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Online fashion retailers 'could target products at men'

26 Mar
Males could increasingly become a target audience for online fashion retailers, it has been suggested.

Hannah Kimuyu, director of paid search at Greenlight, outlined the motivations behind consumer behaviour when deciding to shop on the web or through the high street alternative.

She said: "There are not enough options online for men and therefore it makes more sense for them to go and shop offline."

Regarding female shoppers, Ms Kimuyu claimed: "A lot more of their product buying online is fashion [and] beauty products."

Overall, the correspondent observed that fashion traders are more likely to offer promotions to women rather than men.

In particular, it could be said that retailers such as Zara or New Look have a larger selection of online products that are geared towards females.

Recently, Greenlight reported that UK consumers made a total of 7.1 million searches online in November 2009 compared with September of the same year.ADNFCR-2176-ID-19692093-ADNFCR
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