Nielsen analyzes in the *Digital Consumer Survey Report 2021 fashion consumption and purchase habits during 2021. A record year in men's fashion consumption and which places online fashion purchases in the top 1.

In addition, the study analyzes the consumption of fashion-related content on each of the different platforms, revealing that: on Instagram (29%) it increases to 50% for the female audience between 16-29, on Pinterest (16%) it is most used by women between 16-29 and on Tiktok (11%) mainly Gen Z women (35%). Despite these data, the impact of female fashion influencers has decreased compared to 2020 by up to 6 points (65%). Brands have to analyze and understand what impact this data has on their strategies to approach consumers. Does this mean that we have returned to physical stores? Can it be inferred from a rigorous analysis that we buy more online? The results support the idea that we buy more online, or in person depending on the type of product and service that interests us. For fashion items and accessories, as well as beauty items, including electronic items, or financial services, 53% prefer to buy them in person compared to 47% who opt for the online environment. Despite these preferences, with more than 30%, fashion, beauty and personal care are the areas in which Social Commerce has a greater presence in relation to purchases on social networks, they are the leading purchase categories online of the Spanish.

The Top 10 Online Shopping Categories of the Digital Consumer Survey 2021

Influencers play a role in the fashion purchase decision

The 2021 data on influencers shows that the area in which they influence the most is in the decision to purchase fashion (18%), perfumes and fragrances (12%), travel and tourism (8%) and food (11 %). Although, thanks to the survey, it can be seen that TV ads are the ones that most influence the purchase decision in all these areas, with fashion being the second sector (42%) behind food (49%). As for websites, the influence on fashion purchases is 21% and YouTube is 9%.

Advertising memory in fashion by media

Advertising recall changes by medium and category and increases for the generations that use their preferred social networks the most, with Generation Z and Millennials being the most impacted. Through these platforms, beauty, fashion and travel advertisements are the ones that garner the most reach in Social Media, the data reveals that 30% have more memory in social networks of beauty products, 29% retain fashion advertisements and the figure rises to 22% when it comes to travel-related advertising.

If we look at the global data, Instagram and Facebook show the ads that we remember the most with a significant lead over the others:

Daniela Isea, head of clients at Nielsen points out: "in 2022, the figures could be even better than those of 2021, why? Because 2022 is going to be the year in which we are going to see an explosion of content in some of the social networks on the rise, since this year they are going to reach a degree of maturity like they have never experienced before, such as TikTok and Twitch, which have a very active user base and their own celebrities, something ideal to invest in influencer marketing, sponsored content and native advertising.The brands that know how to capitalize on the opportunities offered by these platforms will be the ones that position themselves in a very appropriate way before their audiences and, by extension, will be the ones who lead the markets in their niche markets. deal.