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Deep Dive: US Consumer Survey— Amazon Yet to Become the Go-To Place for Womenswear

Executive Summary

  • The majority of womenswear consumers are omnichannel shoppers, with 73.0% of surveyed women purchasing apparel from both online and offline channels in April 2017.
  • Amazon womenswear customers have almost doubled over the past four years. Some 23.2% of women surveyed bought womenswear from Amazon, but only 1.9% purchased womenswear most often from the online retailer.
  • While Amazon is competitive in terms of price and selection, according to consumers, Kohl’s promotions remain appealing, while Macy’s has an edge on quality and style.

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