NPD’s report is just the latest evidence that Americans are growing more comfortable buying clothes online, a market segment that previously seemed ideally suited for in-store shopping because of consumers’ desire to see, feel and try on merchandise.
And they’re not just shopping for basics. NPD says that most consumers who are comfortable shopping online consider themselves to be social as well as fashion and image conscious. Sales of seasonal and special-occasion categories, like tailored clothing, sleep and outerwear, are also shifting online, according to the report.
