Dive Brief:

• Almost half of millennials and Generation Z consumers shop fashion, apparel, jewelry and accessories websites monthly, according to a new report predicting 2025 buying trends from AI marketing firm Wunderkind.
• Women and older shoppers — mainly Generation X and baby boomers — cite exclusive discounts and rewards as their main reasons to shop online, per the report, which found that 59% of Gen X shoppers and 51% of baby boomer shoppers prioritized discounts. That’s higher than the overall percentage of shoppers who cited discounts (40%).
• High quality was also a big motivating factor for Gen Z (24%) and millennials (30%), per the report.

Dive Insight:

Citing data culled in January from a diverse group of 302 online shoppers, the second annual report, made in partnership with research analytics company MX8 Labs, looked to define the best ways for retailers and brands to attract and retain customers searching for fashion, apparel, jewelry, and accessories. 

Findings indicated there was no single solution when it comes to enticing and keeping online fashion customers. Instead, the report suggested that retailers and brands consider a mix of marketing initiatives, including AI-driven personalization tailored to individualized customer needs.

“This report simply proves that individual consumers want different things from retailers and brands,” Tim Glomb, Wunderkind’s vice president of digital, content, and AI said in an email to Fashion Dive. “A one-size-fits-all offer from a brand or retailer won’t appeal to everyone. We applied insights filtered by age and gender to show that fact.” 

Younger customers — mainly Gen Z and Millennials — shop online for fashion more frequently than their older counterparts, while baby boomers and Gen X shop less often and are driven by planned and seasonal needs.

Thirty-six percent of women said exclusive discounts, sales, or rewards would make a brand’s website a favorite to visit repeatedly. Meanwhile, 24% of men said a loyalty program or perks for members would draw them to a site.

The report also found that several factors played a role in a consumer’s decision to not complete a purchase they were considering. The most significant deterrents included waiting for a sale or discount (24%), high shipping costs (23%), lack of urgency (22%) and uncertainty about the quality of the product (22%). 

Younger online shoppers, especially millennial and Gen Z customers, “prioritize frequent interactions with apparel websites, whether through browsing for inspiration, seeking personalized recommendations, or taking advantage of time-sensitive offers,” Wunderkind said in the report. The company added that these shoppers care about high-quality imagery, fashion trends and suggestions tailored to their needs, which highlights their “digital-first approach to shopping.”

Baby boomer and Gen X customers are more focused on practicality and value, per the report. These shoppers look for price-driven incentives such as discounts and free shipping, and are also drawn to reliable sizing tools.

“Their more deliberate shopping habits emphasize seasonal purchases and thorough research, making trust-building tools like customer reviews and quality guarantees crucial for engagement,” per the report.