{"id":112067,"date":"2025-05-15T12:58:35","date_gmt":"2025-05-15T10:58:35","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/consumers-fashion-decisions-in-2025\/"},"modified":"2026-09-04T14:55:45","modified_gmt":"2026-09-04T09:25:45","slug":"consumers-fashion-decisions-in-2025","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/consumers-fashion-decisions-in-2025\/","title":{"rendered":"Test, Dress, Impress:\u00a0 Top Fashion Consumer Trends 2025"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Forget traditional shopping journeys, today&#8217;s fashion consumers are rewriting the rules! Our <a href=\"https:\/\/wingify.com\/resources\/fashion-report-2025\/\">2025 Fashion Consumer Trends report<\/a> reveals the shifts in how consumers discover, decide, and commit to fashion brands today.<\/p>\n\n\n\n<h3 id=\"h-introduction\" class=\"wp-block-heading\">Introduction<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In a <a href=\"https:\/\/wingify.com\/resources\/top-consumer-behavior-insights-for-fashion-brands\/\">recent webinar<\/a>, 3 experimentation leaders came together to unpack the latest consumer trends shaping the fashion industry. The conversation brought together <a href=\"https:\/\/www.linkedin.com\/in\/benlabay\/\">Ben Labay<\/a>, CEO of <a href=\"https:\/\/speero.com\/experimentation-services\/full-service-experimentation-program\">Speero<\/a>, <a href=\"http:\/\/Jhttps:\/\/www.linkedin.com\/in\/jonnylongden\/?originalSubdomain=uk\">Jonny Longden<\/a>, Speero\u2019s Chief Growth Officer, and <a href=\"https:\/\/www.linkedin.com\/in\/mary-kate-cash\/\">Mary Kate Cash<\/a>, Head of Growth Marketing for North America at AB Tasty. They shared valuable insights from Wingify&#8217;s recent global fashion consumer survey, highlighting what drives inspiration, conversion, and retention in today\u2019s fast-evolving fashion landscape.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Social media is changing the game&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Traditional search engines remain the top channel for fashion discovery, followed by direct website visits, Google Shopping, and Social Media ads. However, the differences between these top four channels are shrinking year over year, with social media rapidly gaining ground, especially among Gen Z consumers, where <strong>60% of survey respondents <\/strong>highlighted Social Media ads as their preferred avenue to finding new products. Jonny predicts this trend will expand across all age groups.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>&#8220;Social and fashion just go so hand in hand. The big change that&#8217;s happened with social is that fashion itself has become more rapid in the way it changes, and so it&#8217;s really driving different consumer behaviour.&#8221;<\/em>  <\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/05\/Jonny-Longden-1024x1024.png\" alt=\"\" class=\"wp-image-162653\" style=\"width:129px;height:auto\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Jonny Longden,  Chief Growth Officer at Speero<\/em><\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">Different channels, different mindsets<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">People use search when they know what they want. Social media, on the other hand, encourages experimentation. As Ben pointed out, shoppers arriving from social media are often inspired to try new styles or connect with communities, engaging in \u201c<strong>social shopping<\/strong>\u201d and not just focusing on finding a specific product. This opens the door for more tailored experiences based on where customers are coming from and what type of inspiration they&#8217;re seeking.<\/p>\n\n\n\n<h3 id=\"h-what-the-fashion-consumer-trends-2025-tell-us-about-expectations\" class=\"wp-block-heading\"><br>What the <strong>fashion consumer trends 2025<\/strong> tell us about expectations<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Reward loyalty in meaningful ways<\/strong> &#8211; When asked how brands could make customers&#8217; experiences more personal, the top answer was clear: <strong>rewarding brand loyalty<\/strong>. Discounts, early access, or perks for repeat buyers make shoppers feel seen and increase the chances of account creation and repeat visits.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jonny pointed out that <em>\u201cthe really interesting tension in this whole industry at the moment is the difference between what is the right thing to do and what is the profitable thing to do. about finding that balance is experimentation in the broadest sense of the word.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Make recommendations that actually fit<\/strong> &#8211; Consumers want relevant suggestions that <a href=\"https:\/\/wingify.com\/blog\/1-1-personalization-and-data\/\">go beyond basic personalization<\/a>. Jonny compared it to having a personal stylist: a brand should know both the customer and the market, understanding trends and styles while matching these to individual preferences.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/05\/UI-image-recommendation-900x900-1-edited.png\" alt=\"Personalization - fashion trends\" class=\"wp-image-162668\" style=\"width:573px;height:auto\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">What actually drives conversions<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to converting browsers into buyers, shoppers across generations are surprisingly aligned.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Product quality leads the way<\/strong> across all age groups and regions. Shoppers are still willing to pay for craftsmanship, comfort, and durability, even in a price-sensitive market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Discounts<\/strong> come next, but the strategy matters. Overuse can cheapen brand perception. As Jonny put it: <em>\u201cFashion, especially the lower price point fashion has ended up in a kind of race to the bottom where discounting is the way to compete. [\u2026] and a lot of consumers wouldn\u2019t consider paying full price. The challenge is how to be careful with the commerciality of discounting.\u201d<\/em><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/05\/UI-image-cross-channel-email-900x900-1-edited.png\" alt=\"Discounts - fashion trends\" class=\"wp-image-162671\" style=\"width:578px;height:auto\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Sizing and fit clarity<\/strong> also ranks high, especially in fashion, where hesitation often comes from uncertainty about how something will feel or look. Ben noted that some major retailers are tackling this head-on, investing heavily in tools to improve sizing and try-on experiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For <strong>Gen Z<\/strong>, high-quality <strong>reviews<\/strong> and <strong>transparency<\/strong> around production methods, sustainability, and pricing are big drivers. Ben shared tactical approaches to transparency on product detail pages, like using engaging CTAs such as &#8220;Do you want to know a secret?&#8221; to reveal value props related to sustainability and ethical production.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why shoppers abandon carts<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/wingify.com\/blog\/digital-customer-journey\/\">Cart abandonment<\/a> remains a major friction point, and two reasons dominate globally:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Not ready to buy &#8211; <\/strong>Many shoppers use the cart to explore shipping, delivery timeframes, or total cost before making a decision. Jonny explained it simply: \u201cPeople use the checkout of an ecommerce website just to see what&#8217;s gonna happen. [&#8230;] When&#8217;s it gonna be delivered? What are the delivery options? How much is delivery gonna cost?&nbsp;<\/li>\n\n\n\n<li><strong>Payment Methods not being accepted &#8211; <\/strong>This came in a close second, showing how overlooked payment flexibility still is. Buy-now-pay-later options like Klarna may move the needle, especially in fashion, where customers often purchase multiple sizes with the intention of returning some items. Jonny emphasized that payment method testing is one of the best arguments for AB testing and experimentation, as the &#8220;best practice&#8221; of offering many payment options doesn&#8217;t always lead to better conversion.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Retention: Loyalty built on familiarity<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, we explored what drives customers to create accounts with fashion brands, buy products from them, and what motivates them to stick around.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/wingify.com\/resources\/smart-choices-deeper-engagement-lasting-loyalty\/\">Loyalty Rewards Drive Engagement<\/a> &#8211; <\/strong>Globally, the top reason for account creation is earning loyalty points, especially among Gen Z and Millennials. Discounts and sale updates follow closely behind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Balancing novelty and trust<\/strong> &#8211; Shoppers crave both newness and familiarity: new products ranked highest in driving retention, but previously purchased items and trusted brands followed close behind. This balance is key to keeping customers engaged long-term.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jonny raised an interesting point: a lot of loyalty programs end up rewarding people who would have come back anyway. Mary Kate added that tools like <strong><a href=\"https:\/\/wingify.com\/content-personalization\/\">segmentation<\/a><\/strong> can help brands tell the difference between genuinely loyal customers and those just passing through, making it easier to design rewards that actually make an impact.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While conventional wisdom discourages forced account creation, Ben challenged this assumption, arguing it can work when paired with compelling promotions or rewards, especially in social ads. <em>\u201cSocial ads that inspire and combine short-term promotions, rewards, and discounts are increasingly leading into forced account creation sequences.\u201d<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Conclusion<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As shown in our 2025 Fashion Consumer Trends report,  <a href=\"https:\/\/wingify.com\/blog\/future-of-fashion\/\">the e-commerce fashion industry is evolving<\/a>, along with consumer expectations. To remain competitive, brands must go beyond simply selling products. They must deliver seamless, personalized shopping experiences that speak directly to the modern shopper\u2019s needs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is where experimentation becomes a critical advantage. The most successful brands are those willing to test assumptions about everything from product discovery and presentation to payment options, loyalty strategies, and the evolving role of social commerce. Experience optimization is no longer a nice-to-have. It\u2019s the foundation for <strong>building trust, loyalty, and long-term growth<\/strong> in the fast-moving world of online fashion.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Forget traditional shopping journeys, today&#8217;s fashion consumers are rewriting the rules! Our 2025 Fashion Consumer Trends report reveals the shifts in how consumers discover, decide, and commit to fashion brands today. Introduction In a recent webinar, 3 experimentation leaders came together to unpack the latest consumer trends shaping the fashion industry. The conversation brought together&#8230;<\/p>\n","protected":false},"author":1444,"featured_media":114943,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10783,10806,10807,10789],"tags":[10809,10801],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-112067","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ab-testing","category-conversion-optimization","category-e-commerce","category-non-classe","tag-e-commerce","tag-personalization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Test, Dress, Impress:\u00a0 Top Fashion Consumer Trends 2025 - VWO Blog<\/title>\n<meta name=\"description\" content=\"Explore key fashion consumer trends for 2025 and how brands are using experimentation to boost loyalty, conversions, and growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wingify.com\/blog\/consumers-fashion-decisions-in-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Test, Dress, Impress:\u00a0 Top Fashion Consumer Trends 2025 - 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