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E-tail figures significantly up on last year

Online clothing sales rose by a nearly a third last month compared to June 2010, according figures tracking online sales.

Shoppers turned to the web for their fashion fix in favour of the high street resulting in 31% like for like growth in clothing, footwear and accessories sales, according to the IMRG Capgemini Index.

Broken down, e-retail figures show a 65% boost in accessories, a 34% rise in footwear and a 28% increase in lingerie.

The results also showed bad weather in June perhaps contributed to a 4% drop in month on month online sales for e-tail fashion from May to June this year.

International consultancy and technology firm, Capgemini, said June’s year-on-year growth was due to several factors including a struggling economy driving shoppers online for better deals and wet weather increasing the appeal of home shopping.

The latest results are in stark contrast to stagnant clothing sales offline. Despite sales kicking off a week earlier this summer, figures from Experian Footfall in mid-June showed high street traffic rose by just 1% on last year.

Clothing sales also fell 1% on a like for like basis for the week to June 19, according to research from BDO Stoy Hayward. The previous week also recorded a sales decline of 1.3% in the BDO survey despite both Debenhams and House of Fraser launching week-early Sales from on June 9.

David Smith, chief marketing and communications officer at IMRG, pointed to recent numbers from Sports Direct and SuperDry which showed a doubling in e-commerce sales over the past year, from around 4% to 8% of total revenue.

He said: “These results clearly demonstrate the potential for multichannel retailers to greatly increase their margins by successfully integrating their available channels. ASOS reported 15% growth for Q1, lower than the market average and suggesting maturity for them in the UK market, but including their overseas figures that growth rises to 69%. ASOS are a leading light in terms of opportunities in the international market.”

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