What you need to know

Most women are buying clothes and many do so frequently. With numerous options of where and how to shop, retailers are pressured to evaluate their assortments and, just as importantly, the way they engage with shoppers. More diverse and independent women shopping the category means more preferences and behaviors retailers need to consider. In order to remain relevant, retailers and brands need to explore meeting the consumer where they are, using social media to communicate and interact with consumers, and offering flexible purchasing options like rentals or try-before-you-buy to give women more options depending on their situation.


This Report will identify behaviors and preferences among female shoppers when shopping for clothing. For the purposes of this Report, Mintel has used the following definitions:

The Report focuses on purchases adult women 18+ (versus teens) make for themselves (versus as gifts). While the Report primarily focuses on women, some discussion of purchases by men is included. Clothing in this Report covers the following categories: jeans, pants/slacks, T-shirts, blouses, sweaters, dresses, skirts, jackets/coats, blazers, shorts, workout clothes (tops and bottoms) and underwear.

Swimwear, sleepwear, hosiery, footwear and accessories are not discussed in this Report but are included in the overall women's clothing market size. Note that the market size includes all sales of women's clothing, regardless of the purchaser.

This Report builds on the analysis presented in Mintel’s Women’s Clothing – US, July 2017 and May 2015 and Women’s Clothes Shopping – US, October 2013.

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