Deep Dive: Chinese Apparel Shoppers – Online Vs. Offline Preferences and Drivers of Customer Satisfaction

Executive Summary

• Although e-commerce is the preferred channel for purchasing apparel in China, brick-and-mortar is still very relevant. Our proprietary consumer survey shows that the vast majority of Chinese consumers (96%) purchase apparel both online and offline.
• Brick-and-mortar purchases are driven primarily by the ability to touch and feel a product before buying, while online wins for product range, price and convenience.
• Uniqlo earned the top spot for customer satisfaction among the top-ten apparel retailers in China, while Taobao ranked last.
• According to our key driver analysis, the availability of value-for-money products is the key driver of customer loyalty; fit and quality are also important.