Stephanie Chevalier
E-commerce research and editorial expert
Fashion is an ever-shifting industry with a long history under its belt. Over the centuries, the realm of apparel has wielded a profound influence on society, where garments transcended mere articles of clothing to symbolize social status and affluence. In the 21st century, the surge of the internet has seamlessly transitioned the imperative of meeting consumer demand into the virtual sphere. Spain, home to some of the world's leading apparel brands, has actively embraced the surge in e-commerce within the fashion industry.
In recent years, there has been a notable uptick in the share of online sales and a consequent rise in the digital revenue of this segment. Its relevance in e-commerce has become such that apparel has positioned itself as the second-largest contributor to e-commerce revenue in the Iberian country.
In e-commerce sales, however, international contenders such as the Chinese online fast fashion retailer SHEIN, the U.S. behemoth Amazon, and the German platform Zalando have not only surpassed Zara but also outperformed the iconic department store El Corte Inglés. Another player intensifying its presence in the Spanish market is Alibaba. In November 2022, the Chinese giant launched Miravia, an e-commerce platform in Spain that operates as a marketplace and entertainment space, integrally connecting brands, buyers, and creators.
Furthermore, over the past decade, fashion brands have significantly enhanced their visibility by actively engaging on various social media platforms. Influencer marketing has also weighed in on fashion exposure and revenue, with actor Manu Rios -internationally known for his role in Netflix's Élite- ranking among the most-followed fashion Instagrammers in Spain in 2023. In recent years, social media's wide reach and influencer relatability have become powerful tools for fashion brands to distinguish themselves amidst fierce competition.
In recent years, there has been a notable uptick in the share of online sales and a consequent rise in the digital revenue of this segment. Its relevance in e-commerce has become such that apparel has positioned itself as the second-largest contributor to e-commerce revenue in the Iberian country.
A coveted market for fashion retailers
Headquartered in Galicia, holding company Inditex generates some 7.8 billion euros in annual online sales globally. The firm has become one of the largest fashion groups in the world by managing an impressive brand portfolio featuring retail brands Zara, Bershka, Pull & Bear, Stradivarius, among others. Zara, for instance, is among the most popular fashion e-commerce websites, accounting alone for almost four percent of visits to sites in this segment in 2023.In e-commerce sales, however, international contenders such as the Chinese online fast fashion retailer SHEIN, the U.S. behemoth Amazon, and the German platform Zalando have not only surpassed Zara but also outperformed the iconic department store El Corte Inglés. Another player intensifying its presence in the Spanish market is Alibaba. In November 2022, the Chinese giant launched Miravia, an e-commerce platform in Spain that operates as a marketplace and entertainment space, integrally connecting brands, buyers, and creators.
What is driving e-fashion shopping?
Growing confidence in online payment methods, the rise of mobile shopping, and the rapid development of e-commerce due to the COVID-19 lockdown have been key to the success of online clothing retailing in Spain. More specifically, convenience, home delivery, and attractive offers emerge as the primary factors motivating Spaniards to purchase clothing online.Furthermore, over the past decade, fashion brands have significantly enhanced their visibility by actively engaging on various social media platforms. Influencer marketing has also weighed in on fashion exposure and revenue, with actor Manu Rios -internationally known for his role in Netflix's Élite- ranking among the most-followed fashion Instagrammers in Spain in 2023. In recent years, social media's wide reach and influencer relatability have become powerful tools for fashion brands to distinguish themselves amidst fierce competition.
