(PRWEB) June 9, 2007 -- The number of women shopping online for their apparel has jumped by two-thirds in the past year to 15 percent, and nearly twice as many are browsing for clothing online, 38 percent, compared to one year ago.
"Our online sales have tripled over the past six months," said Tracey Lynn Blake, a womens golf apparel designer, and founder of tracey lynn golf, http://www.traceylynngolf.com. "This has prompted us to de-emphasize wholesale and focus on selling our new spring and summer collections of women's golf clothing through our Web site."
The trend, reported by a leading consumer behavior research service, is affecting major retailers and apparently is providing a significant boost in sales for niche apparel manufacturers like Blake, as well. The revelation follows a report last month that clothing surpassed electronics as the leading product sold online for the first time in 2006.
Lifestyle monitor®, a weekly tracking research feature of the prestigious trade journal Women's Wear Daily, revealed the statistical shift in early June. They also interviewed several leading industry consultants in a report calling apparel and the Internet an "ideal marriage of convenience."
The consultants echoed Blake's observations and those of another niche clothing maker targeting women buyers, baby clothing retailer Alessandra Mayer, founder of Amabajam, Inc., www.ambajam.com.
"You can easily build your entire wardrobe in one sitting," Evan Crandall, consultant and head buyer for shopbog.com said.
"Less of hassle and more economical that driving to the mall," said Gili Rashal, founder of the web-based fashion resource Tip Jar.
Which is why Blake offers free shipping, a tactic considered key in converting Web site visitors from browsers to buyers.
"I originally offered free shipping to add value and because my ladies golf apparel targets a niche -- athletically-built and younger women golfers seeking performance enhancing clothing that's fashion forward and attractive," Blake said. "I now realize that it saves time and money, too -- travel time and gas money."
Mayer's Amabajam, like Blake, also offers an easy return policy. Lifestyle monitor® advised online retailers that this was another key sales tactic.
"I make it just like you were buying from a brick-and-mortar store," said Mayer. Blake's accepts returns of her golf clothing for women if unworn and the tags are still attached.
Most online retailers report return rates that are about the same as catalogues sellers -- about 25 percent.
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