What do men prioritize when shopping? Our survey reveals what is most important to men when shopping.

Offline Shopping in the Digital Age: What Men Value on Their Shopping Trips

A new survey reveals when men prefer to buy clothing in-store rather than online

It is often said that retail is dying and city centers are becoming deserted, while online retail is booming in many sectors. The German Retail Association predicted the closure of 9,000 stores for 2023¹. For 2024, the forecast is still 5,000². This development affects the cityscape and significantly impacts how we can shop locally. Although the proliferation of online shops has changed our purchasing behavior, this is especially evident when buying clothes. Nowadays, more than one in three people in Germany prefers to buy their clothes online rather than in-store³. Nevertheless, local stores continue to offer advantages that online shopping cannot replace.

Traditionally, women are seen as shopping enthusiasts, but fashion is becoming increasingly important for men too. Indeed, every second man says that fashion is a form of self-expression for him⁴. AC&co. therefore conducted an exclusive survey of more than 1,000 men in Germany to see why they prefer to buy their clothes in stores rather than online.

Why Does In-Store Shopping Remain Important for Men?

Ideally, online and offline shopping complement each other. Online retail offers a wide range of products for every taste, available to order around the clock. However, there are good reasons why brick-and-mortar retail will remain relevant in the future. The current survey shows which aspects are particularly important to men when it comes to buying their clothes in stores.

A Wide Selection of Different Outfits Is Crucial

Three out of four men (75 percent) see the great advantage of offline shopping in being able to try out multiple outfits. This is especially true for men in a relationship (80 percent). In-store, it is easy to combine different items and search for the perfect look. If a man wants to enjoy this luxury when ordering online, the effort is much greater.

Can('t) Touch This: Tactile Experience as a Key Advantage of Offline Shopping

Three out of four men prefer to shop for clothes in-store because they can touch the clothing (74 percent). Physical stores serve as showcases for product quality and craftsmanship. Customers can directly experience the quality of the products and know what they are spending their money on before making a purchase. In particular, men aged 35 to 44 (82 percent) place great importance on being able to touch the clothing. For teenagers and young adults (16-24 years), this is less important (69 percent). Married men (80 percent) value this aspect more than singles (69 percent).

Shopping Together: A Major Plus

Two out of three men (68 percent) agree that shopping together with a partner or friends is an advantage of fashion stores. Especially men in a relationship or living with a partner (77 percent) cite this as a reason why they buy their clothes in stores. This result shows that men, contrary to widespread clichés, are not averse to shopping together with their partner. On the contrary, the opportunity to shop for new clothes together with a partner or friends is evidently a major advantage of retail for men.

The Value of Personal Fashion Advice On-Site

Two out of three men (62 percent) prefer to buy their clothes in-store because they appreciate personal advice. Direct contact with sales staff fosters customer loyalty and strengthens loyalty. According to the strategic consulting firm Deloitte, high-quality customer service is essential for many people in their purchasing decisions5. This can start with very basic points. Not every customer is a passionate fashionista who immediately knows which size or combinations are ideal for him. nes history and trendsetting styles.

The Path to the Store Should Be Convenient

Three out of five men (60 percent) prefer to go to the shopping center or high street if it is convenient for them. This attitude varies greatly depending on the place of residence: In Essen (64 percent), more men find local shopping easier than in Dortmund (49 percent).

Everything Under One Roof: Convenient, But Less Important

Half of the men (54 percent) prefer to shop in-store if they can find everything they need in one place. Comparatively, this aspect seems to play a lesser role. This shows that local fashion stores do not necessarily have to compete with the endless offerings of online platforms to help fill the wardrobe.

Conclusion: Shopping In-Store Also Provides a Sense of Security for Customers

The results of the current survey clearly show that retail will continue to play an essential role for customers in the future. It offers a comprehensive and personal shopping experience that cannot be replaced by the advantages of online shopping. Physical stores are not just places of sale but also places of encounter, advice, and experience—and thus irreplaceable even in the digital age. This is a key reason why AC&co. strategically focuses on entering new markets with an "Offline first" approach. Osman Çavuşoğlu, CEO of AC&co., explains why stores play an important role in the customer's decision-making process, especially now.

"I am convinced that online and offline shopping do not compete with each other. On the contrary: Both areas should complement each other to offer customers the best possible experience. Online shopping offers our customers the flexibility to put together outfits around the clock. Shopping in stores allows customers to physically interact with products, ideally supported by experienced staff. In a time when cheap goods flood the market, this type of quality control is invaluable for customers. I can touch the goods and see if I trust them. This is an important message for retail."

Methodology:

The survey was conducted in June 2024 among 1,002 men in Germany aged 16 and over. A detailed overview of the survey results can be found here: Data Overview