Women's Clothing - US - August 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Issue: 40% of women are shopping four or fewer times a year
Opportunity: engage with both the emotional and functional sides of women to drive shopping occasions
Issue: alternative purchasing options introduce new competitors into the market
Opportunity: consider offering options that promote circularity and sustainability
Issue: social media is an emerging shopping destination
Opportunity: using content to aide commerce
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Growth will be small, but stable
Increase in diverse and independent women introduces new shoppers, with varying preferences
MARKET SIZE AND FORECAST
Modest but stable growth expected
Figure 1: Total US sales and fan chart forecast of market, at current prices, 2014-24
Figure 2: Total US sales and forecast of women’s clothing, at current prices, 2014-24
MARKET FACTORS 
More women living independently signals potential increase in clothes spending
Figure 3: Single-person households, 2008-18
Culture influences style and shopping preferences
Figure 4: Population by race and Hispanic origin, 2014-24
KEY TRENDS – WHAT YOU NEED TO KNOW 
Emerging competitors make for a more-crowded market
Versatile styles are in, separate wardrobes are out
Women are evolving into conscious shoppers
COMPETITORS TO KNOW
Traditional specialty retailers overshadowed by younger sub-brands
Alternative purchase options threaten traditional competitors
Figure 5: American Eagle email campaign, February 2019
Figure 6: New York & Co email campaign, June 2019
Social media: the new competitor?
Figure 7: Shop Instagram profile, May 2019
WHAT’S IN?
Streetwear isn’t just for the streets
Figure 8: Off White Instagram post, July 2019
Figure 9: Nike Instagram post, May 2019
Figure 10: Lululemon Instagram post, July 2019
Making a monochrome fashion statement
Figure 11: Kate Spade Instagram post, February 2019
Figure 12: Carolina Herrera Instagram post, June 2019
Consumers are nostalgic for the ’90s
Figure 13: Jcrew Instagram post, June 2019
Figure 14: Rent the Runway Instagram post, July 2019
WHAT’S OUT?
Not much difference in wear-to-work and wear elsewhere
Figure 15: Editorialist email campaign, June 2019
WHAT’S NEXT?
Influencers are the new designers
Figure 16: Nordstrom email campaign, September 2018
Figure 17: Amazon The Drop Instagram post, May 2019
A circular economy will play a bigger role in fashion/clothing market
Sustainable style is fashionable to younger generations
Figure 18: H&M email campaign, September 2018
Rentals and resellers offer sustainability and affordable style
Figure 19: West Elm email campaign, July 2019
THE CONSUMER – WHAT YOU NEED TO KNOW 
Most women shop frequently and do so in warmer months
Most women are practical and affordable shoppers, but they don’t always need a specific reason to buy clothes
Women prefer casual, versatile clothing
Alternative purchasing options are a growing threat, but can also engage more shoppers
SHOPPING FREQUENCY AND SEASONALITY
Key takeaways:
More than half of women shop frequently, signaling multiple opportunities to connect with shoppers
Figure 20: Shopping frequency, June 2019
Shopping frequency slows with age, but income is less restricting
Figure 21: Shopping frequency, by age, June 2019
Warm weather motivates women to shop
Figure 22: Shopping seasonality, June 2019
TYPES OF SHOPPERS
Key takeaways:
The priorities: practicality and affordability
Figure 23: Shopper segments, June 2019
Young women want the trends, but at a value
Figure 24: Types of shoppers, by generation, June 2019
Women will tailor where they shop to get what they want
Figure 25: Retailers shopped by shopping segment, in-store and online, June 2019
RETAILERS SHOPPED
Key takeaways:
In-store shopping is most popular, but majority of women are shopping both channels
Figure 26: Retailers shopped, in-store versus online, June 2019
Younger and affluent women are core online shoppers
Figure 27: Shopping method, by age and income, June 2019
Figure 28: Everlane email campaign, December 2017
Amazon’s appeal isn’t felt by all females
Figure 29: Retailers shopped online, by age and income, June 2019
ITEMS PURCHASED
Key takeaways:
Versatile, casual clothing is most purchased
Figure 30: Items purchased – NET any purchase, June 2019
Figure 31: FORWARD by Elyse Walker email campaign, May 2019
Streetwear drive sales among young women
Figure 32: Items purchased – NET any purchase, by generation, June 2019
Figure 33: Nike Women Instagram post, March 2019
Figure 34: Zara Instagram post, June 2019
White women embrace activewear more than others
Figure 35: Items purchased – NET any purchase, by race and Hispanic origin, June 2019
REASONS FOR SHOPPING
Key takeaways:
Most women can’t turn down a deal or a chance to reward themselves
Figure 36: Reasons for shopping, June 2019
Older women are more practical shoppers, while their younger counterparts live for the moment
Figure 37: Reasons for shopping, by age and presence of children, June 2019
Figure 38: Madewell email campaign, November 2018
White women are mostly strategic shoppers, while Black women shop for self and savings
Figure 39: Reasons for shopping, by race and Hispanic origin, June 2019
Figure 40: Vineyard vines by Target email campaign, May 2019
Figure 41: Madewell email campaign, June 2019
PREFERENCES FOR SHOPPING
Key takeaways:
Casual clothing is here to stay
Figure 42: Preferences for shopping, June 2019
Figure 43: Anthropologie email campaign, May 2019
Young women are multichannel shoppers and seek advice along their journey
Figure 44: Preferences for buying, by generation, June 2019
White women shop for casual clothing, and Black women buy outfits
Figure 45: Preferences for shopping, by race and Hispanic origin, June 2019
ATTITUDES TOWARD SHOPPING FOR CLOTHES
Key takeaways:
Alternative purchasing methods can encourage more women to shop
Figure 46: Attitudes toward shopping for clothes, June 2019
Figure 47: amazon email campaign, June 2019
Figure 48: Michael Kors email campaign, July 2019
Young women see synergy between content and commerce
Figure 49: Attitudes toward clothes shopping, by age and generation, June 2019
Figure 50: Jcrew Instagram post, May 2019
Figure 51: Madewell Instagram post, June 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
Figure 52: Total US sales and forecast of women’s clothing, at inflation-adjusted prices, 2014-24