Commentary
Annoyed With Retail Service, Women Are Buying Their Clothes Online
- by Stephen Reily , Columnist, April 5, 2010
The Internet, which lets this Boomer woman overcome so many other obstacles the marketplace presents her, now clearly answers her clothing needs as well.
We saw the impact of these trends in a recent survey we conducted, where over 600 smart, successful women 50+ helped us understand their clothes-shopping habits.
The results held two big surprises, the first of which was the degree to which Vibrant Women 50+ have already shifted their clothes shopping online. Thirteen percent buy clothes ONLY online, while 2 out of 3 do at least some of their clothes shopping there.
The second surprise was the degree to which their complaints about bricks-and-mortar shopping are based in the bad retail service they receive. Eighty-four percent of the respondents described retail salespeople as indifferent, inexperienced, invisible or outright rude. Only 16% find sales associates well-trained and helpful.
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Why does this matter? Primarily because the Boomer Woman is such an important fashion consumer, and designers, retailers and marketers are failing to badly to engage the fastest-growing, richest demographic among their customer base.
Forty-seven percent of our survey respondents confirmed that they buy clothes "whenever I am in the mood," and only 11% said they shop only during major sales.
In a recession, these shoppers offer a lifeline to department stores, boutiques, and websites. Bricks-and-mortar retailers need to invest more in training sales associates to meet their needs. (Chico's had a long run of success because it was the only mall-based retailer that did so.)
And websites need to ask Boomer women what features and products make them a preferred destination (they could do a lot worse than copying the successes of sites like Zappos.com and Herroom.com).
When we asked them what designer and stores meet their needs, there were no clear winners, with the most votes going to brands with the biggest consumer presence (Macy's, Nordstrom, Liz Claiborne, Jones New York). These women are shopping, but rarely happily, and the suffering U.S. fashion industry has its biggest growth opportunity in meeting their needs.
And we didn't even ask them about shoes!
Fully agree with the ineptitude of service people at brick-and-mortar institutions these days, but in addition to that it seems that many of the sales and promotions found online are NOT being translated into the traditional stores either, all of which makes online shopping not only the more pleasant way to shop but also the most economical! (Yes, JCrew, I'm speaking of you)
Stephen, you nailed it. I'm constantly interviewing consumers and have heard exactly this from most of mature female shoppers I've spoken to this past year.
The dissatisfaction seems to start about at about age 40. Inventory reduction is part of the problem - many comment that they like shopping in stores but more times than not the size they need isn't available. Since they pretty much know what works on them by 40, and busy as they are, they say it's easier to just shop online.
Lastly, Talbots is an exception. 5 years ago I rarely heard the brand mentioned - in the past year it comes up regularly as a satisfying place to shop by my over 40 gals.
I prefer to be left alone when I shop--but I love to see and more important feel what I am buying unless it is a 100 percent cotton T-shirt or something as obvious. So online shopping isn't an option for me, though I have friends who buy amazing things for almost nothing on ebay.
The moderately priced boutiques in which I used to buy clothes have all gone out of business. My new favorite place is T J Maxx. A zillion years ago I gave up on department stores which had become over-priced service-deprived nightmares.
I wonder which end of the baby boomer spectrum you find is buying lots of clothes. Most of the people I know are helping out-of-work relatives, swooning over college tuition shock or cutting back on themselves as they have watched their buying power and income head in the wrong direction. They are shopping, increasingly, in the backs of their closets.
Right on, Stephen! I've given up on big box stores and do most of my shopping online. While your survey targeted women's fashion I'm more than annoyed with the active wear market. It's incredibly difficult to find comfortable clothes for hiking and active sports. Enough with the low-rider, skinny girl clothes. I want things that fit the 50+ body!
It is almost impossible to find clothes that fit. All the Petite stores have closed...and if there are any clothes in a petite size, they're all casual or not business oriented. And, even if I do find clothes, they will need alterations...and most women's stores don't offer them.
I'm also not very good at putting a "look" together. I appreciate when a sales person recommends something that goes with a purchase. Most of the time, they don't know what they have, and what will go with an outfit. If it's a suit, what blouse will go with it? What jewelry? I don't want to have to go to another store, take out the suit, re-try it on, and see what will go. I appreciate any suggestions made...my choice to do or not, but the suggestion is always welcome!
If retail stores want to sell more they have to pay more. The few sales folk they have at a store are paid about $10 an hour or less for part-time no benefit work with hardly a nick of a chance for advancement or career. The large chain stores like Chico's (dying or died) or Talbots (dying or died) or even JCrew sell clothes that hang rather than fit. The styles are made from patterns cut by machines which is why they all look pretty much the same and sewn together by people making about 55 cents per hour working at least 8 hours a day off shore. If higher quality is going to be paid for, then there are plenty of stores. Neiman's, Saks, even Macys' will even provide personal shoppers for a customer who will make sure the style and fit is perfect for every occasion. Discount shopping means the customer does the work, not clerks. That's one of the reasons they are discount. And even though many stores do eliminate the 50+ shopper, there is still so much out there for us that could choke a horse.
I agree with Paula Lynn's comments: if you expect to enjoy quality on a consistent basis (in this case, stores who want to enjoy employing quality sales associates), you should expect to pay for quality.
Great post!
Stephen, great article and research! It totally reflects my shopping experience and I love shopping - but it has been so hard since I hit my 40's. First "fashion" magazines abandoned us as consumers and it's reflected in the stores. Gap's Forth and Towne concept had real potential but it wasn't given time to prove the concept.
And the service culture really hit home with me this Friday at Banana Republic's flagship store were I was ignored at the checkout for 15 minutes while an employee and supervisor discussed his bonuses for opening credit cards. I was buying $200 worth of clothing for my daughter. I couldn't believe it and they were shocked when I told them what poor service they were providing.
Few retail outlets of any kind properly train their sales staff. When employees do try to help, I often know more about the product than they do. Or, if I am in need of information, few can find it for me. Thumbs up to Talbots and Coldwater Creek for their sales staff competency -- and clothing. And, as for shoes, even during visits to New York City, I haven't been able to find anyone who understands how to sell or fit shoes.
I think online shopping is particularly convenient for men women seeking clothing and other items. I think we are beginning to see more online stores offering a better selection, and more sizes than physical stores.
Jenny,
Onewayshopping.com
Stephen, looks like you touched a nerve! I think women 50+ in general feel ignored. At last year's M2W-HC conference one of the speakers observed that women make 85% of HH purchases, but largely feel ignored by advertisers. And that only gets worse with age!
I believe there's a lot of great service at retail, but usually at the independent boutiques and not at the mall stores. These retailers are usually owner by the boomer woman and offer a superior experience to online shopping.
At the same time no matter how good the stores are woman also going to shop online. The fact is that most consumers are now multi-channel shoppers, but hope that they save some of those purchases for the local independent.
I do virtually all of my shopping on-line--not just clothing--for a pretty simple reason. I usually know pretty much exactly what I am looking for--and I know the brands I like --and I have no interest in spending the time and effort to hunt it down at retail. Shopping is just not the sport it used to be:)
Great article. Someone understands! I blogged about this recently too: http://habaconsulting.blogspot.com/2009/06/customer-service-at-retail-stores-dying.html
As a marketing consultant, professor, author and Boomer woman, I am not surprised at the dissatisfaction of service. In the quest to compete by implementing a cost-cutting pricing strategy rather than with USPs, retailers have cut staff and service. One gets more attention and better customer service at Home Depot than at the typical department store, and they are all typical. Let's not even open the Pandora's "closet" to discuss the lack of fashion selection for Boomers. And, yes, I love shoe shopping online... it's magical.