European fashion shoppers are now less swayed by trends when shopping apparel online, and instead are prioritising fit assurance, brand trust and convenience when making their purchasing decisions, the latest report by The Business of Fashion (BoF) reveals.

Original research of over 2,000 European fashion consumers in its report, The New Era of Fashion Ecommerce, which was created in collaboration with Amazon Fashion & Sports in Europe, showed fit assurance remains the top priority for shoppers.

Over two fifths (43%) rated confidence in size and fit as key factor in their fashion buying decisions, followed by free returns (39%) and clear, detailed product information (33%).

Just 12% respondents cited trendiness as a top priority when shopping for fashion online, suggesting consumers are moving away from trend-cycles. Instead, they are favouring trust, convenience and reliability when shopping with their favourite fashion brands.

Trend-cycles give way to trust

When it came to trust, 28% now demand transparent pricing, duties and delivery charges. Almost a quarter of regular shoppers – those who had bought clothing online over five times in the past 12 months – have switched the allegiance towards well-known, dependable retailers.

“In an era of increased competition for customer attention, brands aren’t able to rely on price or product alone, but rather they need to build genuine connection and trust,” Nick Blunden, President of The Business of Fashion, said. “Brands must deliver consistent, trustworthy experiences across every touchpoint and embrace AI-powered tools to boost conversion and retention.”

A separate poll by Wunderkind earlier this year also pointed to trust and brand authenticity as key drivers in online conversions, sales and brand loyalty – especially among younger shopper cohorts.

Its research of over 1,500 consumers showed lack of trust in a brand was the top reason one in three (28%) Gen Z shoppers would abandon a purchase, while trust issues were also a core driver for cart abandonment for 26% of Millennials. Gen Z is also now almost twice as likely than other shopper demographics to value brand name recognition (16% vs 9%), emphasising the role of reputation and trust in their purchasing decisions.

“As Gen Z’s global spending power skyrockets, this represents a significant opportunity for retailers to engage younger cohorts of consumers who seek more meaningful and authentic interactions with the brands they buy from,” Wulfric Light-Wilkinson, General Manager International of Wunderkind, commented.

Convenience is the new currency for fashion consumers

Convenience was also key, according to the BoF poll. A quarter (24%) of consumers say fast and flexible delivery options influence their purchasing decisions and a further 16% now prioritise online brands and retailers who offer reliable delivery times. This shift indicates that reliability and credibility are no longer considered luxuries, but must-haves in the shopping experience. 

This trend towards convenience was mirrored in a Metapack study earlier in June, which shows convenience has now overtaken cost as the primary factor in purchase decision making, with 77% of consumers saying they would consider switching brands if faced with delivery delays.

86% of UK shoppers now expect diverse delivery choices and smooth returns for a seamless experience between their online and in-store shopping practices. Meanwhile, a further 84% of consumers want delivery options that align with their own schedules rather than being dictated by retailers and carriers.