Digitalization has affected our daily lives in ways that were once unthinkable. It doesn’t matter if we have meetings over Zoom calls; if we browse and shop through mobile phones; or if we learn online – everything has become virtual. Therefore, it shouldn’t be surprising that digital fashion is gaining attention as well.

It may seem odd to think of all these online fashion expressions a few years ago. However, with the boundless power of technology, they gained widespread appeal. For this reason, Real Research, an online survey application, launched a survey to see the public’s perception of Digital Fashion.


  • 71.87% are aware of ‘Digital Fashion’
  • 52.33% say Digital Fashion is costly
  • 54.42% think parts of the fashion consumption process could become digital

Digital Fashion Is Here

The survey that seeks public perception of Digital Fashion starts by asking whether respondents are aware of ‘Digital Fashion.’ In answer, 71.87% say ‘yes,’ while 12.5% say ‘no.’

Figure 1: Percentage of respondents that would like to try on clothes on a digital screen before buying them

Next, the survey asks respondents if they like to try on clothes on a digital screen before buying them. 44.94% choose ‘most definitely,’ whereas 6.21% choose ‘definitely not.’ Meanwhile, 24.31% feel neutral.

Afterward, the survey reveals that 42.98% feel the most certain that Digital Fashion will lead to a minimal and more sustainable lifestyle and ecosystem. Then there’s another at 16.93% that feel definite about it, while some (21.26%) remain neutral. However, 4.69% feel the other way around for Digital Fashion.

Brands in Digital Fashion

One primary concern that is said to be addressed by Digital Fashion is the ever-present environmental crisis of overproduction. Accordingly, the survey asks respondents how they think Digital Fashion can contribute to helping the environment. Here, a majority of 41.8% expect lesser production of fabric.

Figure 2: Respondents’ opinion on which existing brand is trending in Digital Fashion

Others think Digital Fashion will contribute by requiring lower cost (18.21%), less labor force (14.46%), and by producing less waste (9.55%).

Furthermore, the survey asks for opinions on which of the existing digital fashion brands is trending. In reply, 41.92% choose ‘The Fabricant’. Following are Gucci (16.61%), DRESS-X (9.66%), Carlings (8.32%), and Tommy Hilfiger (6.54%).

Likewise, respondents look forward to other fashion brands launching their digital fashion lines. Leading with 46.63% is H&M, followed by Zara (26.13%), Forever21 (9.33%), UNIQLO (8.87%), and SHEIN (7.44%).

The Advantage and Disadvantages of Digital Fashion

Respondents share their opinions on what they consider the main advantage of Digital Fashion. In detail, 43.12% say it can minimize manufacturing, therefore, reducing pollution. A further 21.37% see it as easy and accessible. A distinct 11.75% regard it having free of societal body standards.

Figure 3: Respondents’ opinion on the main advantage of Digital Fashion

On the other hand, 52.33% say Digital Fashion is costly. Some (13.09%) site its exclusivity for tech-savvy consumers as its main advantage. Another 12.19% judge it as ‘not mainstream.’

Moreover, 11.16% say it’s intangible and limited to be worn only in the metaverse, and a further 10.17% claim Digital Fashion to be superficial.

Lastly, the survey asks respondents if they think parts of the fashion consumption process could become entirely digital too. A majority of 54.42% say it could be but only partial. Others at 11.84% have it more by expecting it to replace fast fashion entirely.

Despite that, there is 6.87% that see this trend will fade with time and a separate 9.62% foresee both physical and digital fashion co-exist.


Survey TitleSurvey: Public Perception of Digital Fashion
DurationJuly 11 – July 18, 2022
Number of Participants50,000
DemographicsMales and females, aged 21 to 99
Participating Countries Afghanistan, Algeria, Angola, Argentina, Armenia, Australia, Azerbaijan, Bahrain, Bangladesh, Belarus, Benin, Bolivia, Brazil, Brunei, Bulgaria, Burkina Faso, Cambodia, Cameroon, Canada, Chile, China, China (Hong Kong) China (Macao), China (Taiwan), Colombia, Costa Rica, Croatia, Czech Republic, Ecuador, Egypt, El Salvador, Ethiopia, Finland, France, Gambia, Georgia, Germany, Ghana, Greece, Greanada, Guatemala, Honduras, Hungary, India, Indonesia, Iraq, Ireland, Israel, Italy, Ivory Coast, Japan, Jordan, Kenya, Kuwait, Kyrgyzstan, Latvia, Lebanon, Libya, Lithuania, Malaysia, Maldives, Maluritania, Mexico, Moldova, Mongolia, Morocco, Mozambique, Myanmar [Burma], Namibia, Nepal, Nicaragua, Nigeria, Oman, Pakistan, Palestine, Panama, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Serbia, Sierra Leone, Singapore, Slovakia, South Africa, South Korea, Spain, Sri Lanka, Tanzania, Thailand, Togo, Tunisia, Turkey, Turkmenistan, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan, Venezuela, Vietnam, Yemen, Zimbabwe.