最新谷歌索引技术|【唯一TG:@heimifeng8】|电报盗号系统免杀破解技术✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨December fashion orders down, but order values rise
Nigel TAYLOR Published
January 11, 2025
Online fashion revenues rose 6% year-on-year in December while ‘muted’ Golden Quarter (Q4) fashion order volumes were buoyed by a Black Friday boost, according to True Fit report.
The latest data from the AI platform showed that while demand (order volumes) fell marginally year-on-year in December, overall demand during peak trading was bolstered by the ‘Cyber 5’ period (23-27 November).
True Fit’s 'Fashion Genome', which claims to be the world’s largest connected data set for apparel and footwear and brings together the preferences of 82 million active shoppers and 20,000+ brands, showed apparel order volumes fell 7% year-on-year in December. However, those who did place fashion orders were spending more during the Golden Quarter, with fashion revenues up 10% in October, 12% in November and by 6% in December.
Meanwhile, Average Order Value also grew 11% compared to Q4 2025.
Discount events, such as Black Friday “played a key role in generating demand during Peak Trading” with order volumes on the week of Black Friday (19-25 November) rising 14% year-on-year, as price-sensitive shoppers sought out deals", the report noted.
Its data also showed demand for fit guidance rose during peak trading, up 60% month-on-month in November and by 122% during Black Friday to Cyber Monday (BFCM) compared to the first week in November.
Over BFCM, True Fit saw 2.4 million new shopper registrations, while December saw True Fit registrations rising 20% between the week of Christmas and the last week in December, with Boxing Day (26 December) the biggest grossing day for new sign-ups.
Jessica Arredondo Murphy, co-founder & COO at True Fit, said: “Discounting will, of course, remain a key lever in securing share of wallet while household spending remains squeezed. With a muted economic outlook, this will continue past peak trading and into 2025, making margin protection a key consideration for retailers in 2025.”
She added: “With our research suggesting the average UK shopper returns almost a quarter of the fashion items they buy, retailers will need to look towards strategies that protect margin to drive growth. This will rely not just on limiting unnecessary fit-related returns, but also on leveraging strategies to retain customers acquired during discounting periods and sales events, turning first-time shoppers who have bought at discounted prices into repeat, full-price customers in 2025.”