More than half of Croatian citizens spend at least 101 euros quarterly on fashion, footwear, and accessories. When choosing where to shop online, they keep their budget in mind, and more than four out of five consumers cite prices and discounts as decisive reasons, followed by assortment and availability, and product quality. Clothing and footwear are also the categories of products most frequently purchased online, followed by electronics and furniture. This is evidenced by the results of a study on the shopping habits of Croatian citizens, with a special emphasis on fashion, conducted for Zalando by Ipsos, based on a sample of 500 Croatian citizens (both women and men) aged between 18 and 65 years.
1 in 5 spends more than 200 euros per quarter
The research shows that Croatian citizens are mindful of how much they spend on fashion products and fashion accessories online and in physical stores: 34 percent of them have a budget of 50 to 100 euros per quarter, 29 percent spend from 101 to 200 euros, and 22 percent spend more than 200 euros per quarter. Women are more likely than men to spend more than 200 euros on fashion products (27 percent compared to 17 percent of men), but they also more frequently indicated that they do not shop only for themselves, but also for children, spouses, or parents (51 percent compared to 37 percent of men).
As in many other countries, when it comes to choosing a specific online fashion store, accessibility is extremely important to Croatian shoppers. More than four out of five (85 percent) chose prices and discounts as the reason for shopping at a particular online fashion store. The second most common reason is a wide assortment and product availability (55 percent), followed by product quality (54 percent).
Almost half regularly shop online
There are several reasons for online shopping for fashion, footwear, and fashion accessories: Croatian citizens enjoy shopping whenever they want (67 percent), choose better prices or discounts (66 percent), and avoid crowds in stores (52 percent), desire a wide assortment (52 percent), and seek convenience (40 percent).
The research also reveals shopping habits when comparing online shopping and shopping in physical stores. The results showed that 48 percent of Croatian citizens shop for fashion, footwear, and fashion accessories online at least once a month, while 34 percent of them purchase these products online several times a year. On the other hand, 58 percent of citizens buy these products in physical stores at least once a month, and 36 percent several times a year. Fashion products, whether online or in physical stores, are most frequently purchased by women and respondents aged 18 to 35 years.
