“People like to buy the same thing over and over again,” Stephanie Tuttle, a principal in Oliver Wyman’s retail and consumer goods practice, told Racked. She and Jeremy Sporn, a partner in the global management consulting firm, studied 1,500 US apparel and footwear shoppers to discover what motivated them to shop, the decisions they made while shopping, and how they felt afterward. Fifty-seven percent of these shoppers were women, and 43 percent were men. Thirty percent were in the 18-to-35 age group, 36 percent were ages 36 to 55, and 33 percent were over 55. Thirty-one percent resided in cities, 17 percent in rural areas, and 52 percent in suburbs. What the research uncovered, according to Tuttle, is that shoppers are pretty predictable. If http://buynowja8.recmydream.com they like the cut and style of a pair of pants, they’ll keep replacing those same pants, she said. In fact, repeat purchases were made during 83 percent of shopping excursions. And if sportswear was involved, that figure jumped to 87 percent. The idea that customers are more likely to make repeat purchases than anything else could seem surprising during a time that’s seen journalism repeatedly raise concerns about fast fashion , the Confessions of a Shopaholic series, and exposés like Overdressed: The Shockingly High Cost of Cheap Fashion . In that book, one shopper confessed, “I have enough clothing to open a store.” But if most Americans really are shopping responsibly, it could be related to the research suggesting that millennials in particular would rather spend money on experiences than on stuff .
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