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May 6, 2020

US consumers rethinking how they shop for clothes

US consumers are becoming more comfortable shopping for clothes online, with many expecting the coronavirus (Covid-19) pandemic to change the way they shop in the future, new research shows.

By Michelle Russell

US consumers are becoming more comfortable shopping for clothes online, with many expecting the coronavirus (Covid-19) pandemic to change the way they shop in the future, new research shows.

A survey of 500 US consumers conducted on 20 March (Wave 1) and again on 27 April (Wave 2) by Cotton Incorporated, the research and marketing company funded by US upland cotton growers, shows online shopping is up now that stores are closed due to lockdown. The percentage of those shopping online has grown from 32% to 44%, the ‘Covid-19 Consumer Response Survey’ shows.

Consumers say they are becoming more comfortable shopping for clothes online, but still look forward to shopping in physical stores. Around 64% say they will buy more clothing online in the future, while 60% are excited to shop for clothes in physical stores.

Of those surveyed, 77% plan to purchase clothing in the next three months. Those items are most likely to be casual shirts (46%), activewear (44%), sweatpants or swear shirts (44%), and denim jeans (43%).

The survey also showed the number of consumers that expect this experience to change the way they shop in the future has risen, from 63% in the first wave to 73% as at 27 April.

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