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In partnership with fluent-commerce-logo-tagline_white       Bridge Solution Group, Incisiv, Webinar

Apparel Digital Maturity Benchmark, 2020

Title Sponsors

Mercatus, Incisiv, Webinar FlyBuy, Webinar ShopperKit, Webinar

Supporting Sponsors

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Incisiv logo Incisiv

Q4, 2020

This is an executive summary report based on Incisiv’s analysis of the digital presence of leading apparel and footwear retailers. The companies assessed were based on highest annual revenue.


apparel and footwear retailers in US and Europe.


digital attributes studied for each retailer across desktop and mobile sites.

50 million

data points from Incisiv’s industry data pool.

5 million

data points from Incisiv’s Customer Survey, 2020.

Digital transformation across industries is being hampered by lack of speed in the development and implementation of technology.

Why have digital transformation efforts not yielded full benefits for businesses across industries?

Chapter 1

The Digital Outlook: A Tough Year with Digital as the Anchor

2020 has been a tough year for retail, with disproportionate pain falling on the apparel / fashion segment. Digital channels have been the saving grace for this segment. With less than 30% customers intending to go back to stores over the next 6 months, digital channels are the primary mode of shopping in apparel. However, new customer values and expectations re-define the shopper journey and retailers must adapt their digital channels to thrive.

Chapter 2

Apparel Digital Maturity: Time to Upgrade the Fundamentals

The Apparel segment was one of the early adopters of digital technologies and has continued to be a leader in setting expectations for what digital experience should be for customers. However, expectations have been reset yet again and digital platforms will, in many cases, decide if some apparel retailers have a future. New functionalities in areas such as inventory visibility and new processes in fulfillment, social media integration etc. will make the difference with customers today. It’s been proven that retailers with a higher digital maturity on Incisiv’s maturity scale are expected to weather the current storm better compared to their less mature peers.

Chapter 3

2020 Leaderboard

Ranking of the Top 100 apparel retailers in US and Europe, across their desktop and mobile site. The performance analysis covers four stages of the customer journey: Product Discovery, Ordering, Fulfillment Options, and Customer Support.