Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Consumer research methodology
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- It has been a good period for the bottom line
- Lots of under-served groups means lots of opportunity
- Opportunity, yes, but how do you please older women?
- New concepts for older women sure to draw from a wider age range
- Preparing (bracing?) for the holidays
- Where’s the eco-chic?
- Keeping women happy is as simple as making comfortable and casual say, “You have such a unique style!”
- Get the fit right, and you can change women’s purchasing habits
- Looking beyond brand names
- Shopping for clothes can be overwhelming
- Fashion inspiration is everywhere
- Promotion comes through TV, magazines, and word of mouth; focuses on branding, lifestyles, and the cool factor
- Purchases away from stores remain a niche, but a big one
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- Figure 1: Purchases outside of traditional retailers in the past 12 months, by age, January-October 2006
- Leading retail channels
- Almost everyone wants to be somewhere else
Market Drivers and Future Trends
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- Baby Boomers have market power, but are difficult to target
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- Figure 2: Female population projections, by age, 2002-12
- Difficulty in targeting Baby Boomers
- Consumer concerns and the economy
- Consumer confidence
- Holiday sales
- Cheap-chic and celebrity fashionistas
- Plus-size shoppers are still overlooked
- Girls and women becoming more athletic
- Where’s the eco-chic?
- Retailers will increasingly give each niche category special attention
- History repeats?—Line extensions may dilute brands
Market Size and Trends
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- Market size
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- Figure 3: U.S. retail sales of women’s clothing, at current and constant prices, 2002-07
- Market trends
- Knock-offs
- Holiday cutbacks
- Retailers focus on the “unique”
Market Segmentation
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- Introduction
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- Figure 4: Sales of women’s clothing, segmented by type, 2005 and 2007
- Tops
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- Figure 5: Sales of women’s tops, at current and constant prices, 2002-07
- Pants, shorts, skirts
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- Figure 6: Sales of women’s pants, shorts, and skirts, at current and constant prices, 2002-07
- Jeans and the bottom line
- Sleepwear, undergarments, hosiery
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- Figure 7: Sales of women’s sleepwear, undergarments, and hosiery, at current and constant prices, 2002-07
- Dresses and suits
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- Figure 8: Sales of women’s dresses and suits, at current and constant prices, 2002-07
- Sportswear and sweats
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- Figure 9: Sales of women’s sportswear and sweats, at current and constant prices, 2002-07
- Coats
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- Figure 10: Sales of women’s coats, at current and constant prices, 2002-07
Supply Structure
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- Overview
- Retailer strategies in brief
- Ann Taylor
- Gap/Old Navy
- Abercrombie & Fitch
- American Eagle Outfitters
- Bloomingdale’s
- J. Crew
- Coldwater Creek
- Under Armour
- Premium brands continue to thrive
- True Religion
- Liz Claiborne
- “Cheap-chic” specialty stores going after younger consumers
Advertising and Promotion
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- Overview
- It’s All about the Brands
- Woodbury Common Premium Outlets
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- Figure 11: Woodbury Common Premium Outlet
- Puma Sportswear
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- Figure 12: Puma Sportswear
- Levi’s Original Jeans
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- Figure 13: Levi’s Original Jeans
- Coldwater Creek Fashion
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- Figure 14: Coldwater Creek Fashion
- American Eagle
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- Figure 15: American Eagle
- It Fits My Lifestyle—and it Makes Me Look Good
- Under Armour Clothing
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- Figure 16: Under Armour Clothing
- Talbots Womenswear
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- Figure 17: Talbots Womenswear
- Cripple Creek Clothing
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- Figure 18: Cripple Creek Clothing
- Cool Above All Else
- Gap Unisex Fashion
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- Figure 19: Gap Unisex Fashion
- Calvin Klein Men’s and Womenswear
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- Figure 20: Calvin Klein men’s and womenswear
- bebe womenswear
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- Figure 21: bebe womenswear
Retail Distribution
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- Introduction
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- Figure 22: U.S. retail sales of women’s clothing, by channel, 2005 and 2007
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- Figure 23: Sales of women’s clothing at clothing stores, at current and constant prices, 2002-07
- Figure 24: Sales of women’s clothing at department stores (other than discount), at current and constant prices, 2002-07
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- Figure 25: Sales of women’s clothing at discount or mass merchandiser department stores, at current and constant prices, 2002-07
- Figure 26: Sales of women’s clothing at warehouse clubs and supercenters, at current and constant prices, 2002-07
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- Figure 27: Sales of women’s clothing at other channels, at current and constant prices, 2002-07
The Consumer—Attitudes and Style Choices
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- Attitudes about choosing women’s apparel
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- Figure 28: Attitudes towards choosing women’s apparel, January-October 2006
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- Figure 29: Attitudes towards choosing women’s apparel, by age, January-October 2006
- Comfort, trendy or classic?
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- Figure 30: Describe your style of dress, June 2007
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- Figure 31: Describe your style of dress, by age, June 2007
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- Figure 32: Describe your style of dress, by race/ethnicity, June 2007
- Seeking advice about women’s apparel
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- Figure 33: Seeking advice on choosing fashion, June 2007
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- Figure 34: Seeking advice on choosing fashion, by age, June 2007
- Sources for fashion ideas
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- Figure 35: Sources for fashion inspiration, June 2007
- Items most likely to splurge on
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- Figure 36: Items women are most likely to splurge on, by age, June 2007
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- Figure 37: Items women are most likely to splurge on, by household income, June 2007
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- Figure 38: Items women are most likely to splurge on, by race/ethnicity, June 2007
- Opinions about women’s clothing retailers
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- Figure 39: Opinions about clothing retailers, by age, June 2007
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- Figure 40: Opinions about clothing retailers, by household income, June 2007
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- Figure 41: Opinions about clothing retailers, by race/ethnicity, June 2007
- Style that stands out or blends in?
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- Figure 42: Women’s descriptions of their clothing style, June 2007
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- Figure 43: Women’s descriptions of their clothing style, by age, June 2007
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- Figure 44: Women’s descriptions of their clothing style, by household income, June 2007
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- Figure 45: Women’s descriptions of their clothing style, by race/ethnicity, June 2007
- Shopping strategy for women’s clothing
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- Figure 46: Attitudes towards shopping and looking for women’s clothing, June 2007
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- Figure 47: Attitudes towards shopping and looking for women’s clothing, by age, June 2007
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- Figure 48: Attitudes towards shopping and looking for women’s clothing, by race/ethnicity, June 2007
Market Forecast
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- Women’s clothing market
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- Figure 56: Forecast of total U.S. retail sales of women’s clothing, at current and constant prices, 2007-12
- Tops
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- Figure 57: Forecast of U.S. sales of women’s tops, at current and constant prices, 2007-12
- Pants, shorts, skirts
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- Figure 58: Forecast of U.S. sales of women’s pants, shorts, and skirts, at current and constant prices, 2007-12
- Sleepwear, undergarments, hosiery
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- Figure 59: Forecast of U.S. sales of women’s sleepwear, undergarments, and hosiery, at current and constant prices, 2007-12
- Dresses and suits
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- Figure 60: Forecast of U.S. sales of women’s dresses and suits, at current and constant prices, 2007-12
- Sportswear and sweats
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- Figure 61: Forecast of U.S. sales of women’s sportswear and sweats, at current and constant prices, 2007-12
- Coats
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- Figure 62: Forecast of U.S. sales of women’s coats, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
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