Commentary

Online Apparel Category Surges With Back-to-School Shoppers

Online Apparel Category Surges With Back-to-School Shoppers

Masha Geller, in her Just an Online Minute... for MediaPost last week, featured the importance of the Teen shopper on retail apparel. Here's more of the supporting documentation on brands and sites for those serving this market.

Week on the Web, by comScore Media Metrix, released data this week in their special feature on kids clothing driving the online apparel category showing that in July, more than 34 million Americans visited a site in the Apparel category, up 12 percent from June. The report continues:

Unlike other Retail categories such as Books and Computer Hardware, visitation to the Apparel category is distributed among a relatively large number of properties. In fact, 28 properties were visited by more than 500,000 Internet users in July.

Retail-Apparel Category Unique Visitors July 2003
(Excludes Mass Merchandise retailers that may also sell apparel)

All Locations (000) Home (000) Work (000) University (000)
Total Internet Users147,455 127,803 48,993 10,319
Apparel Category 34,176 23,276 10,782 2,318
Otto Gruppe4,260 2,794 1,535 169
Limited Brands3,684 2,355 1,185 341
OLDNAVY.COM 3,666 2,210 1,267 207
Alloy 2,602 1,787 798 151
Gap Online2,419 1,602 718 221
Foot Locker Sites2,327 1,613 582 243
Nike1,998 1,270 676 156
LLBEAN.COM 1,626 1,058 574 79
AE.COM 1,604 1,047 451 185
FREDERICKS.COM1,595 1,080 442 111
NORDSTROM.COM 1,542 1,032 465 121
CHADWICKS.COM1,430 885 569 53
ABERCROMBIEANDFITCH.COM1,399 931 348 185
ZAPPOS.COM 1,332 846 463 92
Lands End1,242 980 265 52

Source: comScore Media Metrix

Online spending on apparel and accessories was up 43 percent in June and 44 percent in July versus year-ago levels. This growth rate outpaced not only total non-travel spending, but also the year-over-year growth rate for the Apparel category in the previous six months (36 percent).

Online Consumer Spending Apparel and Accessories Category
June & July 2003 ($ in millions)
Excludes Auctions and Large Corporate Purchases

June 2003% Change vs. Year-AgoJuly 2003 % Change vs. Year-Ago
Total Non-Travel$3,590 17%$4,08732%
Apparel Category $59643%$50944%

Source: comScore Networks

While the total number of Internet users grew just one percent from June to July, back-to-school shoppers drove visitation to the Apparel category up by more than 12 percent.

Top Gainers Among Top 25 Apparel Sites Unique Visitors (000)
U.S. Home, Work and University Users

June 2003 (000)July 2003 (000)% Change
Total Internet Users146,476147,4551%
Apparel Category 30,42034,17612%
Alloy 1,5722,60266%
FREDERICKS.COM 1,0821,595 47%
FINISHLINE.COM 48066539%
DELIAS.COM 679 909 34%
ZAPPOS.COM 996 1,332 34%
PACSUN.COM8581,135 32%
AE.COM 1,2191,604 32%
LLBEAN.COM 1,2511,626 30%
HOTTOPIC.COM 843 1,093 30%
CHADWICKS.COM1,1061,430 29%

Source: comScore Media Metrix

Teenagers are among the most sought-after age segments for apparel manufacturers and retailers. 8 of the top 10 apparel sites experienced a significantly higher increase in visitation among users age 13 to 17, compared to the previous month, than the total category.

Retail-Apparel Category July 2003
An index of 100 shows parity

Unique Visitors (000)% Change vs. June-03 Composition Index
Total Net Users Age 13-17 11,667-2%100
Apparel Visitors Age 13-172,4305%90
Alloy 365 40%177
Limited Brands334 110% 115
Foot Locker Sites 32722%177
HOTTOPIC.COM 24436%283
OLDNAVY.COM216-10%75
Nike 2114%133
AE.COM 205 7%161
PACSUN.COM200 123%222
DELIAS.COM 19362%268
Gap Online 138 191%72

Source: comScore Media Metri

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