A new research study reveals that Gen Z leads in in-store fashion shopping, challenging online retail trends.

In a revealing new study, the 2024 Clothing & Accessories Ecommerce Consumer Market Research Report by 2 Visions, it was discovered that Gen Z’s preference for in-store shopping experiences tops all other generations at 30.77%.

This significant finding contrasts sharply with the common perception that younger consumers favor online shopping. This indicates a notable trend toward physical retail among this digitally native demographic.

Yates Jarvis, Principal at 2 Visions, commented on the findings: 

“This latest research challenges the prevailing narrative about young consumers’ shopping preferences. The strong inclination of Gen Z towards in-store experiences suggests a vibrant opportunity for retail brands to revitalize and innovate within their physical spaces and create a value-based approach to omnichannel. Embracing this shift can transform how we approach retail strategy and customer engagement for the most digitally connected generation.”

This study, which surveyed 2,411 Americans, sheds light on how various demographics navigate the evolving retail landscape for clothing and accessories, particularly highlighting the unique behaviors of Gen Z.

Key Highlights from the Report:

• Northeast Dominates Online Shopping: The region leads with 30.23% of consumers opting exclusively for online purchases, underscoring the need for a nuanced approach to targeting geographical markets.
• Hybrid Shopping Preferences Among Affluent Shoppers: Those earning over $100k are heavily inclined towards a mix of online and in-store shopping, with 66.67% utilizing both channels.
• Accessibility Disparity Based on Income: There is a stark contrast in shopping accessibility between income levels, with all high-income earners accessing shopping within 30 minutes versus only 85.19% of those earning under $50k.

Researchers have unveiled insights that are transforming ecommerce assumptions by addressing consumer preferences in the digital era:

• Hybrid Shopping Dynamics: The trend of hybrid shopping is explored with a focus on how high-income earners and Gen Z merge online convenience with in-store experiences. This suggests strategic opportunities for ecommerce brands to create seamless, integrated shopping experiences.
• Influence of Return Policies on Consumer Trust: The examination of return policies shows their significant impact on consumer purchasing decisions. The importance of clear, favorable return policies is highlighted as a way to build consumer trust and loyalty.
• Discovery Channels in Fashion Retail: The study looks at the predominant channels through which different demographics discover new clothing items, emphasizing the critical role of digital platforms and social media in reaching younger consumers and the effectiveness of traditional online platforms among older demographics.
• Pricing Perceptions Across Shopping Formats: The research challenges the traditional view that online platforms always offer the best prices, suggesting a nuanced approach to pricing strategies for ecommerce platforms to remain competitive.
• Emotional Connections and Brand Loyalty: The importance of emotional connections in cultivating brand loyalty is discussed, with personalized experiences and exceptional customer service identified as key to maintaining engagement and loyalty in the competitive online retail landscape.

The goal of this report is to empower brands to understand and adapt to evolving consumer preferences effectively.

View the full 2024 Clothing & Accessories Ecommerce Market Research Report.