Danes buy fashion online

One in five Danes has purchased clothing via the internet in the last year

More and more Danes are purchasing their clothes over the internet, shows a recent survey. In a study conducted by GFK Custom Research, Denmark is number two in Europe when it comes to buying fashion online, just behind the UK, where the figures are one in four.

That still leaves four out five who don't, however, and this, according to the survey, is due to two things. First, people want to try on clothes before buying them, and secondly, many people are still uncomfortable with paying over the internet. Still, most retailers believe the trend will continue to grow.

'It's my feeling that online sales of clothing will continue to increase,' said Nicolaj Dupont-Mersing, Vice-President of Danish Textiles and Clothing. 'Mostly it's been the bigger names in clothing that have done the most business on the net, but now the trend is reaching many different branches.'

Many smaller boutiques in Denmark have thereby begun to see a significant increase in sales due to the internet.

'It's a huge market that's only going to get bigger,' stated Jonny Aastrøm, one of the owners of Vancool, which specializes in streetware and has seen its sales rise considerably over the internet.

The fear of purchasing over the internet is also gradually decreasing. According to PBS, the firm that handles payments by Dankort to Danish internet businesses, payments over the net have doubled since 2004.

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