The online fashion market is lucrative and fast-growing. How do we access these online shoppers with advertising and persuade them to choose our brand? Where do they spend their time?
Age is just a number in this market – women who shop online range from students to middle age, and everyone in between.
They are social, spending more than 10 hours a week online, most of it spent on their favourite social media sites (79% are Facebook users). They use these social platforms to connect to their favourite brands beyond the checkout.
Financially, they are impulsive, not letting money worries stand in the way of a purchase.
They are multi taskers who browse online while they watch TV, making it an important tool to catch them while they are in market.
An integrated strategy combining TV and online platforms offers a great opportunity to target them with a sales message spanning two devices.