Key stat: 38.5% of US clothing buyers say they discover brands and products by browsing in-store, according to our November 2023 Consumer Path to Purchase survey. Discovery through a brand’s website or app followed closely behind at 33.6%.

Beyond the chart:

• Shopping in-store gives customers the ability to feel fabrics and try clothing on—a feature for which there is no online equivalent, even as VR and AR technologies allow for visualizations.
• Although discovery is most popular in-store, retailer websites and apps generate more conversions for clothing, shoes, and accessories purchases.
• By 2027, ecommerce will account for more than half (51%) of apparel sales, per our February 2024 forecast.

Use this chart:

• Plan new physical stores.
• Hone your top-of-funnel strategy.

More like this:

• 5 charts on the importance of physical retail and improving the in-store experience
• A guide to in-store tech and how it can fuel omnichannel retail media strategies
• Retail executives worldwide say physical stores add a personal element to the customer experience
• For many Gen Zers, product and brand discovery happens on social media