News

Study: Women buying more online in response to poor customer service

April 4, 2010

A recent survey by VibrantNation.com, an online community for women over 50, reveals that Baby Boomer women are shifting their clothing purchases online because they feel "ignored" in the retail marketplace.

Almost two-thirds of Boomer-women respondents reported that they are purchasing apparel online, with 13 percent of them now solely purchasing online, because they do not like the service they receive in department stores, boutiques, and other clothing stores. Eighty-four percent of respondents find sales people indifferent, inexperienced, invisible, or outright rude, while 32 percent perceive an age bias from younger sales associates who don’t pay attention to older consumers. Only 16 percent said that sales associates are well-trained and helpful.

"The irony is that these women are highly desirable clothing customers, with not only great spending power but time," said Stephen Reily, founder and CEO of VibrantNation.com. "Our research suggests that while they don’t shop as a hobby, they buy the clothes they want, when they want. Their purchase decisions are driven by how clothing looks on (59 percent) and how it feels in terms of comfort (28 percent), but not by price (8 percent). As no identifiable fashion retailers are currently making it easy for them to shop in person, 65 percent are taking their dollars online to avoid the in-person hassle."

According to the Vibrant Nation survey, Boomer women are active shoppers who are not driven by sales or promotions:

• 47 percent report they buy clothes "whenever I am in the mood"
• 24 percent say they do so just when they need something
• 15 percent shop seasonally
• Only 11 percent say they shop only during major sales periods
• 19 percent report a monthly clothing budget above $250.

The best marketing tool for fashion and apparel lines remains other women. According to the survey, 32 percent of respondents said their primary source for fashion inspiration and clothing purchases is other women like them, followed by 27 percent who referenced catalogs and 21 percent who referenced magazines.