Understanding the Shopping Journeys in Apparel
A closer look at how consumers shop reveals distinct behavioral segments with implications for manufacturers and retailers
Multi-brand
shopping
Convenience
shopping
Online
shopping
Mono-brand
shopping
Experience
driven shopping
Journey frequency
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
33
23
21
15
9
%
%
%
%
%
33
%
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
JOURNEY
FREQUENCY
PURCHASING
APPROACH
PURCHASE SIZE
AND SPEND
Typical
Customer Profile
Purchase
spend
Number
of items
purchased
Moderate
Moderate
Athletic
Fashion
Basics
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
APPAREL TYPE
Age
Income
Low
18
<$20K
MULTI-BRAND SHOPPING
Stay within
stores
83%
Of multi-brand
shopping
journeys include
only in-store
stops, with no
online browsing
High
$200K+
Of shopping trips
56+
23
%
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
JOURNEY
FREQUENCY
Purchase
spend
Number
of items
purchased
Low
Large
Athletic
Fashion
Basics
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
PURCHASING
APPROACH
PURCHASE SIZE
AND SPEND
APPAREL TYPE
Low
<$20K
Age
Income
56+
18
CONVENIENCE SHOPPING
Stay within
stores
94%
Of online
shopping
journeys are
online only,
with no in-store
browsing
High
$200K+
Typical
Customer Profile
Of shopping trips
21
%
Online shopping journeys have the
most stops and take the longest
time to complete, but when they
occur they are high value
JOURNEY
FREQUENCY
Purchase
spend
Number
of items
purchased
High
Moderate
Athletic
Fashion
Basics
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
PURCHASING
APPROACH
PURCHASE SIZE
AND SPEND
APPAREL TYPE
Low
<$20K
Age
Income
56+
18
ONLINE SHOPPING
Stay within
stores
78%
Of online
shopping
journeys are
online only,
with no in-store
browsing
High
$200K+
Typical
Customer Profile
Of shopping trips
15
%
Mono-brand shopping journeys
are most common for young
shoppers seeking out a particular
fashion or athletic brand that they
perceive as high-quality
JOURNEY
FREQUENCY
Purchase
spend
Number
of items
purchased
High
Large
Athletic
Fashion
Basics
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
PURCHASING
APPROACH
PURCHASE SIZE
AND SPEND
APPAREL TYPE
Low
High
<$20K
$200K+
Age
Income
56+
18
MONO-BRAND SHOPPING
Stay within
stores
77%
Of mono-brand
shopping
journeys include
only in-store
stops, with no
online browsing
Typical
Customer Profile
Of shopping trips
9
%
JOURNEY
FREQUENCY
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 offer
APPAREL TYPE
Purchase
spend
Number
of items
purchased
Moderate
Small
Athletic
Fashion
Basics
Oliver Wyman Fall 2017 Apparel Consumer Survey - Sample Size = 1,500 USA apparel consumers, September 2017
PURCHASING
APPROACH
PURCHASE SIZE
AND SPEND
Low
<$20K
Age
Income
56+
18
Stay within
stores
EXPERIENCE DRIVEN SHOPPING
94%
Of experience
driven shopping
journeys include
only in-store
stops, with no
online browsing
High
$200K+
Typical
Customer Profile
Of shopping trips