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DTC Apparel & Fashion benchmarks · 2026
Direct-to-consumer apparel — fast fashion to premium. Highly seasonal; creative cadence is the rate-limiter. Returns and discount cadence are core unit-economics levers.
Snapshot
Direct-to-consumer apparel — fast fashion to premium. Highly seasonal; creative cadence is the rate-limiter. Returns and discount cadence are core unit-economics levers.
Key benchmarks · 2026
Avg blended CVR
1.8–3.2%
AOV
$65–95
Target CAC
$35–55
Healthy ROAS
2.8–4.5x
Payback period
60–120 days
Repeat-purchase rate (12 mo)
32–48%
Return rate
12–22%
Gross margin (typical)
55–68%
Channel mix notes
Reels + TikTok drive the bulk of new-customer acquisition. Email lifecycle is the highest-ROAS channel post-purchase. Pinterest is uniquely strong for save-to-purchase journeys with longer measurement windows.
Primary channels for this industry
Meta (Facebook & Instagram)Platform benchmarksTikTokPlatform benchmarksPinterestPlatform benchmarksGoogle SearchPlatform benchmarks
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