Home / Knowledge / News / Apparel/Garments / 'Word of Mouth' biggest influence on apparel buyers - Survey
'Word of Mouth' biggest influence on apparel buyers - Survey
22
Nov '08
When it comes to buying apparel and electronics, shoppers are most interested in hearing from their peers about products, retailers and past shopping experiences. In a recent survey, conducted for the Retail Advertising and Marketing Association by BIGresearch, consumers say that word of mouth is still the number one influencer in their apparel (34.3%) and electronics (44.4%) purchases.

In addition to first-hand knowledge, product reviews (36.8%) and retail advertising inserts (29.2%) – or circulars – will also resonate with consumers in their electronics purchases this holiday season. Shoppers looking for the best deal on apparel items, from new jeans to winter coats, will check out circulars (33.3%) and in-store promotions (30.4%).

“Retailers offering great deals will use many channels this holiday season to make sure their customers aren't left in the dark.” said Mike Gatti, Executive Director, Retail Advertising and Marketing Association. “If retailers can't get the word out to shoppers about their sales and promotions this holiday season, the lowest prices in the world won't bring customers into the stores.”

The study also found traditional advertising vehicles like broadcast television (25.9%), direct mail (20.0%) and emails (20.6%) still remain steady influencers for consumers' electronics purchases. Shoppers say that newspaper ads are more influential this year compared to last year (22.9% vs. 20.2% in 2007) as consumers continue to be diligent with bargain hunting.

Product placement is another huge driver in adults' purchase decisions. When it comes to electronics purchases, 13.2 percent say it influences their decisions, while 11.5 percent say it influences their apparel purchases. Blogging also influences 6.0 percent of the average population's electronics choices and 3.3 percent of their apparel purchases.

Young adults are often much harder to reach in terms of advertising and marketing campaigns. Many surf the web while watching television; some engage in other activities, such as text messaging, while reading the newspaper, and even more watch television while reading their mail. According to the survey, 45.0 percent of 18-34 year olds watch television while browsing the web, 25.8 percent engage in other activities while watching TV and 26.0 percent surf the internet while listening to the radio.

“Americans are serious multi-taskers,” said Gary Drenik, CEO, BIGresearch. “Retailers need to communicate through the right channels this holiday season to ensure shoppers hear them.”

About BIGresearch:
BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. BIGresearch's syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. Marketers can use SIMM to develop the types of consumer-centric marketing plans required to increase advertisers' ROI. The SIMM monitors more than 15,000 consumers twice each year.


Must ReadView All

Pakistan govt notifies 50% duty drawback on exports

Textiles | On 21st Oct 2017

Pakistan govt notifies 50% duty drawback on exports

The Pakistan government has notified the ‘Duty Drawback of Taxes...

Ghana sets up task force to clamp down on textile piracy

Textiles | On 21st Oct 2017

Ghana sets up task force to clamp down on textile piracy

Ghana’s ministry of trade and industry has set up a taskforce to...

Courtesy: Coach

Fashion | On 21st Oct 2017

US company Coach to change name to Tapestry from Oct 31

Coach Inc., a New York-based house of modern luxury accessories and...

Interviews View All

Varinder Singh Jawanda
Trendy Bharat

Sizing and fitting issues are inherent problems for companies expanding...

Stefan Warnaar
Peak to Plateau

People are willing to pay for quality and performance

Mandeep Nagi
Shades of India

Women value something that is unique and has a flavour of India

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Nitesh Mittal

Kusumgar Corporates is a leading manufacturer of technical textiles and...

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.1%
No
12.9%
Skip
10.0%

Total Votes: 70

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.4%
No
28.6%
Skip
10.0%

Total Votes: 70

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
85.7%
No
10.0%
Skip
4.3%

Total Votes: 70

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
75.7%
No
11.4%
Skip
12.9%

Total Votes: 70


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search