In our latest study, we asked 2,000 U.S. shoppers how and why they buy clothing online so that you can incorporate these findings into your performance marketing strategy.
At the forefront of the ecommerce apparel industry is Amazon, which continues to drive shopper expectations and dictates what features brands must adopt to compete and grow.
Most of this year’s ecommerce apparel growth will be fueled by Generation Z and Millennial shoppers, who now have a collective shopping power of over $200 billion — understanding what compels them to browse and buy apparel online is key to success in 2019 and beyond.
“Our study shows that 63% of Gen Z and 57% of Millennial shoppers are already purchasing apparel from Amazon, with Gen Z also showing a strong affinity for buying clothing directly from brand websites.”
-Nii Ahene, COO and Cofounder of CPC Strategy
2019 Apparel Survey: How Shoppers Browse and Buy Clothing Online
Our survey confirms that shopping channels do matter when it comes to apparel, especially when looking at different age groups.
Generation Z and Millennials will drive the most ecommerce apparel growth in 2019 and cite features like free and fast shipping, low prices, and convenience as the most important features when buying apparel online.
“Although Amazon may be the apparel website of choice for younger shoppers, most age groups are browsing and buying clothing across multiple shopping channels, which speaks to the need for brands and retailers to invest in a strategic multi-channel strategy to engage with apparel shoppers across multiple touchpoints,” explains Ahene.
- The top apparel purchase categories for online shoppers
- Which websites Gen Z and Millennials are buying apparel from — and why
- What devices consumers are using to browse and buy apparel
- Which features apparel shoppers value most when shopping on Amazon
- How shoppers feel about private label brands