About the survey
In March 2017, Dealspotr conducted a non-scientific survey of around 300 shoppers across all age groups to learn about their fashion shopping habits. Respondents were visitors to fashion-related pages on the Dealspotr.com website.
We categorized age groups in the following segments:
Respondents were primarily females, although a meaningful number of male responses were included. It should be noted that since this survey was conducted on the Dealspotr website, it is representative of shoppers who are pre-qualified to be interested in coupons.
What we learned about fashion shopping behaviors in 2017
Across Age Groups, Shoppers "Window Shop" Primarily on their phones
However, when it comes to Making purchases, Shopping in-store still dominates
Teens are most likely to buy in-Store, While Older SHoppers are most likely to buy online or via Phone
Surprising observation: Teens most likely to "reverse showroom" or "webroom"
"Webrooming" or "reverse showrooming" is a shopping pattern in which a shopper researches a purchase online or via phone, then comes into the store to make the purchase. Teens showed the strongest preference of all age groups to prefer this pattern for shopping when it came to fashion.
Fashion brand preferences
Amazon is the most Popular Retailer for buying fashion
Fast fashion retailers are still Dominant among younger shoppers
Among Department stores, Only discounters are thriving
Opportunities for retailers to capture share
Generation X and Baby Boomers
Details on fashion brand preferences
Which fashion brands do shoppers prefer, across age groups?
Which fashion retailer mobile apps are most Preferred, across age groups?
Which fashion retailers are perceived as offering the best coupons and discounts?
What percentage of your "window shopping" for fashion do you do on your phone?
What percentage of your apparel shopping purchases do you do on your phone?
What percentage of your apparel shopping purchases do you do on your computer, laptop, or tablet?
What percentage of your apparel shopping purchases do you do in-Store?
Which qualities are most important in a fashion retailer?
Generation Z - also called "Millennials on steroids" - are now graduating from college and entering the workforce. How does the first truly digital native generation shop for fashion? How are Millennials shopping these days? How do these trends compare to older shoppers? We wanted to find out, and gained some valuable insights in our annual 2017 fashion shopping habits survey.