Luxury fashion is king in the big cities
TL;DR:
- Young people in cities spend an average of 200 euros per transaction on luxury fashion, compared to 140 euros in villages
- Almere tops the list with an average order value of 226 euros
- Dsquared2, Parajumpers and Airforce are the most popular brands everywhere
- Affluent villages like Laren (249 euros) even outperform the big cities
- Online shopping for luxury fashion rose by 17% in 2020 compared to the previous year
How much do young people in cities spend on luxury fashion?
Luxury fashion increasingly seems to be becoming the standard for young people in the Randstad. They don't hesitate long to spend an average of more than 200 euros when shopping online. Their peers in the provinces, however, keep a slightly tighter grip on their wallets. Where young residents in villages spend an average of 140 euros per transaction, in cities that figure is around 200 euros. This emerges from more than 200,000 transactions at the 300-plus clothing stores that sell luxury fashion, sneakers and accessories through Winkelstraat.nl.
Top 10 cities with the highest average order value.
Which cities and brands are the most popular?
Of the ten largest Dutch cities, young people in Almere take the crown with an average order value of 226 euros, followed by Rotterdam at 210 euros and Amsterdam at 208 euros. The young generation in Nijmegen is the thriftiest at 179 euros, and in Eindhoven the average order value is also considerably lower: 188 euros. In contrast to the differences in spending, the popularity of brands is the same everywhere. Italy's Dsquared2 is by far the most popular, followed by Parajumpers and Airforce. The luxury brand Balenciaga is particularly popular in Amsterdam.
Curious about how quickly young people make luxury purchases? Read more about impulse purchases of luxury fashion among Dutch youth.
Do affluent villages fall short of the big cities?
Although the average order value in villages is around 140 euros, there are exceptions. Affluent places such as Laren, Blaricum and Heemstede barely fall short of the big cities, if at all. The average order value in Laren is 249 euros, in Blaricum 235 euros, and young people in Heemstede spend an average of 211 euros per order. Popular brands in this region are likewise Parajumpers, Dsquared2 and Airforce.
How fast is online luxury fashion shopping growing?
Shopping online more often, including for luxury fashion. In 2019, 'only' 15% of online shoppers placed an order at a webshop at least weekly. Over the past year, that number has grown by as much as a quarter*. The figures from Winkelstraat.nl show the same increase. The number of transactions in 2020 rose by more than 17% compared to a year earlier. Online shopping for luxury fashion has become the most normal thing in the world, if the majority of young people have anything to say about it.
Also check out the New Luxury Fashion Monitor for more insights into the buying behaviour of young people.
Frequently asked questions about luxury fashion in Dutch cities
In which city do young people spend the most on luxury fashion?
Of the ten largest cities, Almere scores highest with an average order value of 226 euros per transaction. Rotterdam follows at 210 euros and Amsterdam at 208 euros. Strikingly, the affluent village of Laren, at 249 euros, even surpasses all of the big cities.
Which brands are the most popular among Dutch youth?
Dsquared2 is by far the most popular brand, followed by Parajumpers and Airforce. This top three holds true for both cities and villages. In Amsterdam, Balenciaga is also especially popular. Brand preferences barely differ between regions.
How much do young people in villages spend on luxury fashion?
The average order value in villages is around 140 euros per transaction. Affluent places like Laren (249 euros), Blaricum (235 euros) and Heemstede (211 euros) are major exceptions to this, even exceeding the average of the big cities.
