
Clothing and other fashion accessories are fastest-growing category of goods to be sold online, with books just ahead
Fashion retailers have long played down the significance of the internet, saying that no-one would chance buying a dress, let alone a pair of shoes, that they hadn't tried on first.
Now it seems the same convenience that helped Amazon garner a enormous chunk of the book market is threatening to change the way we buy clothes - even though there are no virtual cubicles just yet.
Clothes and other fashion accessories now make up the second biggest category of goods that are bought online, ahead of DVDs and games, airline tickets and electronic goods, according to a study of internet shopping habits.
Only books are more popular.
Online-only clothing stores such as Net-A-Porter and MyWardrobe have developed a range of features designed to appeal to fashion shoppers, including allowing them to visualise how an item would look appear alongside others in the store, and linking to video clips of celebrities and models wearing an item.
While these sites often do not figure in the lists of 'top ten' online fashion stores, they have, experts say, increased the appetite of people to shop for clothes online, and forced the larger retailers to improve their internet offerings.
According to Nielsen, which surveyed more than 26,000 internet users across the globe, 38 per cent of the UK's internet population - or about 12.5 million people - bought a piece of clothing or a fashion accessory from a website in the past three months.
In the UK, the most popular sites are eBay, which had 3.6 million visitors in December, followed by ASOS, the online-only store aimed at 16-34 year-olds, TopShop and River Island. Globally, eBay again comes out top, followed by L.L. Bean, the mail order firm, Victoria's Secret, the lingerie store, and Zappos.com, which sells shoe and accessories.
Nicola Copping, fashion reporter at The Times, said: "Online fashion sites tend to be very aspirational. They present things in a very compelling and alluring way, and even if you can't afford an item, you'll often still look at the way they've styled it."
She added that frequently it wasn't full-price items which attracted buyers but the sale sections, where customers could search through reduced stock in a more enjoyable way than on a rail in a store.
Overall, the number of people who bought goods online grew by 40 per cent to 875 million - or 86 per cent of the world's internet users, the Nielsen report found. The highest percentage of online shoppers was in South Korea, where 99 per cent of those who used the internet shopped, followed by the UK, Germany and Japan.
http://technology.timesonline.co.uk/tol/news/tech_and_web/article3265478.ece