Posted February 13, 2014 3:40 pm by with 0 comments

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Katherine Lande snowRalph Lauren, Tory Burch, Vera Wang, Marc Jacobs – forget it! No one put on a bigger show for New York Fashion Week than Mother Nature. Her all-white line was called Cold Hands – Wet Feet and it featured crisp lines, a slight sparkle and intricate lacework.

Unfortunately, most Fashion Week visitors had a negative response to the showing but like good New Yorkers they put rubber boots on over their Christian Louboutin pumps and forged on. Why? Because fashion will not be stopped and that’s why a smartphone is the fashionistas most important style accessory.

A new infographic from Millennial Media shows that 76% of those attending the four major fashion weeks (New York, Paris, London and Milan) were highly engaged with their mobile phone. Only 14% brought a tablet along and even fewer used a different type of mobile device.

Italian fashionistas were 23% more likely to use their smartphone during fashion week – so if you’re trying to reach that audience, the message is clear.

Overall mobile fashionistas are younger than the average mobile user. Here’s a demographic breakdown:


Now the bad news for online marketers, fashionistas prefer to shop in-store rather than online. 36% shop on their PC and only 26% on average do any shopping by mobile.

The good news is that when you move into the big spenders – those that drop more than $100 per order – they spend more when they shop by mobile or PC.

mm fashionista purhcase

I think there’s two reasons for this. First, trying on and carrying around $300 worth of clothes in a store is a pain. Throwing $300 worth of virtual goods into your cart is easy breezy. And because they can’t try things on, true fashionistas probably over-buy, trying different sizes, colors and styles in order to assure a good fit. Then they can play mix and match at home and return what they don’t like. That’s the number I really want to see – the average return percentage for people who buy clothing and shoes online.

I also think mobile sales increase due to the boredom factor. If you love fashion and you’re stuck in line at the DMV, why not go shopping! Add to that the fact that you can easily purchase high-end designer items online and that takes us into the $301 to $500 bracket.

Overall, fashionistas spend 20% more than average when they shop on mobile. And don’t count out the men in your marketing. 27% of male fashionistas spend over $300 per order. For women that number is 23%.

If you want to find the fashion kings and queens online, 39% are on Instagram and that number is even higher for male fashion mavens.

Want to learn more about the connected fashionista? Here’s the full inforgraphic from Millennial Media.