The AIMC Marcas 2021 study, which counted the participation of 10 000 participants, found that 72% of them took first the price into account when purchasing clothing and accessories. In addition to price, Spanish pointed to quality (62.9%) and comfort (47.1%) as the decisive factors when doing a purchase, well above sales of offers, indicated by only 26.7% of the surveyed. The fabric or material in which the items are made (14.9%) or the brand (13.5%) came in fifth and sixth, respectively.

The study showed that Spanish continue to prefer shopping in physical stores (77.4%), despite a drop of six points as compared to the prior year.  The online continues to steadily gain share, but the jump in the footwear category stands out: footwear online sales grew from 17.1% in 2020 to 24.2% in 2021, as footwear sales in physical stores dropped from 59.8% in 2020 to 53% in 2021.

Looking into categories, the document indicates a general drop in buyer spending on clothing, accessories and footwear in the last two years, except for wristwatches and sports shoes, which are the only categories that have grown in this period. Moreover, the majority of the surveyed defined their style as practical or comfortable (46.2%), followed by classic or conventional (22.8%), young (22%) and sporty (8.3%).