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Fung Analysis: Amazon Yet to Crack the Menswear Market

Report Compares Amazon with Kohl’s, Walmart, and Macy’s and Identifies Relative Strength and Positioning of Each Retailer Compared to Amazon

Deborah Weinswig, a top-ranked global retail analyst, and her team recently released a special report titled, “Deep Dive: US Consumer Survey—Amazon Yet to Crack the Menswear Market.” This is the fourth monthly report based on the Amazon Shopper Intelligence service. and is focused on the menswear category. Key findings include:

  • Brick-and-mortar stores—which include discount stores, specialty stores and department stores—remain the main channel at which surveyed men most often purchase menswear, for a total share of 78.3% as of June 2016.
  • The majority of surveyed men have purchased menswear online, with 67.0% having done so in June 2016. However, those who do over half of their menswear shopping online remained a small minority, representing only 14.8% of surveyed men, whereas those buying most often online was a niche segment, at 2.6%.
  • The number of Amazon menswear customers has doubled over the past five years―23.4% of those surveyed bought menswear at the online retailer in the three months prior to June 2016, up from 9.4% in June 2011. However, those buying menswear most often at Amazon remained a niche segment, with a share of 2.1% in June 2016.

Amazon, Kohl’s and Walmart appeal to price-sensitive customers―over 85% of their customers cite price as the reason they shop there. Macy’s positioning differs slightly, in that it has an edge on selection and style compared to the other top retailers.

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