PAGE 4
Online Apparel Searches are Most Likely to Start on a Retailer’s Website or App
Asked what type of website or app they’re most likely to start an apparel product search on, 36% chose a retailer’s website or app, the top option. A search engine like Google or Bing came in second at 31%.
Online, what type of website or app are you most likely to start an apparel product search on?
Direct-to-consumer (DTC) is a key channel for many apparel brands, and 15% of respondents said they’re most likely to start an online apparel product search on a manufacturer brand’s website or app.
In addition to introducing consumers to apparel products passively, social media is also becoming a key channel for search, with 9% of respondents turning to social media platforms first for online apparel searches.
Online, what type of website or app are you most likely to start an apparel product search on?
Social media again proved to be much more popular among younger generations with 23% of Gen Z choosing it as their first choice for an apparel product search, compared to just 2% among baby boomers. Search engines and manufacturer brand sites were about equally popular for Gen Z and baby boomers, but Gen Z was less likely to start an apparel search on a retailer’s website or app.