US Consumer Analysis: Apparel and Footwear

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Key takeaways

  1. The majority of US consumers have purchased apparel both online and offline, however, brick-and-mortar is still the dominant transaction channel.
  2. In fact, US consumers’ attitude towards fashion and their purchase behavior has changed little over the past five years.
  3. We expect brick-and-mortar to remain the dominant store format for US apparel and footwear retail in the near future.
  4. As retailers have shifted their budgets to digital advertising, the influence of all major media channels has decreased in the past five years, except for social media and mobile video.
  5. Among millennials, the influence of social media on apparel purchases is on par with traditional media like TV and magazines.