Study: Consumers want real apparel personalization

Emeryville, Calif. – Consumers in the U.S. and U.K. feel overwhelmed by targeted apparel marketing messages, but are responsive to messaging that includes genuinely personalized information. A new study of 409 U.S. and U.K. consumers from the Economist Intelligence Unit (EIU) indicates that 66% of consumers say that many personalized apparel messages are annoying because attempts at personalization are superficial.



Furthermore, 71% of consumers said they receive so many targeted apparel messages that use of their name no longer makes a difference. However, when they receive a message that includes details of previous transactions or other personal details, 25% say they take it more seriously. Other interesting findings include that 75% of consumers seek information about apparel pricing and promotions through branded digital channels rather than through third-party sites.



In addition, 75% of consumers said they most want pricing and promotions from apparel retailer company channels. EIU analysis also indicates that the apparel industry stands out for its continuing use of offline marketing channels and slow adoption of online marketing channels.