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A Look at Mobile’s Most Fashionable Users

Posted on 2.13.2014

Twice a year, major players in the fashion industry come together to showcase fashion’s newest trends at week-long events in four different cities: New York, London, Paris and Milan.

These cities are thought to be the fashion capitals of the world, and the events end up influencing apparel trends for both high-end and discount retailers alike. In January 2014, Millennial Media worked with the IAB and On Device Research to survey some of the fashion industry’s self-proclaimed “Fashionistas” in the four cities that host Fashion Week. Millennial Media paired the findings with the company’s platform data from the fashion weeks in September 2013. The results reveal insights into how mobile’s most fashionable consumers leverage their devices to stay connected with style trends in the industry.


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According to the data, mobile’s fashion audience tends to be younger than average mobile users, with 67 percent of fashionistas who leverage mobile devices falling under the age of 35, compared to just 28 percent of mobile’s total audience. Millennial Media’s data also found that fashionistas are heavily engaged with their mobile devices during Fashion Week, with 76 percent leveraging a smartphone, 14 percent using a tablet and 10 percent using a different connected device.

Some of Millennial Media’s most noteworthy stats shed light on the purchasing habits of fashionistas, with 62 percent of this group making the majority of their fashion purchases in department stores, while just 36 percent purchase online via their PCs and 29 percent make their purchases with their smartphones. That said, when fashionistas actually do make purchases on their mobile devices the average order value is typically 20 percent higher than other channels. In fact, the data shows that when shopping in-store, 68 percent of fashionistas spend more than $100. Comparatively, 79 percent of fashionistas spend more than $100 when shopping on a mobile device.

Learn more about the shopping behaviors of mobile’s most fashionable users by checking out Millenial Media’s infographic below:

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