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High turnover in fashion boosting women's apparel sales The speed of fashion retail these days is boosting apparel sales, especially among women's clothing purchased online, according to a recent report from Adobe’s Digital Price Index . Adobe researchers developed a new methodology to tease out longterm trends from May data that they say could help shed light on the monumental shifts in retail that are especially hitting apparel sales. Of the more than 7,000 new apparel products that appear online every day, nearly half (3,150) are aimed at women, while only 1,750 are geared toward men, with the rest children’s, babies’ and footwear. More than half of all online women’s apparel purchases (56%) are items that have just hit the market in the previous three months, compared with 38.8% of spending on the newest men’s items. Revenue from sales of new apparel products, (on the market for a year or less), accounts for 80.5% of spending in the category – the largest share of spending among all categories that the DPI tracks, according to the report. Nearly one third (30.8%) of all spending on women’s clothes goes towards products that are month old or less; for men’s clothes it’s 18%. The new research found other gender-based shopping differences as well, including that women tend to shop seasonally, while men buy shirts and underwear all year long. Women, meanwhile, look for dresses in the spring and sweaters in the fall. While that may not be earth-shattering news for many merchants, the numbers reveal gender differences that are surprising, according to Adobe DPI data science analyst Sid Kulkarni. “The gender differences we see in the DPI are really intriguing,” he said in a statement. “Women’s apparel sees much more turnover in response to a quicker fashion cycle than other categories of clothing. Moreover, women’s clothes purchased online span wide range of items of clothing than men’s or children’s apparel and women’s clothes are sold in the same ratio at the high and low end.” In fact, online apparel consumers at all levels are keen on finding deals, the research shows.
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