According to recent research from ASOS, the online fashion store, over 60% of 16-24 year olds are happy to buy clothes online without trying them on.

They love their brands, but like bargains better. And they’re happy to layer and accessorise with belts and bags to get the look and the fit they want. So, what do they want from an online shopping experience?

• To be able to buy - there’s nothing more frustrating than browsing items, finding something you like, only to realise you have to trek to your nearest store, where the chances are it’s not in stock or they don’t have the colour you want.
• To see the price - Transparent and obvious pricing is vital. Don’t hide it away and make clear what’s included.
• To get it quick - if they want it, they want it NOW. Clearly state what’s in stock/out of stock, delivery costs, timings and returns policies.
• To feel the quality - don’t rely on one washed out thumbnail size image. Show the item off, being worn if possible, at different angles, with close ups on detailing and fabrics.
• To be inspired - give ideas and inspiration on putting different looks together, new trends, who’s wearing what, what colours are in, how to mix other items with this one.
• To get a bargain - price is still king, and the expectation of a good price is even greater online. Offer BOGOF’s, 2fers, and volume spend related discounts. Recommend-a-friend based offers always work well.

Sounds easy doesn’t it? Yet from a recent review of 40 top clothing retailers, we found that over 30% still don’t have an online store in the UK. Of those who do, over 50% of them offer a poor online experience.

With retail analysts predicting that online will account for 14% - or £44.5 billion - of retail sales by 2012*, fashion retailers need to wake up fast to the growing opportunity they are missing.

If you need help to improve your online offer, or want to share your opinion on fashion retailing online, get in touch.

*Source: Verdict Research