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Apparel shoppers really want to try before they buy

June 12, 2018

Plenty of shoppers still prefer stores. Despite runaway growth in e-commerce, brick-and-mortar remains the top venue for shoppers and apparel buyers in particular, are keen on the “try before you buy” inherent in physical locations.

Indeed, an A.T. Kearney survey found that among those who prefer to buy online, fully two-thirds say they still rely on a physical store either before or after their purchase, Andres Mendoza Pena, a partner in global management consulting firm A.T. Kearney’s retail practice, told Retail Dive last year. “That means that when you’re buying a dress online, it’s likely that you’re going to be looking at that dress — the feeling, the color — and to do that, you leverage a physical environment prior to the purchase.”

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