 |
CONSUMERS TRENDS: SHOPPING ON LINE
source:
http://www.cottoninc.com/
TextileConsumer/
|
|
Online clothing shoppers shop and purchase at various sites, but site selection and purchase incidence seems to be driven by the familiarity of established retailers and manufacturers…
 the percentage of Internet users reporting they have purchased clothing online during the past month has doubled from 8% in September of 1999 to 16% in May of 2000, according to the PricewaterhouseCoopers E-Retail Intelligence System®. Online apparel shopping is being driven by familiarity with established retailers and brand trust, according to the research.
60% of Internet users report shopping online for clothing. Among these shoppers, 41% shop online for clothing at least once a month and 56% have made at least one online clothing purchase. About 40% of online apparel purchasers expect to purchase more clothing online in the future.
The research found that 80% of shoppers who have shopped for clothing online in the past six months and 77% of online clothing purchasers, do so at sites operated by a store or catalog retailer. 1/3 shopped for clothing at sites operated by a manufacturer. These numbers strongly suggest that familiarity or trust in a brand, whether a store or clothing brand, impacts shopping site selection.
Those who do buy clothing online are likely to be women, often younger than 35 years of age. It should come as no surprise, then, that women's clothing is the most popular online apparel category purchased online.
Even among Internet users who have bought clothing online, online sites are not preferred to stores for apparel purchases. Fewer than 30% of online clothing buyers prefer to buy clothing online instead of at stores.
Being familiar with a clothing brand stimulates online apparel purchases among online clothing buyers. On the other hand, however, familiar brands alone not enough to get non-purchasers to take the plunge, as less than 40% of non-buyers indicate they are more likely to buy apparel online if they are familiar with the brand.
Online clothing purchasers are also likely to be catalogue customers, indicating that they are already used to buying clothes without being able to touch the fabric, see the colour, or try the items on for size.
Role Sites Play in Clothes Shopping Experience
| online clothes shoppers | % | | Search for special sales/promotions | 58 | | Look for product prices | 58 | | Request a catalog | 54 | | Look for ideas for clothes | 47 | | Compare product prices across retailers | 39 | | Look for brands | 27 | | No role played | 10 | | Track fashion trends/read articles | 10 | | Other | 5 |
Source:www.pwcglobal.com
|
