Shoppers in Austria remain loyal to in-store shopping for clothes and shoes, even as online platforms make gains in the fashion industry, according to a new study by the Austrian Chamber of Commerce (WKÖ).
The survey, carried out by the Gallup Institute, asked 1,000 people in Austria about their shopping habits and showed that 38% mainly purchase clothes in physical shops, while 40% use a mix of in-store and online options. Meanwhile, 16% do all their shopping online.
For footwear, the preference for physical shops is even stronger, with 44% buying in-store compared to 16% online. A similar pattern was found for sports equipment, with 27% choosing shops, 17% opting for online and 23% using both.
“Shops remain the most popular choice,” said Günther Rossmanith, Chairman of the Fashion Retail Guild, expressing satisfaction with the findings.
Why Shoppers Favour Stores
In-store shopping remains attractive because it allows people to browse, check the quality of items, and get advice. Being able to try on clothes was also highlighted as a key benefit.
However, enthusiasm for shopping appears to be fading. While 48% of respondents said they still enjoy it, 23% described it as a chore. Compared to 2018, the proportion of “shopping enthusiasts” has dropped by 8%. Shopping frequency has also declined, with only 61% now shopping multiple times a month, down from 71% in 2018.
Casual Clothes Taking Over
Experts suggest changes in society, including the rise of remote working, inflation and a move away from strict dress codes, are altering shopping habits.
“Casualisation is everywhere,” said Rossmanith, referring to the decreasing popularity of suits and ties, which are now largely limited to politics.
Worries About Asian Online Retailers
The study also examined the role of low-cost Asian online retailers such as Temu and Shein. While customers appreciated their affordable prices, they criticised the quality of products and poor handling of complaints. Respondents also expressed concerns about the negative impact of these platforms on Austria’s job market.
Industry leaders are calling for tighter regulation of these platforms. Proposals include treating them as official importers within the EU, requiring them to meet environmental, safety and ethical standards. There are also calls to scrap the €150 duty-free threshold for imports.
Despite the challenges facing the retail sector, Rossmanith noted some positives, such as new businesses entering the market. However, high rents remain a serious issue, causing shop closures in areas like Vienna’s Mariahilfer Straße.
“Retail space is likely to stabilise,” he said, “but the pressure on rents is becoming unsustainable, even for major fashion chains.”
