US Online Apparel Retailing Market Report 2021

Providing the most comprehensive and up-to-date information and analysis of the US Online Apparel Retailing (Men’s and Women’s) Consumer market including the behaviors, preferences, and habits of the consumer.

Nearly 40% of consumers enjoy shopping for clothes online. This means that shoppers will continue to turn to ecommerce options when looking for clothing, and even when they don’t have a specific need. Brands can look to connect with consumers across a variety of channels and entice them to shop through offering convenient and engaging shopping experiences.

COVID-19 continues to alter how and where consumers shop for clothing items – as well as what they shop for. Despite increasing comfort levels with browsing for clothes and accessories in-store, digital channels will remain critical in connecting with consumers and guiding them along their path to purchase. Omnichannel offerings and social commerce will be core components to the shopping experience as the pandemic continues, and well beyond the threat of COVID-19.

One of the biggest challenges for the market is providing clear product details and sizing information in an environment where consumers don’t always have the opportunity to try on items physically before purchase. Virtual fitting rooms, more focus and details on sizing/fit (size comparisons across brands), providing backup sizes, and trial periods will help shoppers feel more confident purchasing online.

Brands and retailers have an opportunity to leverage social commerce features to aid consumers shopping for clothing online. The increasing adoption of content such as shoppable posts or livestream shopping events across social platforms will continue to attract and engage consumers. Whether it’s a new product line/offering, launch of seasonal items or a major sales event – social commerce presents a myriad of ways to enhance and streamline the shopping experience, from discovery to purchase.

This report builds on the analysis presented in Mintel’s Evolving eCommerce: Apparel Retailing – US, 2020 and How Online Shopping for Apparel is Evolving Online – US, 2018.

Read on to discover more about the US Online Apparel Retailing (Men’s and Women’s) consumer market, read our US The Luxury Consumer Market Report 2021, or take a look at our other Clothing, Footwear and Accessories research reports.

Quickly understand

• The impact of COVID-19 on online apparel retailing.
• The desire and urgency for sustainable clothing purchase options.
• Importance of the omnichannel experience to the online shopping marketplace.
• Social media’s increasing role in inspiration and commerce.

Covered in this report

Brands include: Stich Fix, Snapchat, Fabletics, ThredUp, Poshmark, Adidas, Etsy, Depop, Lord & Taylor, Le Tote, Saadia Group LLC, Walmart, Zeekit, Reformation, Anthropologie, TikTok, Gap Home, QVC, Instagram, TikTok, Facebook, Balenciaga and Burberry, Twitch, NBA, Amazon, Target, T.J. Maxx, J. Crew, Monica + Andy.

Expert analysis from a specialist in the field

This report, written by Katie Hansen, a leading analyst in the Retail and eCommerce sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers were shopping for clothing online prior to COVID-19; however, the pandemic accelerated this behavior and adoption for many. The convenience and overall enjoyable experience will keep consumers shopping for clothes online moving forward. Brands and retailers will need to emphasize their elevated experience which should include digital tools for virtual try on, sustainability initiatives, social commerce, and omnichannel capabilities to attract consumers and encourage them to shop.

Katie Hansen
Retail and eCommerce Analyst