The pandemic has reshuffled the cards in the fashion industry.
More than one in five garments are now bought online in France - this was 15% in 2019. And the meteoric growth of e-commerce is not yet complete.
The French Fashion Institute (IFM) estimates that it will soon reach 25% of sales.
In England, a highly digitalized country, it is already more than double (57%).
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The champions of yesterday are not those of today.
Even if it remains an undisputed leader in all sectors, Amazon has been overtaken in the fashion segment by the German Zalando.
The "pure players", those players who only sell online and do not own stores, still carve out the lion's share in online fashion, with 60% market share, according to Kantar.
The first seven players are “pure players”.
Among them, the Chinese Shein, specialist in fashion for teenage girls at very low prices, made a sensational entry in the ranking.
It climbs directly to sixth place, previously occupied ... by H&M.
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But the big brands with stores are fighting.
Their network is an asset to their customers, who can pick up their order there - which is less expensive than having it delivered.
Kiabi, Decathlon and Zara, respectively 10th, 12th and 15th online fashion sellers, have undergone a radical change in recent months.
The share of their customers who buy both online and in stores has doubled between 2019 and 2021. However, e-commerce does not completely compensate for the shortfall due to lockdowns.
In 2021, overall clothing sales, online and in stores, are still expected to remain 11% lower than they were in 2019.