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The Plus return is free! Just use the supplied prepaid labels. Receive the free standard delivery for all orders, it is automaticly used at the cash register. The Plus return is free! Just use the supplied prepaid labels.
On-line clothing buying gains momentum
According to the PricewaterhouseCoopers E-Retail Intelligence System®, the proportion of online shoppers who report that they bought clothes online last month skyrocketed from 8 per cent in September 1999 to 16 per cent in May 2000. According to the study, online apparel retailing is powered by awareness among mainstream retail outlets and confidence in the brands.
"Likely to drive this growth are good vacation adventures that will convince some online shoppers of seasonality, more online movers and shakers, and more online apparel buying opportunities," said Mary Brett Whitfield, chief advisor and director of E-Retail Intelligence Systems. 60 per cent of online surfers say they look for clothes online.
Of these buyers, 41% buy online at least once a months after clothes and 56% have made at least one online clothes buy. Approximately 40 per cent of online apparel buyers anticipate that they will buy more apparel online in the near term. "While online apparel buyers buy and buy at different locations, location choices and purchasing frequency appear to be fuelled by the familiarization of incumbent retail and manufacturing companies," Whitfield said.
It found that 80 per cent of online buyers of apparel in the last six month and 77 per cent of online buyers of apparel do so on websites run by a shop or grocer. A third bought clothes from a producer. Those figures strongly suggest that awareness or confidence in a particular label, be it a shop or a apparel label, influences the choice of site.
Conversely, 12% or less bought online clothes on online auctions, pure online merchant websites, portal/ISP driven websites, online buying centres or online buying agent/bot/search engines websites. Price WaterhouseCoopers found that among those online shoppers looking for clothes, websites are playing multiple parts in their overall buying experiences.
Two of the most common rolls refer to prize buying, either searching for a special or promotion or researching prices. "Buyers of online apparel are much more likely to accept that the web is a resource that can save a lot of valuable personal information and make the buying process easier," Whitfield said. "Yet the latest list of online stores has failed to persuade apparel non-buyers that online buying can save themselves a lot of valuable buying effort in comparison to branch-based buying, is simpler, or is a preferred way to scour.
People who buy clothes online are probably females, often younger than 35 years old. So it should come as no big shock that women's apparel is the most beloved online fashion item sold online. Online websites are not even favored over shops for clothes even among those online shoppers who have shopped clothes online.
Less than 30 per cent of online apparel shoppers choose to buy clothes online rather than in-store. Familiarity with a apparel label encourages online shoppers to buy online apparel. However, well-known labels alone are not enough to get non-buyers to take the leap, as less than 40 per cent of non-buyers say they are more likely to buy clothes online if they are comfortable with the label.
Buyers of online apparel are also likely to be catalogue buyers, suggesting that they are already used to purchasing apparel without touching the cloth, seeing the colour or trying on the articles by sizing. Looking at where shoppers buy their own apparel, there are often significant discrepancies between online shoppers and non-shoppers.
In the past year, online garment buyers have bought much more apparel in specialist garment shops or from catalogues, while non-online garment buyers have bought much more apparel for themselves in discounter-shops. Research also revealed that non-buyers of online apparel have very few online rebate choices that reflect their off-line apparel offerings.
Furthermore, the online clothing ranges are exceedingly restricted relative to those of traditional stores. This compares to the more possibilities available online for specialist dealers and catalogue buyers. Meanwhile, many catalogue sellers are offering online ordering possibilities and major specialist suppliers (some of whom also use catalogues) are offering the complete range online. A huge number of web surfers quote that they cannot try on clothing before buying as one of the three greatest issues when buying clothing on the web.
On-line merchants also have to deal with the consumer's incapacity to perceive garments for the qualities of the materials before buying and fear that it will be hard to give back wares. Only very few interviewees stated that there were no difficulties with online purchases of apparel. Asked what online shops could do to encourage shoppers to buy apparel in the near term, the price question was largely in the top two.
Almost half of the buyers who do not buy apparel say that free mail order would force them to buy apparel from an online site in the near term, while more than 40 per cent would be more likely to buy apparel online if the websites offer lower rates in comparison to the shops' catalogues. A further important aspect is the possibility of returning garments to a nearby shop.
But more than a third of non-buyers say that nothing makes them buy clothes online. Price WaterhouseCoopers E-Retail Intelligence System interviews around 500 online consumers about their purchasing habits, preferences and use of the Web. From 31 May to 8 June, this poll was conducted among web surfers using NFO's Interactive Panel.