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Amazon Fashion tops The Index for third consecutive month
02 March 2020

Amazon Fashion has emerged as the UK's favourite online destination for fashion for the third consecutive month, according to The Index from

As well as being the most shopped pureplay fashion e-commerce site, it has topped the overall "Buzz Score" list of 100 leading fashion brands and retailers operating in the UK.

Each month, in partnership with the Pay later company, Klarna, surveys 2,000 nationally representative shoppers asking them which channels, sectors and formats for fashion they have shopped in the past three months, and, additionally, which of 100 leading retailers they have visited and shopped from, either in-store or online.

Of those 2,000 shoppers who shopped with a pureplay online fashion retailer, some 66% purchased a fashion item from Amazon. The next best performance was from ASOS, which saw 24% of fashion shoppers buy from its web store.'s Editor in Chief Lauretta Roberts explains Amazon's continued appeal. "While the look and feel of Amazon's fashion website can hardly be described as as appealing, it's winning out because of its cross-generational appeal. Our data can tell us the age, region and socio-economic grouping of each individual brand we track. Amazon is almost unique in that it appeals to everyone almost equally, and when you add to that the choice, the service and the perceived value it offers from a price perspective, it's a winning formula.

"Brands such as ASOS are deliberately targeting only a very specific demographic - it positions itself as the go-to fashion destination for 20-somethings and this is the market with whom it is the most popular, although its appeal is much broader than its marketing tagline suggests."

Amazon shoppers are almost equally split between Gen Z, Millennials, Gen X, Boomers and Beyond. When it comes to assessing positive and negative sentiment via our Buzz Scores, positive sentiment is fairly evenly split across the generations too but its highest appeal is among Gen Z consumers. Overall its Buzz Score (calculated by netting off positive and negative sentiment) comes out at an overall +25%, the highest scorer, not only in the e-commerce category but in the list overall.

ASOS, as is to be expected, scores much more strongly among Gen Z and Millennial consumers with a marked drop-off after the age of 35 (though it is by no means regarded negatively among older consumers) and this drop-off brings down its overall score to +13%, which is just outside of the overall top 10 best scorers in the list. Were it judged on Gen Z sentiment alone, it would score as highly as Amazon at +25%.

Elsewhere in the list, formerly strong scorers in the Buzz Score charts, Ted Baker and John Lewis have seen five percentage and four percentage point drops in their scores between December 2019 and December 2020, taking them to +10% and +21% respectively. The biggest faller in the list, going from +4% to -5% was troubled value fashion retailer Bonmarche.

"These are significant and worrying drops. Most Buzz Score moves are usually between one to two percentage points month-on-month, assuming nothing major has happened at a brand, but to lose this amount shows that the public at large is tuned in to the negative news coming from these retailers – even if much of it is confined to the financial pages of newspapers – and this will not only affect their perception but could also hit their propensity to shop," says Roberts.

The Index also includes an individual tracking chart for each brand in the list showing movements in performance month-on-month. This enables brands and retailers to benchmark themselves against rivals or similar brands to see if their performance is in line with their sector. It also demonstrates whether negative sentiment is having a direct effect on whether customers visit a store and buy from it.

This report is produced every month with the survey carried out by leading consumer research experts Savanta. Find out more about The Index here.

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