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The Black Apparel and Footwear Consumer - US - January 2016

Published By :

Mintel

Published Date : Jan 2016

Category :

Apparel

No. of Pages : N/A

The retail industry is highly competitive, and for each retailer to get its fair share of the pie, marketers will need to invest in the Black consumer market. Black consumers are more likely than the total population to keep up with fashions, and are very passionate about shopping.

Table of Content

Overview

What you need to know
Definition

Executive Summary

At $39 billion, expenditures could reach $50.3 billion by 2020
Figure 1: Expenditures by Black households on apparel and footwear and fan chart forecast of market, at current prices, 2010-20
The issues
Dressed to fit the role, Blacks’ love of fashion makes them trendsetters
Figure 2: Blacks influence on setting trends – Indexed against the total population, April 2014-June 2015
Where are all of the Black people . . . in marketing and on the runway?
Blacks love to shop, but are less likely to shop online
Figure 3: Top retailers Blacks shop online – Index to shopping in-store, September 2015
Finding exactly what they’re looking for can lead to frustration
Figure 4: Shopping frustration of finding the right size or selection, September 2015
The opportunities
Acknowledge that Blacks are viable consumers, leverage them as brand advocates
Figure 5: Brand advocacy among Black consumers – Net three ratings, September 2015
Uncover opportunities to engage with them online, make them fall for you
Tap into their geek spirit with apps and other technology
What it means

The Market – What You Need to Know

Currently at $39 billion, expenditures expected to grow 29% by 2020
Apparel expenditures account for nearly three quarters of spending
Footwear expenditure growth is more moderate
Demographics and dynamics in Black community impact the category

Market Size and Forecast

Blacks’ expenditures forecast to reach $50.3 billion by 2020
Figure 6: Expenditures by Black households on apparel and footwear and fan chart forecast of market, at current prices, 2010-20
Figure 7: Expenditures by Black households on apparel and footwear and forecast of market, at current prices, 2010-20

Market Breakdown

Apparel accounts for lion’s share; though Blacks over index on footwear
Figure 8: Expenditures by Black households for apparel and footwear, by segment, at current prices, 2015
Blacks spent nearly $30 billion on apparel in 2015
Figure 9: Expenditures by Black households on apparel and fan chart forecast of market, at current prices, 2010-20
About $11 billion was spent on footwear in 2015
Figure 10: Expenditures by Black households on footwear and fan chart forecast of market, at current prices, 2010-20

Market Perspective

Beauty is skin deep, but what’s on the surface completes the look
Figure 11: Black consumers’ attitudes toward their overall appearance, by gender, April 2015

Market Factors

Black households more than twice as likely as Whites to be headed by women
Figure 12: Family households with own children, by race and Hispanic origin of householder, by type, 2014
Children younger than 18 account for one quarter of Black population
Figure 13: Black population, by age, 2010-20
Black households have more children than White households
Figure 14: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
Black men more likely than other men to be single, shopping for themselves
Figure 15: Marital status of men aged 18 or older, by race and Hispanic origin, 2015

Trends Impacting the Market

Appearance is very important to Black teens and kids, who seek to stand out
Figure 16: Black teens’ and kids’ attitudes toward appearance and standing out from others – Index to total, April 2014-June 2015
Blacks more passionate about fashion than other consumers, regardless of age
Figure 17: Blacks’ attitudes toward keeping up with fashions – Index to total, by age (adults, teens, kids), April 2014-June 2015
Blacks more likely than others to enjoy shopping for clothes . . . no doubt footwear too
Figure 18: Black teens’ and kids’ enthusiasm for clothes shopping – Index to total, April 2014-June 2015

Key Players – What You Need to Know

Curvy as well as big and tall in high demand, style is not an option – it’s mandatory
Blacks less likely to shop online, lack of sensory experience a barrier
Blacks love shopping, new developments make shopping easier

What’s Working?

Junior styles, but not junior sizes
Figure 19: Healthy weight, overweight, and obesity among Black adults aged 20 and over, by gender, 2009-12
Plus size and big and tall get bigger with store expansions
Vintage designs spanning multiple decades promote creativity in fashion

What’s Struggling?

Online shopping . . . Blacks enjoy the brick-and-mortar experience
Figure 20: Incidence of Blacks shopping online – Index to shopping in-store, September 2015
Finding the right fit is hurting online clothing sales
Figure 21: Types of retailers Blacks purchase clothing and footwear from online, September 2015

What’s Next?

More outlet stores are popping up near urban areas
From our door to yours . . . on-demand delivery will set retailers apart
Friends with benefits, how technology is used as a shopping tool

The Consumer – What You Need to Know

Blacks love to shop, sensorial and experiential nature drives in-store over online
Blacks shop some of the same stores for apparel and footwear, with some exceptions
Blacks are image conscious, trendsetters, and prefer brand names

Adults’ Attitudes toward Style and Fashion

Blacks lead fashion trends, driven by the desire to stand out and be different
Figure 22: Black consumers’ influence on setting trends – Index to total, April 2014-June 2015
Quality is important; designer labels deliver the right message
Figure 23: Black consumers’ attitudes toward high-end fashion/designer labels – Index to total, April 2014-June 2015

Teens’ Attitudes toward Style and Fashion

Black teens take pride in looking good, “on fleek”
Figure 24: Black teens’ attitudes toward importance of appearance – Index to total teens, April 2014-June 2015
Black teens put a lot of care into their appearance, many still unsatisfied
Figure 25: Black teens’ attitudes toward the role clothes play on self-image – Index to total teens, April 2014-June 2015
Black teens keep up with latest fashion trends
Figure 26: Black teens’ role in setting trends – Index to total teens, April 2014-June 2015

Kids’ Attitudes toward Style and Fashion

Black kids keep up with latest fashions, more so than other kids
Figure 27: Black kids’ attitudes toward fashion – Index to total kids, April 2014-June 2015
Fewer Black kids wear what they want, majority happy with their look
Figure 28: Black kids’ confidence in their appearance – Index to total kids, April 2014-June 2015

Attitudes toward Shopping for Apparel and Footwear

Adults
Blacks love to shop, window shopping sparks creativity and motivates
Figure 29: Black consumers’ shopping involvement and enjoyment – Index to total, April 2014-June 2015
Shopping can be a social escape and provide quality time with friends/spouse
Figure 30: Black consumers’ attitudes toward shopping companions – Index to total, April 2014-June 2015
Blacks shop more frequently, visit more stores, and browse stores longer
Figure 31: Black consumers’ shopping behaviors – Index to total, April 2014-June 2015
Blacks shop around for deals, sales draw them into new stores
Figure 32: Impact of sales on Black consumers’ shopping behaviors – Index to total, April 2014-June 2015
Teens
Black teens say fewer is better . . . fewer clothes, fewer stores
Figure 33: Black teens’ shopping behaviors and attitudes – Index to total teens, April 2014-June 2015

Shopping Motivations and Triggers

Adults
Blacks’ love for shopping triggers impulse purchases, more so than others
Figure 34: Black consumers’ shopping enjoyment and inspiration – Index to the total, April 2014-June 2015
Out with the old, in with the new, Blacks buy to update or replace
Figure 35: Impact occasions and updates have on shopping triggers, by clothing and footwear, September 2015
Blacks buy on impulse because they feel they deserve it, to reward themselves
Figure 36: Impulse purchase motivations, by clothing and footwear, September 2015
Sales more likely to trigger clothing purchases than footwear
Figure 37: The role advertising and promotions has on recent purchases, by clothing and footwear, September 2015
Black women more likely than other women to buy on impulse
Figure 38: Black women’s purchase triggers – Index to total females, September 2015, January 2015
Teens and kids
Magazines and TV provide teens inspiration on latest styles
Figure 39: Black teens’ fashion and style inspiration – Index to total teens, April 2014-June 2015
Figure 40: Impact of magazines on providing fashion inspiration among kids aged 6-11, by race/Hispanic origin, April 2014-June 2015

Brick-and-Mortar Stores Blacks Shop

Department stores are the leading retailer for clothing and footwear
Figure 41: Types of brick-and-mortar stores Blacks shop, by clothing and footwear, September 2015
Men find fashions at athletic stores, more likely than women to shop fitness stores
Figure 42: Top brick-and-mortar stores Blacks shop for apparel and footwear, by gender, September 2015
Gen Xers significantly less likely to shop mass merchandisers for clothing and footwear
Figure 43: Types of brick-and-mortar stores Blacks shop at for apparel and footwear, by generation, September 2015

Online Stores Blacks Shop

Amazon competes with department stores, particularly for footwear
Figure 44: Types of online stores Blacks shop, by clothing and footwear, September 2015
Men significantly more likely than women to shop at Amazon
Figure 45: Top online stores Blacks shop for apparel and footwear, by gender, September 2015
iGens/Millennials twice as likely to shop online specialty stores
Figure 46: Type of online stores Blacks shop at for apparel and footwear, by generation, September 2015

Shopping Frustrations

Finding the right fit can be a barrier to shopping new stores
Figure 47: Black consumers’ frustration with size/fit when shopping, September 2015
Availability of sizes at stores a major challenge for some
Figure 48: Black consumers’ frustration with product availability and selection when shopping, September 2015
Only one quarter believe clothing and footwear is overpriced
Figure 49: Black consumers’ frustration with costs when shopping, September 2015
Overall, Blacks have positive experiences with salespeople
Figure 50: Black consumers’ frustration with service when shopping, September 2015

What’s in Blacks’ Shopping Bags: Apparel

Jeans are leading bottoms that Blacks buy
Figure 51: Type of apparel Blacks purchased in the last 12 months, September 2015
Women significantly more likely than men to buy tops
Figure 52: Clothing purchases in the last 12 months – Bottoms and tops, by gender, September 2015
iGens/Millennials more likely than older consumers to buy tops
Figure 53: Clothing purchases in the last 12 months – Bottoms and tops, by generation, September 2015

What’s in Blacks’ Shopping Bags: Footwear

Blacks more likely to buy shoes than boots, casual shoes lead
Figure 54: Types of footwear Blacks purchased in the last 12 months, September 2015
Many Black women may have a mild shoe obsession
Figure 55: Footwear purchases in the last 12 months – Shoes and boots, by gender, September 2015
Millennials twice as likely as Boomers/Swing Generation to buy boots
Figure 56: Footwear purchases in the last 12 months – Shoes and boots, by generation, September 2015

What Blacks Look for in Footwear

Style is important but doesn’t trump comfort
Figure 57: Things Blacks look for when shopping for footwear, September 2015
Comfort aside, women seek style, men seek durability
Figure 58: What Blacks look for in shoes, by gender, September 2015
Older consumers seek comfort, while younger Blacks seek fashion
Figure 59: What Blacks look for in shoes, by generation, September 2015

Appendix: Data Sources and Abbreviations

Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Appendix: The Market

Figure 60: Expenditures and forecast of Black households for apparel and footwear, at inflation-adjusted prices, 2010-20
Figure 61: Expenditures and forecast of Black households for apparel and footwear, by segment, at current prices, 2010-20
Figure 62: Expenditures by Black households for apparel and footwear, by segment, at current prices, 2013-15
Figure 63: Expenditures and forecast of Black households for apparel, at current prices, 2010-20
Figure 64: Expenditures and forecast of Black households for apparel, at inflation-adjusted prices, 2010-20
Figure 65: Expenditures and forecast of Black households for footwear, at current prices, 2010-20
Figure 66: Expenditures and forecast of Black households for footwear, at inflation-adjusted prices, 2010-20

Appendix: The Consumer

Adults
Figure 67: Adults’ attitudes toward style and apparel, by race/Hispanic origin, April 2014-June 2015
Figure 68: Adults’ attitudes toward shopping, by race/Hispanic origin, April 2014-June 2015
Figure 69: Adults’ general shopping behaviors, by race/Hispanic origin, April 2014-June 2015
Teens
Figure 70: Teens’ attitudes toward style, fashion and shopping, by race/Hispanic origin, April 2014-June 2015
Kids
Figure 71: Kids’ attitudes toward style, shopping and apparel, by race/Hispanic origin, April 2014-June 2015

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