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High turnover in fashion boosting women's apparel sales

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. In May, the DPI tracked a 4.3% year-over-year price deflation in online apparel sales, compared to relatively flat apparel inflation in stores revealed by the Consumer Price Index. “We think the difference reflects online shoppers’ dedication to seeking out deep discounts, and the fact that consumers are more likely to buy off-season clothes online,” Kulkarni said. While deflation was prevalent in online apparel sales, it wasn’t equal in all markets. For the highest-priced 25%, prices dropped 5.5% year over year, while the least expensive quarter showed เสื้อผ้าผู้ใหญ่ 7.5% deflation and mid-priced items showed minimal deflation, according to the report. Because so much of apparel sales is seasonal, which sparks discounts when clothing is out of season, Adobe’s new methodology groups products by subcategories, like men’s sport coats or women’s swimwear, and further divides the categories by price bins.

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