Global online fashion sales accounted for 20% of the market in 2023 and are projected to reach 40% by 2029. This rapid growth is exemplified by Shein, a mobile-app-exclusive fast-fashion retailer, whose sales surpassed those of Zara and H&M combined in the third quarter of 2023. The shift towards mobile is further emphasized by the fact that mobile app growth is outpacing web platforms, making them a crucial element in the fashion industry’s digital strategy.
Cost per install (CPI) for shopping apps varies across Europe, with Western European countries like Spain, France, and Germany averaging between $1.34 and $1.50, while Eastern European countries like Poland and Ukraine have a lower CPI of around $0.69. This difference is attributed to factors like market competition, purchasing power, and mobile advertising infrastructure.
The average cost-per-acquisition (CPA) for fashion apps in Europe is $3.44, but this fluctuates depending on location, ranging from $8.18 in Switzerland to $1.59 in Poland. Factors influencing CPA include target audience, app quality, and the chosen advertising strategy. Ukrainian market analysis reveals that Android dominates with a 68% market share, while iOS holds 32%, showcasing a consistent monthly growth.
Download trends on Google Play show peaks from November to February, declining in spring and summer. Conversely, App Store downloads surge from September to December, dipping during summer months. This seasonal variation highlights the importance of timed marketing campaigns within fashion app marketing strategies. Leading Ukrainian fashion apps include established brands like Answear, INTERTOP, and Kasta, alongside emerging mono-brand apps such as Sinsay, Reserved, and Adidas.
The global eCommerce market’s continued growth necessitates that fashion brands prioritize personalization and omnichannel strategies. Effective advertising utilizes both product-specific creatives and general app download calls to action. Pre-sale preparation, including diverse creative formats showcasing seasonal discounts and increased budget allocation across platforms like Meta Ads, Google Ads, and Apple Search Ads, is crucial. Visual App Store Optimization (ASO) plays a pivotal role in conversion rates, requiring screenshots that effectively highlight app benefits and differentiate from competitors. These trends underscore the dynamic nature of Market Trends In Fashion Apps and the need for continuous adaptation to maintain competitiveness.
