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Amazon 2nd most shopped apparel retailer in US: Report
Apr '18
Courtesy: Fung global retail
Courtesy: Fung global retail
As measured by number of shoppers, Amazon Fashion is neck and neck with Target as the second-most-shopped apparel retailer in the US, according to a recent survey. Only Walmart has more apparel shoppers. A large portion of apparel shoppers on the website are Prime members, and approximately two-thirds of Prime members bought apparel on Amazon last year.

In a survey conducted to gauge shoppers’ attitudes towards Amazon as a fashion retailer, Fung Global Retail Tech found that Amazon’s private-label ranges comprise the fourth-most-bought clothing or footwear ‘brand’ on Amazon, even though the ranges are still relatively new. One in nine Amazon apparel shoppers surveyed said that they have bought Amazon private-label apparel.

Target is the top retailer that Amazon Fashion shoppers have switched some or all of their apparel spending from. Target apparel shoppers are also more likely than average to say that they expect to buy apparel on Amazon in the next 12 months.

Younger adult shoppers are looking for the full Amazon Fashion experience and are the age group most interested in trying Amazon’s apparel private labels and its Prime Wardrobe service, says the report. They are also the group most interested in the possibility of Amazon opening physical fashion stores.

The report also notes that Amazon Fashion shoppers are satisfied with the site’s online experience and cited the ease of browsing and searching as the top reason to buy apparel on the site. Only 12 per cent of shoppers think that the site could be made easier to browse.

It has also been found in the survey that Amazon risks being viewed as an off-price retailer. Fully 48 per cent of all Amazon apparel shoppers expect to always pay less than full price on the site, while only 12 per cent shop on Amazon because its fashion ranges are up to date.

The report has showcased the findings of the recent online survey of US consumers, a sizable proportion of whom had bought clothing or footwear on Amazon during the past 12 months. This report forms part of the ‘How the US Shops’ series, in which insights into shopper behaviour from original consumer research are shared. (KD)

Fibre2Fashion News Desk – India

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