Shoppers’ Attitudes Towards Apparel
Again this year, the largest portion of shoppers – 72% – identify as comfort shoppers. The way a product feels is their biggest concern.
A significant portion – 68% – are always looking for the latest fashion, trends, and newest releases.
Nearly half (46%) are cost conscious, which is up from 31% last year. This isn’t surprising, given the current economic environment.
One somewhat disheartening finding is that less than a quarter (23%) consider themselves to be brand loyal. This is down from 25% in 2022. Once you’ve won a customer, you’ve got to work hard (and smart) to retain them.
For Apparel Shoppers, Comfort is Key
The largest portion of consumers (72%) identify as comfort shoppers. They’re mainly concerned about the comfort of the apparel they purchase.
Comfort can be a difficult attribute for online apparel shoppers to assess. Sure, brands and retailers can make claims about comfort in product descriptions. But what’s really powerful is being able to read feedback from shoppers who have already purchased a product in question.
Be sure to showcase ratings and reviews as well as customer photos and videos on your product pages. This content provides unique, authentic insight into an item’s comfort. This increases shoppers’ confidence and their likelihood of conversion.
Brand Loyalty is Low About Apparel Shoppers
This year, a mere 23% of apparel shoppers identify as brand loyal. A year ago, 25% made this claim. For apparel brands and retailers, this is both good and bad news. The good news is, it’s very much possible to attract new shoppers by offering winning products and experiences.
However, brands who have won a customer once can’t rest on their laurels. Instead, they must continuously work to meet (and exceed) the shopper’s expectations. Doing so is key to boosting loyalty, repeat business, and lifetime value.