Digital Apparel Marketing: 30% of American Consumers Say They Have Engaged with Apparel Brands Using Mobile DevicesAugust 3, 2015 | By Fluent
Publication date 8/3/15
Consumer marketing and ad tech company Fluent recently releasedConsumer Pulse: Apparel Shopping, revealing new research on digital apparel shopping. The study reveals that American consumers are increasingly comfortable with shopping through their smartphones, and that many are using digital channels like social media and email marketing to engage with apparel brands.
For its study, Fluent surveyed over 1,600 American adults, asking a range of questions pertaining to their preferences for shopping online or in-store, what motivates their purchase decisions, and their use of digital channels to shop and connect with their favorite brands. Some of the key findings from the report include:
- Consumers are purchasing apparel using their smartphones. Roughly 30% of survey respondents said that they have bought clothing using their smartphones. Shoppers who have either downloaded mobile apps from their favorite brands, follow brands on social media, or have signed up to receive mobile alerts tend to buy clothing with their smartphones even more frequently (north of 50%).
- Nearly 1 in 4 consumers follow their favorite clothing brands on social media. When it comes to other digital marketing channels, 1 in 5 have signed up for email newsletters, and a significant number have also downloaded mobile apps (18%) or signed up for mobile alerts from their favorite apparel brands (16%).
- Corporate social responsibility is increasingly important to American consumers. 1 in 3 say they are more likely to shop with apparel brands and retailers that promote social responsibility – specifically, companies that proactively provide better wages and employee benefits, and which promote gender equality and diversity in their hiring practices.
- Abercrombie & Fitch, American Eagle Outfitters, and Forever 21 are the preferred apparel brands amongst younger consumers (18 – 24). On the flip side, those in the 55–64 year old age group prefer American Appareland Old Navy.
“The most exciting finding in the study for marketers is the number of consumers who said that they’ve made purchases using smartphones,” said Jordan Cohen, chief marketing officer at Fluent, in a news release. “Mobile shopping appears to have finally turned a corner, and brands who have adopted a ‘mobile-first’ approach to both their marketing and shopping experiences are beginning to see their efforts pay off.”
The “Consumer Pulse: Apparel Shopping” survey was conducted online within the United States by Fluent, Inc. from July 17-20, 2015among 1,670 American adults (aged 18-65+). Respondents were randomly selected, and the findings are at a 99% confidence level with a margin of error of +/- 3.5%. Fluent’s proprietary ad serving technology includes a real-time survey module that was used to facilitate the data collection for this study. Download the complete report here.