Table of Contents
Executive Summary
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- The issues
- Women’s clothing market sees growth
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- Figure 1: Total US retail sales and forecast of women’s clothing, at current prices, 2009-19
- Industry is very fragmented impacting where and how women shop
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- Figure 2: Retailers shopped for women’s clothing, January 2015
- Poorly stocked, overpriced merchandise and inconsistent sizes cause frustration
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- Figure 3: Frustrations encountered when shopping for clothes, January 2015
- Casualization is driving the market
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- Figure 4: Women’s clothing purchases, January 2015
- The opportunities
- Narrow in on women 18-34
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- Figure 5: Shopping behaviors and attitudes toward personal style, January 2015
- Make it personal: Gifting and self-gifting represents opportunity
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- Figure 6: Reasons for buying clothes, January 2015
- Play up comfort and casual themes
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- Figure 7: Attitudes toward personal style, January 2015
- What it means
The Market – What You Need to Know
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- Women’s clothing market sees growth
- Growing female population and stabilizing economy will support this future growth
- Obesity remains a threat
Market Size and Forecast
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- Women’s clothing market slated for moderate growth
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- Figure 8: Total US retail sales and forecast of women’s clothing, at current prices, 2009-19
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- Figure 9: Total US retail sales and forecast of women’s clothing, at current prices, 2009-19
Market Breakdown
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- Tops account for about half of women’s clothing sales
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- Figure 10: Total US retail sales and forecast of women’s clothing, by segment, at current prices, 2009-19
Market Factors
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- US female population growth will benefit women’s apparel industry
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- Figure 11: Women by race and Hispanic origin, 2009-19
- Consumers are cautiously beginning to spend again
- Over one third of women are obese
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- Figure 12: Percentage of women aged 20 or older who are obese, by age, 2001-04 to 2009-12
- Online and mobile devices provide more shopping options for busy women
- Social networks offer another source of inspiration
- Desire for casualization influences merchandise selections
Key Players – What You Need to Know
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- Price, convenience, service, and selection still matter
- Increasing price competition pressures smaller retailers
- As the apparel industry evolves, omnichannel leaders and value players will continue to fare well
What’s Working?
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- Stores offering the right combination of value, convenience, service, and selection are winning
- Affordable pricing and customer service
- Innovative marketing
- Unique merchandise selections
What’s Struggling?
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- Retailers struggling with brand identity, inability to be nimble, and price competition continue to face challenges
- Contending factors
- Store closings
What’s Next?
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- Value players and omnichannel leaders will continue to thrive
- Online shopping will rise
- Value players will fare well
- Omnichannel approaches are mandatory for success
The Consumer – What You Need to Know
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- Women enjoy the shopping process
- Gifting and self-gifting: A rich area for marketing aimed at women and men
- Highly fragmented marketplace
- Whether alone or with others, clothes shopping is a personal experience
Women’s Clothing Purchases
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- Women enjoy the shopping process
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- Figure 13: Shopping behaviors, by age, January 2015
- Wide range of items purchased
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- Figure 14: Women’s clothing purchases, January 2015
- Women 35-54 spend the most on clothing
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- Figure 15: Amount spent on women’s apparel, November 2013-December 2014
- Spending expectations: In their words
- Tips and tricks on saving: In their words
Role of Men
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- Men are big spenders too
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- Figure 16: Amount spent on women’s apparel, by men, November 2013- December 2014
- Figure 17: Women’s clothing purchases, by men, November 2013-December 2014
Retailers Shopped for Women’s Clothing
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- With many choices, shopping in this category is fragmented
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- Figure 18: Retailers shopped for women’s clothing, January 2015
- Women are loyal to a few favorite stores
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- Figure 19: Shopping behaviors, January 2015
- Their last shopping experience: In their words
- Shopping can be a personal experience for one, or a social experience for many
- In their words
- Shopping is for me
- Shopping is more fun with others
Reasons for Buying Clothes
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- Self-gifting: An untapped opportunity for retailers
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- Figure 20: Reasons for buying clothes, January 2015
- Nearly three in 10 sales occur on impulse
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- Figure 21: Reasons for buying clothes, January 2015
- Qualitative insight: Occasion can influence shopping process
Frustrations Encountered when Shopping for Clothes
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- Inconsistent sizing is biggest source of frustration
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- Figure 22: Frustrations encountered when shopping for clothes, January 2015
- Qualitative insight: Would you pay more for delivery services and in-store pickup?
Attitudes toward Personal Style
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- Comfort more important than style
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- Figure 23: Attitudes toward personal style, January 2015
- In their words
Clothes Shopping Influencers
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- Younger women eagerly seek advice on how to be trendy
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- Figure 24: Attitudes toward personal style, January 2015
- Young women are also influencers; social media can be conduit between brands and consumers
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- Figure 25: Clothes shopping influencers, any rank, January 2015
- In their words
Opinions on Deals and Loyalty Programs
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- Qualitative insight: What constitutes a good deal?
- At least 50% off
- Less than 50% off
- Qualitative insight: What do consumers look for from loyalty programs?
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 26: Total US retail sales and forecast of women’s clothing, at inflation-adjusted prices, 2009-19
- Figure 27: Female population aged 18 or older, by age, 2009-19
- Figure 28: Real Disposable Personal Income: Percentage change from preceding periods
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Appendix – Consumer
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- Figure 29: Amount spent on women’s apparel, by race/Hispanic origin, November 2013-December 2014
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- Figure 30: Amount spent on women’s apparel, by household income, November 2013-December 2014
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- Figure 31: Amount spent on women’s apparel, by men, November 2013-December 2014
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- Figure 32: Amount spent on women’s apparel, by men, by race/Hispanic origin, November 2013-December 2014
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- Figure 33: Amount spent on women’s apparel, by men, by household income, November 2013-December 2014
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