Trends Tool

The Customer Life Cycle For Apparel: Men Versus Women

A Consumer Technographics® Data Presentation

November 14th, 2016
With contributors:
Reineke Reitsma , Xiaotong Duan

Summary

This report explores the customer life cycle for the apparel category and highlights data from Forrester’s Consumer Technographics® North American Retail And Travel Customer Life Cycle Survey, Q1 2016 (US). We compared the differences between men and women in their path to purchasing apparel and looked at how consumers want to engage with apparel brands post-purchase. Although both genders still make most apparel purchases offline, our analysis reveals that digital resources like Amazon.com and retailer websites play a key role in the purchase journey. Marketers, eBusiness and channel managers, and market strategists can use this report to build their understanding of the role of digital in how consumers shop.

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