What Fashion Expressions Do Overseas Consumers Prefer? This Insight Report Tells You

Global Fashion E-commerce Market Overview

According to the “2025 Fashion Category E-commerce Selection Insight Report” released by Alibaba’s global marketplace on July 11th, data from Statista predicts that by 2029, the global fashion industry’s annual sales scale will reach $3.4 trillion. At the same time, in 2024, the share of e-commerce sales in the total fashion retail sales in the United States, Europe, and Japan reached 66.8%, 40.1%, and 53.4%, respectively.

The report shows that consumers on US platforms focus on multi-scenario wearability, the combination of comfort and fashion sense when purchasing women’s clothing. Styles such as slim-fit blazers, soft volume long skirts, wrap dresses, sun-protective clothing, slim-fit pencil skirts, and versatile short skirts and flight attendant jackets are popular. Men’s clothing consumption leans towards high-end sportswear, semi-formal suits, wide-leg shorts, striped suits, vests, casual jackets, linen shirts, and wide-leg cargo pants, showing a trend of blending sporty style with business casual boundaries. Children’s clothing design reflects a perfect blend of tradition and innovation. On one hand, exquisite handcrafted details enhance the traditional children’s clothing style; on the other hand, rich and vibrant printed patterns form a design style that is both practical, durable, and full of childlike fun. Flight attendant jackets, work jackets, and windbreakers are hot items in the children’s clothing category.

For European consumers, in the women’s clothing sector, demand for bodycon dresses and maxi dresses is rising, T-shirts are replacing crop tops as the mainstream, office wear demand is increasing, backless products are growing comprehensively, and the swimwear market continues to grow. In footwear, high heels continue to dominate the market, while running shoes and tennis shoes are also showing significant growth. Men’s clothing focuses on refined practicality, with knitted tops maintaining stable sales, and demand for lifestyle sports shoes is rising. At the same time, formal shoes like Oxfords, loafers, and monk strap shoes show strong growth. Meanwhile, the regionalization and diversified differences in the European market are evident. Taking dresses as an example, tea dresses with a focus on holiday leisure style have faster demand growth in the UK, while jumpsuits that can meet all-day wear needs are more popular in Spain.

Key 2025 color trends focus on muted pastels and dark tones. In surveys of Japanese consumers, women’s outdoor items are evolving towards lightweight and everyday wear, with tops emphasizing loose design and comfortable fabrics, and sportswear strongly emphasizing functionality and fashion sense. In men’s wear, casual wear is dominated by T-shirts, polo shirts, and wide-leg pants; functional wear sees air-conditioned jackets being very popular; sportswear emphasizes breathability and quick-drying. In fashion accessories, sunglasses are mainly in Wayfarer and rectangular styles, while hats and bags strongly emphasize functionality and convenience. In the footwear sector, convenient and comfortable casual sneakers, leisure sports shoes, and multi-functional sports shoes still dominate. Demand for slip-on shoes among men shows a growing trend, while multi-functional sports shoes are increasingly popular in the female market. Bag consumption leans towards lightweight, multi-functional, and eco-friendly materials, with designs incorporating details like “quiet luxury” and Japanese minimalist aesthetics, and colors mainly in black, white, gray, and low-saturation tones. In jewelry, silver tones are mainstream, with Brazilian style and Y-shaped designs becoming hot trends for women’s jewelry. Men prefer simpler styles, and the number of men wearing earrings in the Z generation is also increasing.