Apparel Consumer Insights

The pandemic has accelerated the shift towards online shopping among international consumers. Statista forecasts that by 2027, online shopping will account for 33.7% of the total market share, highlighting the significant impact of changing consumer habits on brand channel strategies.

01 Mobile Shopping Trends

Data reveals a significant rise in mobile shopping as PC-based purchases decline. In 2023, mobile shopping accounted for over 60% of total purchases, a trend expected to continue growing annually. On Amazon alone, at least 119 million consumers purchase apparel monthly, with many using mobile devices.

This shift necessitates brands to optimize their online channels, focusing on enhancing mobile user experience. This includes adapting interface design for smaller screens and simplifying payment processes to attract and retain mobile shoppers.

02 Popular Fashion Items on Amazon

Nearly 40 million users visit Amazon each month to explore fashion content, with about 66% visiting the platform at least once a week. Approximately 48% of consumers also research online while shopping in physical stores, often turning to Amazon for additional fashion information. Over half of fashion consumers (51%) consider Amazon their primary platform for discovering the latest fashion trends and brands.

03 Most Popular Apparel Categories Among New Consumers

For consumers seeking the latest fashion trends, the most popular apparel categories include:
– Activewear and Accessories: The popularity of active lifestyles has made activewear and accessories a top choice for both sports and daily wear.
– Children’s and Infant Clothing: Growing attention from parents has rapidly expanded this market.
– Women’s Apparel: From casual to formal occasions, women’s clothing remains a favorite.
– Socks and Underwear: These essential items continue to see stable demand and sales growth.
– Costumes and Specialty Clothing: Despite being niche, these categories attract consumers looking for unique and personalized outfits.

04 Consumer Purchase Behavior Analysis

The consumer purchase process for apparel is neither simple nor quick. From initial awareness to consideration and browsing, it takes about 23 to 25 days to make a final purchase decision. This provides numerous opportunities for remarketing, targeting consumers with personalized promotions to drive them towards making a purchase.
Remarketing helps keep brands in potential buyers’ minds, offering additional information or incentives to convert interest into sales. On average, consumers use 3-4 keywords to search for apparel, click on 17-18 different product pages, and closely examine about 10-11 of them, underscoring the importance of a rich, engaging product page.

05 Consumer Preferences for Brands, Categories, and Materials

When making purchasing decisions, consumers prioritize:
– Color: A critical factor, with consumers closely following trends like Pantone colors.
– Fit: Proper fitting is essential, highlighting the importance of tailored designs.
– Size: Accurate and diverse sizing information significantly enhances satisfaction.
– Quality: High-quality products build brand image and consumer loyalty.
– Material Considerations: Sustainability is increasingly important. According to McKinsey’s 2020 fashion industry report, eco-friendly and sustainable practices are gaining traction. Brands should emphasize any green, eco-friendly, or philanthropic initiatives in their marketing.
Luxury brands lead in promoting the entire lifecycle of their apparel, from materials to aftercare, with many fast fashion brands also adopting eco-friendly materials. By 2030, 57% are expected to use sustainable materials.