November 15, 2007

Fashion And Online Shopping: It's A Match

Trending US Online Fashion Buyers, 2001 To 2007

by Sucharita Mulpuru, Peter Hult

with Carrie Johnson

Executive Summary (This is a document excerpt)

In 2006, online apparel sales outpaced computer hardware and software for the first time — evidence of the maturing eCommerce landscape. Who are the online clothing buyers driving this growth, and how many people are actively purchasing fashion items online? To answer these questions, we profiled online fashion buyers in three categories — apparel, footwear, and clothing accessories — and traced online sales growth data from 2001 to 2007. Not surprisingly, early-adopter females who are shopping across all three categories drive the substantial growth in online fashion sales. To retain and lure online fashion buyers, retailers need to break down online shopping barriers and capitalize on the multichannel shopping experience.

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