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5 Surprising Findings About How People Actually Buy Clothes and Shoes

Harvard Business

Apparel brands are investing especially heavily in online shopping capabilities and introducing interactive features that complement apps and websites. To get a clearer, more-complete picture, we studied actual decisions made by 1,500 apparel and footwear shoppers in the United States. Myth: The sales channel doesn’t matter.

Apparel 130
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For Better Retail Promotions, Ask These Questions

Harvard Business

Yet despite these high stakes, and the growing adoption of sophisticated analytics, many retailers continue to take a broad-brush approach to running promotions that results in missed sales and profits. When are discounts most likely to stimulate a sufficient sales response? Who is most likely to respond (e.g.,

Retail 126
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Marketers Need to Stop Focusing on Loyalty and Start Thinking About Relevance

Harvard Business

It’s still too early to tell whether this targeted initiative will translate into increased sales. Instead of thinking of itself merely as a sports apparel manufacturer, the company has purposefully developed a “connected fitness” ecosystem. CVS Pharmacy, the retail pharmacy of CVS Health, offers another example.

Marketing 134
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New Regulations Place Sustainability and ESG at the Center of National and Global Business Competitiveness

Brimstone Consulting

Several states have begun to ban the use of PFAS and have put in place regulations that are disrupting product development, product selection, and corporate strategy for food brands, major retailers, toy manufacturers, automotive manufacturers, apparel and footwear companies, and many others.

Apparel 73
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Deep Dive into Customer Segmentation (Part 1 of 2)

Tom Spencer

Think about apparel products: in many countries, stores are still the primary place to buy clothes whereas in China, physical stores are in decline in favour of e-commerce. Due to the boom of the internet, nearly one third of apparel and footwear was sold online in 2018 (vs 1% in 2010). Psychographic segmentation.

Apparel 103
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262: Babette Ballinger—How Does A Woman Tackle The Fashion Industry? Head On

On the Brink Podcast

As a fashion designer and owner of her own apparel sales firm, Babette had to constantly re-invent herself, learn how to run a business, and deal with the challenges of sustaining successful partnerships with men.

Fashion 66
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How Customers Perceive a Price Is as Important as the Price Itself

Harvard Business

The experience of a European discount apparel retailer illustrates the power of a disciplined price-perception program. Directing investments to lower prices may not supercharge sales. It decided to step back and take a more nuanced approach. As this retailer discovered, there is a lot more to pricing power than just adjusting prices.

Retail 132