Despite an overall softening of the economy and lagging sales at offline apparel retailers, online sales of apparel and accessories are expected to remain healthy this fall, says BizRate.com, a Los Angeles-based comparison shopping site. Apparel sales are likely to get a slight boost this fall as e-retailers discount prices, offer seasonal purchase promotions to online shoppers, and create seasonal specialty boutiques around them.
BizRate says the average purchase price of apparel products online was $112 in the first quarter, up from $96 a year earlier, and female shoppers, accounting for 59% of online apparel buyers in Q1, are driving most of the sales. BizRate says the apparel category rang up more than $525 million in online sales in the first quarter, representing a 10% increase over a year ago.
Recent findings from a Neilsen/NetRatings and Harris Interactive e-commerce survey confirm the growing strength of the apparel category online. Clothing and apparel led all other product categories as the top online revenue generator among 14 product categories tracked.