Customer experience shapes how shoppers in apparel discover brands online, research products across devices, and decide whether to buy, return, or recommend. With size-and-fit tools used by 67% of online apparel shoppers and personalization fueling purchases (40%), shoppers also expect relevant offers and consistent service. We explore what consumers want—like 43% expecting 24/7 support and 49% checking return policies—and what retailers invest in, including rising personalization.
Key Takeaways
- 70% of consumers say they will spend more with a retailer that provides a great customer experience
- 86% of customers are willing to pay more for a great customer experience
- 67% of online apparel shoppers use size and fit tools before making a purchase
- 40% of apparel customers have purchased items based on personalized recommendations
- 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations
- 63% of retailers have increased investment in personalization to improve customer experience
- 82% of consumers say they would be more likely to purchase from a brand that offers a consistent experience across channels
- 75% of customers say they would use a virtual assistant to check order status across channels
- 87% of retail executives agree that omnichannel is critical to customer experience
- 53% of consumers say they will stop using a brand if the mobile experience is poor
- 48% of apparel shoppers use a mobile device to research products while in-store
- 85% of consumers research a brand online before visiting a store
- 49% of online shoppers check the return policy before making a purchase
- 31% of customers say they will never shop with a brand again after a bad return experience
- 50% of customers have used a retailer's online chat for support
Great customer experience drives more spending, loyalty, and purchases, especially with personalization and omnichannel support.
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01 · Category
Omnichannel6 stats
01
82% of consumers say they would be more likely to purchase from a brand that offers a consistent experience across channels[1]
02
75% of customers say they would use a virtual assistant to check order status across channels[2]
03
87% of retail executives agree that omnichannel is critical to customer experience[3]
04
47% of consumers have used a brand's app to check inventory in-store[3]
05
93% of apparel shoppers expect to be able to switch between devices without losing context[4]
06
68% of retailers have integrated online and offline customer data[5]
Interpretation
Omnichannel Interpretation
With 82% of consumers expecting a consistent experience across channels, omnichannel apparel brands need to deliver seamless shopping journeys across online and offline since 93% of shoppers also want to switch devices without losing context.
02 · Category
Customer Preferences5 stats
01
70% of consumers say they will spend more with a retailer that provides a great customer experience[1]
02
86% of customers are willing to pay more for a great customer experience[6]
03
67% of online apparel shoppers use size and fit tools before making a purchase[7]
04
45% of consumers have abandoned a brand because of a poor customer experience[8]
05
54% of apparel shoppers have used virtual try-on technology in the past year[5]
Interpretation
Customer Preferences Interpretation
In the apparel industry, customers clearly favor brands that remove friction from their shopping experience, with 86% willing to pay more for great customer experience and 67% relying on size and fit tools before buying.
03 · Category
Digital Experience5 stats
01
53% of consumers say they will stop using a brand if the mobile experience is poor[4]
02
48% of apparel shoppers use a mobile device to research products while in-store[3]
03
85% of consumers research a brand online before visiting a store[4]
04
57% of consumers will not recommend a brand with a poorly designed mobile site[9]
05
73% of consumers say they prefer to do their shopping through a brand's app[10]
Interpretation
Digital Experience Interpretation
Digital Experience clearly drives apparel loyalty because 85% of consumers research brands online before visiting a store, and a poor mobile experience can quickly turn them away, with 53% stopping a brand and 57% withholding recommendations when the mobile site is poorly designed.
More related reading
04 · Category
Return & Service5 stats
01
49% of online shoppers check the return policy before making a purchase[11]
02
31% of customers say they will never shop with a brand again after a bad return experience[3]
03
50% of customers have used a retailer's online chat for support[12]
04
43% of apparel shoppers expect 24/7 customer service[1]
05
95% of customers believe that a speedy reply to complaints improves their perception of a brand[13]
Interpretation
Return & Service Interpretation
In the apparel industry, nearly half of online shoppers (49%) check the return policy upfront and 31% say they would never shop a brand again after a bad return, making fast, reliable return and service experiences crucial for protecting customer loyalty.
05 · Category
Personalization4 stats
01
40% of apparel customers have purchased items based on personalized recommendations[4]
02
91% of consumers are more likely to shop with brands that provide relevant offers and recommendations[4]
03
63% of retailers have increased investment in personalization to improve customer experience[5]
04
98% of retailers say personalization improves customer relationships[1]
Interpretation
Personalization Interpretation
In personalization within apparel, 91% of consumers are more likely to shop brands with relevant offers and recommendations, and retailers are clearly doubling down as 63% report increased investment and 98% say personalization strengthens customer relationships.
06 · Category
Overview12 stats
01
41% of apparel shoppers have used virtual try-on tools for clothing or accessories[5]
02
59% of fashion retailers are investing in augmented reality for product visualization[2]
03
28% of apparel consumers have used a sizing chatbot or tool to find their correct fit[7]
04
40% of apparel retailers offer free returns as a standard policy[11]
05
48% of apparel retailers have improved their return policy to reduce customer friction[14]
06
43% of apparel customers have used social media to contact a brand for customer service[15]
07
52% of apparel shoppers say they will abandon a purchase if the checkout process is too long[16]
08
83% of apparel retailers say personalization is a top priority for investment in 2023[17]
09
58% of apparel shoppers have used a brand's mobile app to check product availability in-store[3]
10
82% of apparel customers say they use multiple channels to contact customer support[18]
11
55% of consumers are more likely to purchase from brands that offer virtual try-on for apparel[19]
12
58% of apparel customers have purchased an item online and returned it in-store[20]
Interpretation
Industry Overview Interpretation
Across the apparel industry, digital and service enhancements are becoming mainstream, with 59% of fashion retailers investing in augmented reality for product visualization and 40% already offering free returns as a standard policy, signaling that the customer experience is shifting toward reducing uncertainty at every step.
Reference
Cite This Report
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APA
Elif Demirci. (2026, February 13). Customer Experience In The Apparel Industry Statistics. Gitnux. https://gitnux.org/customer-experience-in-the-apparel-industry-statistics
MLA
Elif Demirci. "Customer Experience In The Apparel Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/customer-experience-in-the-apparel-industry-statistics.
Chicago
Elif Demirci. 2026. "Customer Experience In The Apparel Industry Statistics." Gitnux. https://gitnux.org/customer-experience-in-the-apparel-industry-statistics.
Sources & references
20 sources cited across this report