In Womenswear, Amazon Is Gaining More Traction than Department Stores

While not a first choice, Amazon has made gains among womenswear shoppers 

Author: Monica Melton

August 14, 2017

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.

The only department store on the list that added shoppers—though marginally so—was Macy’s, which gained one percentage point vs. four years ago, as did Walmart and discount store Marshalls.

Amazon remained the breakout success. While the brand hasn’t quite solved for all of consumers’ complaints about online clothing shopping, such as timely and hassle-free refunds, new service Prime Wardrobe makes Amazon’s presence known in yet another industry. 

Photo by Clem Onojeghuo on Unsplash


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