- Product selection, quality, and brands are key factors in choosing online fashion stores.
- Over half of respondents (53%) enjoy discovering fashion products through personalized recommendations.
- Almost two-thirds of respondents (65%) rely on size guides and other customers’ feedback to ensure they choose the right size.
- 3 out of 5 Romanians (57%) would use a virtual fitting room or augmented reality to find their size more easily.
- Half of respondents (50%) would consider shopping advice based on artificial intelligence.
Bucharest, November 14, 2024 – Romanian consumers are increasingly looking for a richer, more personalized, and innovative online shopping experience when purchasing fashion items, footwear, and accessories, according to a study commissioned by Zalando. The study, conducted among Romanian online shoppers, reveals that they value not only convenience and accessibility but also a varied selection of styles and brands, high-quality content, personalized recommendations, and innovations like size suggestions, virtual fitting rooms, and AI-based shopping advice.
Focus on product selection, quality, and brands
Like in many other countries, accessibility is a critical factor for Romanian shoppers when choosing online fashion stores, with half of respondents (52%) considering this criterion the most important when selecting a platform. The second most important reason for choosing an online fashion store is product quality, selected by one-fifth of Romanians (20%), followed by product selection and availability (10%) and brands (7%). Nearly half of Romanians (46%) agree with the statement: “I prefer to buy fashion items from platforms that offer high-quality brands,” compared to 41% who are neutral and 13% who disagree or do not shop for fashion items online.
When asked about reasons for shopping online rather than in-store, convenience is most often cited by respondents, after finding better prices. The ability to shop from home, anytime (both at 24%), are important reasons for Romanians buying clothes and footwear online. However, they consider product selection another essential factor in deciding to shop online or offline. One in five Romanians (22%) appreciates the variety of sizes and styles available online, and 18% mention product diversity as important. One in ten respondents notes access to international brands and exclusive collections as reasons for choosing online shopping over physical stores.
High-quality content
The quality of products and brands is not the only factor influencing the online shopping experience. When asked what would make online fashion shopping easier or more enjoyable, two out of five Romanians want clear product details (40%), high-quality images (32%), and photos or videos showcasing clothing on real people (30%). Additionally, almost two-thirds (62%) of respondents agree they are more likely to buy clothes if they can see them on models with various body types. Nearly half (49%) agree that content inspired by current trends helps them purchase new fashion items. These insights emphasize the importance of high-quality content, inclusive imagery, and detailed representation to help consumers make confident online purchases.
Personalization and innovation
Romanian consumers also appreciate personalized recommendations and precise size guides in their shopping experience. 65% of respondents agree that they rely on size guides and other customers’ feedback to ensure they choose the right size. Over half (53%) enjoy discovering fashion products through personalized recommendations and often consider suggestions for items that match those already selected (52%). Respondents also welcome innovations that help them find the right products: a clear majority (57%) agrees they would use a virtual fitting room or augmented reality to find their size more easily. Half of respondents (50%) would consider shopping advice based on artificial intelligence if available.
Comparing different age groups, the study shows that young consumers (18–24 years old) are more engaged in online shopping and more influenced by fashion trends and personalized recommendations, preferring a more dynamic and trend-oriented experience. Consumers aged 25–44 also have a stronger preference for personalized recommendations than the average. In contrast, older groups (45+) place greater emphasis on convenience and quality indicators, such as brand reputation, highlighting their preference for a reliable and straightforward shopping experience.
Daniel Roginski, General Manager Central and Eastern Europe, Zalando:
“The study results confirm that product selection, content, personalization, and innovations are becoming increasingly important in retail in general. Romanians want to choose from a variety of styles at all price points. They are looking for a personalized shopping experience that inspires them, makes it easy to find the right size, and is enjoyable when discovering new fashion products. Zalando plays a leading role in this regard by offering a varied and high-quality selection for all price levels and continuing to innovate at the consumer experience level. The impact of these innovations can be significant: they help, for example, in finding relevant products faster and contribute to reducing return rates. The recent launch of Zalando’s AI assistant in Romanian and several other languages is a perfect example of personalized fashion advice. I am also very proud of our dedicated Size & Fit team, which helps customers find the right size more easily. This study confirms Zalando’s mission to set new standards for online shopping, personalization, and inspiration in the fashion and lifestyle industry.”
Zalando recently tested a new pilot of a virtual fitting room, showing customers how fashion items fit on a 3D avatar. In a pilot with Levi’s, the virtual fitting room allowed users to take body measurements using their smartphones and see how items fit based on their unique body shape, boosting confidence in their shopping choices. Zalando has already observed a reduction of up to 40% in return rates for products where the virtual fitting room technology is used. While these results are limited due to the testing phase, they represent a promising indicator of its potential to increase satisfaction for both customers and brand partners.
