Una ricerca sulle abitudini d'acquisto dei clienti di Zalando nel corso del 2012, condotta in quattro diverse città: Roma, Milano, Firenze, Palermo.

1. Italy according to Zalando
How do Italians buy?
4/8/2013 1

2. What Italian city has more Zalando customers?
Number of customers
#
Rome has
the biggest
amount of
35.028
Zalando
customers
28.275
35.028
7.844
6.738
Rome Milano Florence Palermo
4/8/2013 2

3. What Italian city has more Zalando customers? (relative)
Share of customers
% of total population in the city
Milano and
Florence have
the biggest share
of customers /
population
2,1 2,1
1,3
1,0
1,3
Rome Milano Florence Palermo
4/8/2013 3

4. What Italian city brings more visits to Zalando?
Daily visits
% of total traffic
Rome brings
the highest
number of
19.5%
visits to
Zalando
15.3%
0.9% 0.6%
Rome Milano Florence Palermo
4/8/2013 4

5. What Italian city is the biggest spender and who is the cheapest?
Average item selling price
EUR
Milano
highest
Italian average
Rome Milano Florence Palermo
4/8/2013 5

6. What Italian city is the most stylish, i.e. buys the most premium
items?
Premium items share
Percent
1.5%
Milano
1.2% most
stylish
1.0%
0.6%
Rome Milano Florence Palermo
4/8/2013 6

7. What Italian city is the fashion capital, i.e. bought the highest
number of different brands?
Total brands sold and brands per customer
#
1.498
1.495
1.070
834
14
12
5
4
Rome Milano Florence Palermo
4/8/2013 Number of different brands sold 7
Avg. # of different brands sold per customer

8. What Italian city is the sunniest and warmest, i.e. buys more sun
glasses and Flip Flops?
Share of items sold Sun glasses
Percent Fli Flops
Palermo is the
warmest and
sunniest 1,7
1,7
1,5
1,3
0,4
0,3
0,3
0,3
Rome Milano Florence Palermo
4/8/2013 8

9. What are the most common shoe sizes in Italy?
Female – based on # of sold items
Rome Milano Florence Palermo
38
40
39
36
37
41
42
4/8/2013 9

10. What are the most common shoe sizes in Italy?
Male – based on # of sold items
Rome Milano Florence Palermo
43 43 43 43
42 42 42 42
44 44 44 44
41 41 41 41
45 45 45 45
40 40 40 40
46 46 46 46
4/8/2013 10

11. What Italian city is more interested in Social Media?
Facebook likes in the last 90 days
#
8.821,0
6.620,0
2.251,0
1.351,0
Rome Milano Florence Palermo
4/8/2013 11

12. In what city does it rain the most, i.e. who bought the most rubber
boots? (pair per customer)
Share of rubber boots sold out of total items sold
Percent
1,03 1,01
0,89
0,47
Rome Milano Florence Palermo
4/8/2013 12

13. What Italian city is the most fit, i.e. bought the most sport items?
Share of Sport items sold
Percent
12.05%
10.51%
9.90%
8.39%
Rome Milano Florence Palermo
4/8/2013 13

14. What Italian city is crazier about football, i.e. bought the most
football items?
Share of Football items sold
Percent
1,9
1,1 1,1
1,0
Rome Milano Florence Palermo
4/8/2013 14

15. What Italian city spoils their children the most, i.e. bought most
children clothing?
Share of Kids items sold 9,4
Percent
9,0
8,8
8,7
Rome Milano Florence Palermo
4/8/2013 15

16. What colors are the most popular in Italy depending on the
season? Based on # of sold items
SS12 FW12
grey white
11% 10%
light blue
blue black 10%
13% 35%
grey 11% 53% black
17%
light blue
16%
24% blue
white
4/8/2013 16

17. What Italian city gets the best sleep, i.e. buys most pajamas?
Share of Pajamas sold
Percent
Milano is
the best
sleeper
0,40
0,27
0,25
0,07
Rome Milano Florence Palermo
4/8/2013 17

18. What Italian city is the best swim athletes, i.e. bought most
swimsuits?
Share of Swimsuits sold
Percent
Rome has
the best
swimmers
1,26
1,22
1,16 1,14
Rome Milano Florence Palermo
4/8/2013 18

19. What Italian city is the coldest, i.e. bought the most hats?
Share of hats sold
Percent
1,46
1,27
1,23
1,04
Rome Milano Florence Palermo
4/8/2013 19

20. What underwear do Italian Men wear in the different cities?
(RATIO)
Share of Men underwear sold
Percent
85 84
Slip
boxer
70 69
31
30
15 16
Rome Milano Florence Palermo
4/8/2013 20

21. What underwear do Italian Women wear in the different cities?
(RATIO)
Share of Women underwear sold
Percent
tanga
Slip
77
75
69
67
33
31
25
22
Rome Milano Florence Palermo
4/8/2013 21

22. What Italian city gets the most traffic from mobile/tablets
Share of visits
Percent
Computer
Mobile
94
93
91
88
12
9
7
6
Rome Milano Florence Palermo
4/8/2013 22