In Adobe Inc.’s latest research on digital consumer spending, online sales of women’s apparel is clearly driven by new product launches. Researchers at the retail technology solutions provider also noted in its report today that online purchases of women’s wear outpaces offline sales on a percentage basis.
In women’s wear, Adobe researchers said in their report that “revenue in apparel from new products makes up the largest share of spending” and that “women’s clothes account for over half of spending in apparel online, but just about a third offline.”
In its report, Adobe examined over 680 product segments under six broader categories including women’s, men’s, electronics and home goods. “Among online shopping categories, consumers spend on new products (products available for 12 months or less) in apparel (80.5 percent) more than anywhere else,” authors of the report said. “Nearly a third (30.8 percent) of all spending on women’s clothes goes towards products that are one month old or less, while that figure is only 18 percent for men’s clothing.”
“Keeping up with women’s pace, of more than 7,000 new apparel products put online every day, nearly half are aimed at women (3,150), while only 1,750 are geared toward men,” Adobe said.
Meanwhile, discounting of apparel appears to be broadening. Adobe said that “cheap apparel coupled with deep discounts [is] driving inflation: [year-over-year] deflation driven by discounts in the highest-end apparel and lowest.” The research showed that luxury apparel – the top 25 percent – experienced a 5.5 percent decline in prices on a year-over-year basis, with a “steady decline since October, while low-priced apparel (the bottom 25 percent) saw negative 7.5 percent deflation year-over-year.”
In an analysis of spending, Adobe found that consumers are doling out more money on men’s wear as compared to women’s. “Prices paid for men’s clothes are higher than women’s across every level of clothing, including high-, middle- and low-end,” authors of the report noted. “On average, the price paid for men’s clothes is 50 percent more for high-end (the top 25 percent) — $231 for men versus $154 for women — and 84 percent more for low-end (the bottom 25 percent) — $40 for men versus $22 for women.”
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