Shopping for apparel is a regular and frequent activity for most U.S. consumers. According to Nielsen Channel Track, roughly 70% of American shoppers have made an apparel purchase in the last six months, and 82% of these shoppers made purchases at a physical store.
Despite strong brick-and-mortar trends, however, retailers and brands shouldn’t ignore online and mobile purchasing opportunities. That’s because almost half of U.S. shoppers (41%) have made an online apparel purchase in the last six months, and roughly 12% made a mobile apparel purchase. As retailers continue to provide integrated online and mobile options to shoppers, these figures are likely to increase. E-commerce is driving the retail industry and Nielsen projects online sales growth of 12.2% between 2015 and 2020.
Online and mobile channels also serve as important sources of information for shoppers, even when they ultimately make apparel purchases at physical store locations. These channels provide a means to research product reviews, compare prices and product options and find store information.