As people return to work, online fashion sales in the UK are growing at a promising pace!

Online fashion sales in the UK grew 15% year-on-year in September and 8% from the previous month as people began to return to offices, spurring purchases of related clothing .

Online browsing also increased in September , with fashion retail- related traffic up 22% . Consumers also saw an increase in monthly spending levels, up 8% from the 2021 monthly average and 6% year-on-year .

After analyzing shopping data of 17,000 retail brands and 80 million active members, clothing data analysis platform True Fit said that despite the exponential growth in online sales driven by last year's epidemic, this year's sales are still 6% higher than last year , showing consumers' continued demand for e-commerce and changes in shopping habits.

According to True Fit data , demand for women's dresses has now surpassed that of jeans, and by mid-October, dress sales were 1 to 10 percent of jeans . Demand for more formal footwear, such as boots , has surpassed that of training shoes since July , with purchases last month exceeding 50 percent of training shoes .

At the same time, according to True Fit data, hybrid working methods have made the British prefer more comfortable clothing . Since the beginning of this month, the purchase of casual wear for both women's and men's clothing has increased, up 140% and 180% respectively .

And this change will be long-term , with John Lewis reporting a 75% year-on-year drop in tie sales . In addition, a recent survey also showed that only 12% of British consumers said they would completely return to traditional , formal workwear .

It is reported that as businesses allowed employees to return to the office in September and employees returned to work as the furlough scheme ended, foot traffic in British cities rose by 7% in September compared to August and is now 67 % of pre - epidemic levels .

As well as bringing welcome trade to cities , the increase in commuter traffic to and from workplaces and restaurants is also injecting life into British consumers’ wardrobes, with the return to work trend driving a peak in online purchases in new categories .

Sarah Curran Usher MBE, general manager of True Fit Europe , Middle East and Africa, said that the growth in fashion clothing spending is mainly due to changes in consumer lifestyles. As the epidemic eases, it is expected that consumers' purchasing power for formal wear and other office equipment will increase significantly.

For retailers, this means meeting consumers ’ evolving shopping needs in new ways so they can turn first - time visitors into repeat buyers and existing customers into loyal brand advocates.

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