米国におけるアパレルEコマース市場

Fashion took a big step forward last year. According to one estimate, US online apparel sales (including accessories and footwear) reached $18.3 billion in 2006 and replaced computer hardware/software as the largest online retail category. Unfortunately, by another measure, the percentage of a category' s total sales transacted online, apparel is lagging. Consumers still prefer buying in stores where they can touch and try on clothing items.

The Apparel E-Commerce report analyzes this fast-growing but continuingly challenged online category.

Shoppers are well accustomed to using the Internet to window-shop for apparel prior to making in-store purchases. In fact, apparel is one of the most popular cross-channel shopping categories.

But now, to overcome customer resistance to actually purchasing online, Internet apparel retailers are pioneering the use of visualization tools, personalizing service and adopting liberal shipping and return policies.

• How big is the apparel e-commerce market?
• What is its potential size?
• Which online sources have the greatest influence on the apparel purchase process?
• How do the online and offline retail apparel landscapes differ?
• What strategies are retailers using to assuage consumer fears about purchasing apparel online?
• And many others...

The Apparel E-Commerce report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make the right business decisions- right now.

Executive Summary

• Key Metrics: US Apparel E-Commerce, 2006 & 2007
• Issues & Questions

The eMarketer View

Market Size and Outlook

• US Apparel and Accessories E-Commerce Sales, 2006 & 2007 (billions)
• US Apparel and Accessories E-Commerce Sales, by Segment, 2006 (billions)
• US Apparel and Accessories Sales, 2004-2006 (billions and % change)
• Leading US Retail E-Commerce Sales Categories, 2006 (billions)
• US Retail E-Commerce Sales As a Percent of Total Retail Sales in Select Categories, 2006
• Retail E-Commerce Sales in the US, by Select Categories, 2006 (% increase vs. prior year)

Online Apparel Shopping Behavior

• Demographic Profile of US Visitors to Apparel and Accessories Web Sites, June 3-30, 2007 (% of total)
• US Female Online Apparel Shoppers and Buyers, Q1 2006 & Q1 2007 (% of respondents)
• Items that US Female Internet Users Will Not Buy Online, February 2007 (% of respondents)
• Preferred Channel* for Select Purchases according to US Internet Users, by Category, January 2007 (% of respondents)
• Reasons that US Cross-Channel Shoppers Research Products Online and Purchase Them Offline, Q2 2006 (% of respondents)
• US Internet Users Who Research Select Products/Services Online before Purchasing in a Store, by Gender, November-December 2006 (% of respondents in each group)
• Demographic Profile of US Internet Users Who Research Apparel Online before Purchasing It in a Store, November-December 2006 (% of respondents in each group)

Apparel Web Sites

• Breakdown of Sales at the Top 500 US Retail Web Sites, by Category, 2006
• Consumer Spending at Online Apparel Web Sites in the US, by Type of Site, Q3 2005 & Q3 2006 (% market share)
• US Apparel Sales, by Channel, 2006 (% of total)
• Buyers, Average Order Value and Dollar Sales at Online Apparel Web Sites in the US, by Type of Site, Q3 2006 (% increase/decrease vs. prior year)
• Online Sales of the Top Five US Apparel and Accessories Retail Web Sites, 2006 (millions and % of total category sales)
• Top 15 Apparel and Accessories Web Sites among US Internet Users, Ranked by Visits, June 2007 (% market share)
• Top 10 US Apparel and Beauty Web Sites, Ranked by Unique Visitors, June 2006 & June 2007 (millions and % change)

The Online Apparel Purchase Process

• Sources Used by US Internet Users to Further Learn about Apparel Brands or Products that They Purchased, July 2006 (% of respondents)
• Leading Media that Will Influence Apparel Purchases by US Holiday Shoppers, 2006 (% of respondents)
• Top 10 Upstream Industries Visited by US Internet Users before Visiting Apparel and Accessories Web Sites, June 2007 (% of total visits)
• Select Shopping and Classifieds Web Site Categories, Ranked by Percent of US Visitors Who Arrive at Site via Search Engine, February 2007
• Main Reason that US Internet Users Used A Search Engine to Make an Apparel Purchase Decision, July 2006 (% of respondents)
• Main Type of Web Site Used by US Internet Users to Make an Apparel Purchase Decision, July 2006 (% of respondents)

Customer Satisfaction and Loyalty

• Comparison of Product Enhancement Features Offered by US Online Apparel Retailers* vs. All Online Retailers**, Q4 2006 (% of sites surveyed)
• Comparison of Community Features Offered by US Online Apparel Retailers* vs. All Online Retailers**, Q4 2006 (% of sites surveyed)
• Comparison of Select Features Offered by US Online Apparel Retailers* vs. All Online Retailers**, Q4 2006 (% of sites surveyed)
• US Customer Satisfaction with Retail E-Commerce Sites, by Product Category, 2006 & 2007 (based on a 100-point scale*)
• US Customer Satisfaction with Apparel and Accessories E-Commerce Sites, Spring 2007 (based on a 100-point scale*)
• US Customer Satisfaction with Retail E-Commerce Sites that Have/Do Not Have Consumer Product Reviews, by Product Category, Spring 2007 (based on a 100-point scale*)
• Buyers Purchasing Exclusively from Online Apparel Web Sites in the US, by Type of Site, Q3 2005 & Q3 2006 (% of buyers in each group)

Conclusion

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