56% of Internet users claim to have made purchases of clothing or accessories online and 26% have done so in the last month, according to the first edition of the “Study on buying online fashion” presented by Misoutlets, the international portal that selects the best offers from outlets and private clubs selling online fashion.

Why and how do they buy

Among the reasons cited for making an online purchase include the possibility of finding better prices (42%), saving time and convenience (28%) and access to exclusive products that can not be obtained in physical stores (13%).

Compare on the Internet is a click away, so that 57% of buyers visit between two and four stores before making an acquisition and 30% visit more than four establishments. The average cost of an online purchase is between 30 and 60 euros for 43% of buyers, between 60 and 100 euros for 29% and 14% spend more than 100 euros on each purchase. A “bargain” is mostly identified with a discount of between 50% and 70% of the original price.

The photographs of the product (52%) are the favorite presentation of the articles, followed by a detailed description (19%), videos (12%) and virtual testers (10%).

Over 60% of buyers make “impulse acquisitions”, motivated by factors such as price, discount and ease; while only 39% buy the specific products they need at any time or well-known brands.

There are not two opportunities to disappoint

38% of netizens surveyed made their first purchase of fashion online through a brand store, compared to 32% who did it in an outlet and 30%, in an auction or classified site (Ebay, Segundamano ). Regarding the last purchase, auction and classified stores (24%) lose ground in favor of branded stores (41%) and outlets (34%).

The level of satisfaction of the buyers with respect to their experience of acquisition draws attention, which exceeds 97% and only 3% of respondents say they are dissatisfied. This 3% are mostly women (71%) and have made their purchases in a brand online store. What most deters these “unsatisfied customers” is the return policy (29%). Of this spectrum, more than 62% have not returned to make an online purchase in the last month.

The big chains also sweep online

El Corte Inglés and Zara, although they opened their online fashion stores in May and September 2010, respectively, are the brand stores most used by respondents. Regarding foreign brands, Nike and Levi’s lead the ranking of the preferred ones for this type of acquisitions.

Private sales clubs and online outlets were used by 34% of buyers in their latest online acquisition, although a predilection for the former is perceived. Within these private sales clubs include Privalia and BuyVip, followed by Vente-Privee, which account for the highest percentage of purchases. Among the online outlet stands out the sports clothing portal Outletic and Quemepongo.

Venca and Laredoute, with extensive baggage in the mail order, are the best known online shops and where the buyers go most. For its part, Ebay leads the auction and classified portals followed, by a large percentage, by Segundamano.

Mistrust towards the product, the main concern

44% of respondents have never bought fashion online. Among the reasons indicate that the product received is different from the one offered (34%), lack of security in the transaction (32%) and which product is of dubious quality or authenticity (10%).

Among those who have made online purchases, only 16% can “abandon a cart” for shipping costs and 13% for the return policy.

The older you are, the less you buy

Digital natives, users between 18 and 35 years old, are the most active Internet users when making purchases online (68%). Among the respondents aged between 35 and 49 years, the percentage decreases to 49%. This middle-aged Internet user prefers to make purchases through the Club of private sales or online outlets. Better prices and time savings are the main reasons for buying this user, who is mostly female (63%).

Among users over 50, the number of buyers drops to 30%. Among the remaining 70% who have never made an online purchase, the main barrier is the fear of receiving a product different from the one offered. They are mostly men (65%), prefer to buy at auction and classified sites and opt for recognized brands (El Corte Ingles, Hugo Boss, Loewe, etc.).

Profile of the “intensive buyer”

Intensive buyers, or people who have purchased online more than five times or between five and two times in the last month, account for 29% of the sample. This profile usually looks at more than four stores before making an acquisition (50%) and at the time of purchase usually spend 100 euros or more on each purchase (50%). She is a predominantly female user (56%), technologically advanced and with a medium-high cultural level (44% university and 28% graduate).

The technologically advanced user

Among the most technologically advanced users, the percentage of people who have purchased online fashion rises to 66%, that is, 10% more than the average. They also spend more: 54% of them consume more than 60 euros in each purchase, while among average users only 43% exceed this amount. In addition, they have a level of satisfaction higher than the average, since 78% of them say they are satisfied or very satisfied. Among Internet users with this profile who have never bought online, there are 4 points – up to 12% – those who argue not to do so for shipping costs.