P-O-P Is Top Influencer for Apparel

DALLAS In-store print or point-of-purchase information has more influence on clothing purchases than any other form of promotion, according to market research firm Decision Analyst.

In a recent study, participants were asked to identify the types of information or advertising that most influenced their final decisions regarding clothing purchases. Leading the list was in-store print or point-of-purchase information, cited by 53 percent of respondents as having the greatest influence. Print advertising, cited as the top influencer by 24 percent of respondents, was second on the list, and word of mouth was third, with 16 percent of respondents.

About 14 percent of respondents said TV ads drive their clothing purchases. Internet advertising is less influential in the decision-making process, cited by 10 percent of respondents. Direct mail was considered the top influencer by 8 percent of respondents, and radio commercials were cited by less than 2 percent.

The survey was conducted March 15-21 through the Arlington, Texas, company’s American Consumer Opinion Online Panel. The study’s margin of error is plus or minus 4 percent.