Fit and Feel Are Prime Benefits for In-​Store Kids’ Apparel Shoppers

BY Rachel Cagle
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"The preference to see, touch, and try-​on apparel before purchasing is the most important factor for 55% of consumers to choose shopping in-​store rather than online, reports The NPD Group. When shopping for clothing in-​store, 79% of adult consumers try on the items before buying, all or most of the time (42%) or some of the time (37%), according to NPD’s apparel industry research."

"'While online sales may be growing faster, it is key to make the in-​store shopping experience personal for the consumer as in-​store accounts for the lion’s share of apparel dollars,' says Maria Rugolo, apparel industry analyst, The NPD Group. 'The fitting room is still an opportunity to make a personal connection with your consumer since it is still an integral part of the overall shopping experience.'”

"In-​store is also catching up to online with regards to convenience. Apparel shoppers have the option to buy-​online-​and-​pick-​up-​in-​store (BOPUS) or click-​and-​collect, which provides the accessibility of shopping online with the ability to see, feel, and try on an item in-​store, if the consumer wants. BOPUS has been around for a while but most recently major brick-​and-​mortar retailers have enhanced the option by offering same-​day or even quicker pick-​up, curbside delivery, and other conveniences. Over the last 12 months, 21% of U.S. adults answered 'yes' to buying apparel and footwear online and then picking it up in store, according to a survey by NPD’s according to a survey from Civic Science for NPD’s Trend Tracker."

'The ability for consumers to see, touch, and try on apparel appears to be an advantage for brick and mortar retailers,' says Rugolo. 'Now coupled with more convenient ways to shop online and pick up, consumers may be more inclined than ever to make the physical trip.'"

Just because ads are promoting the benefits of trying clothes on in-​person doesn't mean the advertisements themselves can't be digital. While parents are browsing clothing selections online, or just surfing the web, they can be reminded of the convenience brick-​and-​mortar stores provide for clothing shopping for kids. Last year, Children's Apparel Shoppers took action after seeing ads on social networks, receiving email ads, seeing ads on their mobile smartphone apps or receiving ads via text message and finding ads on daily deals sites such as Groupon. They're also highly motivated by internet banner ads and text link ads.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on children's and infants' clothing stores and casual clothing stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.