PORT WASHINGTON, N.Y.,
July 9, 2020 /PRNewswire-PRWeb/
-- E-commerce will continue to play a strong role in the
apparel industry's success, particularly while the in-store
shopping experience feels different from what consumers are
accustomed to. In early June, U.S. consumers told The NPD Group
that more than half of their planned apparel purchases for the next
two weeks would be made online, according to insights from the new
Future of Apparel report. This is supported by NPD's Checkout
receipt harvesting research, which showed online purchase activity
across key softlines channels holding steady at 50% above
pre-COVID-19 levels in the first half of June, even as store
activity increased.1
"The pandemic forced an increase in online shopping out of
necessity, and the result was a stronger connection with the
apparel consumer," said Maria
Rugolo, apparel industry analyst at The NPD Group.
"Consumers have embraced new shopping habits."
U.S. apparel has been one of the hardest hit general merchandise
industries during the COVID-19 pandemic, with year-over-year dollar
losses nearing 45% in the three months ending May 2020. But online shopping has been an
increasing source of optimism as apparel e-commerce unit sales
increased 30% compared to last year, and dollars grew 4%.
Brick-and-mortar stores are reopening, restoring the consumer's
ability to touch and feel clothing before making a purchase, but
the shopping experience will feel different. Some stores will
restrict dressing room access, and some consumers don't yet have
the comfort level to try on clothes in-store. In May, nearly a
third of consumers said they would be uncomfortable with shopping
in a store once stay-at-home orders related to the pandemic were
relaxed.2
Every retail channel has seen online unit growth during the
pandemic, but much of apparel's online momentum during the pandemic
has come from the mass and athletic specialty channels. The
consumer's ability to utilize BOPUS options at mass merchants that
remained open throughout the pandemic, and their interest in
functional and comfortable clothing resulted in them both buying
more and spending more through the e-commerce platforms of these
channels. Mass merchant and athletic specialty channels have
reached online sales that are approximately double last year's
results.
"Online shopping is one of many new behaviors and routines
developed while under stay-at-home restrictions that are likely to
have some staying power, but brick-and-mortar retail can continue
to bridge the consumer confidence gap with things like improved
contactless services, sanitizing practices, and personal
appointments" added Rugolo. "Consumers have demonstrated their
continued willingness to spend on specific apparel items during the
pandemic while adapting to new ways of shopping and while we
navigate the road back to some normalcy apparel retail will need to
adapt as well."
Source: The NPD Group/Consumer Tracking Service
1Source:The NPD Group / Checkout, week ending June 20, 2020 - Softlines channels: Department
Stores, National Chains, Off-Price, Footwear Specialty, Apparel
Specialty, Beauty Specialty, Sporting Goods
2Source: The NPD Group / May 2020
Omnibus
SOURCE The NPD Group