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US Consumer Survey— Amazon Yet to Crack the Menswear Market

Executive Summary

  • Brick-and-mortar stores remain the main channel where consumers buy menswear. Two-thirds of surveyed men have bought menswear online, and only 2.6% say they buy most often online.
  • Amazon menswear customers have doubled over the past five years.  Some 23.4% of men surveyed bought menswear from Amazon, but only 2.1% of purchase menswear most often on the online retailer.
  • Amazon, Kohl’s and Walmart appeal to price-sensitive customers, however, according to consumers, Kohl’s offers better promotions and Macy’s has the edge on quality and style.  This may explain why Amazon has not yet become the most popular go-to place for menswear.

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