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Womens Clothes Shopping - US - October 2013

Published By :

Mintel

Published Date : Oct 2013

Category :

Apparel

No. of Pages : 131 Pages


There are many factors impacting the market for women’s clothing. The growing female Hispanic population and their inclination to buy clothing are fairly obvious factors. However, other considerations for this market include the growth of online and mobile shopping as well as varying levels of sizing among women’s clothing.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Overview
The market
Figure 1: Fan chart forecast of total retail sales of women’s clothing, 2008-18
Market factors
Increasing female population likely to impact women’s clothing market
Figure 2: Female population aged 18 or older, by age, 2008-18
Figure 3: Hispanic women, aged 18 or older, by age, 2008-18
Online and mobile shopping makes shopping for clothes easier, more convenient
Sizing issues and obesity are a concern among women
Figure 4: Prevalence of obesity among women aged 20+, by age group, 2009-10
The consumer
Women shop at value department stores, mass merchandisers for clothing
Figure 5: Types of retailers shopped for women’s clothing, in-store vs. online, August 2013
Sales, replacement items are top reasons women buy clothes
Figure 6: Reasons for buying clothes, August 2013
Comfort and quality most important when shopping for clothing
Figure 7: Attitudes toward personal style, August 2013
Women are loyal to stores, influenced by sales
Figure 8: Attitudes and behaviors regarding clothes shopping, August 2013
Size, assistance, and discounts would make shopping for clothes better
Figure 9: Improvements sought from clothing retailers, August 2013
What we think

Issues and Insights
Where do women shop for clothing?
The issues
The implications
The impact of online and mobile shopping
The issues
The implications
Is size a concern?
The issues
The implications
What would improve the shopping experience when women shop for clothes?
The issues
The implications

Trend Application
Inspire trend: Click and Connect
Inspire trend: Access All Areas
Mintel futures: Human

Market Size and Forecast
Key points
Women’s clothing market expected to grow
Figure 10: Total U.S. retail sales and forecast of women’s clothing, at current prices, 2008-18
Figure 11: Total U.S. retail sales and forecast of women’s clothing, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 12: Fan chart forecast of total retail sales of women’s clothing, 2008-18

Market Drivers
Key points
Growing female population will impact the market for clothing
Figure 13: Female population aged 18 or older, by age, 2008-18
Hispanic women represent growth opportunity
Figure 14: Hispanic women aged 18 or older, by age, 2008-18
Figure 15: Purchasing power, by race/Hispanic origin, 1990-2017
Consumer confidence affects consumers’ spending on clothing
Figure 16: Index of consumer sentiment, May 2007-August 2013
Online and mobile shopping impacts how women shop for clothes
Sizing issues and levels of obesity a concern among women’s clothing
Figure 17: Prevalence of obesity among women aged 20+, by age, 2009-10

Retailer Overview
Clothing specialists
Ann Inc.—Ann Taylor and LOFT
Express
Forever 21
Gap Inc.—Gap, Banana Republic, Old Navy
H&M
J. Crew
J. Jill
The Limited
New York & Company
Issues and opportunities for clothing specialists
Department stores
Bloomingdale’s
JCPenney
Kohl’s
Macy’s
Nordstrom
Issues and opportunities for department stores
Mass merchandisers
Kmart
Target
Walmart
Issues and opportunities for mass merchandisers
Discount stores
T.J. Maxx and Marshalls
Ross Stores
Online-only retailers
Amazon.com
Piperlime.com

Innovations and Innovators
Stitch Fix combines convenience and personalization
Express to launch new clothing categories
Destination Maternity trials new formats
Retailers focus on Millennial women
Nordstrom to expand Topshop partnership
Shopping websites and apps help direct women to sales
Rent the Runway adds plus sizes

Marketing Strategies
Strategy – Celebrity influence
Figure 18: Ann Taylor email ad, September 2013
Figure 19: Piperlime screen shot, September 2013
Figure 20: New York & Company Eva Mendes collection screen shot, September 2013
Figure 21: New York & Company Eva Mendes collection print ad, as seen in In Style Magazine, September 2013
Figure 22: Gap # BacktoBlue TV commercial “Just the Way You Are,” September 2013
Strategy – Sales and special offers
Figure 23: Ann Taylor “sale ends tonight” email ad, September 2013
Figure 24: Gilt City Ann Taylor promotion, September 2013
Figure 25: The Limited email ad, September 2013
Figure 26: Banana Republic email ad, September 2013
Figure 27: Gap email ad, August 2013
Strategy – Using new media to promote fashions
Figure 28: Nordstrom items for sale by Pinterest popularity, June 2013
Figure 29: #HelpMeClinton: How do I find the right pair of jeans, on Macy’s YouTube Channel, September 2013
Figure 30: #HelpMeClinton: Fashion tips and trends for young moms on the go, on Macy’s YouTube Channel, July 2013
Strategy – Cause marketing
Figure 31: The Limited 50th anniversary screen shot, September 2013
Strategy – Fast fashion

Women’s Clothing Purchases
Key points
Tops/T-shirts and jeans purchased by most women
Figure 32: Women’s clothing items bought for self in the past year, August 2013
18-24s and 65+ have opposing clothing preferences
Figure 33: Women’s clothing items bought for self in the past year, by age, August 2013
Engage with lower-income women
Figure 34: Women’s clothing items bought for self in the past year, by household income, August 2013

Amount Spent on Women’s Clothing
Key points
Most women have spent $100-299 on clothing
Figure 35: Amount spent on women’s apparel, July 2012- March 2013
Oldest and youngest women spend the least on clothing
Figure 36: Amount spent on women’s apparel, by age, July 2012- March 2013
Spending levels correlate with level of household income
Figure 37: Amount spent on women’s apparel, by household income, July 2012- March 2013

Types of Retailers Shopped for Women’s Clothing
Key points
Women shop at value department stores, mass merchandisers for clothing
Figure 38: Types of retailers shopped for women\'s clothing, August 2013
Types of retailers shopped – In-store
Older women avoid specialty stores, fast fashion, boutiques
Figure 39: Types of retailers shopped for women\'s clothing—Any in-store, by age, August 2013
Lower-income women not likely to visit factory/outlet, fast fashion stores
Figure 40: Types of retailers shopped for women\'s clothing—Any in-store, by household income, August 2013
Types of retailers shopped – Online
25-34s most likely to shop for clothing online
Figure 41: Types of retailers shopped for women\'s clothing—Any online, by age, August 2013
Online shopping behavior similar to in-store preferences by income level
Figure 42: Types of retailers shopped for women\'s clothing—Any online, by household income, August 2013
Stores can focus on women’s attitudes to help promote items
Figure 43: Types of retailers shopped for women\'s clothing—Any purchase, by attitudes toward personal style, August 2013
Figure 44: Types of retailers shopped for women\'s clothing—Any purchase, by attitudes toward personal style, August 2013 (continued)

Reasons for Buying Clothes
Key points
Sales, replacement items are main reasons women buy clothes
Figure 45: Reasons for buying clothes, August 2013
Younger women impacted by what others are wearing
Figure 46: Reasons for buying clothes, by age, August 2013
High-income women influenced by sales, special offers
Figure 47: Reasons for buying clothes, by household income, August 2013

Attitudes toward Personal Styles
Key points
Comfort and quality most important when shopping for clothing
Figure 48: Attitudes toward personal style, August 2013
Younger women share style tips/advice with others
Figure 49: Attitudes toward personal style, by age, August 2013
Higher-income women dress to impress
Figure 50: Attitudes toward personal style, by household income, August 2013

Attitudes and Behaviors Regarding Clothes Shopping
Key points
Women are loyal to stores, influenced by sales
Figure 51: Attitudes and behaviors regarding clothes shopping, August 2013
Older women prefer to shop alone, younger women enjoy shopping the most
Figure 52: Attitudes and behaviors regarding clothes shopping, by age, August 2013
Highest-income women likely to be loyal to certain retailers
Figure 53: Attitudes and behaviors regarding clothes shopping, by household income, August 2013

Improvements Sought from Clothing Retailers
Key points
Sizes, assistance, and discounts would make shopping for clothes better
Figure 54: Improvements sought from clothing retailers, August 2013
Younger women seek the most improvements when shopping for clothes
Figure 55: Improvements sought from clothing retailers, by age, August 2013
Women in the highest-income households seek improved dressing room experience
Figure 56: Improvements sought from clothing retailers, by household income, August 2013

Race and Hispanic Origin
Key points
Hispanics likely to purchase workout clothing
Figure 57: Women’s clothing items bought for self in the past year, by race/Hispanic origin, August 2013
Blacks spend the least on women’s clothing, still more than $250
Figure 58: Amount spent on women’s apparel, by race/Hispanic origin, July 2012-March 2013
Hispanics and non-Hispanics seek value, choose different retailers
Figure 59: Types of retailers shopped for women\'s clothing—Any in-store, by race/Hispanic origin, August 2013
Online retailer preferences similar for all race/Hispanic origin groups
Figure 60: Types of retailers shopped for women\'s clothing—Any online, by race/Hispanic origin, August 2013
Hispanic women are influenced by others when shopping for clothes
Figure 61: Reasons for buying clothes, by race/Hispanic origin, August 2013
Hispanic women more focused on style
Figure 62: Attitudes toward personal style, by race/Hispanic origin, August 2013
White and Black women most influenced by sales/special offers
Figure 63: Attitudes and behaviors regarding clothes shopping, by race/Hispanic origin, August 2013
Blacks seek more sizes, stores that are easier to navigate
Figure 64: Improvements sought from clothing retailers, by race/Hispanic origin, August 2013

Appendix – Other Useful Consumer Tables
Women’s clothing purchases
Figure 65: Women’s clothing items bought for self in the past year, by marital status, August 2013
Figure 66: Women’s clothing items bought for self in the past year, by generations, August 2013
Types of retailers shopped – In-store
Figure 67: Types of retailers shopped for women\'s clothing—Any in-store, by generations, August 2013
Types of retailers shopped – Online
Figure 68: Types of retailers shopped for women\'s clothing—Any online, by generations, August 2013
Types of retailers shopped – Either in-store or online
Figure 69: Types of retailers shopped for women\'s clothing – Any purchase, by age, August 2013
Figure 70: Types of retailers shopped for women\'s clothing—Any purchase, by household income, August 2013
Figure 71: Types of retailers shopped for women\'s clothing—Any purchase, by race/Hispanic origin, August 2013
Figure 72: Types of retailers shopped for women\'s clothing—Any purchase, by marital status, August 2013
Figure 73: Types of retailers shopped for women\'s clothing—Any purchase, by generations, August 2013
Attitudes toward personal style
Figure 74: Attitudes toward personal style, by marital status, August 2013
Figure 75: Attitudes toward personal style, by generations, August 2013
Attitudes and behaviors regarding clothes shopping
Figure 76: Attitudes and behaviors regarding clothes shopping, by marital status, August 2013
Figure 77: Attitudes and behaviors regarding clothes shopping, by generations, August 2013
Figure 78: Attitudes and behaviors regarding clothes shopping, by frequency of visiting social media website, August 2013
Improvements sought from clothing retailers
Figure 79: Improvements sought from clothing retailers, by marital status, August 2013
Figure 80: Improvements sought from clothing retailers, by generations, August 2013
Figure 81: Improvements sought from clothing retailers, by types of retailers shopped, August 2013
Figure 82: Improvements sought from clothing retailers, by types of retailers shopped for women\'s clothing—Any purchase, August 2013
Figure 83: Improvements sought from clothing retailers, by types of retailers shopped for women\'s clothing—Any purchase, August 2013

Appendix – Trade Associations

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