Consumers prefer to touch, try on clothes when shopping

31 Jul '19
2 min read

The preference to see, touch and try on apparel before purchasing is the most important factor for 55 per cent of consumers to choose shopping in-store rather than online, says a report by The NPD Group. When shopping for clothes in-store, 79 per cent of adult consumers try them on before buying all or most of the time (42 per cent) or sometime (37 per cent).

“While online sales may be growing faster, it is key to make the in-store shopping experience personal for the consumer as in-store accounts for the lion’s share of apparel dollars,” said Maria Rugolo, apparel industry analyst, The NPD Group. “The fitting room is still an opportunity to make a personal connection with your consumer since it is still an integral part of the overall shopping experience.”

According to the report, in-store is also catching up to online with regards to convenience. Apparel shoppers have the option to buy-online-and-pick-up-in-store (BOPUS) or click-and-collect, which provides the accessibility of shopping online with the ability to see, feel, and try on an item in-store, if the consumer wants. BOPUS has been around for a while but most recently major brick-and-mortar retailers have enhanced the option by offering same-day or even quicker pick-up, curbside delivery, and other conveniences. Over the last 12 months, 21 percent of US adults answered ‘yes’ to buying apparel and footwear online and then picking it up in store, according to a survey from Civic Science for NPD’s Trend Tracker. (PC)

Fibre2Fashion News Desk – India

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