Amazon is millennials' favorite online clothing retailer
The results are in: in 2016, Amazon commanded the largest market share of online apparel revenue amongst shoppers age 18-34 buying on U.S. retail sites.
A study by Slice Intelligence revealed that in 2016, Amazon accounted for 16.6% of all online clothing revenue generated by the millennial demographic. In comparison, Nordstrom, while still coming in second, only took up 8.1% of the market share.
Old Navy ranked third, earning 5.1% of the market share. J.Crew followed, sitting at 4.2%, and Victoria’s Secret followed close behind, commanding 3.6% of online apparel revenues. Stitch Fix, an online personal styling service, has cracked the top ten despite being just a few years old. Stitch Fix sales accounted for 3.2% of online apparel revenues.
Slice Intelligence gathers its information by collecting the digital receipts of online shoppers. Of note, Slice Intelligence does not gather information on footwear - the results only account for womenswear, menswear, and childrenswear.
Amazon’s top ranking comes as no surprise: Amazon has been making big moves in the fashion department. Last February, Amazon launched 7 of its own private label fashion brands, including Society New York, Franklin Tailored, and Lark & Ro. Sunday night, Amazon launched its own online personal styling service, a feature that allows Amazon Prime customers to upload photos of their favorites outfits. From the photos, Amazon’s stylists will pick out a selection of products from Amazon’s stock, curated to each customer's individual taste.
Just last week, Amazon was unveiled as being the highest ranking company in the American Consumer Service Index. Amazon puts a huge stress on having a ‘consumer-first’ approach to its business, which is partly fosters by having every employee work two days every two years in the customer service department.
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