A new eMarketer report – Apparel Retailers and Digital Commerce: Trends and Benchmarks claims that US retail ecommerce sales of apparel and accessories will reach US $ 60 billion in 2015, a 17.2 per cent share of the total US retail ecommerce market. The sales of apparel and accessories were worth US $ 52 billion in 2014 and are expected to be worth US $ 86 billion in 2018. It claims that retailers with strong direct-sales history lead in ecommerce.
When examining the role ecommerce plays in apparel and accessories retail sales, one factor is clear: a correlation between catalogs and sales. According to eMarketer data, nearly all of the leading ecommerce retailers (as measured by ecommerce as a percentage of revenues) in this product segment are known for having translated mail-order businesses to the internet. (Lands’ End, J.Crew, Free People, Anthropologie, Urban Outfitters and Victoria’s Secret include catalog sales in the ecommerce figure.)
Data from The NPD Group, tracking US apparel industry dollars for the 12 months period ending February 2015 shows that industry sales grew 2 per cent overall, while in-store sales shrank 2 per cent. Ecommerce sales, which NPD pegs at 17 per cent of apparel sector revenues, grew 19 per cent during the period.