Who’s Your Audience? Audience Demographics for the Fashion Industry

The fashion industry is massive, which gives your business an incredible opportunity. Through social media video, digital advertising, and other marketing efforts, your fashion brand can reach a ton of interested and qualified customers. But, before you get started, you need to understand the people who make up your target audience. 

Here, we’ll explore audience demographics for the fashion industry, so you can gain a better understanding of how to reach your target audience. 

Audience Demographics for the Fashion Industry

What Age Are Fashion Consumers?

Today, a lot of shopping begins (and ends) online. Statista found adult fashion retail website visitors were broken down as follows in 2021: 

  • 17.8% were 18 to 24 
  • 31% were 25 to 34 
  • 17.2% were 35 to 44
  • 14.6% were 45 to 54 
  • 11.3% were 55 to 64 
  • 8.2% were 65 or older 

While this breakdown can help you reach your audience, learning more about your specific brand’s target audience demographics can help you reach those people even more effectively. 

Where To Find Fashion Consumers on Social Media

Social media is critical to your fashion industry marketing strategy, but some platforms are more beneficial than others.

1. Snapchat

According to Statista, 35% of Snapchat users are interested in fashion and beauty, which is 11% above the average social media user. 

In an August 2022 report, Snapchat stated, “Snapchatters, especially, are getting inspired, trying on products via AR, and consulting with friends and family, all before purchasing.” Many shoppers are more inclined to use Snapchat because of these features, which enhance their shopping experiences and allow them to connect with friends, family, and brands in the process.

2. Instagram

Statista also found that 31% of Instagram users are also interested in fashion and beauty. From static images to Stories and Reels to live videos, consumers, influencers, and brands have tons of opportunities to connect through shopping experiences. 

Plus, Instagram has added in-platform shopping features to make sales easier for both businesses and consumers. 

3. Twitter

The third most common social media platform for fashion fanatics is Twitter, with 30% of users interested in the topic, according to Statista. Twitter also added shopping features to help connect consumers with the businesses they love.

What Influences Purchasing Decisions?

1. Bloggers

In 2019, 12.4% of Millennials’ apparel purchase decisions were influenced by celebrity bloggers and 10.7% were influenced by non-celebrity bloggers, according to Statista. Together, 23.1% of all Millennials’ apparel purchases are influenced by bloggers. 

While the adult average among all generations is lower, the same study found still 13.1% of all 2019 apparel purchases were influenced by bloggers.

2. Sustainability 

According to Statista, 78% of respondents said purchasing apparel labeled as “eco-friendly” gave them a positive feeling. 

As we’ll discuss more below, some consumers are interested in purchasing more used clothing because of its sustainability effects. According to this study, 17% of respondents said they were interested in buying used apparel from brands like Poshmark and ThredUp because it’s a more sustainable option. 

3. Advertisements and Social Posts

In 2021, Canadian and American Gen Z and Millennial consumers said digital ads and organic social posts were some of the top factors influencing their purchasing decisions. 

Statista reported 31% of Gen Z and 29% of Millennials said online or social media advertisements were most likely to influence their decisions. In addition, 27% of Gen Z and 24% of Millennial respondents said organic posts from the brand itself were likely to influence their decisions. 

As we see from the numbers above, digital marketing is effective. Connecting with your audience online can influence their purchasing decisions and drive them toward a loyal relationship with your brand.

Fashion Industry Trends

From the COVID-19 pandemic to economic uncertainty, many aspects over the last few years have drastically changed consumer behavior. Here are a few key trends to keep in mind: 

Keep Track of Ecommerce Growth 

Though many consumers are returning to physical stores, ecommerce continues to grow in the fashion industry. According to Statista, year-over-year ecommerce growth is 15.4% for apparel and accessories in 2022. 

Statista also estimates by 2025, the apparel, footwear, and accessories e-commerce industry will reach over $295 million USD, signaling this growth is expected to continue for (at least) several years. 

While the COVID-19 pandemic gave the ecommerce sector a huge increase, the growth is now evening out and returning to pre-pandemic levels. Statistics show ecommerce year-over-year growth slowing down a bit — possibly due to the return of in-store, hybrid, and omnichannel experiences. 

Amazon Is Growing, Too 

When keeping an eye on fashion industry trends, you have to keep Amazon in mind. As of March 2021, Statista found Amazon was responsible for 11.5% of all apparel sales and 34.5% of all apparel sold online. 

With this in mind, keeping your value propositions front and center in your marketing is critical. Remind customers why your business can provide certain features or products other brands can’t. No matter the size of your company, our digital landscape allows you to reach (and connect with!) your customers just as easily as anyone else. 

Fashion Is More Than Meets the Eye

Many people use fashion to express themselves, and (as you may have guessed) this sentiment is still true in 2022. But do you know what consumers want to say about themselves? 

When it comes to US consumers, Statista found

  • 59% of respondents use fashion to express their personality
  • 33% of respondents focus on the functionality of fashion
  • 28% of respondents want to express their emotions through fashion

When creating your fashion advertising campaigns, keep in mind many consumers use apparel to express themselves. With effective video marketing, you can connect with your audience on this emotional level. For example, you might want to create an ad campaign to showcase your products while discussing how they can make wearers feel. 

Fashion Reselling Is on the Rise

Fashion reselling goes hand-in-hand with consumers making purchases driven by sustainability. Many consumers took to apps like Poshmark or Depop to sell clothes, accessories, and other items among their peers. 

In 2020, Statista found 36.2 million people sold their used fashion for the first time, for a total of 52.6 million sellers. 

Gender Neutral Fashion

Another trend to keep an eye on is the growing number of customers interested in shopping for gender neutral fashion. Many consumers are asking: why can’t a t-shirt just be a t-shirt? 

While some might assume younger generations are the only ones interested in this trend, Statista found people of many age ranges are considering buying more gender neutral clothing in 2022 and beyond. 

How many people are considering shopping for more gender neutral clothing? The study found

  • 42% of Baby Boomers 
  • 69% of Gen X 
  • 76% of Millennials
  • 85% of Gen Z 

Reach the Right Audience at the Right Time

Since you’ve learned more about the fashion industry’s audience demographics, it’s time to connect with them through an effective video marketing strategy

Whether you’re posting an Instagram Reel to showcase your next collection or sharing a new product on Snapchat, you need authentic and engaging content to reach your audience. With QuickFrame, your business can access an agile end-to-end video creation platform that uses data-driven insights to connect you with the right audience at the right time. 

Ready to see how QuickFrame can transform your video marketing strategy? Contact us today

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