Luxe fashion seems to be becoming the standard for young people in the Randstad. They don't hesitate to spend an average of over 200 euros when shopping online. However, their peers in the provinces tend to be a bit more careful with their spending. Young residents in villages spend an average of 140 euros per transaction, while those in cities spend around 200 euros. This is evident from over 200,000 transactions at more than 300 clothing stores that sell luxury fashion, sneakers, and accessories through Winkelstraat.nl.
Top 10 cities with the highest average order amount.
Of the ten largest cities in the Netherlands, young people in Almere take the lead with an average order amount of 226 euros, followed by Rotterdam at 210 euros and Amsterdam at 208 euros. The younger generation in Nijmegen is the most frugal at 179 euros, and Eindhoven also has a much lower average order amount at 188 euros. Despite the differences in spending, brand popularity remains consistent across the board. The Italian brand Dsquared2 is by far the most popular, followed by Parajumpers and Airforce. The luxury brand Balenciaga is particularly popular in Amsterdam.
Affluent Villages
Although the average receipt amount in villages is around 140 euros, there are exceptions. Wealthy places like Laren, Blaricum, and Heemstede are hardly behind the large cities. For instance, the average order amount in Laren is 249 euros, in Blaricum it's 235 euros, and young people in Heemstede spend an average of 211 euros per order. Popular brands in these areas are also Parajumpers, Dsquared2, and Airforce.
Shopping online more often, even for luxury fashion In 2019, 'only' 15% of online shoppers ordered from a webshop at least weekly. In the past year, this number has increased by about a quarter*. The figures from Winkelstraat.nl show a similar rise. The number of transactions in 2020 rose by more than 17% compared to the previous year. Online shopping for luxury fashion has become the norm, as most young people see it.