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D2C benchmarks for fashion business

Key metrics by average basket size
AFA
Another Fashion Agency
Another Fashion Agency
[01] About the table

What this document is

The table "Benchmarks for fashion business by average basket size" contains the key performance indicators for different Average Order Value (AOV) ranges.

The ranges run from $200 to $1,500. Each range represents a distinct market segment and lets you analyse the metrics that are relevant specifically to it.

D2C benchmarks — the metrics table by AOV segment
D2C benchmarks — the metrics table by AOV segment
The data reflects statistics accumulated by Another Fashion Agency. It is a reference, not a prescription. Every business is unique.
[02] The metrics

Key indicators

The table covers seven groups of metrics: conversion (CR), customer acquisition cost (CAC), turnover, retention (RR), items per order and the repeat purchase budget.

A retention rate of 10% means: out of 10 first-time customers, only 1 will place a repeat order. That is typical for the highly competitive, high-ticket fashion segment.

Metrics in the table
AOV ranges
Average Order Value — the average cost of an order. Ranges from $200 to $1,500. It defines the market segment and every other metric.
Conversion rate (CR)
Site conversion by price segment. The higher the ticket, the lower the CR — but the higher the margin on every sale.
Customer acquisition cost (CAC)
CAC as a percentage of AOV, split by period (1–1.5 years). Shows how efficient the marketing spend really is.
Turnover
Inventory turnover by price segment. The data covers a brand first year, excluding sale periods.
Retention rate (RR)
The share of customers who come back for repeat purchases. 10% means: out of 10 first-time customers, only 1 will place a repeat order.
Items per order
The average number of items in a single order. A proxy for the quality of the customer experience and cross-sell effectiveness.
Repeat purchase budget
The share of the order value to reserve for marketing that sustains repeat orders.
[03] How to read it

A guide to applying it

Find the range your brand average basket falls into. Compare against the benchmarks for each metric. If your numbers diverge sharply from the benchmark, that is a point worth investigating.

Important: the data reflects a brand first year and excludes sale periods. Every business is unique — benchmarks give you a reference point, not a norm.

How to read the table
Find the range your brand average basket falls into and compare it against the benchmarks: site conversion, customer cost as a share of the basket, orders per active customer, retention rate and turnover.
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