Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Sources
- Consumer survey data
- Consumer Expenditure Survey
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Black consumers of apparel and footwear
- Sneakers/athletic shoes
- Women’s apparel and accessories
- Men’s apparel and accessories
- Children’s apparel and footwear
- Retail preferences
- Attitudes toward fashion
- Advertising and promotion
Insights and Opportunities
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- The evolving influence of hip-hop
- Increased demand for plus-sized fashions
- Blurring the line between adult and children’s fashion
- Fashion magazines and blogs catering to Black women aged 40+
Inspire Insights
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- Trend: Influentials
- What's it about?
- What we've seen
- Specifics
- Implications
- Trend: Diversity is all
- What's it about?
- What we've seen
- Specifics
- Implications
The Black Apparel and Footwear Consumer
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- Key points
- Black impact on fashion
- Hip-hop fashion—the 20-year-old “trend”
- Hip-hop fashion in the 21st Century
- Black consumers over-index in apparel expenditures
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- Figure 1: Average annual expenditures, indexed to all CUs, by Black and other races, 2008
- Black lifestyles and traditions drive apparel sales
- Black consumers over-index in nearly every apparel subcategory
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- Figure 2: Average annual apparel expenditures indexed to all CUs, by Black and other races, 2008
- Black consumers spend more on daughters than sons
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- Figure 3: Average annual expenditures on apparel, by Black and other races, 2008
- Category expenditures
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- Figure 4: Average annual expenditures—Black CUs, by expenditure category, 2002-10
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- Figure 5: Average annual expenditures, non-Black CUs, by expenditure category, 2002-10
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- Figure 6: Average annual expenditures on apparel and services, by Black and other races, 2002-10
- Distribution of expenditures
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- Figure 7: Average annual distribution of expenditures, by categories, by Black and non-Black CUs, 2008
- The fashion-conscious are becoming budget-conscious
- Men are less likely to change spending habits
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- Figure 8: Changes in Black spending on apparel and footwear, by household income and gender, May 2010
- Those aged 35-44 are the least likely to reduce expenditures in discretionary categories
- Black households with children try to reduce spending more than childless households
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- Figure 9: Changes in household spending on apparel and footwear among Black households, by the presence of children in the household, May 2010
Sneakers and Athletic Shoes
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- Key points
- Sneakers and athletic shoes are a fashion items among Black adults
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- Figure 10: Purchase of athletic shoes/sneakers, by race/Hispanic origin, November 2008-December 2009
- Black shoppers purchase more sneakers designed for a specific sport
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- Figure 11: Type of athletic shoes/sneakers purchased in the past 12 months, by race/Hispanic origin, November 2008-December 2009
- Type of athletic shoes purchased by Black consumers
- Age is an important indicator of sneaker/athletic shoe preference
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- Figure 12: Type of athletic shoes/sneakers purchased, by age and gender, November 2008-December 2009
- Income is only one factor in sneaker purchases
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- Figure 13: Type of athletic shoes/sneakers purchased, by household income, November 2008-December 2009
- Brands preferred by Black consumers
- Age is an influencer in brand preference
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- Figure 14: Top 10 brands of athletic shoes/sneakers purchased, by age, November 2008-December 2009
- Regardless of income, Nike brand dominates
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- Figure 15: Top 10 brands of athletic shoes/sneakers purchased, by household income, November 2008-December 2009
- The athletic shoe buyer and the media
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- Figure 16: Purchase of athletic shoes/sneakers, by consumption of Black media, November 2008-December 2009
Women’s Apparel and Accessories
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- Key points
- Purchase of women’s apparel or accessories
- Decline in advertising and decline in purchasing
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- Figure 17: Purchase of women’s apparel or accessories by women, by race/Hispanic origin, November 2008-December 2009
- The majority of Black women purchase their own clothes
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- Figure 18: Purchase of women’s apparel or accessories—Black shoppers, by gender, November 2008-December 2009
- Black women aged 35-54 purchasing apparel more frequently
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- Figure 19: Purchase of women’s apparel or accessories—Black women, by age, November 2008-December 2009
- Household income has an impact on apparel purchases
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- Figure 20: Purchase of women’s apparel or accessories—Black women, by household income, November 2008-December 2009
- Type of woman’s apparel purchased
- Shirts and jeans purchases rank high among Black women
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- Figure 21: Type of women’s apparel purchased in the past 12 months—Black women, by age, November 2008-December 2009
- Dresses are most popular among Black women
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- Figure 22: Dresses and skirts purchased in the past 12 months, by race/Hispanic origin, November 2008-December 2009
- Black women spend more on footwear
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- Figure 23: Type of women’s footwear and accessories purchased in the past 12 months, by race/Hispanic origin, November 2008-December 2009
- Younger Black women purchase slippers
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- Figure 24: Type of women’s footwear and accessories purchased in the past 12 months—Black women, by age, November 2008-December 2009
- Women with higher household income are more likely to purchase accessories
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- Figure 25: Type of women’s footwear and accessories purchased in the past 12 months—Black women, by household income, November 2008-December 2009
- Woman’s apparel and accessories’ consumer and the media
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- Figure 26: Purchase of women’s apparel or accessories, by consumption of Black media, November 2008-December 2009
Men’s Apparel and Accessories
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- Key points
- The importance of ‘cool’
- Purchase of men’s apparel or accessories
- Black men purchase less frequently, yet still have a major impact on style
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- Figure 27: Purchase of men’s apparel or accessories—men, by race/Hispanic origin, November 2008-December 2009
- More than two thirds of Black men buy their own clothes
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- Figure 28: Purchase of men’s apparel or accessories—Black shoppers, by gender, November 2008-December 2009
- Household income may not affect menswear purchases
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- Figure 29: Purchase of men’s apparel or accessories—Black men, by household income, November 2008-December 2009
- Black men with higher household income look for quality over fashion trends
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- Figure 30: Attitudes toward fashion—Black men, by household income, November 2008-December 2009
- Working aged Black men, aged 35-54 more likely to have purchased
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- Figure 31: Purchase of men’s apparel or accessories—Black men, by age, November 2008-December 2009
- Younger Black men are trendsetters and are more likely to keep up with fashion
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- Figure 32: Attitudes toward fashion—Black men, by age, November 2008-December 2009
- Type of men’s apparel purchased
- Underwear and jeans top men’s apparel purchases among all age groups
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- Figure 33: Types of men’s apparel purchased in the past 12 months—Black men, by age, November 2008-December 2009
- Black men with lower household income buy fewer jeans compared to those of more affluent households
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- Figure 34: Types of men’s apparel purchased in the past 12 months—Black men, by household income, November 2008-December 2009
- Type of men’s shoes and accessories purchased
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- Figure 35: Types of men’s accessories and footwear purchased in the past 12 months—Black men, by age, November 2008-December 2009
- Household income affects purchase likelihood in unexpected ways
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- Figure 36: Types of men’s accessories and footwear purchased in the past 12 months—Black men, by household income, November 2008-December 2009
- Men’s apparel and accessories’ consumer and the media
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- Figure 37: Purchase of men’s apparel or accessories, by consumption of Black media, November 2008-December 2009
Children’s Apparel and Footwear
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- Key points
- Shopping with children
- By race/Hispanic origin
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- Figure 38: Attitudes towards shopping and children, by race/Hispanic origin, November 2008-December 2009
- Married parents are more likely to enjoy shopping with their children
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- Figure 39: Attitudes towards shopping and children—married and unmarried Black adults with children, November 2008-December 2009
- The children’s clothing and footwear shopper in today’s economy
- Black shoppers practice frugality regardless of household income
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- Figure 40: Changes in shopping habits when shopping for children’s clothing and footwear—Black adults, by household income, May 2010
- Households with two or more children economize differently than single-child households
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- Figure 41: Changes in shopping habits when shopping for children’s clothing and footwear—Black adults, by number of children, May 2010
- Choice of retailers for children’s clothing
- Mass merchandisers are key regardless of income levels
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- Figure 42: Retailers where Black shoppers purchase children’s clothing, by household income, May 2010
- Younger parents/guardians may be more brand-conscious
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- Figure 43: Retailers where Black shoppers purchase children’s clothing, by age, May 2010
- Choice of retailers for children’s footwear
- Online retail sites used far more frequently by higher-income households
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- Figure 44: Retailers where Black shoppers purchase children’s footwear, by household income, May 2010
- Brands are important to Black parents/guardians aged 35-44
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- Figure 45: Retailers where Black shoppers purchase children’s footwear, by age, May 2010
Preferred Retailers for Adult Clothing
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- Key points
- Younger clothing buyers look for brands
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- Figure 46: Retailers where Black shoppers purchase adult clothing, by age and gender, May 2010
- Household income has little effect on top three retailer preferences
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- Figure 47: Retailers where Black shoppers purchase adult clothing, by gender and household income, May 2010
- Preferred retailers for adult footwear
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- Figure 48: Retailers where Black shoppers purchase adult footwear, by gender and household income, May 2010
- Black women are more likely to purchase footwear brands than men
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- Figure 49: Retailers where Black shoppers purchase adult footwear, by age and gender, May 2010
Attitudes Toward Fashion
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- Key points
- Fashion, a visible means of expression
- Clothing and footwear choices reflect more than necessity
- Fashion choices tell a story
- It is about brands and it’s not about brands
- Influence of fashion magazines on purchasing
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- Figure 50: Attitudes toward fashion, by race/Hispanic origin, November 2008-December 2009
- Black consumer attitudes toward appearance and fashion
- History is a factor in attitudes toward appearance
- Absent in the fashion conversation
- Different generations exhibit a variety of attitudes towards fashion
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- Figure 51: Black consumer attitudes toward personal appearance and fashion, by age and gender, May 2010
- Gender may be more important than household income in some purchases
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- Figure 52: Black consumer attitudes toward personal appearance and fashion, by household income and gender, April 2010
- Regional fashion preferences may be based on additional factors
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- Figure 53: Black consumer attitudes toward personal appearance and fashion, by geographic location, May 2010
Advertising and Promotion
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- Key points
- Advertising spending on African-American media lower in 2009
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- Figure 54: Change in ad dollars spent in African-American-targeted media, by type of media, 2008 and 2009
- Category spending on African-American targeted media declines
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- Figure 55: African-American-targeted media spending among top 10 advertiser categories, Q4 2008-Q3 2009
- Black cable networks
- Reaching the shopper via Black cable networks
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- Figure 56: Top 25 cable shows in Black households, June 21-27, 2010
- Shoppers of women’s apparel and accessories
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- Figure 57: Purchase of women’s apparel and accessories in the past 12 months, by viewership of Black cable networks, November 2008-December 2009
- Shoppers of men’s apparel and accessories
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- Figure 58: Purchase of men’s apparel and accessories in the past 12 months, by viewership of Black cable networks, November 2008-December 2009
- Shoppers of sneakers/athletic shoes
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- Figure 59: Purchase of sneakers/athletic shoes in the past 12 months, by viewership of Black cable networks, November 2008-December 2009
- Profile of the Black cable network viewer
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- Figure 60: Black cable networks viewed, by age and gender, November 2008-December 2009
- Household income is not a factor in Black cable viewership preferences
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- Figure 61: Black cable networks viewed, by household income, November 2008-December 2009
- Reaching the shopper via Black magazines
- Women’s apparel and accessories
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- Figure 62: Purchase of women’s apparel and accessories in the past 12 months, by readership of Black publications, November 2008-December 2009
- Men’s apparel and accessories
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- Figure 63: Purchase of men’s apparel and accessories in the past 12 months, by readership of Black publications, November 2008-December 2009
- Shoppers of athletic shoes/sneakers
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- Figure 64: Purchase of athletic shoes/sneakers in the past 12 months, by readership of Black publications, November 2008-December 2009
- Demographics of the Black magazine reader
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- Figure 65: African-American magazines read in the past six months, by age and gender, November 2008-December 2009
- Household income has a significant impact on magazine preferences
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- Figure 66: African American magazines read in the past six months, by household income, November 2008-December 2009
- Apparel and footwear ads targeting the African-American consumer
- Black models are largely absent in fashion advertising
- Magazine advertising
- Magic of Macy’s
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- Figure 67: Magic of Macy’s, Macy’s print ad, 2010
- Stacy Adams shoes
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- Figure 68: The Distinguished Gentleman, Stacy Adams print ad, 2010
- House of Deréon
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- Figure 69: House of Deréon print ad, 2010
- Bali Powershape
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- Figure 70: Bali Powershape®, Bali print ad, 2010
- Television advertising
- Old Navy
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- Figure 71: Spokesmodelquin Search “Vanessa,” Old Navy TV ad, February 2010
- The Gap
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- Figure 72: Peace and Love, Common, The Gap TV ad, November 2006
- Nike
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- Figure 73: Mars Blackmon & Michael Jordan: Nobody, Nike Air Jordan TV ad, February 1988
- Blogs and websites devoted to Black fashion
Cluster Analysis
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- Well-offs
- Demographics
- Characteristics
- Opportunity
- The Classics
- Demographics
- Characteristics
- Opportunity
- Fashionable Strivers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 74: Black apparel clusters, May 2010
- Figure 75: Attitudes toward fashion and appearance, by apparel clusters, May 2010
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- Figure 76: Changes in shopping behavior, by apparel clusters, May 2010
- Cluster demographics
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- Figure 77: Apparel clusters, by gender, May 2010
- Figure 78: Apparel clusters, by age, May 2010
- Figure 79: Apparel clusters, by household income, May 2010
- Cluster methodology
U.S. Black Population
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- Key points
- U.S. population by race/Hispanic origin
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- Figure 80: Population, by race and Hispanic origin, 2005-15
- Figure 81: Population, by race/Hispanic origin, 1970-2020
- Figure 82: Asian, Black, and Hispanic populations, 1970-2020
- U.S. Black population
- Black population by age
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- Figure 83: U.S, Black population, by age, 2005-15
- U.S. Black geographic concentration
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- Figure 84: Black population geographic concentration, by region, 2007
- Black population by state
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- Figure 85: States with largest Black population, 2008
- Figure 86: States with the highest share of Black residents, 2008
- Black metros
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- Figure 87: Metropolitan status of Black households, 2001 and 2007
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- Figure 88: Top 10 metropolitan areas with the largest number of Black residents, 2006-08
- Black purchasing power
- Black income
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- Figure 89: Household income distribution for all households and Black households, 2008
- Income of Black households versus total U.S. households
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- Figure 90: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
- Purchasing power by race/Hispanic origin
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- Figure 91: Purchasing power, by race/Hispanic origin, 2008
- Figure 92: Top 10 states with the largest share of Black buying power, 2008
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- Figure 93: Top 10 states, by rate of growth of Black buying power, 1990-2008
- Black households
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- Figure 94: Average household size, by Hispanic origin/race of householder, 2001 and 2008
Appendix: Trade Associations
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