Nexxen reveals how Australia’s fashion consumers are discovering, engaging + shopping

Partner content – Nexxen is revealing how Australians are discovering, engaging with, and shopping fashion content across both linear and digital TV. From wardrobe staples to seasonal trends, these insights reveal the audience behaviours and media moments shaping fashion today.

 

Understanding the online fashion consumer

Using Nexxen Discovery, Nexxen, a global, flexible advertising technology platform with deep expertise in video and advanced TV, has identified how fashion audiences behave online. The data reveals who they are, when they’re most active, and what they’re searching for. These insights unlock clear opportunities for advertisers to engage with style-conscious consumers at the right moments, with messaging that reflects their fashion mindset and seasonal intent.

Women drive the fashion conversation:

Online fashion engagement skews female (53%) while still appealing broadly across genders. The strongest engagement is among 25-44-year-olds (35% combined share), a highly influential age group with strong fashion interests and spending power.

Where fashion shoppers click and search:

Fashion consumers are drawn to premium editorial environments (e.g., Vogue, Marie Claire), while also searching for more accessible brands like Zara and Princess Polly. This hybrid behaviour blends aspiration with practicality, revealing a mindset open to both luxury inspiration and everyday purchasing.

Engage at the right time:

Fashion audiences are most active on Thursdays and Sundays, with peak browsing times during late nights (12–3am) and evening wind-down windows (4–6pm, 7–9pm). These high-attention periods present ideal moments for brands to reach consumers when they’re actively scrolling and open to inspiration.

Beyond the Wardrobe: Cross-category interests:

Fashion-focused audiences don’t just engage with style content they’re also drawn to adjacent lifestyle topics. These cross-category behaviours present opportunities for campaigns to align with complementary themes, enhancing message relevance and consumer engagement.

Fashion-focused audiences are:

• 2.3x more likely to consume beauty and skincare content
• 1.5x more likely to explore entertainment content

Fashion leaders on linear: From luxury to lifestyle

In the first half of the year, leading fashion advertisers strategically invested in environments that command attention and trust.

From weekly news and major sporting events like the AFL and State of Origin, to primetime entertainment formats such as MAFS and MasterChef, fashion advertisers leveraged a wide mix of linear content to maximise reach and relevance.

By pairing credibility-building environments with mass entertainment, fashion brands are creating top of mind awareness across diverse touchpoints and genres.

Australia’s leading fashion advertisers spanned the full spectrum of the category, ranging from everyday essentials like Big W, BONDS and TK Maxx to premium labels such as Ralph Lauren, Rolex and Rado. While some brands focused on scale through broad household reach, others leaned into frequency strategies to drive repeat consideration and brand recall.

With such a diverse set of brands competing for attention, the linear TV environment is becoming increasingly crowded. To stand out, advertisers should complement broad-reach linear activity with strategic streaming activations, leveraging audience data and targeting capabilities to reinforce messaging, increase relevance, and drive outcomes across the funnel.

Retailers ramp up linear ad spend ahead of EOFY

Linear TV activity from fashion advertisers this year peaked in April and June, aligning with seasonal mid-year and EOFY promotions.

These months saw elevated ad activity, contributing to a crowded media environment – making it harder for smaller or newer brands to break through.

To cut through the clutter, brands should consider starting promotions before peak periods, such as launching Black Friday campaigns in October rather than a crowded November.

Additionally, integrated omnichannel campaigns help build awareness early, reinforce messaging across screens and devices, and keep audiences connected throughout the purchase journey.

Sources:
Nexxen Discovery, Australia 2025
Nexxen VIDAA ACR – Through Nexxen VIDAA, the company captures ACR data across 1.9 million smart TVs, including brands such as Hisense, Toshiba and more.