Delivery beats garment quality for UK shoppers

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Ease and cost of delivery are the primary deciding factor when ordering clothing online for almost half of British consumers, according to research by

The survey found that 49 per cent of UK shoppers put the ease & cost of delivery as a priority above the price of the garment (45.6 per cent) and the quality of the garment (37.4 per cent) they are buying, with the ease and cost of returning items (37.4 per cent) and the speed of delivery (31.58 per cent) ranking almost equal to the specifics of the products purchased.

The findings from a global study on shopping habits and concerns of 6,000 women across the UK, USA, Italy, Australia and Japan, conducted on behalf of DHL.

The research showed different priorities in different countries, with consumers in Japan, Australia and the USA being driven more heavily by the price of the garment(s), while Italians placed the strongest emphasis on the speed of delivery.

Arjan Sissing, SVP brand marketing at Deutsche Post DHL, said: “Speed of delivery and ease of return are real drivers for customers and businesses that offer quality delivery services are often the preferred option.”

UK consumers cited the ability to try garments in the comfort of their home, with existing items in their wardrobe, as the third reason for shopping online, while respondents in Japan, the US, Italy and Australia gave the ability to compare prices easily as their third reason for ordering online.

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