Consumers have transformed the face of apparel branding and retailing in recent years. The boundaries between online and in store shopping have all but disappeared. Consumers have instantaneous access to information from social media and shopping apps that influence their buying behaviour wherever they shop. 

New clothing acquisitions models such as consignment, sharing, and swapping have been embraced. A company’s reputation for environmental and social responsibility is factored into every day purchase decisions. As a result, many apparel brands and retailers are struggling to make sense of these evolving attitudes and figure out how to make themselves relevant to today’s shoppers, the company reports.

“Consumers approach shopping and item selection much differently than just a decade ago,” said Ms Russell. “Shopping starts well before a consumer walks into a store or clicks on a website. Brands and retailers who understand what their target consumers want and figure out how to engage both in and out of a retail setting will be the ones who thrive in this new normal.”

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