Adobe Finds Apparel Prices Fall Faster Online Than Off

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Adobe Finds Apparel Prices Fall Faster Online Than Off

Adobe's first Digital Price Index (DPI) for the apparel category leverages data from Adobe Analytics Cloud and identifyies tremendous choice, volume and velocity in the online apparel category. Nearly half of the 7,000 new apparel products that appear online each day are targeted at women (3,150), while one-quarter (1,750) target men and the rest are aimed at children, babies and footwear. Nearly one-third (30.8 percent) of all spending on women's clothing went toward products that are one month old or less, while 18.0 percent of spending on men's apparel was for items that were one month old or less.

The May DPI apparel data shows prices for apparel online drop faster than offline. The DPI found 4.3 percent year-over-year price deflation in May, compared to the Consumer Price Index's relatively flat deflation rate at 0.9 percent in May. Data also points to the biggest discounts for the highest and lowest priced apparel online. High-end apparel, the top 25 percent most expensive items online, show a 5.5 percent drop in prices year over year while low-end apparel, the lowest 25 percent, saw prices decrease by 7.5 percent over the same time period. Compare this to the middle 50 percent of apparel, which shows minimal deflation from the year prior.

"With retail chains closing stores at a record pace, we've been closely watching the impact on the e-commerce world," said Mickey Mericle, vice president, marketing and customer insights at Adobe. "For the first time, we're seeing that apparel sold online is clearly developed with a specific velocity in mind, and an incredibly high turnover rate, compared to other categories we track."

Find the full Digital Economy Project insights here.

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