Understanding The
Apparel Shopper Journey:
A Deep Dive into How Consumers are Shopping for Apparel in an Omnichannel World
Key
Question
while only 27% start with
a consumer looking for a specific brand
of shopping journeys begin with shoppers looking for
specific item or visiting a
multi-brand store or site
27%
START
73%
Given most journeys don't start by looking for a specific brand, how do you improve your brand's value proposition while also operating in a store centric, item specific world?
Journeys that begin with
a consumer searching for a
specific brand are more likely
to end in a purchase at
brand-owned stores or
websites, where spend is
86% higher vs. other retail
shopping formats
One stop
Shop in store
before purchase
In-store
Purchase
Online
Purchase
Shop online
before purchase
19%
68%
7%
6%
13%
29%
15%
43%
Shop both
before purchase
#Time
#stop
How can you increase your conversion rate given consumers’ short shopping journeys? What are your customers’ transaction triggers?
Most journeys are very short...
do consumers shop in-stores, online, or both before making a purchase?...
JOURNEY
Key
Question
Other
Other
Amazon
Brand
Brand
23%
22%
27%
28%
27%
20%
53%
Top 4 Brick and Mortar Retailers
Top 4 Brick and Mortar Retailers
PURCHASE
But online is critically important – when people shop online, their baskets size (both number of items and amount of spend) are bigger
Online
In store
despite all the buzz, over 75% of branded apparel purchases are still made in stores today
75%
Is your business well prepared to meet shoppers where they are going for their journeys now and in the future?
Where do shoppers buy?
Is online retail really as big as
the hype?
Key
Question
How can brands capitalize on consumers’ desires for repeat purchases and their propensity to do so by engaging directly with the brand store or site?
When customers look to repurchase, they are
Despite the fast fashion craze, consumers don't always seek newness
Post-
Purchase
Key
Question
89%
of customers want to repurchase the same or similar item in the future
35%
More likely to go
to a Brand store or website when looking
to repurchase an item
Took less than
an hour
Of journeys were
one-stop purchases
64%
68%
When people decided not
to make a purchase in a store, almost a quarter of the time this was due to not having the right size or color in store
1/4
