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8 July 2023

Bonprix publishes the results of the 'Fashion Report 2023', a survey on what women expect from fashion and the fashion industry



The international fashion brand and e-commerce company bonprix, headquartered in Hamburg, Germany (part of the Otto Group), released the first part of the results of a survey conducted in cooperation with the market research institute Ipsos to understand women's expectations of fashion and the fashion industry. The brand operates in more than 25 countries and has 16 million active customers in its online shop for women's, men's and children's clothing and accessories, as well as home and lifestyle products. A heavyweight in the European fashion business. In a first step, women in Germany were asked in an online survey about attitudes and behaviors in four dimensions: 'Feel' (importance of fashion and trends), 'Act' (fashion budget, purchasing behavior, and sources of inspiration), 'Change' (sustainability and innovations), and 'Empower' (self-acceptance and diversity). Bonprix is currently analyzing the results of surveys in other core markets (Austria, Switzerland , France, the Netherlands, Italy, Poland), which will reveal similarities and differences. The total sample size, including the survey in Germany, is more than 7,100 people in all countries combined. bonprix will publish the country-comparative report in the second half of 2023.

The results of the survey of over 1,000 women in Germany, which was conducted online in January, February 2023, are published under the title 'bonprix Fashion Report 2023 - the new fashion consciousness' at bonprix.de/corporate/presse/fashion-report/. The title summarizes the most important findings: Women are more aware and self-confident when it comes to their own consumer behavior, fashion trends, sustainability and self-image. Key findings include the importance of fashion as a means of self-expression, the waning influence of trends, the preference for casual style and the color black, the role of self-reward in fashion purchases, the popularity of online fashion shopping and social media as sources of inspiration, the growing awareness of sustainability but uncertainty about sustainable fashion choices, and the desire for diverse and authentic representation in the fashion industry.

The 'Fashion Report 2023' is structured into the four categories Feel, Act, Change and Empower and illustrated with animated charts showing central topics such as in the category 'Feel' that around 1/3 of the clothing items (37%) in the wardrobe is rarely or never worn, or in the category 'Change' that 2/3 of women surveyed sell or buy second-hand clothes.
Aspects explored include wardrobe preferences, the emotional value of fashion, shopping behavior, sources of inspiration, sustainability, self-acceptance and diversity. The results show that women have a self-determined approach to fashion and demand transparency, diversity and sustainability from fashion brands. The majority (76%) find the issue of sustainability in fashion as a whole to be very complicated and are often not sure what sustainable really means. Closer details on the aspect 'innovations in the textile sector' can be found in the press release, which can be downloaded from the same address. According to the results in the field of fashion innovations, a high level of awareness and popularity meet a low level of use. Bonprix gives an example in the area of recycling: 60% of those surveyed know about the take-back systems of fashion suppliers - but only 13% actually use them.

Image: Cover of the 'bonprix Fashion Report 2023'; © bonprix Handelsgesellschaft mbH.


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