In January 2025, 74% of 15-24s visited fashion, style and beauty retailers online according to UKOM endorsed industry data from Ipsos iris.
Today the top four online fashion retailers by audience reach are pure play brands – Vinted (33%), Shein (31%), ASOS (20%) and Depop (13%). The only high-street retailer to make it into the top 5 is H&M which reached 11% of all 15-24s online in January.
However, reach is not the only indicator of where 15-24s choose to shop online. Although 15-24s account for 16% of the total online fashion retail audience overall, some brands’ youth audience composition is more than double this. For example, the proportion of online audience who is aged 15-24 is much higher for Pull & Bear (48%), Bershka (45%), Hollister (39%), Urban Outfitters (39%) and PrettyLittleThing (38%) to name a few.
Another metric that is important when looking at behaviour is time spent which presents another picture. 15-24s who used Shein in January spent over 2 hours on average with the brand compared to less than half an hour for users of Urban Outfitters, ASOS and Very, despite all 4 of them ranking in the top 5 online for average minutes per person. The average time that 15-24s spend visiting online fashion retailers has gone up by 24% over the last two years (Jan 25 v Jan 23) and with the recent announcements of yet more high street closures expected from New Look, Quiz clothing and Select this trend is set to continue.
Ipsos iris reports online audience data for over 400 fashion retailers including performance, profiling, cross-usage and trends. More information here
