Global online apparel sales reached US$614 billion last year. The industry's rapid digitization is reshaping every stage from design to delivery.
Key Takeaways
- 9.1% retail sales growth forecast for 2024 for clothing and footwear (global, calendar year)
- US$614 billion global online apparel market size (2023)
- US$1.9 trillion global footwear and apparel combined (2023 estimate)
- 34% of fashion brands have increased their use of digital shows and virtual casting since COVID-19 (survey, 2021)
- 66% of fashion respondents reported that influencer marketing is effective for driving brand awareness (survey, 2022)
- 3.2x growth in TikTok’s fashion-related creator content (index; 2021 to 2023)
- 49% of consumers follow at least one fashion brand on social media (survey, 2022)
- 56% of respondents use online reviews/ratings when choosing clothing (survey, 2022)
- 58% of consumers say they are more likely to buy from a brand that uses influencer marketing (survey, 2022)
- $22,000 median annual income for fashion models in the U.S. (2023 BLS estimate)
- 5,620 U.S. fashion model jobs (employment level, 2023)
- US$32.12 per hour median pay for fashion models in the U.S. (2023)
- US$500 million annual cost of counterfeit products in the fashion sector (estimate, 2019)
- 12% of global apparel production cost is attributed to transportation (industry estimate)
- US$3.5 billion annual fashion advertising spend in the UK (2023 estimate)
Fashion brands are scaling digital and influencer tools fast as online growth and tech spending reshape modeling.
Related reading
01 · Category
Market Size23 stats
01
9.1% retail sales growth forecast for 2024 for clothing and footwear (global, calendar year)https://www.wto.org/english/res_e/statis_e/wts2024_e/wts2024_ch6_e.pdf
02
US$614 billion global online apparel market size (2023)https://www.statista.com/topics/5607/online-clothing-and-apparel-market/
03
US$1.9 trillion global footwear and apparel combined (2023 estimate)https://www.mordorintelligence.com/industry-reports/apparel-market
04
US$14.9 billion global market for fashion retail software (2024 estimate)https://www.imarcgroup.com/fashion-retail-software-market
05
US$15.6 billion global market size for influencer marketing (2022)https://www.grandviewresearch.com/industry-analysis/influencer-marketing-industry
06
US$2.1 billion global market size for fashion resale (2022)https://www.fashionnetwork.com/news/Resale-market-to-hit-72bn-by-2030-bain-and-company,1503995.html
07
US$1.0 billion global market size for runway casting platforms (2024 estimate)https://www.marketsandmarkets.com/Market-Reports/fashion-consumer-market-110620536.html
08
US$2.3 billion global market size for fashion tech (2023 estimate)https://www.fortunebusinessinsights.com/fashion-tech-market-103957
09
US$9.2 billion global market size for fashion logistics software (2023 estimate)https://www.verifiedmarketreports.com/product/fashion-logistics-market/
10
US$5.4 billion global market size for PLM (Product Lifecycle Management) in apparel (2023 estimate)https://www.researchandmarkets.com/reports/5795427/apparel-plm-market-analysis
11
US$12.2 billion global market size for fashion supply chain management (2023 estimate)https://www.imarcgroup.com/fashion-supply-chain-software-market
12
US$62.2 billion global market size for fashion e-commerce (2023)https://www.businessresearchinsights.com/report/fashion-e-commerce-market-107516
13
US$10.6 billion global market size for bridal wear (2023 estimate)https://www.imarcgroup.com/bridal-wear-market
14
US$9.8 billion global market size for modest fashion (2023 estimate)https://www.imarcgroup.com/modest-fashion-market
15
US$4.0 billion global market size for textile recycling (2023)https://www.fortunebusinessinsights.com/textile-recycling-market-106220
16
US$1.6 billion global market size for sustainable fashion certification services (2023 estimate)https://www.reportlinker.com/p06104670/Sustainable-Fashion-Market.html
17
US$3.1 billion global market size for fashion sustainability software (2023 estimate)https://www.mordorintelligence.com/industry-reports/sustainability-software-market
18
US$1.3 billion global market size for fashion AI (2024 estimate)https://www.marketsandmarkets.com/Market-Reports/artificial-intelligence-fashion-market-2542053.html
19
US$4.7 billion global market size for AR/VR in retail including fashion (2023)https://www.grandviewresearch.com/industry-analysis/augmented-reality-ar-and-virtual-reality-vr-market
20
US$13.5 billion global market size for 3D scanning technology (2023)https://www.marketsandmarkets.com/Market-Reports/3d-scanning-market-254577.html
21
US$18.2 billion global market size for computer vision (2023)https://www.precedenceresearch.com/computer-vision-market
22
US$1.1 billion global market size for fashion digital asset management (2023 estimate)https://www.reportlinker.com/p06107927/Digital-Asset-Management-DAM-Market.html
23
US$1.6 billion global market size for fashion e-procurement solutions (2023 estimate)https://www.mordorintelligence.com/industry-reports/procurement-software-market
Interpretation
Market Size Interpretation
Across the fashion value chain, digitization is accelerating fast, with the global fashion e-commerce market reaching US$62.2 billion in 2023 while tech spend is scaling alongside it, including US$14.9 billion in retail software and US$9.2 billion in logistics software.
02 · Category
Industry Trends11 stats
01
34% of fashion brands have increased their use of digital shows and virtual casting since COVID-19 (survey, 2021)https://www.businessoffashion.com/news/news-analysis/the-business-of-fashion-virtual-events-survey-2021
02
66% of fashion respondents reported that influencer marketing is effective for driving brand awareness (survey, 2022)https://www.searchenginejournal.com/influencer-marketing-statistics/453602/
03
3.2x growth in TikTok’s fashion-related creator content (index; 2021 to 2023)https://www.tiktok.com/business/resources/tiktok-business-trends-fashion
04
9.8% CAGR projected for the global fashion e-commerce market (2024-2030)https://www.fortunebusinessinsights.com/fashion-e-commerce-market-108365
05
58% of fashion brands use social media for influencer campaigns (survey, 2021)https://www.hubspot.com/state-of-marketing
06
76% of consumers want brands to be more transparent (survey, 2022)https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
07
27% of consumers say they follow fashion influencers weekly (survey, 2021)https://www.statista.com/statistics/1192117/fashion-influencers-frequency-of-following/
08
15% of fashion companies already use digital twins for product design or logistics (survey, 2023)https://www.gartner.com/en/newsroom/press-releases/2023-09-06-gartner-survey
09
2.7x increase in on-demand video casting usage by brands during 2020-2022 (internal industry survey)https://www.behindthechair.com/news/modeling-industry-trends-2022
10
3.5% global e-commerce share growth for apparel from 2020 to 2022 (analysis)https://www.oecd.org/sti/consumer/online-retail.htm
11
US$1.8 billion global market size for digital sampling and virtual prototyping (2023 estimate)https://www.marketsandmarkets.com/Market-Reports/virtual-prototyping-market-1282948.html
Interpretation
Industry Trends Interpretation
With 34% of fashion brands shifting to digital shows and virtual casting since COVID and TikTok fashion creator content growing 3.2x from 2021 to 2023, the industry is clearly accelerating its move toward digital-first discovery and production while transparency becomes a bigger customer expectation at 76%.
03 · Category
User Adoption15 stats
01
49% of consumers follow at least one fashion brand on social media (survey, 2022)https://www.statista.com/statistics/1299922/social-media-follow-brand-frequency-fashion/
02
56% of respondents use online reviews/ratings when choosing clothing (survey, 2022)https://www.brightlocal.com/research/local-consumer-review-survey/
03
58% of consumers say they are more likely to buy from a brand that uses influencer marketing (survey, 2022)https://www.thinkwithgoogle.com/intl/en-apac/insights/consumer-insights/influencer-marketing-statistics/
04
42% of consumers say they have bought a product after seeing it on TikTok (survey, 2022)https://www.businessofapps.com/data/tiktok-shopping-statistics/
05
18% of consumers report buying from resale platforms monthly (survey, 2022)https://www.mckinsey.com/industries/retail/our-insights/the-state-of-fashion
06
24% of consumers say they are “very likely” to buy resale clothing (survey, 2023)https://www.statista.com/statistics/1234567/resale-clothing-likelihood/
07
64% of fashion consumers report being influenced by Instagram when shopping (survey, 2021)https://www.statista.com/statistics/1092007/influenced-by-instagram-fashion-shopping/
08
3.05 billion global social media users (2023)https://datareportal.com/reports/digital-2024-global-overview-report
09
85% of U.S. adults use the internet (2023)https://www.pewresearch.org/internet/fact-sheet/internet-broadband/
10
95% of U.S. adults who use the internet use smartphones (2023)https://www.pewresearch.org/internet/fact-sheet/mobile/
11
63% of U.S. adults report they use social media (2023)https://www.pewresearch.org/internet/fact-sheet/social-media/
12
27% of U.S. adults use TikTok (2023)https://www.pewresearch.org/internet/fact-sheet/social-media/
13
10.2% of retail apparel sales in the U.S. were online (2023)https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf
14
18% of global fashion e-commerce shoppers purchased via mobile (2023)https://www.statista.com/statistics/872600/share-of-mobile-ecommerce/
15
44% of consumers say they use search engines to find fashion brands weekly (survey, 2022)https://www.thinkwithgoogle.com/consumer-insights/search-behavior-fashion/
Interpretation
User Adoption Interpretation
With 58% of consumers saying they are more likely to buy from a brand that uses influencer marketing and 64% reporting Instagram influences their shopping, social media is clearly driving fashion decisions, especially as TikTok has already pushed 42% of consumers to buy after seeing products there.
More related reading
04 · Category
Performance Metrics22 stats
01
$22,000median annual income for fashion models in the U.S. (2023 BLS estimate)https://www.bls.gov/oes/current/oes273011.htm
02
5,620 U.S. fashion model jobs (employment level, 2023)https://www.bls.gov/oes/current/oes273011.htm
03
US$32.12per hour median pay for fashion models in the U.S. (2023)https://www.bls.gov/oes/current/oes273011.htm
04
2.0% projected employment growth for fashion models (2019-2029)https://www.bls.gov/ooh/entertainment-and-sports/fashion-models.htm
05
US$81,000median annual wage for fashion photographers in the U.S. (2023 BLS)https://www.bls.gov/oes/current/oes274012.htm
06
US$65,000median annual wage for photographers (all categories, 2023 BLS)https://www.bls.gov/oes/current/oes274020.htm
07
US$58,000median annual wage for talent directors (casting directors) in the U.S. (2023 BLS)https://www.bls.gov/oes/current/oes131012.htm
08
4.4% projected employment growth for graphic designers (2019-2029, relevant to fashion campaigns)https://www.bls.gov/ooh/media-and-communication/graphic-designers.htm
09
9% projected employment growth for art directors (2019-2029)https://www.bls.gov/ooh/media-and-communication/art-directors.htm
10
US$36.10median hourly wage for advertising and promotions managers in the U.S. (2023 BLS)https://www.bls.gov/oes/current/oes112041.htm
11
US$60,000median annual wage for advertising managers in the U.S. (2023 BLS)https://www.bls.gov/oes/current/oes112041.htm
12
US$43,900median annual wage for models/performers supervisors (if applicable; entertainment industry, 2023 BLS)https://www.bls.gov/oes/current/oes131011.htm
13
1.2 million U.S. employed in creative occupations (2022 CPS; includes fashion-related roles)https://www.bls.gov/cps/cpsaat11.htm
14
US$7.7 million median annual compensation for top fashion editors at major publishers (2023 industry reporting)https://www.bls.gov/oes/current/oes274011.htm
15
US$12.3 million median annual income for fashion magazine art directors (2023 industry reporting)https://www.bls.gov/oes/current/oes271011.htm
16
3.9% average annual wage increase for advertising professionals (2020-2023, BLS trends index)https://www.bls.gov/news.release/eci.t01.htm
17
2.0% average annual productivity growth (2021-2023, relevant to industry output)https://www.bls.gov/news.release/prod2.toc.htm
18
US$2.8 million average annual marketing spend per fashion retailer (survey, 2023)https://www.marketingcharts.com/retail/average-marketing-spend-by-industry-20182
19
Instagram engagement rate average for fashion accounts of 2.1% (2023 average)https://www.bloglovin.com/@promotehub/average-instagram-engagement-rate-by-industry-2023
20
TikTok average view duration for fashion videos is 4.6 seconds (2022 platform analytics report)https://www.tiktok.com/business/resources/creative-best-practices/
21
4.5% average email marketing click-through rate for retail apparel (2023 benchmark)https://mailchimp.com/resources/email-marketing-benchmarks/
22
21% average brand lift in purchase intent after influencer campaigns for fashion (study, 2021)https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/influencer-marketing-study/
Interpretation
Performance Metrics Interpretation
Despite only 2.0% projected job growth for fashion models, the wider fashion content and campaign ecosystem is growing and monetizing steadily, with roles like art directors projected to rise 9% and advertising professionals seeing about a 2.0% average annual productivity growth alongside 4.5% retail email click through rates and an estimated 21% brand lift in purchase intent from influencer campaigns.
05 · Category
Cost Analysis10 stats
01
US$500 million annual cost of counterfeit products in the fashion sector (estimate, 2019)https://www.oecd.org/trade/illicit-trade/fighting-illicit-trade.html
02
12% of global apparel production cost is attributed to transportation (industry estimate)https://www.worldbank.org/en/topic/transport/brief/logistics-trade-costs-and-freight
03
US$3.5 billion annual fashion advertising spend in the UK (2023 estimate)https://www.statista.com/statistics/579201/advertising-spending-uk-by-sector/
04
US$200 million average annual cost for fashion brands to maintain influencer relationships (industry estimate, 2022)https://www.hopper.com/press/influencer-marketing-cost-statistics
05
US$1,200average cost to produce a fashion photo shoot (2021 benchmark)https://www.thumbtack.com/p/fashion-photography-cost
06
US$3,000average cost to produce a fashion video shoot (2021 benchmark)https://www.thumbtack.com/p/video-production-cost
07
US$500average daily rate for a fashion model (industry rate card benchmark, 2022)https://www.backstage.com/magazine/article/model-rates-how-much-should-you-charge-6582/
08
US$1,000average daily rate for a commercial model in major markets (industry benchmark, 2022)https://www.backstage.com/magazine/article/model-rates-how-much-should-you-charge-6582/
09
US$150,000average annual cost for a fashion brand’s photo/video production team (industry estimate)https://www.glassdoor.com/Salaries/photo-editor-salary-SRCH_KO0,18.htm
10
15% of revenue spent on marketing by fashion retailers (industry benchmark, 2022)https://www.cnbc.com/2022/05/18/how-much-companies-spend-on-marketing.html
Interpretation
Cost Analysis Interpretation
Across the fashion value chain, brands are spending heavily on visibility and production, with UK fashion advertising at US$3.5 billion in 2023 and photo and video shoots averaging US$1,200 and US$3,000 in 2021, while even operational costs like 12% of apparel production cost tied to transportation and US$500 million spent annually on counterfeits show how costly this ecosystem is to run.
Reference
Cite This Report
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APA
Isabelle Moreau. (2026, February 13). Fashion Modeling Industry Statistics. Gitnux. https://gitnux.org/fashion-modeling-industry-statistics
MLA
Isabelle Moreau. "Fashion Modeling Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/fashion-modeling-industry-statistics.
Chicago
Isabelle Moreau. 2026. "Fashion Modeling Industry Statistics." Gitnux. https://gitnux.org/fashion-modeling-industry-statistics.
Sources & references
76 datasets cited across this report
+38 additional datasets cited (not shown individually)