As 2024 draws close, the fashion and apparel industry is witnessing significant digital shifts. November has seen some impressive growth in website rankings on SimilarWeb, driven partly by the dynamic shopping habits of Generation Z, who have shown increasing environmental awareness and are impacting market trends considerably.
Top 5 Growing Apparel & Accessories Websites
Let's take a closer look at the top 5 fastest-growing fashion and apparel websites:
| Website | Growth Rate (%) | Percentage of Gen Z Audience |
|---|---|---|
| 1. vivaia.com | 654.6% | 12% |
| 2. musinsa.com | 375.7% | Not specified |
| 3. hoooyi.com | 195.0% | Not specified |
| 4. edikted.com | 183.3% | 41% |
| 5. underoutfit.com | 177.0% | 10% |
1. Vivaia.com
Vivaia is dedicated to merging sustainability with style, producing eco-friendly footwear using recycled materials. They leverage innovative 3D knitting technology to create comfortable and stylish shoes while minimizing production waste.
- Focuses on sustainable fashion and eco-friendly footwear.
- Uses recycled materials; each pair of shoes is made from six recycled plastic bottles.
- Employs advanced 3D knitting technology.
- Emphasizes comfort and style while reducing production waste.
- Established in 2020, U.S.-based.
2. Musinsa.com
Musinsa, based in South Korea, has become a go-to fashion platform offering streetwear and designer clothes. It's known for its exclusive collaborations and limited edition releases, appealing to fashion enthusiasts worldwide.
- South Korean platform offering streetwear and designer clothes.
- Known for exclusive collaborations and limited edition releases.
- Blends contemporary designs with traditional Korean fashion.
- Expanding globally, including the U.S.
- Appeals to fashion enthusiasts worldwide with its versatile selections.
3. Hoooyi.com
Hoooyi specializes in providing affordable, trendy, and customizable clothing. Catering primarily to price-sensitive consumers, Hoooyi has built a loyal customer base by offering high-quality menswear at accessible prices.
- Provides affordable, trendy, and customizable clothing.
- Appeals to price-sensitive fashion enthusiasts.
- Focuses on quality menswear at accessible prices.
- Builds strong customer loyalty and high repeat purchase rates.
4. Edikted.com
Edikted targets a younger demographic with its trendy, edgy, and fast-fashion styles. The brand frequently updates its collections to keep up with the latest trends and leverages social media platforms like TikTok to boost its popularity.
- Trendy, youth-oriented brand with edgy, fast-fashion styles.
- Frequently updates collections to keep up with trends.
- Popular on social media platforms like TikTok.
- Incorporates sustainability with eco-friendly materials.
- Aimed at teens and young adults.
5. Underoutfit.com
Underoutfit offers lingerie and shapewear garments that emphasize comfort and functionality. Known for their premium materials and advanced technologies, Underoutfit ensures that all their products offer excellent fit and support.
- Highlights comfort and functionality of foundational garments.
- Uses premium materials and advanced technologies.
- Known for bras and shapewear with adjustable straps and seamless designs.
- Ensures durability and all-day comfort.
Gen Z Influence on Fashion Trends
Generation Z has become a pivotal force in the apparel industry, accounting for 27% of site visits in the fashion sector, surpassing the industry average of 12%. Their proclivity for frequent apparel shopping—evident from the fact that two-fifths of female Gen Z consumers shop for apparel one to two times a month—has significantly bolstered site traffic for numerous brands[3].
Gen Z's Brand Preferences and Shopping Habits
Among the most popular apparel brands for Gen Z in the United States are Forever 21 and H&M. The preference for these brands illustrates a combination of price sensitivity and the desire to keep up with fast fashion trends despite a stated interest in sustainability. Notably, edikted.com attract a high percentage of Gen Z visitors, at 41%.
Sustainable Fashion and Economic Factors
The rising environmental consciousness and economic pressures such as inflation are catalyzing a shift towards more sustainable purchasing choices. Brands like vivaia.com and underoutfit.com are gaining traction among eco-conscious consumers willing to invest in sustainability despite economic challenges.
As we move forward, the focus on aligning retail strategies with these emerging preferences will likely define the success of brands in capturing this vital segment of the market.
