Consumer study: Germans prefer to buy clothing in-store rather than online

13.11.2014: Greater dissatisfaction and more frequent returns with purchases online Only one in every ten Germans purchases their clothing

Greater dissatisfaction and more frequent returns with purchases online

Only one in every ten Germans purchases their clothing primarily on the Internet. This is the result of a recent representative consumer analysis. The management consulting company Porsche Consulting GmbH commissioned a survey by the Forsa research institute of 1,000 women and men aged 18 or older.

Although greater numbers of customers are ordering products online, local retail shops and branch outlets in the clothing sector may continue to expect their regular customers to remain loyal. Ninety percent of the respondents purchase their clothing and shoes either “exclusively” (49%) or “predominately” (41%) at actual shops instead of at the computer.

Porsche Consulting found that customers who purchase their clothing in-store are clearly much more satisfied than those who order it online. Only nine percent of in-store customers “sometimes” regret a clothing purchase. And only one percent are “frequently” annoyed about unfortunate purchases.

 By contrast, 40 percent of Internet customers either regret some of their orders or send them back right after receipt. Online clothing stores are flooded with product returns or exchange requests. Return rates of more than 20 percent are not infrequent.

Women are more often dissatisfied with their online purchases than men: 48 percent regret the results of their online shopping “frequently” or at least “sometimes.” But only 32 percent of the men would prefer not to have made some of their orders.

Buying apparel is a delicate matter: Nine out of ten respondents want to examine shoes and clothing, try them on, and have them immediately after paying for them. This is only possible at physical shops. But here too there are significant differences. Customers clearly prefer shops that always carry products of the right sizes and preferred colors, or can promptly order them.

Classic shops can also score points with individualized expert sales advice. If a shop does not have a pair of shoes in the right size, for example, two out of three respondents (67%) would like to be told whether and how quickly it can be ordered.

Ideally the shop should have well trained sales personnel who can order the product immediately – or recommend a suitable alternative. Assistance from sales personnel is especially well received by 76 percent of respondents aged 60 or older.

Senior citizens also have high expectations with respect to service in general. If sleeves are too long or trousers need to be modified, a good half (52%) of the over-60 age group would use a tailoring service right there at the shop. Loyalty programs, special offers for regular customers, and customer discount cards are also viewed positively, with 51 percent of women and 41 percent of men welcoming these types of satisfaction enhancement programs.

Commercial experts at Porsche Consulting view the results of this survey as a major opportunity for the in-store sector, especially in the clothing business, to maintain its advantage over online providers in the future as well. The prerequisites for this, however, consist of investing in the quality of their personnel’s advisory skills, in providing excellent service, and in having a high degree of product availability.

“Skilled personnel represent one of the highest cost factors in retail,” says Eberhard Weiblen, Chairman of the Executive Board of Porsche Consulting. “In our view that is not the place to cut back. We also frequently observe a need for action in the background: efficient warehousing and distribution can lower costs, increase availability, and enable the sector to compete successfully with online dealers over the long term.”

For example, at the beginning of the season not all goods need to be distributed to the individual branch outlets of a chain store. Instead some of them can be retained at a central location for rapid and flexible subsequent distribution. T

his eliminates high costs for decentralized warehousing at multiple different sales points. It also eliminates the need for stores to send goods among themselves. Specialists at Porsche Consulting estimate that this area alone carries a savings potential of 30 percent.

Using methods that have proven successful in the automobile industry, Porsche’s experts have already been able to produce measureable results for retail companies. For one retail chain, for example, the percentage of non-available products was reduced by as much as 50 percent.

At the same time, its personnel was relieved of duties not related to advising customers, in order to have more time for that purpose. This significantly raised the percentage of people who found items to buy after entering the stores. The purchasing rate increased by one to two percent, and the customers spent up to six percent more.

Porsche Consulting GmbH headquartered in Bietigheim-Bissingen is a subsidiary of the Stuttgart-based sports car manufacturer Dr. Ing. h.c. F. Porsche AG. Founded in 1994 with a staff of four, it currently – in its 20th year – employs around 370 people.

 An internationally active company with four subsidiaries of its own located in Milan (Italy), São Paulo (Brazil), Atlanta (USA), and Shanghai (China), Porsche Consulting is one of Germany’s leading management consulting companies.

Its experts in operational excellence advise corporations and medium-sized companies worldwide in the automotive, aviation and aerospace, and mechanical and plant engineering industries. Additional clients come from the service, consumer goods, retail, and construction sectors.

Heiner von der Laden-


13.11.2014 / MaP

More News

Porsche Driver’s Selection erweitert Kollektion aus originalen Sportwagenteilen
Porsche-Ikone für Zuhause: Wanduhr aus 20-Zoll-Felge des 911 TurboPorsche Driver’s Selection erweitert die im Jahr 2013 eingeführte Masterpieces-Kollektion um eine exlusive Felgenwanduhr. Wie alle Produkte der Kollektion best more >>
Katusha Team chooses Decca
Belgian clothing company back in pro cyclingRussian WorldTour Katusha Team is happy to announce its collaboration with the Belgian clothing company Decca. Decca was active in pro cycling from 1970 til more >>
Sonderkollektion von BMW Motorrad und Belstaff
Klassische Bikerjacken mit gemeinsamen Werten.    Moderne Legenden – Die Sonderkollektion von BMW Motorrad und Belstaff. Zwei Traditionsmarken. Zwei Erfolgsgesch more >>
Breitling Jetman’s First Flight in Asia
Yves ‘Jetman’ Rossy has completed his first flight in Asia choosing the iconic Mount Fuji, Japan as a symbolic backdrop for this milestone flight.Flying above the famous snow-capped peak, at up to 185mp/h (300km/h) loo more >>
Mini Life Style Collection gift shopping
The countdown has begun, and before we know it Christmas will be here. Each year, finding the perfect Christmas presents is at the top of everyone’s agenda. The new MINI Lifestyle Collection contains loads of great ideas for gifts bi more >>
Stilsicheres Timing mit den neuen Uhren der MINI Lifestyle Kollektion.
Eine Uhr ist Ausdruck der Persönlichkeit und unterstreicht dezent den Stil des Trägers. Die neuen Armbanduhren der MINI Lifestyle Kollektion zeugen von Understatement und glänzen mit Qualität und Präzision. Ihr sportliches Design tr&aum more >>
BLAKEN and AC Schnitzer Refine the Watch-Car Combination
What do quality watches and cars have in common? Both represent a luxury for the buyer which should reflect his character. So individually customized models such as those produced by watch maker BLAKEN and vehicle tuner AC Schnitzer are always popul more >>
Porsche Driver‘s Selection – Go-Kart mit Pedalantrieb
Porschefahren für die Kleinen Sportlich unterwegs und das schon ab einem Alter von fünf Jahren. Diese Herausforderung gelingt spielerisch mit dem neuen Go-Kart aus der Porsche Driver’s Selection. Das rund eineinhalb Meter lan more >>
The Digital Detox Aussteiger-Camp will Manager "digital entgiften"
Aussteiger-Camp  macht Elektronik-Abstinenz zur Grundbedingung  Der kalifornische Anbieter von Sommer-Camps, The Digital Detox htt more >>
Roberto und Eva Cavalli enthüllen Life Ball MINI 2013.
MINI stellt dem Life Ball zum 13. Mal in Folge ein Fahrzeug zur Verfügung, das wie jedes Jahr für den guten Zweck von einem international renommierten Designer umgestaltet wird. 2013  trägt der MINI Paceman die kreative Handschrift des Modedesigners Rober more >>
Life Ball MINI 2013 – Roberto Cavalli adds his artistic signature to the MINI Paceman
MINI has been a partner of the AIDS charity event since 2001.Life Ball 2013: MINI Paceman designed by Roberto Cavalli -For the 13th time in succession, MINI is donating one of its models to the Vienna Life Ball for a more >>
BMW -Erfolgreicher Abschluss der 63. Internationalen Filmfestspiele Berlin
BMW als Hauptpartner sorgte das vierte Jahr in Folge für stilvolle Vorfahrten der Stars auf dem Roten Teppich des größten Filmfestivals Deutschlands. Die BMW Group war zum vierten Mal Hauptpartner der Internationalen Filmf more >>
McLaren Automotive launches merchandise inspired by the 12C
McLaren Automotive has designed and developed a range of products inspired by, and focused on, the passion of driving. The products are all available from the recently launched McLaren eStore – – and more >>
Garmin Deutschland mit neuem Manager Sales
    - Mathias Paul will Vertriebspartner noch weiter stärken    - Kai Tutschke übernimmt die Verantwortung für den Vertrieb in     more >>
MINI by PUMA: Smarte Begleiter für unterwegs.
Modernes Design trifft Funktionalität in einer urbansportlichen Kollektion.MINI by PUMA steht für clevere Gepäcklösungen und lässige Schuhe, perfekt für den Alltag more >>
Weltmarktführer Garmin wächst mit breiter Produktpalette
Garmin gelingt es auch im dritten Quartal 2012, mit seinem breiten Produktspektrum die Kunden zu überzeugen. Über alle Unternehmensbereiche hinweg wurden mit 3,7 Millionen Einheiten 7 Prozent mehr Prod more >>
Weihnachtstipps von Garmin
Praktisch, schick und natürlich passend: So soll es sein, das perfekte Weihnachtsgeschenk. Gar nicht so einfach – außer man findet etwas, das wirklich jeden betrifft. Denn wer hätte nicht gern einen zuverlässigen Begleiter, der einen sicher und entspannt ans Ziel bringt, egal ob im Berufsverkehr oder in den Bergen. more >>
Toyota Kollektion, trendiger Lifestyle für Rennsportliebhaber
Neue Toyota Kollektion für Toyota Hybrid Racing und den GT86    Hybrid Racing Kollektion passend zum Abschluss der Langstrecken-WM    Mode für Motorsport-Fan more >>
Mini Weihnachtliche Inspirationen
Zum Falten, zum Hören oder zum Warmhalten: Geschenke für jeden Einsatz.Weihnachten rückt immer näher und damit auch die Jagd nach den passenden Geschenken.MINI liefert Inspirationen für den Wunschzettel und pr&au more >>
Audi Polo International Series for 2012- with video
more >>
Ouverture de Baltus à AnversAprès le succès en Amérique, Baltus est heureux de pouvoir vous annoncer l’ouverture à Anvers, du premier magasin en Europe, entièrement dédié à la collection Baltus. more >>
MINI präsentiert eine limitierte Sonderkollektion von CARMINA CAMPUS Taschen, die bei einem Preview Event im Rahmen der Mailänder Modewoche im 10 Corso Como exklusiv vorgestellt werden. more >>
MINI Shooting Stars
Up-and-coming stars drive MINI at the International Film Festival in Berlin At the Berlin International Film Festival, as part of "EFP SHOOTING STARS - Europe's best young actors", ten up-and-coming European actors will be driving pas more >>
Hollywood-Legenden in der BMW Golden Bear Lounge
 - Sir Christopher Lee trifft Nastassja KinskiKarsten Engel, BMW Leiter Vertrieb Deutschland, Nastassja Kinski, Sir Christopher Lee. BMW und BUNTE Festival Night.In der BMW Golden Bear Lounge kommen w&au more >>
Volkswagen stärkt die Themen Kultur und Gesellschaft
Benita von Maltzahn übernimmt Leitung eines neu geschaffenen RessortsDer Volkswagen Konzern setzt in seiner internationalen Kommunikation einen weiteren Schwerpunkt: Das neue Ressort „Kultur und Gesellschaft“ wird Schlüsselthemen wie gesellschaftliche Verantwortung, Nachhaltigkeit, Sponsoring, Kultur- und Sportförderung zusammenf&uum more >>
BMW Motorrad Fahrerausstattung 2012.
BMW Motorrad Fahrerausstattung 2012 KOLLEKTIONZwei Bereiche voller neuer Produkte bilden die BMW Motorrad Fahrerausstattung für das Jahr 2012: BMW Motorrad Ride enthält die fu more >>
„Mission: Impossible – Phantom Protokoll“ in der BMW Welt Europapremiere
BMW ist exklusiver Automobilpartner des neuen Paramount-Blockbusters München. Hollywood-Kino bei BMW: Als Europapremiere präsentiert Paramount Pictures Germany gemeinsam mit BMW am 9. Dezember 2011 in der BMW Welt den Blockbuster „Mission: Impossible – Phantom Protokoll“. Sechs Tage vor dem offiziellen Kinostart feiert die hoch more >>
2001-2023 copyright