Competition is tough in the online ready-to-wear market. In this focus on Zara vs. H&M, we analyze the results of the two giants, focusing on their direct sales (sales made on Zara.com and HM.com), the profiles of their respective customers and the impact of second-hand platforms.
In 2019, H&M’s online sales volume was twice that of Zara. The main reason for H&M’s performance is its pricing strategy: 68% of the products sold online have a price lower than 15€ VAT whereas for Zara it is 40% of the products sold between 15 and 30€.
In 2019, Zara customers spent 24% of their budget at Zara, while they spent 7.4% of their budget at H&M. H&M customers spent 21.6% of their budget at H&M and 9% of their budget at Zara.
Over the year 2019, a Zara customer spent an average of €142 on Zara.com. H&M customer spent an average of €102 on H&M.com.
Zara and H&M products are also sold on the Vinted platform. In fact, Zara is the second top-selling brands on Vinted (First one in Nike).
In 2019, 10.5% of Zara sales were made via Vinted.
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Scope of the Foxintelligence study: E-commerce | Sales incl. VAT before returns and cancellations, France, 2019 | Categories: clothing, jewellery, bags and shoes | Competitors: Zara, H&M| Panel: 500,000 active consumers
Methodology: This analysis is based on data from the Foxintelligence panel, which has more than 500,000 active consumers in France. We analyzed the sales made in 2019 on the Zara and H&M web sites.
About Foxintelligence: Foxintelligence is the publisher of Foxwatch, the # 1 consumer intelligence tool for e-commerce, based on the largest consumer mega-panel in Europe. We support leading e-commerce companies in their strategy by providing their teams with the best competitive information.
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