News • 06.02.2018

Outerwear purchases

More U.S. apparel consumers are opting for online, reports NPD’s Checkout

Photo: Woman shopping for fashion online on her laptop; copyright:...
Source: panthermedia.net / Viacheslav Lakobchuk

According to The NPD Group’s Checkout, a receipt mining service, close to one-third (29 percent) of total online apparel buyers purchased outerwear online in the 12 months ending November 2017, up two percentage points over the previous year. The average consumer is spending $178 when buying outerwear online, a 3 percent increase in spending over the prior year.

The North Face, Patagonia, and Columbia are among the top performers in this e-commerce space. The North Face captured 8 percent of total online outerwear buyers, followed by Columbia with 6 percent share of buyers and Patagonia at 3 percent. Patagonia attained the highest brand loyalty among these brands, with 66 percent of Patagonia outerwear buyers’ spend on the category going towards the brand.

“Outerwear is one of the hottest categories in outdoor and sports apparel today. While there is a lot of noise in today’s apparel market, outerwear is faring positively with its assortment of looks and brands that are helping consumers to stand out from the crowd. With the internet remaining the best way to find these unique styles, an omnipresent retail strategy with a customer-centric approach is critical for continued growth,” said Matt Powell, Senior Industry Advisor, Sports, at The NPD Group.

Brands with a foundation in the catalog retail model have also performed favorably in the outerwear e-commerce space. Consumers increased their average annual spending on outerwear from Lands’ End and L.L. Bean by 10 percent and 2 percent, respectively, and also spent more per purchase.

In addition, a pricing dichotomy among well-performing brands suggests that there is not one price-point strategy for success. For example, with considerably fewer online customers and a higher price point than Columbia, Canada Goose outerwear consumers spent 14 percent more per purchase versus last year, compared to Columbia outerwear consumers who spent 2 percent more.

“Brands and retailers framing their strategies around price and promotion are setting themselves up for disappointment in today’s retail environment, as consumers are seeking a more premium differentiation. Instead, brands carving their own niche and evoking their core values consistently, in all products and messaging, will win over consumers. This presents a fundamental opportunity for both existing and emerging outerwear brands,” said Powell.

Source: The NPD Group, Inc.

related articles:

popular articles:

Thumbnail-Photo: Event: E-commerce Berlin Expo 2021
28.08.2020   #online trading #e-commerce

Event: E-commerce Berlin Expo 2021

E-commerce Berlin Expo is the biggest pure-play e-commerce event in the (tech) capital city of Germany. Over 9,000 visitors and 200 exhibitors are expected every year.

E-commerce Expo views itself as a community and a meeting point for all major decision-makers in the e-commerce sector. We bring together leaders in the e-commerce industry to offer online sellers and retailers the opportunity to develop their ...

Thumbnail-Photo: 4 tips on how to handle customer complaints
13.08.2020   #consulting #customer satisfaction

4 tips on how to handle customer complaints

How you can effectively respond to negative reviews and use them to be a benefit to your company

Most retailers don’t like customer complaints. Plus, they also mean extra work. Yet ignoring complaints is not a great long-term strategy because any bad customer experience can haunt your brand if it becomes public. That’s why retailers ...

Thumbnail-Photo: Merchants can build their own businesses by choosing the right daily...
10.08.2020   #e-commerce #online platform

Merchants can build their own businesses by choosing the right daily deal platforms

Bargaining and the three-way transaction that defines the daily deal market

Researchers from the University of Maryland and Harvard University analyzed the bargaining process between the daily deal platforms Groupon as well as LivingSocial and merchants to identify the trade-offs made by both parties during the transaction ...

Thumbnail-Photo: The importance of effective complaint management...
12.08.2020   #customer satisfaction #customer relationship management

The importance of effective complaint management

A strategic and cross-channel approach to handling negative customer experiences

Customers are more demanding than ever, while brand loyalty is declining. Even a couple of negative experiences can alienate consumers and erode loyalty. Shoppers increasingly share bad reviews and complaints on public communication channels for ...

Thumbnail-Photo: 3 steps to personalisation in e-commerce
04.08.2020   #online trading #e-commerce

3 steps to personalisation in e-commerce

How retailers can build trust and foster customer loyalty

The COVID-19 pandemic has left a visible mark on the retail sector, and companies have had to find new ways to reach consumers effectively in a very short time. Many companies that had previously focused on stationary retail have expanded their ...

Thumbnail-Photo: Get your business ready for E-commerce Berlin Expo 2021!...
08.10.2020   #e-commerce #digital marketing

Get your business ready for E-commerce Berlin Expo 2021!

Meeting point for all major decision-makers in the e-commerce sector

E-commerce Berlin Expo is the biggest pure-play e-commerce event in the (tech) capital city of Germany. Over 9,000 visitors and 200 exhibitors are expected every year. E-commerce Expo views itself as a community and a meeting point for all ...

Thumbnail-Photo: Better customer care on Twitter leads to increase in customer...
18.09.2020   #customer satisfaction #customer relationship management

Better customer care on Twitter leads to increase in customer satisfaction

Responses to queries on social media impact service quality perception

Social media has forever changed our society and how people do business. A 2013 report by J.D. Power found nearly two-thirds of customers have used a company's social media site to connect with customer service. New research in the INFORMS ...

Thumbnail-Photo: Shopping in social media streams?
16.11.2020   #e-commerce #app

Shopping in social media streams?

Further steps towards social commerce

The fact that retailers and brands offer their products online where consumers spend their free time – on social media channels as well as on image and video portals – is nothing new. There have been many advertising campaigns on these ...

Thumbnail-Photo: Inviting customers to learn new skills in virtual classes...
21.08.2020   #digital marketing #online marketing

Inviting customers to learn new skills in virtual classes

Whole Foods Market launches “Home Ec 365” with modernized lessons in #adulting

Whole Foods Market launched Home Ec 365, a digital curriculum designed to modernize the fundamentals of home economics. Through a series of virtual classes, each with a contemporary take on mastering everyday home tasks and need-to-know life skills, ...

Thumbnail-Photo: First South Asian local food and grocery marketplace in U.S....
27.11.2020   #online platform #food delivery service

First South Asian local food and grocery marketplace in U.S.

Based in Chicago, Quicklly expands to San Francisco Bay Area

Quicklly, the first and only South Asian local food and grocery marketplace in the US, announced its first expansion city – the San Francisco Bay Area. Customers throughout the city of San Francisco extending south through to San Mateo have ...