Internet Apparel Browsers Resemble Specialty-Store Shoppers

In the third quarter of 1997, 4.7% of consumers had browsed the Internet for apparel. By the first quarter of 2000, the percentage had grown to 18.9%, and 3% of consumers said they regularly shopped for apparel on the Internet, according to data collected by Cotton Incorporated's Lifestyle Monitor™. So who are the consumers most likely to browse and shop for apparel on the Internet?

In 1997, the average age of consumers browsing the Internet for apparel was 32.7, 56% were female, and their average household income was $41,760. By the first quarter of 2000, the average age had dropped to 30.6, the proportion of females had grown to 65%, and the average household income had risen over $10,000, to $52,080. However, the profile of consumers who say they shop regularly on line-rather than just browsing-is very different: their average age is 34.4, 62% are male, and their average household income is $60,130. That the majority of consumers actually purchasing apparel on line are men is surprising, given that women purchased approximately 80% of apparel sold at traditional retail outlets in 1999, according to data from the NPD Group. 

When they visit brick and mortar outlets, consumers who browse apparel on line tend to shop primarily at department and specialty stores (like the Gap); in contrast, those who have not browsed apparel on-line prefer to shop at department, chain, and mass-merchant stores. From the second quarter of 1999 to the first quarter of 2000, the proportion of Internet apparel browsers who prefer to shop at specialty stores has risen from 22% to 29%, while the proportion who prefer to shop at chains has declined from 26% to 18%. This shift suggests that virtual retailers have been most successful at attracting specialty-store shoppers and less successful in marketing to chain-store shoppers. 

In what ways are specialty-store shoppers and Internet apparel browsers alike or different? Demographically, specialty-store shoppers are two years younger, with an average age of 28.6, and have an average household income of $43,390, or about $9,000 less than the browsers. However, the majority of both specialty-store shoppers and Internet apparel browsers are female, and they tend to be interested in many of the same facets of shopping. 

Whether consumers shop on line, in specialty stores, or at other types of stores, fiber content is important to them. About 75% of Internet apparel browsers believe that better-quality garments are made from all natural fibers; 77% are willing to pay more for natural fibers, such as cotton; and 51% would rather know the fiber content of an item than the brand name. Comparisons with specialty-store shoppers and all shoppers are shown in the chart below.

These findings indicate that Internet apparel browsers are more likely than other shoppers to prefer natural fibers, such as cotton. Nonetheless, all consumers value high-quality merchandise and are interested in knowing the fiber content of apparel items. Furthermore, to ensure high quality, consumers are willing to pay more for apparel made of natural fibers, such as cotton.

Compared with Internet apparel browsers, specialty-store shoppers tend to be more interested in brand names and fashion. Specialty-store shoppers are more likely to buy clothes on impulse (48% vs. 44%), to buy the latest styles at the beginning of the season (46% vs. 38%), and to sacrifice comfort for fashion (43% vs. 37%). But an equal percentage of both groups (57%) prefer to buy new and different clothes when shopping, rather than replacing their current wardrobe with the same types of garments. As specialty-store shoppers are the fastest-growing segment of Internet apparel browsers, this provides critical information for on-line retailers. Offering products that are both stylish and of high quality could tip the balance in converting an Internet browser to an Internet purchaser.

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