About the Study

The study aims to investigate the influence of 2.0 means on the consumption of fashion products and investigate the consumer’s search strategy for online fashion. Focused research tasks were assigned to participants in order to investigate the behavior of female consumers in the online fashion sector.

The study was conducted with 100 participants from Madrid and Barcelona. All were women between the ages 20-34. Their levels as Internet users was intermediate to advanced. First, they were given a series of questions geared towards gaining a better understanding of their online fashion consumption habits. Then they were assigned tasks to complete using the Internet. This was then followed by another questionnaire. There were two tasks:

1. Search the Internet (using any website) for a pair of formal shoes for an elegant affair (for instance a wedding or ceremony) with an 150€ price roof.
2. Find a pair of informal, everyday shoes on one of the websites analyzed in the study.

Summary

The following are highlighted results for the study:

• 55% of the participants said they would buy in an online shop if it had a greater variety of products.
• 67% claimed to be members of an online consumer’s club, such as BuyVip or Privalia.
• 73% said the were registered on a social network.
• 82% of study participants preferred to purchase shoes at a physical store, as opposed to making an online purchase (17%).
• Massimo Dutti, Mango and Zara proved to have the most effective and efficient websites when searching for shoes online

Experts who worked on this study

• Rafael Fernández Tamames
• Tomy Lorsch
• Alfonso de la Nuez

Subjects covered in this study

• Fashion
• E-Commerce