Personal Shopping has potential

SHOPPING The market research institute GfK surveyed the personal shopping market on behalf of Outfittery. Over 80 percent stated that they would use the service again. The study also provides information on current usage among men and women.The study results at a glance:The market potential of personal shopping: Around a third of the men and women surveyed who have not yet tried personal shopping say they find this new type of online shopping interesting and want to use it in the future. 80 percent of existing users also said they would use this service again. Those who are not interested in personal shopping give the following reasons: Men are dominated by a general lack of interest in fashion (26%); women primarily prefer to do their own shopping (31%).Personal shopping is currently more widespread among men:Curated shopping or "personal shopping" is based on the idea of providing customers with personal advice from professional style experts and making their fashion shopping easier or taking it off their hands completely. An idea that goes down well with men, as the usage figures (see above) show. Why this is the case explains the different attitudes of women and men when it comes to shopping. The study shows that 31% of men find buying clothes or choosing outfits stressful. 22 percent find it time-consuming to sift through the many different offers. Women seem to be less bothered by this. 27 percent say they enjoy shopping extensively.Awareness and market participants:32 percent of men know Outfittery. And even among women, the Berlin start-up is the best known, although it has so far only offered its service to men. 16 percent of women know Outfittery. Other market players only achieve single-digit awareness levels among women. The picture is similar among male online users. Only one provider here achieves just under half as high an awareness score (15 percent) as Outfittery (32 percent). In the supported survey, the awareness of all German companies active on the market was surveyed.Differences in purchasing behavior between men and women:Women are "pleasure shoppers": 27% said they enjoy shopping extensively and 24% even see shopping as a leisure activity. Only just under half of men share this attitude: only 13% said they enjoy shopping extensively and just over 11% see it as a leisure activity.