Digital is driving the transformation of fashion and beauty shopping.

Fashion

33.6 million people purchase fashion and beauty products: 7 out of 10 are omnichannel shoppers. This is according to the Netcomm Focus Fashion & Beauty 2025 report, which shows that fashion and cosmetics remain one of the pillars of global commerce, driven by increasing digitalization, increasingly demanding consumers, and the shift toward sustainable consumption models.

In Italy, 77.5% of the online population, or 33.6 million people, purchases Fashion & Beauty products, with 70% combining online and offline purchases, demonstrating how omnichannel is now the predominant consumption model. The remaining 20% purchase exclusively online, while only 10% remain loyal to the offline channel. The physical store, while declining as an exclusive channel, is strengthening its centrality as an immersive experience and logistics hub: it is no longer a simple point of sale, but a place for building relationships and loyalty.

The event also featured the presentation of NetRetail Fashion research, conducted by Netcomm in collaboration with Veepee, which highlighted the crucial role of omnichannel, analyzed second-hand market trends, and the importance of artificial intelligence in developing personalization and loyalty strategies in the Italian fashion market.

"The data released today highlights how the Fashion & Beauty sector is at the center of a momentous transformation, driven by increasing digitalization, where the convergence of physical and digital channels is no longer just a challenge, but a necessity for brands that want to remain competitive," commented Roberto Liscia, President of Netcomm. "The adoption of sustainable practices, such as the circular economy, and the integration of advanced technologies, including Artificial Intelligence and Augmented Reality, are redefining the rules of the market. The modern customer demands a seamless, transparent, and, above all, personalized shopping experience. Brands that successfully invest in these aspects, combining innovation and responsibility, will emerge as leaders in an increasingly competitive environment."

Valentina Corbetta, Country Manager Italy for Veepee, added: "Today, the customer journey almost always begins online: for 90% of consumers, the first contact with a brand is digital. But e-commerce has become much more than a sales channel: it's a space for discovery, discussion, and connection. In an increasingly omnichannel, fragmented, and search-driven landscape, brands must be found, understood, and, above all, chosen. Our commitment is to accompany them on this journey, creating authentic opportunities to connect with people and enhancing their identities, stories, and strategies across all touchpoints."

Globally, 70% of retail sales in the Fashion & Beauty sector are now driven by digital channels, yet 78% of the sector's growth in 2024 will come from physical stores, a sign of a dynamic balance between physical and digital. As revealed by the NetRetail Fashion study, in Italy, most shoppers alternate online and offline purchases based on their needs, using an average of 5.7 touchpoints before completing a purchase. The discovery and information phases are dominated by digital channels such as online storefronts, official brand websites, and search engines, while the physical store remains essential for product testing and personalized advice.

Among the Fashion & Beauty consumer clusters, Habitual Buyers stand out, accounting for 39.2% of any-channel consumers in the sector, followed by Convenience Seekers (25%), who are particularly attentive to value for money, and Digital Power Buyers, who represent 13% of the population. The latter, often men and residents of southern Italy, use artificial intelligence to personalize their purchasing process and have a higher average spending than other segments. For the modern consumer, the main drivers of product choice are price (55.1%), brand reliability (25.2%), and fit and comfort (24.6%); the factors that determine the choice of online purchases are price, a wide selection of products, and time savings.

At the same time, new drivers linked to inclusivity and representation are emerging: globally, for example, the plus-size market exceeded 114 billion dollars in 2023 and 36% of American consumers purchased genderless collections, signs of an increasingly diversified demand[3].

The global second-hand market is growing three times faster than traditional fashion, with 58% of American shoppers purchasing used clothes in 2024. Generation Z shows a strong sensitivity towards these issues: 73% say they are willing to pay more for sustainable products, even if the contradiction linked to the boom in ultra-fast fashion remains[4]. In Europe, second-hand fashion and clothing rental platforms are gaining ground and are reshaping the concept of the circular economy, while European regulations are encouraging this transformation through eco-design obligations, the ban on the destruction of unsold goods and the introduction of digital passports to track the sustainability of products.

In Italy, 95% of shoppers still prefer new products, with second-hand items being the most popular for accessories and clothing. At the same time, fast fashion continues to dominate the market thanks to companies offering competitive prices and a wide range of products. However, criticism of these companies' environmental and social impact is growing, especially given that the fashion sector is responsible for 10% of global CO₂ emissions. European regulations aim to reduce these emissions and encourage more sustainable practices.

The beauty sector is also evolving toward the integration of wellness, health, and sustainability, with a growing demand for functional and ethical products. Shoppers favor natural formulations, recyclable or refillable packaging, and certifications that demonstrate consistency between sustainability messages and corporate practices.

In the Fashion & Beauty sector, Artificial Intelligence is no longer just an emerging technology, but a strategic element that is redefining creative, operational, and decision-making processes: 16.6% of Italian shoppers use AI tools for price comparison, personalization, and choice support. These shoppers are primarily men under 24, who fall into the category of informed and active Digital Power Buyers.

Additionally, augmented reality (AR) and virtual reality (VR) for virtual try-ons are growing at a rate of 25% worldwide, improving conversion rates and reducing returns, while blockchain is consolidating as an authentication and traceability tool, and digital passports are strengthening transparency and authenticity. Generation Z is also driving the digital transformation, with 34% of those under 24 integrating AI into their customer journey. TikTok and Instagram remain the primary platforms for product inspiration and discovery, with niche creators surpassing traditional celebrities in terms of trust and conversion. Over 65% of consumers say they prefer authentic creators connected to specific communities over traditional fashion influencers.

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