Amazon is gaining ground in the battle over clothing, according to new research by Morgan Stanley, which found that 46% of surveyed consumers bought clothes on Amazon in the last year. The internet giant trailed only Walmart, at 60%.
A bright spot in the survey for Amazon: It’s getting more fashionable. While casual brands like Nike, Adidas, Hanes, and Under Armour have driven much of Amazon’s growth in apparel, the company could make major inroads into more stylish fare, according to Morgan Stanley.
That’s because people are seeing Amazon as more fashionable these days, or at least less un-fashionable. Morgan Stanley asked people reasons why they wouldn’t choose Amazon to buy clothes. Here’s how their answers changed between 2016 and 2017:
The two categories that shifted in Amazon’s favor were people’s concerns about returning items — which could be a function of people getting personal experience with Amazon’s customer-friendly policies —…