We excluded intimates, footwear, basics (like underwear and T-shirts), and accessories (like socks and hats). The women had spent at least $500-and the men at least $250-in the previous 12 months on casual, noncasual, or athletic apparel. 2 The 3,127 Americans who responded our survey in late 2018 were primary or shared decision makers who had purchased apparel in the previous three months. Our new Apparel Omnichannel Survey of more than 3,000 US shoppers reveals why these journeys are so important: the average omnichannel customer purchases 70 percent more often than an offline-only shopper and reports spending more than $2,000 on apparel each year. That is because more of the best customers are using a combination of offline and online channels when they shop. 1 Hayley Peterson, “More than 6,200 stores are closing in 2019 as the retail apocalypse drags on-here’s the full list,” Business Insider, May 2, 2019.įor most apparel companies, however, brick-and-mortar stores are still essential. In 20 alone, US retailers vacated a quarter of a billion square feet, and they have announced more than 6,000 store closures so far this year. Six out of ten people now use at least one digital channel in their shopping journey for an apparel garment, which has major implications for physical stores. Tectonic forces are roiling the apparel landscape, overcoming companies that can’t keep pace with digital competitors or the customers whose behaviors and expectations are evolving faster than ever.
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