retailers over time, to help you understand how to adjust your marketing to fuel growth. Checkout E-commerce offers the most complete and accurate view of the online channel – 600+ e-commerce retailers including Amazon, Walmart, top industry specific retailers, direct-to-consumer and emerging players. Information is collected from more than 3 million consumers, through data provided by our partner Rakuten Intelligence and NPD’s own proprietary receipt-harvesting mobile phone app.