塑造2021年电子商务时装业的10大趋势（英）-41页

Fashion is constantly evolving.Seasons change. Tastes transform. Fads come and go.Ruled by subjectivity, risk weaves itself into the fashion industry blessing onemoment. Cursing the next.And its not just a matter of style.The ways fashion brandsoperate are constantly evolving too. Newtechnologies, shifting markets (at both geographic and economic levels), plusthe looming shadow of profitability all make agility paramount.For ecommerce, COVID-19 thrust five-to-ten years of online growth into thelast six months. 2Its also overturned traditional loyalties and given birth to a new wave ofdirect-to-consumer winners.Threading the needle calls for balance, a clear-eyedunderstanding of the data and trends shaping the state ofecommerce fashion:1. Online Fashions Market Size Grows to $1 Trillion by 20252. Global Expansion Continues East, But ARPU Rules the West3. Vertical Data: Apparel, Accessories, Shoes, Luxury & Eyewear4. Divides Deepen, the Middle Migrates, and Brands Must Choose5. Profitability: Out of the Shadows and into the (Analytical) Light6. Ecommerce Fashion and Personalization Unite, Finally7. Multi-Channel Means Immersion, Not Technical Complexity8. In-Store Retail Remains & Omni-Channel Beckons9. Fashionable Predictions: Social, Loyalty & Intimacy Plus Returns10. Coronavirus and Why Everything Nothing Has ChangedNote: This report serves as a compendium ofthe latest research for online fashion.While it touches upon practical examples, be sure to download its companionguide on marketing strategies from the same email this report came in. 31. Online Fashions Market Size Growsto $1 Trillion by 2025The business of fashion is more than big; its the biggest of the big.With a global market value of $759.5 billion in 2021, apparel, accessories, andfootwear are the number one ecommerce sector in the world.Over the next five years, online fashions 7.18% compounded annual growthrate will put the industry at +$1.0 trillion.Fueling this growth are two factors: penetration rates as defined by “theshare of active paying customers” and ecommerces share of retail fashion.Estimates project an overall increase in ecommerce penetration from46.6% this year to 60.32% by 2024. Applied to the three major fashion segments: Apparel: +12.7% Footwear: +11.6% Bags & Accessories: +8.5%Though more modest, that represents a total market share liftfrom 22% in 2020 to 24% in 2023. 4 5 62. Global Expansion Continues East,But ARPU Rules the WestGeographically, consumption tilts heavily toward China; its $284.3B in 2020sales outpacing the next four countries combined:1. China: $284.3B2. United States: $126.5B3. United Kingdom: $32.5B4. Japan: $23.9B5. Germany: $22.5BMoving forward, Chinas dominance will only intensify 7International data should not be used to downplay North America andEuropes role in shaping worldwide preferences. Nor the opportunities stillemerging domestically.Globally, coronavirus hit online apparel and accessories hard.Conversely, eMarketer reports 9% YoY growth in the US and a step-changein its percentage of total retail sales from 26% to 37%. Individual US consumersalready out spend their Chinese and European counterparts as evidenced byaverage revenue per user (ARPU).That gap is expected to widen substantially across all verticals: Data via Statista & eMarketer 93. Vertical Growth: Accessories,Apparel, Shoes, Luxury & EyewearOf course, aggregate data can be a tricky thing. Especially during a globalpandemic.Against eMarketers 8.9% YoY change, Statista shows slight declines in 2020versus 2019.Vertical-by-vertical examinations in the US reveal marked disparities, withluxury products and accessories (i.e., watches, jewelry, luggage, and bags)bearing the brunt of losses Accessories: -12.69% Luxury: -11.11% Footwear: -5.54% Eyewear: -4.9% Apparel: -2.88%The good news is that compounded annual growth rates are upand to the right for fashion at large as well as every subcategory. In other words, no matter what source you turn to the prognosisis the same: either 2020 will end with online fashion in the blackor its losses will rebound in 2021.With projections to benchmark your own growth, one final piece offoundational data must be attended to before looking at examples of thetrends in action. 134. Divides Deepen, the MiddleDisappears & Brands Must ChooseCall it H.E.N.R.Y. (high earners not rich yet) versus C.A.R.L.Y. (cant afford real lifeyet), “Generation C” versus “Generation N,” new-luxury versus dollar-shoppers or simply brands versus commodities.Regardless of the moniker, the divide between haves and have nots has neverbeen more stark. Or, rather, between those willing to pay for ap