The future looks promising for online retailers that feature clothing on their sites. A recent survey conducted by PricewaterhouseCoopers, the world’s largest professional services organisation, indicates that while shopping for apparel online is increasing among Internet users, familiarity with established retailers and brand trust drives site selection and purchase incidence. Since the PricewaterhouseCoopers E-Retail Intelligence System has been tracking online purchases by category, the percentage of Internet users reporting that they have purchased clothing online during the past month has doubled from 8 per cent in September 1999 to 16 percent in May 2000. According to Mary Brett Whitfield, Columbus-based principal consultant and director of the E-Retail Intelligence System: “The likely drivers of this increase include positive holiday experiences convincing some seasonal online purchasers to stick around, more established brands moving online, and more online apparel shopping options.”

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