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A closer look at how consumers shop reveals distinct behavioral segments with implications for manufacturers and retailers
33% 9%15%21%23%
Convenienceshopping
Onlineshopping
Mono-brand shopping
Experiencedriven shopping
Multi-brandshopping
Journey frequency
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
SHOP
Understanding the Shopping Journeys in Apparel
JOURNEY FREQUENCY
33%
PURCHASE SIZE AND SPEND
Moderate
Moderate
Purchase spend
Number of items purchased
TYPICAL CUSTOMER PROFILE
18
Age
56+
Income
Low<$20K
High$200K +
APPAREL TYPE
Fashion
Athletic
Basics
MULTI-BRAND SHOPPING
Multi-brand shopping journeys are highly driven by a particular shopping / item need, and often take place in department stores as consumers look for an easy way to look at multiple items side by side
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
PURCHASING APPROACH
Of multi-brand shopping journeys include only in-store stops, with no online browsing
83%
Stay within stores
Of shopping trips
JOURNEY FREQUENCY
23%
PURCHASE SIZE AND SPEND
APPAREL TYPE
CONVENIENCE SHOPPING
Convenience shopping journeys are the quickest of all shopping journeys, with 76% taking less than an hour from start to finish and often take place within mass discount retailers
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
Of convenience shopping journeys include only in-store stops, with no online browsing
94%
Of shopping trips
18
Age
56+
Income
Low<$20K
High$200K +
PURCHASING APPROACH
Stay within stores
Fashion
Athletic
Basics
Large
Low
Purchase spend
Number of items purchased
TYPICAL CUSTOMER PROFILE
JOURNEY FREQUENCY
Of online shopping journeys are online only, with no in-store browsing
21%
PURCHASE SIZE AND SPEND
APPAREL TYPE
ONLINE SHOPPING
Online shopping journeys have the most stops and take the longest time to complete, but when they occur they are high value
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
78%
Onlineonly
Of shopping trips
18
Age
56+
Income
Low<$20K
High$200K +
PURCHASING APPROACH
Fashion
Athletic
Basics
Moderate
High
Purchase spend
Number of items purchased
TYPICAL CUSTOMER PROFILE
JOURNEY FREQUENCY
Of mono-brand shopping journeys include only in-store stops, with no online browsing
77%
15%
PURCHASE SIZE AND SPEND
APPAREL TYPE
MONO-BRAND SHOPPING
Mono-brand shopping journeys are most common for young shoppers seeking out a particular fashion or athletic brand that they perceive as high-quality
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
Stay within stores
Of shopping trips
18
Age
56+
Income
Low<$20K
PURCHASING APPROACH
Large
High
Purchase spend
Number of items purchased
Fashion
Athletic
Basics
High$200K +
TYPICAL CUSTOMER PROFILE
JOURNEY FREQUENCY
Of experience driven shopping journeys include only in-store stops, with no online browsing
9%
PURCHASE SIZE AND SPEND
APPAREL TYPE
EXPERIENCE DRIVEN SHOPPING
The rarest of all journey types, experience driven shopping journeys are most common for consumers who love shopping and seek out a one-stop shop for their shopping needs based on the experience, price point, and o�er
94%
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
Stay within stores
SHOP
Of shopping trips
18
Age
56+
Income
Low<$20K
High$200K +
PURCHASING APPROACH
Small
Moderate
Purchase spend
Number of items purchased
Fashion
Athletic
Basics
TYPICAL CUSTOMER PROFILE
