Actually, everybody buys clothes. Many Poles buy them online, but for most of them a visit in a stationary shop is still indispensable. A possibility of trying products on or at least touching them before a purchase seems to be a priority.
In a brand-name shop
According to a consumer research conducted by PMR in order to prepare the report „Retail sales of clothes and shoes in Poland” nine out of ten adult inhabitants bought clothes in 2016. Respondents usually (60%) buy clothing in branded shops located in shopping centres. Comparing results from previous years, one may notice that the percentage of people purchasing clothes mainly in brand-name shops has risen (from 51% in 2015 to 57% in the present edition of the research). Poles also buy clothes in non-branded clothes shops. They are visited by about 26% of respondents.
Just a few years ago the most popular places for buying clothes were local markets – the offered goods were not varied, but they were cheap. And this is the criterion which was decisive when it comes to choosing where to buy clothes. It is worth mentioning that street markets and stalls are mostly visited by elderly people who have fixed shopping habits and do not identify themselves with the world of modern shopping done in shopping malls or online. About 19% of the respondents buy clothes on street markets. Similar percentage – 19 % – buy clothes via the Internet. Poles willingly choose branded shops that are not situated in shopping malls (17%), sports shops (15%) as well as buy clothes in supermarkets, during everyday shopping (13%). This trend has been spotted by clothes manufacturers who introduced their products to these types of shops. Sales of clothes in supermarkets has been increasing for a few years and subsequent collections of clothing are popular among clients.
Poles pay attention to quality and making as well as lower price of clothes sold in supermarkets. Consumers are also attracted by assortment, availability of clothes (there are markets in each city) and a possibility to buy fashionable clothes – markets try to follow trends and lookbooks of coming collections may be seen in the Internet, on posters and in advertising leaflets. It is also worth mentioning that about 11% of Poles like doing shopping in second-hand shops.
Triumph of e-commerce
However, online sales is developing the most dynamically. A few years ago there were mainly books and CDs among the products bought online. Today they are clothes. According to the data from PayU online payment system clothes represent the highest share in electronic transactions of Poles: in the first half of 2016 its market share rose by 2%. Although the company does not give any detailed data on specific categories, it emphasizes that this segment systematically rise. The success of clothes categories is also the effect of greater openness of companies selling such assortment. Clothes have been available in e-shops for a long time, but mainly in an offer of companies that sold products using online channels. Experts claim that the impulse for growth of clothing category in online shopping was the offer of one of the biggest players in Europe, Zalando, which invested in a wide range of products, affordable prices, free delivery and possibility to return a product. Two years ago it was already the second, after Allegro, most popular website among Poles buying clothes online. Zalando raises its profit at a speed of 20–30% a year. Another e-shop which was successful in Polish market when it comes to online model is Answear.com. It is interesting that traditional sellers did not decide to open e-shops for a long time. However they were opened, one by one, by such well-known brands as Zara, H&M, Reserved, House and other LPP brands.
A very wide range of products, a possibility to return goods for free and attractive prices are undoubtedly the key factors determining the growth in importance of selling clothes online. A possibility to return a product for free eliminates a very important obstacle – consumers do not have to worry that they will have to keep a product they don’t like. It also encourages them to experiment more. Customers decide to order a few items and then return the ones that do not fit. It also matters that modern possibilities to present goods online (pictures showing the tiniest details of offered products, movies, presentations on models) make more people buy clothes via the Internet. It can be confirmed by Gemius report prepared by Electronic Economy Chamber eCommerce Polska in 2016. 72% of respondents mentioned clothes as products purchased online.
Which shops exactly
According to the data from October 2017 Zalando, Bonprix, eObuwie, AliExpress, Orsay, 50Style and Sklepmartes are among the most visited and the fastest developing online shops in which Poles buy their clothes. Gemius/PBI research carried out by wirtualnemedia.pl showed that the favourite Poles’ online store is zalando.pl. In August 2017 the website was visited by three million three hundred thirty thousand Polish Internauts (ninety five million two hundred eighty thousand page views). Next shops on the list are bonprix.pl (two million two hundred fifty thousand users and twenty eight million three hundred thousand views) and eObuwie.pl (almost two million users and twenty one and a half million views). These three websites attract together thirty percent of range among the Internet users. As far as smartphones and tablets are concerned, AliExpress Shopping App application is the most popular as it is used by one and a half million Poles.
What do Poles buy online?
94% of Poles decide to buy products at home, however, they may use some mobile devices like tablet or smartphone. 50% of online shoppers declare that they do shopping at least once a month. They preferably do it on Monday. Poles really appreciate free delivery and decide to use it, even if it means longer waiting. And what do Poles dislike when it comes to online shopping? If they buy something, using a laptop or a PC, they mainly complain about a necessity of visiting many websites and deluge of information as well as a possibility of getting lost in the sea of data. Consequently, it is difficult for them to find the most important information. When they buy things, using mobile devices, they really don’t like inconvenient forms, non-responsive websites and problems with payment.
If you need to introduce to Polish market any brand from fashion sector, contact us and we will create a plan of such a campaign as well as implement it.