As more teens shop online, apparel retailers are suffering this back to school season
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When it comes to teenage shoppers, the option of being able to try on clothing before buying is becoming less of a factor, according to the latest survey conducted by Piper Jaffray.
- Only 61% of US teens say they currently prefer to shop for clothing online from retailers that also operate their own bricks-and-mortar stores. That's a significant drop from the 81% of teens last spring who said they preferred to shop at omnichannel fashion (or cross-channel) retailers.
We suspect that this trend is driven in part by flexible return policies, which have become a popular way for e-commerce pure-plays to guarantee customer satisfaction. In fact, among all US consumers (not just teens) a flexible return policy is the third-most important factor to consumers when deciding where to shop online, behind "free shipping" and "low prices", according to a survey conducted by the National Retail Federation.
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