In honor of London Fashion Week, today we turn our attention to the subjects people say they’re talking about online – including fashion and clothing.

As our chart shows, mobile phones top the list: 27% of the global online audience have recently posted a comment or opinion about this, indicating just how important the internet has become as a space to discuss, test and review digital products. In fact, for several high-value digital items, we find that consumers are most likely to research them online and then purchase them offline – showing that so-called “webrooming” is thriving in certain product categories.

In terms of online conversations, fashion and clothing are popular topics too: over a fifth of internet users are regularly posting views on this subject, with (perhaps predictable) peaks among 16-24s (29%), women (28%) and those who describe themselves as being brand conscious (29%).

In this sector, however, we see a degree of “showrooming” taking place – with more people purchasing clothes and shoes online than researching them. Clearly, then, some consumers are testing/selecting products in-store and then buying them online for convenience or to take advantage of better prices.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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