(Filed Under Financial and General Interest News). A new One Click Retail (OCR) report shows not only that Amazon is taking a ever bigger bite out of clothing sales, but that underwear now represents two of its four top performing apparel categories.
In 2016 the total online and in-store apparel market grew by just 3% to a value of $200 billion, according to the eCommerce data measurement and sales analytics firm. Meanwhile, Amazon’s share of that market jumped by 25%, year over year, to total $3.4 billion.
Women’s intimate apparel came in second of all Amazon’s “top performing apparel categories,” in the OCR survey, with an estimated $250 million in sales. Men’s underwear came in fourth with $165 million in sales. (Men’s bottoms, at $375 million was first and women’s denim at $170 million was third).
OCR reported that Amazon.com’s top five apparel items in 2016 were Hanes men’s crew socks ($1.25 million in sales); Dickies men’s crew socks ($1.15 million); Hanes men’s boxer briefs ($1.10 million); Hanes men’s ankle socks ($900,000) and Hanes men’s crew socks ($850,000).
A similar situation exists with Amazon.ca in Canada where, year-to-date, the top selling items are (in descending order), Calvin Klein women’s thongs, men’s jeans, Hanes men’s boxers and a Hanes men’s T-shirt. In another interesting note, OCR reported the fastest growing apparel item so far in 2017 in Canada is a three pack of men’s Calvin Klein stretch boxers, followed by Ray-ban sunglasses, a Scout’s boy’s shirt and a dispenser of Braza “body / dressing” Flash Tape.
The report concluded, “In both the U.S. and U.K., the men’s underwear category is performing highly on Amazon, however, Americans clearly prefer Hanes whereas Calvin Klein is the undisputed favorite in the UK. For the past 25 years, Calvin Klein’s signature logoed underwear have been popular among men and women due to its combination of timeless black and white advertising with monochromic designs and of course, good quality cotton. Recently, however, the brand’s smart social media campaigns have catapulted its underwear collection into a new realm of prominence (which can be seen in our data).” The full report can be found here: http://oneclickretail.com/amazon-effect-apparel/ — NM
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