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Consumer Survey

Apparel Shopping Trends in 2023

In the past, all clothing and footwear was purchased within the four walls of a brick-and-mortar store. Today, consumers shop for apparel online, in-store, and oftentimes, a combination of the two.

But competition is fierce. Apparel brands and retailers must have a firm understanding of apparel shoppers’ habits and preferences – and then adapt their strategies accordingly. Only then will they be able to attract, convert, and retain modern apparel shoppers. 

Our survey of more than 25,000 apparel shoppers sheds light on how modern consumers browse and buy online – and the key factors that influence their purchase decisions.
*Note: For the purposes of this report, the term “apparel” includes both clothing and footwear. Some sections of this report discuss apparel as a whole. Others focus specifically on either clothing or footwear.

Who We Surveyed

This research is based on a survey of 25,452 US consumers fielded in June 2023. Here’s a snapshot of who we surveyed. 

Generations

Click a generation to see a snapshot of generation-specific highlights.
Gen Z
(1997-present)
8%
Millennials
(1981-1996)
55%
Gen X
(1965-1980)
29%
Baby Boomers
(1946-1964)
8%

Gender Identity

Click a shopper profile to see an overview of their beauty shopping behavior.
Women
88%
Men
Young black male with beard in blue sweater
10%
Non-binary
2%

Annual Household Income

Less than $10,000
4%
$10,000-$24,999
7%
$25,000-$49,000
19%
$50,000-$74,999
21%
$75,000-$99,999
17%
$100,000-$149,999
18%
$150,000 or higher
14%