Austria Clothing Consumption Habits Change: Brand Loyalty Is Declining, Marketing Channel Is Shuffling.

According to the Austrian media "die Presse", the consumption behavior of Austrian people buying clothes is becoming more and more difficult to predict. For apparel dealers, the target market and production marketing plan are facing more challenges than ever before. In addition, the popularity of e-commerce online shopping and VR online shopping technology are changing rapidly, will also significantly change the traditional marketing channels.

According to the Market Research Report of Advicum consulting company, the structure and operation mode of retail industry in Austria has changed rapidly in recent years. Among the largest sectors of the industry, clothing and footwear retail industry has been reduced by about 20% in the past 10 years.

Advicum predicts that by the end of 2021, the proportion of consumers buying online clothing will grow to 20%, while the proportion of online shopping shoes will grow to 25%. The report also points out that more and more enterprises are joining the online shopping platform, product diversification and accelerated integration of channels, and online shopping will become more common.

Advicum market expert Andreas Kornberger said that the era of Austria consumers' loyalty to a fixed store or brand is over. Customers are more sensitive to price and difficult to guess their preferences with past experience.

K's example is that Austrian consumers spend about 1250 euros on clothing and footwear every year. They also prefer to wear a suit worth 500 euros, but with a pair of 15 euros sports shoes. This kind of "uncoordinated" extreme consumption behavior is no longer rare in Austria. For marketing planners, it is more and more difficult to plan for specific consumer groups. According to the Imas Market Research Report, the brand loyalty of Austria consumers to alcoholic beverages and frozen foods is much higher than that of clothing and footwear.

The frequency of Austria consumers coming to the physical store is decreasing year by year, especially in the downtown area. According to RegioPlan statistics, the number of customers visiting stores and shopping centers in urban areas in recent years has decreased by 4% to 6% a year.

The consumer visit rate of Mariahilfer Stra e e, the famous shopping street in the Austrian capital Vienna, is even more dramatic, which has decreased by nearly 25% from 2016 to 2018. According to RegioPlan, the great progress of Internet virtual shopping malls and VR glasses technology will accelerate the decline of physical stores.