Internet Users in France Prefer to Buy Apparel in Chain Stores - eMarketer

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Internet Users in France Prefer to Buy Apparel in Chain Stores

Digital shopping ranked second

March 16, 2017 | Retail & Ecommerce

What is the preferred shopping venue for people in France—a fashion mecca? Among internet users at least, ready-to-wear chains were cited as the leading location for buying clothing, shoes and fashion accessories, according to a February 2017 survey by BVA, Foncia and La Presse Régionale.

Channels/Locations Where Internet Users in France Make Fashion Purchases, by Product Category, Feb 2017 (% of respondents)

About two-thirds of respondents said they bought clothing at a ready-to-wear chain, while 61% said the same when buying shoes and 42% did so when purchasing accessories.

Digital shopping ranked second, with 28% of respondents saying they bought clothing online. Nineteen percent said they bought shoes via digital, and 21% said the same about fashion accessories.

No matter the type of fashion category, internet users in France were consistent in their purchasing locations: Big-box stores were always the third most frequented place for buying, with department stores coming in fourth.

A June 2016 survey of digital buyers in France ages 18 to 64 conducted by BVA for Mappy highlighted reasons why respondents preferred to purchase products and services in local stores rather than online. While Mappy’s report does not necessarily address chain stores or apparel in particular, it may provide insight to the data above.

About two-thirds of respondents said they favored a brick-and-mortar store because they wanted to view the product in person. Around 50% indicated that they like to “touch” or “try” a product.

Nearly as many cited the immediacy of taking a product home as soon as it is purchased, vs. waiting for it to arrive from an online shipper.

Ben Clague

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