Women's Attitudes Toward Clothes Shopping - US - December 2010
Report description
Nearly nine out of ten women surveyed for this report said that they have shopped for clothing themselves in the past year, and eight out of ten have made a purchase. These women purchase numerous items, expressing what motivates them, what challenges and frustrates them with the retail experience, and how and where they accomplish the task of shopping. The ultimate goal of women who shop for clothes is to find stylish clothing that also looks good on them, but this is no small task. Women indicate the obstacles they encounter when clothes shopping and the report will explore how retailers are trying to fulfill this quest.
Table of contents
Scope and Themes
What you need to know
Definition
Consumer survey data
Advertising creative
Abbreviations
Terms
Executive Summary
Insights and Opportunities
Mature women and changing faces driving the market
Companies and brands
Marketing strategies
Innovation and innovators
Purchasing behaviors and attitudes toward shopping
Insights and Opportunities
Organic cotton is in
Cause marketing still attracts
Plus-size women have significant spending power
The demographic
The retailers
The retailing challenges
Possible solutions
Inspire Insights
Trend: Shop Your Age?
Market Factors
More women need more clothing
Figure 1: U.S. women’s population by age, 2005-15
Changing faces
Figure 2: Female population by race and Hispanic origin, 2005-15
Income to purchase
Figure 3: Incidence of purchasing women’s apparel and accessories, by household income, April 2009-June 2010
Figure 4: Household income distribution by race and Hispanic origin of householder, 2009
Lower household income, spending more on apparel
Figure 5: Average annual expenditures, indexed to all CUs, by Black and other races, 2008
Figure 6: Average annual expenditures on apparel—Hispanics vs. non-Hispanics, 2008
Can we still blame the economy for something?
Changing sizes create challenges
Figure 7: Prevalence of obesity and overweight for adults aged 20 years or older, by gender, 2008
Custom online options
Companies and Brands
Mass merchandisers
Walmart
Target
Department stores
Neiman Marcus
Nordstrom
Macy’s/Bloomingdale’s
Fast fashion
H&M
Forever 21
Specialty
Gap
Ann Taylor goes to work
Express
Urban Outfitters
Specialty catalog/online shopping
L.L. Bean updating and holding to its heritage
Coldwater Creek
Discount
Dress Barn dresses up
Innovation and Innovators
Fast fashion
Can department stores keep up?
Macy’s looks to attract fast fashion dollars
Saks and Macy's Online
Good old jeans
Not Your Daughter’s Jeans
Gap
Google getting fashionable
Marketing Strategies
Overview
Social media tools and tactics
Bloggers
Integrating Facebook
Reaching out with technology
Traditional advertising making the shift
Going virtual
Commercials
Look good for a dollar
Figure 8: Brand analysis of Bealls, 2010
Figure 9: Bealls television ad, 2010
If you wear our sweater you will look sexy
Figure 10: Brand analysis of H&M, 2010
Figure 11: H&M television ad, 2010
Swooning mannequins
Figure 12: Brand analysis of Old Navy, 2010
Figure 13: Old Navy, television ad, 2010
The new Lane Bryant
Figure 14: Brand analysis of Lane Bryant, 2010
Figure 15: Lane Bryant, television ad, 2010
Believe the designer
Figure 16: Brand analysis of Lee Riders Jeans, 2010
Figure 17: Lee Riders Jeans, television ad, 2010
The quirky home-video effect
Figure 18: Brand analysis of Columbia Sportswear Company, 2010
Figure 19: Columbia Sportswear Company, television ad, 2010
Women’s Clothing Purchases in the Past Year
Key points
Everyone shops
Figure 20: Incidence of women’s clothes shopping, by age, August/September 2010
Household income not a significant factor in incidence of shopping
Figure 21: Incidence of women’s clothes shopping, by household income, August/September 2010
The actual purchase
Figure 22: Incidence of women’s clothing purchase, by age, April 2009-June 2010
Blouses/shirts and jeans are most popular
Figure 23: Items of women’s clothing purchased, by age, April 2009-June 2010
More money, more likely to have purchased most items
Figure 24: Items of women’s clothing purchased, by household income, April 2009-June 2010
Attitudes/Opinions about Shopping for Women’s Clothing
Key points
Younger more likely to try to save and plan
Figure 25: Opinions about shopping, by age, April 2009-June 2010
More household income = more brand loyalty
Figure 26: Opinions about shopping, by household income, April 2009-June 2010
Types of Women’s Clothing Purchased
Key points
Young buy all types of clothing
Figure 27: Types of women’s clothing purchased for self, by age, August/September 2010
Blouses are household income blind
Figure 28: Types of women’s clothing purchased for self, by household income, August/September 2010
College graduates buy clothing
Figure 29: Types of women’s clothing purchased for self, by education level attained, August/September 2010
Retailers Where Women’s Clothing is Purchased
Key points
Young like fast fashion and older women like catalogs
Figure 30: Retailers from which women have bought clothing in past 12 months, by age, August/September 2010
Higher household income translates to more shopping opportunities
Figure 31: Retailers from which women have bought clothing in past 12 months, by household income, August/September 2010
Issues Encountered When Shopping for Sizes
Key points
Never enough sizes
Figure 32: Size availability when shopping, by age, August/September 2010
Lower household income and more trouble finding size
Figure 33: Size availability when shopping, by household income, August/September 2010
Clothes Shopping Habits and Preferences
Key points
Using the internet and paying full price
Figure 34: Habits and preferences when clothes shopping, by age, August/September 2010
Making more and paying less?
Figure 35: Habits and preferences when clothes shopping, by household income, August/September 2010
Educated and online
Figure 36: Habits and preferences when clothes shopping, by education level attained, August/September 2010
Northeasterners are loyal and like to research
Figure 37: Habits and preferences when clothes shopping, by regional status, August/September 2010
Biggest Challenges When Clothes Shopping
Key points
More choices but cannot afford them
Figure 38: Challenges when shopping for clothes, by age, August/September 2010
Plus-size challenges
Figure 39: Typical plus size shopping experience, by age, August 2009
Ways to Improve the Women’s Apparel Retail Landscape/Experience
Key points
Slap a cause on it but give me a refund
Figure 40: Suggested ways to improve women’s clothing retail landscape/experience, by age, August/September 2010
Lower household income and less interested in refunds
Figure 41: Suggested ways to improve women’s clothing retail landscape/experience, by household income, August/September 2010
Clothing Qualities to Seek and Avoid
Key points
I want trendy, and I don’t want to dry clean
Figure 42: Clothing attributes sought out or avoided, by age, August/September 2010
Lower household income and interested in the latest trends
Figure 43: Clothing attributes sought out or avoided, by household income, August/September 2010
Westerners are easy going
Figure 44: Clothing attributes sought out or avoided, by region, August/September 2010
Impact of Race/Hispanic Origin
Key points
Black women shopping less in the first place
Figure 45: Incidence of women’s clothes shopping, by race and Hispanic origin, August/September 2010
Black women less likely to purchase
Figure 46: Incidence of women’s clothing purchase, by race/Hispanic origin, April 2009-June 2010
Different strokes for different folks
Figure 47: Items of women’s clothing purchased, by race and Hispanic origin, April 2009-June 2010
Black women will travel, and Asian women will use the internet
Figure 48: Opinions about shopping, by race and Hispanic origin, April 2009-June 2010
Types of clothing purchased
Figure 49: Types of women’s clothing purchased for self, by race and Hispanic origin, August/September 2010
Retailer where women’s clothing was purchased
Figure 50: Retailers from which women have bought clothing in past 12 months, by race and Hispanic origin, August/September 2010
Habits not that different across race and Hispanic origin
Figure 51: Habits and preferences when shopping for clothes, by race and Hispanic origin, August/September 2010
Biggest challenges when clothes shopping
Figure 52: Challenges when shopping for clothes, by race and Hispanic origin, August/September 2010
Ways to improve the retail landscape/experience
Figure 53: Suggested ways to improve women’s clothing retail landscape/experience, by race and Hispanic origin, August/September 2010
Clothing qualities to seek and avoid
Figure 54: Clothing attributes sought out or avoided, by race and Hispanic origin, August/September 2010
Cluster Analysis
Strategizers
Demographics
Characteristics
Opportunity
Whimsicals
Demographics
Characteristics
Opportunity
Breezers
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 55: Women’s clothing clusters, August 2010
Figure 56: Size availability when shopping, by women’s clothing clusters, August 2010
Figure 57: habits and preferences when shopping for women’s clothing, by women’s clothing clusters, August 2010
Figure 58: Challenges when shopping for women’s clothing, by women’s clothing clusters, August 2010
Cluster demographics
Figure 59: Women’s clothing clusters, by age group, August 2010
Figure 60: Women’s clothing clusters, by household income, August 2010
Figure 61: Women’s clothing clusters, by race, August 2010
Figure 62: Women’s clothing clusters, by Hispanic origin, August 2010
Cluster methodology
Custom Consumer Groups
Key points
Single moms less likely to purchase
Figure 63: Incidence of women’s clothing purchase, by marital status and presence of chidlren in household, April 2009-June 2010
With children and the internet
Figure 64: Opinions about shopping, by marital status and presence of children in household, April 2009-June 2010
Types of clothing bought
Figure 65: Types of clothing purchased for self, by marital status and presence of children in household, August/September 2010
Retailer where women’s clothing was purchased
Figure 66: Retailers from which women have bought clothing in past 12 months, by marital status and presence of children in the household, August/September 2010
Ways to improve retail landscape/experience
Figure 67: Suggested ways to improve retail landscape/experience, by marital status and presence of children in household, August/September 2010
Appendix: Other Useful Consumer Tables
Figure 68: Retailers from which women have bought clothing in past 12 months, by education level attained, August/September 2010
Figure 69: Challenges when shopping, by household income, August/September 2010
Figure 70: Challenges when shopping, by educational level attained, August/September 2010
Appendix: Trade Associations
What you need to know
Definition
Consumer survey data
Advertising creative
Abbreviations
Terms
Executive Summary
Insights and Opportunities
Mature women and changing faces driving the market
Companies and brands
Marketing strategies
Innovation and innovators
Purchasing behaviors and attitudes toward shopping
Insights and Opportunities
Organic cotton is in
Cause marketing still attracts
Plus-size women have significant spending power
The demographic
The retailers
The retailing challenges
Possible solutions
Inspire Insights
Trend: Shop Your Age?
Market Factors
More women need more clothing
Figure 1: U.S. women’s population by age, 2005-15
Changing faces
Figure 2: Female population by race and Hispanic origin, 2005-15
Income to purchase
Figure 3: Incidence of purchasing women’s apparel and accessories, by household income, April 2009-June 2010
Figure 4: Household income distribution by race and Hispanic origin of householder, 2009
Lower household income, spending more on apparel
Figure 5: Average annual expenditures, indexed to all CUs, by Black and other races, 2008
Figure 6: Average annual expenditures on apparel—Hispanics vs. non-Hispanics, 2008
Can we still blame the economy for something?
Changing sizes create challenges
Figure 7: Prevalence of obesity and overweight for adults aged 20 years or older, by gender, 2008
Custom online options
Companies and Brands
Mass merchandisers
Walmart
Target
Department stores
Neiman Marcus
Nordstrom
Macy’s/Bloomingdale’s
Fast fashion
H&M
Forever 21
Specialty
Gap
Ann Taylor goes to work
Express
Urban Outfitters
Specialty catalog/online shopping
L.L. Bean updating and holding to its heritage
Coldwater Creek
Discount
Dress Barn dresses up
Innovation and Innovators
Fast fashion
Can department stores keep up?
Macy’s looks to attract fast fashion dollars
Saks and Macy's Online
Good old jeans
Not Your Daughter’s Jeans
Gap
Google getting fashionable
Marketing Strategies
Overview
Social media tools and tactics
Bloggers
Integrating Facebook
Reaching out with technology
Traditional advertising making the shift
Going virtual
Commercials
Look good for a dollar
Figure 8: Brand analysis of Bealls, 2010
Figure 9: Bealls television ad, 2010
If you wear our sweater you will look sexy
Figure 10: Brand analysis of H&M, 2010
Figure 11: H&M television ad, 2010
Swooning mannequins
Figure 12: Brand analysis of Old Navy, 2010
Figure 13: Old Navy, television ad, 2010
The new Lane Bryant
Figure 14: Brand analysis of Lane Bryant, 2010
Figure 15: Lane Bryant, television ad, 2010
Believe the designer
Figure 16: Brand analysis of Lee Riders Jeans, 2010
Figure 17: Lee Riders Jeans, television ad, 2010
The quirky home-video effect
Figure 18: Brand analysis of Columbia Sportswear Company, 2010
Figure 19: Columbia Sportswear Company, television ad, 2010
Women’s Clothing Purchases in the Past Year
Key points
Everyone shops
Figure 20: Incidence of women’s clothes shopping, by age, August/September 2010
Household income not a significant factor in incidence of shopping
Figure 21: Incidence of women’s clothes shopping, by household income, August/September 2010
The actual purchase
Figure 22: Incidence of women’s clothing purchase, by age, April 2009-June 2010
Blouses/shirts and jeans are most popular
Figure 23: Items of women’s clothing purchased, by age, April 2009-June 2010
More money, more likely to have purchased most items
Figure 24: Items of women’s clothing purchased, by household income, April 2009-June 2010
Attitudes/Opinions about Shopping for Women’s Clothing
Key points
Younger more likely to try to save and plan
Figure 25: Opinions about shopping, by age, April 2009-June 2010
More household income = more brand loyalty
Figure 26: Opinions about shopping, by household income, April 2009-June 2010
Types of Women’s Clothing Purchased
Key points
Young buy all types of clothing
Figure 27: Types of women’s clothing purchased for self, by age, August/September 2010
Blouses are household income blind
Figure 28: Types of women’s clothing purchased for self, by household income, August/September 2010
College graduates buy clothing
Figure 29: Types of women’s clothing purchased for self, by education level attained, August/September 2010
Retailers Where Women’s Clothing is Purchased
Key points
Young like fast fashion and older women like catalogs
Figure 30: Retailers from which women have bought clothing in past 12 months, by age, August/September 2010
Higher household income translates to more shopping opportunities
Figure 31: Retailers from which women have bought clothing in past 12 months, by household income, August/September 2010
Issues Encountered When Shopping for Sizes
Key points
Never enough sizes
Figure 32: Size availability when shopping, by age, August/September 2010
Lower household income and more trouble finding size
Figure 33: Size availability when shopping, by household income, August/September 2010
Clothes Shopping Habits and Preferences
Key points
Using the internet and paying full price
Figure 34: Habits and preferences when clothes shopping, by age, August/September 2010
Making more and paying less?
Figure 35: Habits and preferences when clothes shopping, by household income, August/September 2010
Educated and online
Figure 36: Habits and preferences when clothes shopping, by education level attained, August/September 2010
Northeasterners are loyal and like to research
Figure 37: Habits and preferences when clothes shopping, by regional status, August/September 2010
Biggest Challenges When Clothes Shopping
Key points
More choices but cannot afford them
Figure 38: Challenges when shopping for clothes, by age, August/September 2010
Plus-size challenges
Figure 39: Typical plus size shopping experience, by age, August 2009
Ways to Improve the Women’s Apparel Retail Landscape/Experience
Key points
Slap a cause on it but give me a refund
Figure 40: Suggested ways to improve women’s clothing retail landscape/experience, by age, August/September 2010
Lower household income and less interested in refunds
Figure 41: Suggested ways to improve women’s clothing retail landscape/experience, by household income, August/September 2010
Clothing Qualities to Seek and Avoid
Key points
I want trendy, and I don’t want to dry clean
Figure 42: Clothing attributes sought out or avoided, by age, August/September 2010
Lower household income and interested in the latest trends
Figure 43: Clothing attributes sought out or avoided, by household income, August/September 2010
Westerners are easy going
Figure 44: Clothing attributes sought out or avoided, by region, August/September 2010
Impact of Race/Hispanic Origin
Key points
Black women shopping less in the first place
Figure 45: Incidence of women’s clothes shopping, by race and Hispanic origin, August/September 2010
Black women less likely to purchase
Figure 46: Incidence of women’s clothing purchase, by race/Hispanic origin, April 2009-June 2010
Different strokes for different folks
Figure 47: Items of women’s clothing purchased, by race and Hispanic origin, April 2009-June 2010
Black women will travel, and Asian women will use the internet
Figure 48: Opinions about shopping, by race and Hispanic origin, April 2009-June 2010
Types of clothing purchased
Figure 49: Types of women’s clothing purchased for self, by race and Hispanic origin, August/September 2010
Retailer where women’s clothing was purchased
Figure 50: Retailers from which women have bought clothing in past 12 months, by race and Hispanic origin, August/September 2010
Habits not that different across race and Hispanic origin
Figure 51: Habits and preferences when shopping for clothes, by race and Hispanic origin, August/September 2010
Biggest challenges when clothes shopping
Figure 52: Challenges when shopping for clothes, by race and Hispanic origin, August/September 2010
Ways to improve the retail landscape/experience
Figure 53: Suggested ways to improve women’s clothing retail landscape/experience, by race and Hispanic origin, August/September 2010
Clothing qualities to seek and avoid
Figure 54: Clothing attributes sought out or avoided, by race and Hispanic origin, August/September 2010
Cluster Analysis
Strategizers
Demographics
Characteristics
Opportunity
Whimsicals
Demographics
Characteristics
Opportunity
Breezers
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 55: Women’s clothing clusters, August 2010
Figure 56: Size availability when shopping, by women’s clothing clusters, August 2010
Figure 57: habits and preferences when shopping for women’s clothing, by women’s clothing clusters, August 2010
Figure 58: Challenges when shopping for women’s clothing, by women’s clothing clusters, August 2010
Cluster demographics
Figure 59: Women’s clothing clusters, by age group, August 2010
Figure 60: Women’s clothing clusters, by household income, August 2010
Figure 61: Women’s clothing clusters, by race, August 2010
Figure 62: Women’s clothing clusters, by Hispanic origin, August 2010
Cluster methodology
Custom Consumer Groups
Key points
Single moms less likely to purchase
Figure 63: Incidence of women’s clothing purchase, by marital status and presence of chidlren in household, April 2009-June 2010
With children and the internet
Figure 64: Opinions about shopping, by marital status and presence of children in household, April 2009-June 2010
Types of clothing bought
Figure 65: Types of clothing purchased for self, by marital status and presence of children in household, August/September 2010
Retailer where women’s clothing was purchased
Figure 66: Retailers from which women have bought clothing in past 12 months, by marital status and presence of children in the household, August/September 2010
Ways to improve retail landscape/experience
Figure 67: Suggested ways to improve retail landscape/experience, by marital status and presence of children in household, August/September 2010
Appendix: Other Useful Consumer Tables
Figure 68: Retailers from which women have bought clothing in past 12 months, by education level attained, August/September 2010
Figure 69: Challenges when shopping, by household income, August/September 2010
Figure 70: Challenges when shopping, by educational level attained, August/September 2010
Appendix: Trade Associations
Related research categories
By market: United States (in North America)
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