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Consumers are all about convenience and good deals, so it shouldn't be surprising to hear that more US apparel consumers opt for online shopping when making outerwear purchases, according to the NPD Group.
Described as ”one of the hottest categories in outdoor and sports apparel today,” outerwear is popular among online shoppers – but retailers shouldn't overlook the ”omnipresent retail strategy with a customer-centric approach” while consolidating market share.
The North Face has 8 percent of total online outerwear buyers, ahead of Columbia (6 percent) and Patagonia (3 percent) – despite having the least market share out of the top three, Patagonia has the highest brand loyalty.
Here is what was noted by Matt Powell, Senior Industry Advisor for Sports at The NPD Group (full press release link):
”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.”
So, what are your favorite brands? Do you prefer to purchase clothing online – or at B&M locations?
(Image courtesy of Twenty20)
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