Love it, hate it, or occasionally enjoy it, nearly everyone has a perspective on shopping for apparel, and countless studies have tried to explain the different types of shoppers. In our recent apparel consumer survey, we flipped the traditional shopper segmentation on its head. We looked at apparel shopping for branded items through the lens of the shopping journey - not just the customer - from the first consideration of an item through to the shopping, purchase, and post-purchase experience. We explored how consumers navigate the many channel and retailer options they have to buy these brands and ultimately decide to make a purchase.
Our infographic lays out how consumers shop for top apparel brands from beginning to end. It identifies key questions that apparel brands should consider to succeed. Take a look below.
Source: Oliver Wyman Fall 2017 Apparel Consumer Survey.
Sample Size = 1,500 USA apparel consumers, September 2017.