Study: To appeal to apparel shoppers, stores need to master the basics first
A new survey reveals what drives satisfaction — and frustration — with in-store shopping.
Despite being digital natives, Gen Z is just as likely to purchase apparel in-store as they are online, but 50% of these shoppers find in-store shopping stressful, while 42% feel overwhelmed by the many choices in the store, highlighting an opportunity for retailers to better connect with young customers, according to a report by ChangeUp.
Notably, 46% of Gen Z said their negative in-store shopping experience makes them want to shop online.
In other findings, more than 70% of millennials say the quality of the in-store experience influences where they shop. More than any other generation, millennials choose stores that align with their values. They also like to try on new styles, and enjoy staff interactions.
Millennials think poor store organization negatively impacts shopping behavior (66%) and a store’s design impacts their perception of product quality (61%). Seventy-two percent said the quality of the in-store experience influences where they shop.
Gen X shoppers won’t sacrifice a positive store experience for lower prices. Only 33% are willing to put up with a poor shopping environment to save money.
As for baby-boomers, they feel misunderstood, with only 37% saying retailers understand their style preferences and just 29% feeling inspired in-store
Top Experiences
When asked to rank retailers’ in-store experiences, respondents ranked Nike and Levi’s as the top brands delivering exceptional experiences across each generation, stemming from clear category organization and focused storytelling. Nike and Levi’s success across generations stems from clear category organization and focused storytelling, noted ChangeUp, and retailers like Lululemon win with curated selections and purpose-driven environments.
Meanwhile, traditional department stores and big box retailers often scored lowest for shopping enjoyment.
The ChangeUp report, "Apparel Retail: Generations of Shoppers Ready for Change," called out three critical principles for apparel retailers.
- Master the basics before adding complexity. While most retailers are focused on heavily investing in digital tools, shoppers are willing to switch stores for simple improvements, with 64% saying they will switch for a better fitting room experience and 68% switching for better store navigation and organization.
- Edit for impact. Less is more — overwhelming choices frustrate shoppers. Retailers like Lululemon win with curated selections
- Align environment with intent. Retailers who match store environments to shoppers mindsets excell. About 80% of shoppers feel and they their style is understood Levi’s, American Eagle and Gap.
"When retailers truly understand how their shoppers want to experience products and brands, design decisions become clearer, investments become more focused, and shopping environments become more profitable," said Lynn Gonsior, COO at ChangeUp. "Retailers must listen, adapt, and design spaces that resonate deeply with their customers."
For the full report, click here.
Methodology
ChangeUp surveyed 2,000+ apparel shoppers across the United States, ensuring a diverse representation by age, gender, race, region and income. All respondents were primary or shared decision-makers who shop for apparel in physical stores at least every three months.
