Today's Online
Shoppers Turn To Brands They Know
Dispels
The Claim That Consumers Will Search For New Sources
PETERBOROUGH,
NH -- (INTERNET WIRE) -- Online markets for Fashion & Style
products (F&S) awoke in 1999, and promise to have a fabulous
season in 2000. An influx of traditional mainstream shoppers to
the Web in the past year has been encouraged by arrival of
traditional mainstream marketers who are no longer merely
testing the potential for online sales. Companies like JC
Penney's just closed a $100 million e-commerce season for 1999,
up 370% from 1998's meager beginnings. The result, across all
F&S categories, is a $4.2 Billion online marketplace that
still represents only 1.3% of the total $325 Billion spent for
these goods in the U.S. Clearly, the potential for online
markets in Fashion & Style merchandise is huge.
A
new study by ActivMedia
Research dispels and disputes traditional wisdom that all
online markets online are alike, that all consumers only seek
bargains or novelty, or that "first-mover" advantages
are the key to long-term success in major online markets. The
new data indicates that in online Fashion & Style markets,
today's online consumers buy from names they know and trust in
the offline world, and that branding and brand equity play a
major role in certain online markets.
ActivMedia
Research's latest syndicated study, "Fashion & Style:
Building Consumer Loyalty Online", explores the foundations
of success in this specific online market. The comprehensive,
highly detailed study investigates the compelling factors that
contribute to consumer loyalty online to Fashion & Style
products and the vendors that sell and promote them online.
Differences, similarities and cross-selling opportunities are
evaluated in depth for five F&S product groups: Clothing,
Jewelry & Accessories, Home & Garden, Furniture &
Appliances, and Sporting Gear in an effort to provide specific
guidance for merchandisers and website executives in the
turbulent online markets.
ActivMedia
Research's VP of Research Harry Wolhandler points out that,
"All the marketing effort in the world cannot offset
failure to develop loyalty in the online Customer base. While
pundits still mouth the early online wisdom that 'speed to
market is the sure key to success,' they are misinterpreting
their experience in early online markets for books and computers
and misapplying the results when faced with these newer online
markets. In fact, it can be argued that high marketing
expenditures that stimulate trial at sites that are unable to
command loyalty are the fast path to oblivion as customers are
exposed to a flawed online business at a more rapid pace."
"Fashion
& Style: Building Consumer Loyalty Online," is
available for $1,295 (site license for $5,000), and investigates
the factors that grow Online Loyalty to F&S products and to
the vendors that sell and promote them. More information about
the report is available at http://www.ActivMediaResearch.com/fashion_and_style.html.
"Fashion
& Style" is the second of four research reports in the
Building Consumer Loyalty Online series that were released this
year. Two other market sector reports "Consumable Products
Online", "Computer, Home Electronic and Office
Supplies Online". The fourth study is a major overview of
differences across the ten major online consumer markets,
entitled, "Capturing Online Markets: The Definitive Guide
To Consumer Loyalty".
The
Building Consumer Loyalty Online series studied shopping
patterns among 2,250 qualified, experienced active online
shoppers to understand buying motivations and how they differ by
online market. Respondents were contacted through the online
research capabilities of Greenfield Online which is
"Leading the Research Revolution™".
ActivMedia
Research conducts custom and syndicated research that guides
businesses to profitable online positions. First ever to
quantitatively study Internet commerce, ActivMedia has been
detailing global 'Net trends and sector slices since 1994.
ActivMedia analyses and data contribute support online business
development and planning. Clients include Andersen Consulting,
Unisys , IBM, Intel, UPS and Visa.
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