Apparel grabs the top spot in online sales, study says
Apparel sales are the largest and fastest-growing U.S. online retail category, although many consumers still prefer buying clothing in a store, according to a new eMarketer report “U.S. Apparel E-Commerce.”
Online sales of apparel, accessories and footwear totaled an estimated $18.3 billion in 2006, a 31% increase from 2005, but accounted for only 8% of total apparel sales, according to information compiled by eMarketer. Online apparel sales are expected to reach $22.1 billion this year.
“What is truly amazing about the rise of online apparel sales is the overwhelming majority of online shoppers who still prefer buying in stores where they can touch and try on clothing items,” says Jeffrey Grau, eMarketer senior analyst. “Many women in particular feel uncomfortable buying apparel online.”
Retailers are employing various marketing techniques to lower consumer resistance to buying apparel online, including visualization tools, personalizing service and adopting liberal shipping and return policies, he says.
But retailers shouldn’t neglect using their web sites to promote in-store purchases, Grau says.
“Apparel is a big cross-channel shopping category,” he says. “Traditional retailers who understand the purchase process will develop strategies for driving online shoppers to their stores.”
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