Amazon.com is becoming a more important avenue for apparel purchases just as Wal-Mart and Target lose ground, according to a new study.

Cowen and Co.’s monthly survey of 2,500 U.S. consumers found that 717 people made apparel purchases at Amazon in November, an increase of 35.3 percent from a year earlier.

At Wal-Mart’s stores and Web site, the number of apparel purchasers dropped 8.5 percent to 669, while Target also fell 8.5 percent for the month, to 503 purchasers.

Amazon’s been trying to build out its fashion business, opening a Brooklyn photo studio in 2012 and sponsoring India Fashion Week last season, and the survey suggests the company’s been gaining traction.

Amazon’s strongest apparel showing last month in the study came from women’s, which saw growth of 68.2 percent with 143 purchasers, and women’s shoes, which saw a gain of 52.2 percent with 105 purchasers.

At the WWD CEO Summit in October, Jeff Yurcisin, vice president of clothing at Amazon Fashion and general manager and chief executive officer of Shopbop, made the case that Amazon was just like any other retailer despite its growing position in the market and its digital dominance generally.

“We may have a bad rep, and that is just not fully accurate,” he said. “We work just like any other retailer. We buy full-price and work hard to sell at full-price and then we follow a traditional markdown cadence like anyone else. We’re a price follower not a price leader.”

And Amazon could go deeper and get into private label apparel.

Yurcisin noted that when certain brands decide not to sell on Amazon.com for whatever reason, the consumer still wants a similar product and that Amazon might consider meeting that desire.

Cowen & Co. also found that the Amazon customer lived in a household with an annual income of $62,900, about 12 percent above Wal-Mart, at $56,000 as well as 6 percent below Target, at $66,800, and 21 percent below Macy’s, at $79,400.

Amazon Prime customers, who get free two-day shipping on many items and other perks, skew higher, with average household incomes of $69,300. Cowen estimates there are 41 million Amazon Prime customers and that they make up 49 percent of the Web giant’s total purchasers.

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