Clothing and footwear

How do customers behave differently when purchasing in different retail sectors?

Highlights from our survey findings about shopping habits in the clothing and footwear sector 

  • Of those that shop from an out of country online retailer, 51% of shoppers said they would be likely to purchase clothing and footwear – more shoppers indicated willingness to do so in this category than in any other.  Russia led the way, at 67%.
  • 14% of respondents said that they had purchased luxury clothing, shoes or leather goods from a department store’s e-shop in the last year, or directly from the brand’s website (12%). China and India, along with Turkey and the Middle East, led the way in making luxury clothing purchases this way.  
  • 48% of clothing and footwear buyers preferred to do their research online.   Included in this number are 8% who preferred to do so by mobile or smart phone.  
  • 53% still preferred to make these purchases in store, while 25% preferred to do it online via PC, and 6% each online by tablet and online via phone.   
  • Only 7% of buyers in this category did not do any research before purchasing.  The US (13%) and Canada (16%) were the countries in which shoppers were most likely not to do research.
  • 66% of buyers in this category had made at least some purchases online in the last year. 83% of  China shoppers had made at least some, followed by India at 80%. Only 20% of the global sample had not purchased online in this category in the last 12 months. South Africa shoppers were most likely not to have.

Contact us

Contact us

John Maxwell
Global Retail & Consumer Leader
Tel: +1 (646) 471 3728

Hans Borghouts
Global R&C Advisory Leader
Tel: +31 (0) 88 792 76 71

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