Multi-brand retailers play a central role in fashion discovery, with 39 percent of EU5 shoppers surveyed saying they turn to these retailers first when looking for inspiration online.

Trendy products are now low on the customer agenda. Only 12 percent of EU5 customers surveyed cite trendiness as a top priority when shopping online, with the majority valuing reliability, fit confidence and clear product information more.

Shaped by expectations set from other industries, personalisation is now a requirement for online fashion shopping, with 61 percent of EU5 customers surveyed seeing personalisation as important to their shopping experience.