One would naturally think that apparel retail has increasingly moved online with more intense price promotions. However, the reality is while online is the dominant influencing channel, offline remains powerful in conversion into sales.
This report seeks to bring clarity to the real consumer apparel shopping journey in the O2O age. We lay out the key consumer touch points, how they mix-use online and offline channels, and early implications on how apparel retailers should rethink about their online and offline roles and propositions, how to attract and convert traffic, and how to organize for success.
