Amazon has gained a lot of ground in its quest to win women’s apparel shopping business. But it’s still a long way from being a go-to clothing source for most women.
A Fung Global Retail & Technology study conducted in April 2017 found that around one-quarter of woman said they had shopped Amazon for clothes in the past 90 days. That’s a significant gain from the 14% level registered four years earlier, in April 2013.
However, only 1.9% of women said Amazon is the place they are most likely to purchase womenswear, according to Fung.
Department store JCPenney, by contrast, saw the proportion of women purchasing clothing drop the same number of percentage points as Amazon gained, from 29% in April 2013 to 20% in April 2017.
This losing trend also held for Kohl’s, which topped the list. This year, a little more than one-quarter of women bought womenswear from Kohl’s, down from one-third in 2013.