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.

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Contact us

John Maxwell
Global Retail & Consumer Leader
Tel: +1 (646) 471 3728
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Hans Borghouts
Global R&C Advisory Leader
Tel: +31 (0) 88 792 76 71
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