Fashion retailers and online clothing stores will often entice shoppers to download and use their official apps rather than simply ordering through a website. They’ll sometimes even offer significant discounts and bonuses to sweeten the deal. At some point, shoppers have to ask: why the push to use these apps, what’s in it for the retailers? Fashion retail apps data collection

It’s reasonable to expect some personal data collection and even data sharing when making a purchase online. Details like the customer’s name, payment details, address (for delivery), email address (for confirmations), and phone number (for delivery notifications) make sense. But how is data like the customer’s sexual orientation or contacts list relevant? Heightening concerns are the fact that such data is not only collected but also shared with third parties.

Incogni’s researchers took a deep dive into the most popular apparel shopping apps from 59 countries as well as the shopping apps of the top apparel brands (by valuation) for the year 2023, ending up with a total of 180 apps.

This study analyzed the data, looking at data collection and sharing practices as well as the reasons app developers give for collecting and sharing specific types of data. The study also examined which of the collected and shared data points are optional, empowering consumers to withhold certain sensitive data.

Key findings Fashion retail apps data collection

• 45 out of 180 investigated apps collect photos, 12 apps collect videos, 9 apps collect search history, and 6 apps collect information on sexual orientation.
• 24 apps share photos with third parties, 2 apps share sexual orientation, and 1 app shares health information.
• The greatest number of data points are collected and shared from customers in Oceania (15.9 and 8.7 data points, respectively), Europe (14.2 and 9 data points), and North America (12.3 and 8.1 data points).
• Among the most popular apps (by valuation), Nike and H&M collect the greatest numbers of data points, including photos and videos, and even messages.
• PUMA, Under Armour, The North Face, and H&M share a concerning amount of sensitive data with third parties for the purposes of advertising and/or marketing.

Data collection and sharing

To show the scope of the problem of excessive data collection by apparel shopping apps, the study identified 180 popular apparel retail apps and analyzed their data collection and sharing practices. 156 of these 180 apps were found to collect at least some data.

This finding is surprising given that any app that allows for purchases is presumed to collect and/or share at least some data to facilitate transactions. Although the reasons for these apparent inconsistencies are unclear, it may have something to do with the way declarations made in the Google Play Store’s data safety section are handled. If Google uses a trust-based system, such data-collection practices would be vulnerable to mistakes and misrepresentation.

Apps that are claimed to collect at least some data collect an average of 11.5 data points.

Some data points stand out as being rather sensitive to give up to an app, even if making a purchase through it:

• Precise location (collected by 31 apps, including Nike, The North Face, Adidas, and Victoria’s Secret)
• Sexual orientation (collected by 6 apps: Showniq – AI Stylist Của Bạn, Nike SNKRS: Shoes & Streetwear, Instreet, Boots TH, Pantaloons-Online Shopping App, and Zalando – online fashion store)
• Photos (45 apps, including: Nike: Shoes, Apparel & Stories, H&M – we love fashion, Victoria’s Secret, and Moncler Official Store)
• Videos (12 apps, including: Nykaa – Beauty Shopping App, Vinted – Buy and sell clothes, and Meesho: Online Shopping App)
• Contacts (6 apps: 29CM, Nykaa – Beauty Shopping App, Representante Eudora, LimeRoad: Online Fashion Shop, Myntra – Fashion Shopping App, and Meesho: Online Shopping App)
• Installed apps (12 apps, including: LimeRoad: Online Fashion Shop, Myntra – Fashion Shopping App, and Meesho: Online Shopping App)
• Web browsing history (9 apps, including Victoria’s Secret and Puma)
• SMS or MMS (6 apps: Nykaa – Beauty Shopping, AJIO Online Shopping App, Modanisa: Modest Hijab Fashion, Gloria Jeans — магазин одежды, Modanisa: Modest Hijab Fashion TR, and Instreet)
• Credit score (3 apps: Zalando – online fashion store, Riachuelo – Comprar roupas, and Boots TH)
• Voice or sound recordings (2 apps: Nykaa – Beauty Shopping App and Zarya App).

One app (Myntra – Fashion Shopping App) even collects health and fitness information from its users.

These 156 data-collecting apps share an average of 5.6 data points each, compared to the 5.5 shared by the top brands’ apps.

Something to be on the lookout for when choosing an apparel shopping app is what data ends up in the hands of third parties, especially those that have nothing to do with the given purchase. In a dataset of globally popular apps, was found that:

• Precise location is shared by 22 apps (including The North Face and Adidas)
• Names – 60 apps (including H&M – we love fashion, The North Face, Under Armour, and Puma)
• Email addresses – 60 apps (including H&M – we love fashion, The North Face, and Under Armour)
• Photos – 24 apps (including Adidas, Myntra – Fashion Shopping App, and  SHEIN-Shopping online)
• Emails (not email addresses) – 7 apps (including Modanisa: Modest Hijab Fashion, Voghion – Online shopping app, and Hacoo – sara lower price mart)
• SMS and MMS messages – 3 apps (Modanisa: Modest Hijab Fashion, adidas CONFIRMED, and Modanisa: Modest Hijab Fashion TR)
• Sexual orientation – 2 apps (Showniq – AI Stylist Của Bạn and Pantaloons-Online Shopping App)
• Health information – 1 app (Myntra – Fashion Shopping App).

Further below, Incogni explores how much of this information is shared for advertising purposes, but even data that isn’t immediately shared with marketers is still being shared among other companies, increasing the chances of users being affected by a data breach.

Optional data

To understand to what extent users can safeguard their information while shopping online, the study took a look at what data collection can be avoided while using these apps. It’s important to note that opting out of providing certain data points could lead to losses of functionality.

Purposes Fashion retail apps data collection

To understand why all this data reaches the developers of the investigated apps, the study took a look at what purposes are listed for both user-data collection and sharing. Particular attention was on how many data points are used for advertising and/or marketing.

Among the most popular brands’ apps, of all shared data points, 33% are shared for advertising. That rate goes up to 59% for the 156 apps popular around the world. A cause for concern is how many apps share sensitive data with third parties for advertising or marketing purposes. In the dataset, was observed:

• 43 apps sharing users’ email addresses for advertising and/or marketing purposes
• 29 sharing names
• 22 sharing phone numbers
• 14 sharing purchase histories
• 6 sharing photos
• and 6 apps sharing users’ addresses.

The most popular retail brands’ apps provide an average of three purposes for each data point they collect. Unsurprisingly, app functionality comes up most frequently, accounting for 29% of all purposes. The second-most cited purpose for collecting user data was analytics (20% of all purposes), and the third was account management, which accounted for 15% of all purposes. Out of the seven available purposes, advertising or marketing was referenced the fourth most frequently, representing 14% of all purposes.

Country comparison Fashion retail apps data collection

Next, the study looked at which countries tend to use the most data-hungry apparel shopping apps. It began with a breakdown of the globe into six regions: Oceania, Europe, the Americas, Asia, and Africa.

Apps popular with users in Oceania (Australasia, Melanesia, Micronesia, and Polynesia) collected the highest number of data points on average, at 15.9, while sharing an average of 8.7 data points (second-highest among the six regions). Apps popular in this region had, on average, 4.8 optional data points (also second-highest among the six regions).

Within Oceania, Australia stands out for the amount of data apparel apps collect there (at an average of 16 data points per popular app). Apps in Australia also share an average of 8.9 data points. New Zealand is not far behind with 15.8 data points collected and 8.5 shared on average.

Apps popular in Europe come in second in terms of data collection. They collect an average of 14.2 data points and share 9 (which is the highest of any region). Notably, when looking at the global data-collection rankings, 4 of the top 5 countries are European: Sweden (ranked 1st), United Kingdom (ranked 2nd), Norway (ranked 4th), and Denmark (ranked 5th).

Mobile apparel shopping in North America is done using the third-most data-collecting set of apps. Within North America, apps popular with US users collect an average of 12.3 data points and share 8.1. Apps preferred by Canadians collect the most data in the region: 14.1 data points on average, while US residents give up 14 data points on average.

Apparel shopping apps popular with users in Asia ranked fourth by data collected, where an average of 11.5 data points were collected and 7.7 were shared. Within Asia, India saw the highest number of data points collected by apparel apps, at 14.4.

Apps popular with users in Africa were found to collect 10.5 data points on average and share 6.5. Within the African region, South Africa stood out as the country with the clothing apps that collect the most data, at 11.4 data points, sharing 6.

Lastly, users in South America gave up the least amount of data to their most popular apparel apps: 10.3 data points on average, almost a third less than users in Oceania. Although, notably, the apps popular there collected 7.8 data points on average, more than in Africa and Asia. In South America, Brazil stood out as favoring more data-hungry apps, which on average collected 14 data points.

Most popular apparel apps by valuation

To better understand what types of data most people give up when making changes to their wardrobe, in this section, the study looks at the data collection and sharing practices of the top apparel brands’ apps. Researchers identified the top 10 apparel brands by valuation (for 2023) and checked which of those brands offered mobile apps that allow for purchases to be made. It’s on these apps that the study focused in this section to investigate trends that are more globally universal.

These apps were found to collect an average of 14.4 data points. They were found to share an average of 8.5 data points.

Notably, 2 out of the 10 most popular apps are also found among the top 10 most data-collecting apps. Nike and  H&M collect 18 data points each and are tied for 7th most data-collecting app with 4 other apps.

The study found that these apps share a concerning amount of personally identifiable and otherwise sensitive data with third parties for the purposes of advertising and/or marketing, including:

• Users’ names, shared by PUMA
• Phone numbers, shared by Under Armour, The North Face, and H&M
• Users’ email addresses, also shared by Under Armour, The North Face, and H&M.

There are a few things that users can do to deal with data collection by fashion retail apps:

• Be aware of what data is being collected. When you download an app, make sure you read the privacy policy to understand what data the app is collecting and what it is being used for.
• Opt out of data collection. Many apps allow you to opt out of data collection. This may limit the functionality of the app, but it can help to protect your privacy.
• Use privacy-focused apps. There are a number of apps that are designed to be more privacy-friendly. These apps may not collect as much data, or they may make it easier to opt out of data collection.
• Use a VPN. A VPN can help to protect your privacy by encrypting your internet traffic. This means that your data will be more difficult for third parties to collect and track.
• Be careful about what information you share. Don’t share more information than you need to with apps. The less information you share, the better protected your privacy will be.

In addition to these general tips, there are a few specific things that users can do to deal with data collection by fashion retail apps:

• Use a different email address for app signups. This will help to keep your personal email address from being linked to your app usage.
• Don’t give apps access to your contacts list or camera. This is not necessary for most app functions, and it will give the app more access to your personal information.
• Be careful about what permissions you grant apps. When you first download an app, it will ask for permission to access certain features on your phone. Only grant permissions that are necessary for the app to function.
• Review your app permissions regularly. You can adjust your app permissions at any time. Make sure to review your permissions regularly and remove any permissions that you no longer need.

By taking these steps, users can help to protect their privacy and limit the amount of data that is being collected by fashion retail apps.

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