Table of Contents
Overview
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- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- Economic and other assumptions
- COVID-19: US context
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US retail sales and forecast of men’s and women’s clothing, at current prices, 2016-26
- Impact of COVID-19 on men’s and women’s clothing
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on retail and clothing, September 2021
- Opportunities and challenges
- Practicality is what’s in fashion
- Get comfortable getting casual
- Create links to wellbeing
- Embrace inclusivity and diversity
- Hone and highlight sustainability practices
The Market – Key Takeaways
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- Sales in the black again in 2021 as consumers adjust to pandemic
- Market braces itself as COVID-19 rages back with a vengeance
- Inflation, supply chain issues add more headwinds
- Obesity remains a nationwide problem, necessitating retailers to offer extended sizes
- Gender-neutrality continues to shape fashion’s future
Market Size and Forecast
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- Despite pandemic volatility, recovery is underway
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- Figure 3: Total US retail sales and fan chart forecast of men’s and women’s clothing, at current prices, 2016-26
- Figure 4: Total US retail sales and forecast of men’s and women’s clothing, at current prices, 2016-26
- Impact of COVID-19 on men’s & women’s clothing
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- Figure 5: Impact of COVID-19 on men’s and women’s clothing sales
- Figure 6: Attitudes toward clothing, by gender and age, 2021
Segment Performance
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- Women’s sector continues to drive total market, but men’s sector gains ground
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- Figure 7: Total US retail sales of men’s and women’s clothing, by segment, at current prices, 2019 and 2021
- Figure 8: Average household spending on men’s and women’s clothing, 2016-21
- Quicker stabilization for men’s clothing
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- Figure 9: Total US retail sales and fan chart forecast of men’s clothing, by segment, at current prices, 2016-26
- Figure 10: Total US retail sales and fan chart forecast of women’s clothing, by segment, at current prices, 2016-26
- Figure 11: Total US retail sales and forecast of men’s and women’s clothing, by segment, at current prices, 2016-26
Market Factors
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- COVID-19 Delta variant and rising case counts put pandemic progress on hold
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- Figure 12: Attitudes toward COVID-19, 2021
- Macroeconomic indicators overall suggest positivity but Americans still very much in transition
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- Figure 13: Consumer Sentiment Index, 2020-21
- Figure 14: Unemployment, 2020-21
- Inflation is surging
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- Figure 15: Apparel CPI for US city average, 2020-21
- Obesity rates continue to climb
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- Figure 16: Prevalence of obesity among US adults aged 20 and over, by gender and age and gender and race and Hispanic origin, 2017-18
- Demand grows for gender-fluid clothing options
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- Figure 17: Attitudes toward gender in products and marketing, by gender and select generation, 2020
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- Figure 18: Abercrombie & Fitch 2021 Pride Collection
- Figure 19: Saks Off 5th launches gender-neutral clothing line
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- Figure 20: Girlfriend Collective launches men’s line
Companies and Brands – Key Takeaways
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- Pandemic exposes vulnerabilities; forces brands to reevaluate strategies
- Comfort and wellness are en vogue
- Retail is changing, and so are shoppers’ clothing preferences
Competitive Strategies
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- Brands get creative about how to connect with younger shoppers
- Connecting through emerging digital touchpoints
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- Figure 21: Brands test NFTs
- Connecting through new clothing lines, influencers and designers
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- Figure 22: Macy’s launches And Now This line for men and women under 40
- Figure 23: Yeezy Gap launches with YZY Round Jacket
- Connecting through flexible payment options
- Comfort and wellness join forces
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- Figure 24: The North Face Reset Your Normal Initiative
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- Figure 25: Vans promotes Checkerboard Day
Market Opportunities
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- Changing retail landscape means new opportunities to connect with customers
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- Figure 26: Shifts in shopping behavior, by gender and age, 2021
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- Figure 27: Shifts in shopping behavior, by parental status by gender, 2021
- Explore tapping into booming circular retail
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- Figure 28: Yoox Net-a-porter’s Infinity Product Guide
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- Figure 29: Levi’s launched Levi’s Secondhand in Q4 2020
- Extend value through added services
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- Figure 30: Nordstrom promotes service offerings
- Talk about sustainability practices
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- Figure 31: Girlfriend Collective educates customers about sustainability
- Figure 32: Motivating reasons to buy eco-friendly products
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- Figure 33: Steamery Stockholm educates consumers on extending the life of their clothing
- Consumers want to support brands that embody the same beliefs
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- Figure 34: Attitudes toward DEI in retail, by race and Hispanic gender, 2021
- Figure 35: Brands commit to Fifteen Percent Pledge
The Consumer – Key Takeaways
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- Pandemic disrupts seasonality of clothes shopping
- Most shoppers prioritize practicality and affordability
- Increased demand for casual and comfortable wears causes shifts in preferred items and retailers
- eCommerce still going strong even as stores see increased foot traffic
- Shoppers seek inspiration from social media, among other digital sources
- Buying clothes is an emotional process
Shopping Frequency and Seasonality
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- Majority purchase clothing at least three times per year
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- Figure 36: Shopping frequency, by gender, 2021
- Shopping rates remain high for all ethnicities, with White females leading the way
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- Figure 37: Shopping frequency, by gender and ethnicity, 2021
- Less income means less frequent purchasing
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- Figure 38: Shopping frequency, by household income, 2021
- Seasonally agnostic shopping increases
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- Figure 39: Shopping seasonality, by gender, 2021
Types of Shoppers
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- Practicality and affordability key drivers for majority
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- Figure 40: Types of shoppers, by gender, 2021
- Age influences a consumer’s approach to clothes shopping
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- Figure 41: Types of shoppers, by gender and age, 2021
- Multicultural shoppers have varied interests
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- Figure 42: Types of shoppers, by gender and ethnicity, 2021
- Majority of nearly all shoppers, regardless of income, remain focused on affordability
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- Figure 43: Affordability-focused shoppers, by household income, 2021
Retailers Shopped
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- Desire for accessibility reflected in where consumers shop
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- Figure 44: Retailers shopped, 2021
- Value-based merchants are winning share of clothing shoppers
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- Figure 45: Retailers shopped, by household income, 2021
- More blending of gender lines expected from retailers
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- Figure 46: Retailers shopped, by gender, 2021
- Men tend to shop around, indicating lack of loyalty
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- Figure 47: Retailers shopped by men, by age, race and Hispanic origin, 2021
- Women more likely to prioritize specialty clothing retailers for trends, but price could be a barrier
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- Figure 48: Retailers shopped by women, by age, race and Hispanic origin, 2021
Items Purchased
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- Casual and comfy items rise to the top to the detriment of traditional workwear
- Men’s purchases reflect varied interests
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- Figure 49: Items purchased by men, 2021
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- Figure 50: Items purchased by men – Index versus all men, by age, 2021
- Activewear gaining ground on other types of women’s clothing
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- Figure 51: Items purchased by women, 2021
- Younger women drive the category
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- Figure 52: Items purchased by women – Index versus all women, by age, 2021
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- Figure 53: Peloton announces launch of Peloton Apparel
- Multicultural women like to step up the fashion
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- Figure 54: Select items purchased by women, by race and Hispanic origin, 2021
Sources of Inspiration
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- Brands and retailers themselves are shoppers’ biggest source of inspiration
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- Figure 55: Sources of inspiration – Part one, by gender, 2021
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- Figure 56: Sources of inspiration – Part two, by gender, 2021
- Apparel path to purchase very digitally heavy, especially for searching
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- Figure 57: Shopping method for clothing and accessories, by gender, 2020 and 2021
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- Figure 58: Select sources of inspiration, by gender and age, 2021
- Drilling down to the role of social media
- Young adults consult social platforms before making big clothing purchases
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- Figure 59: Social media activity, by gender and age, 2021
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- Figure 60: Old Navy promotes social media channels on its Facebook page
- Figure 61: Instagram’s 10+ Days of Live Shopping event
- Figure 62: Outdoor Voices promotes its participation in Instagram’s live shopping event
- Influencer strategies still have merit
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- Figure 63: How consumers use social media for inspiration when shopping for clothing, by gender and age, 2021
Attitudes and Behaviors toward Clothes Shopping
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- When it comes to clothes, change can be good for body and mind
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- Figure 64: Engagement with clothes shopping, by gender and age, 2021
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- Figure 65: Stitch Fix email promotes self-treating and clothing as a mood-booster
- Figure 66: ThredUp email promotes wardrobe overhaul
- Consumers want to see more extended sizes, whether they need them or not
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- Figure 67: Attitudes related to extended sizes, by gender and age, 2021
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- Figure 68: Attitudes related to extended sizes, by gender and ethnicity, 2021
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- Figure 69: Old Navy expands extended sizing for women’s clothing
- Figure 70: Macy’s promotes Nina Parker Plus Size Collection
- Consumers are trained to withhold purchases until there is a deal to be had
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- Figure 71: Approach to spending on clothing, by gender and age, 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 72: Total US retail sales and forecast of men’s and women’s clothing, at inflation-adjusted prices, 2016-26
- Figure 73: Total US retail sales and forecast of men’s clothing, at current prices, 2016-26
- Figure 74: Total US retail sales and forecast of men’s clothing, at inflation-adjusted prices, 2016-26
- Figure 75: Total US retail sales and forecast of women’s clothing, at current prices, 2016-26
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- Figure 76: Total US retail sales and forecast of women’s clothing, at inflation-adjusted prices, 2016-26
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