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The Black Apparel and Footwear Consumer - US - January 2016

"The retail industry is highly competitive, and for each retailer to get its fair share of the pie, marketers will need to invest in the Black consumer market. Black consumers are more likely than the total population to keep up with fashions, and are very passionate about shopping."

- Tonya Roberts, Multicultural Analyst

This report looks at the following areas:

  • Dressed to fit the role, Black consumers’ love of fashion makes them trendsetters
  • Where are all of the Black people . . . in marketing and on the runway?
  • Black consumers love to shop, but are less likely to shop online
  • Finding exactly what they’re looking for can lead to frustration

For the purposes of this Report, Mintel has used the following definitions in the market size and forecast section of the report:

  • Clothing and apparel for adults and children
  • Footwear for adults and children.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • At $39 billion, expenditures could reach $50.3 billion by 2020
          • Figure 1: Expenditures by Black households on apparel and footwear and fan chart forecast of market, at current prices, 2010-20
        • The issues
          • Dressed to fit the role, Black consumers’ love of fashion makes them trendsetters
            • Figure 2: Black consumers’ influence on setting trends – Indexed against the total population, April 2014-June 2015
          • Where are all of the Black people . . . in marketing and on the runway?
            • Black consumers love to shop, but are less likely to shop online
              • Figure 3: Top retailers Black consumers shop online – Index to shopping in-store, September 2015
            • Finding exactly what they’re looking for can lead to frustration
              • Figure 4: Shopping frustration of finding the right size or selection, September 2015
            • The opportunities
              • Acknowledge that Black consumers are viable consumers, leverage them as brand advocates
                • Figure 5: Brand advocacy among Black consumers – Net three ratings, September 2015
              • Uncover opportunities to engage with them online, make them fall for you
                • Tap into their geek spirit with apps and other technology
                  • What it means
                  • The Market – What You Need to Know

                    • Currently at $39 billion, expenditures expected to grow 29% by 2020
                      • Apparel expenditures account for nearly three quarters of spending
                        • Footwear expenditure growth is more moderate
                          • Demographics and dynamics in Black community impact the category
                          • Market Size and Forecast

                            • Black consumers’ expenditures forecast to reach $50.3 billion by 2020
                              • Figure 6: Expenditures by Black households on apparel and footwear and fan chart forecast of market, at current prices, 2010-20
                              • Figure 7: Expenditures by Black households on apparel and footwear and forecast of market, at current prices, 2010-20
                          • Market Breakdown

                            • Apparel accounts for lion’s share; though Black consumers over index on footwear
                              • Figure 8: Expenditures by Black households for apparel and footwear, by segment, at current prices, 2015
                            • Black consumers spent nearly $30 billion on apparel in 2015
                              • Figure 9: Expenditures by Black households on apparel and fan chart forecast of market, at current prices, 2010-20
                            • About $11 billion was spent on footwear in 2015
                              • Figure 10: Expenditures by Black households on footwear and fan chart forecast of market, at current prices, 2010-20
                          • Market Perspective

                            • Beauty is skin deep, but what’s on the surface completes the look
                              • Figure 11: Black consumers’ attitudes toward their overall appearance, by gender, April 2015
                          • Market Factors

                            • Black households more than twice as likely as Whites to be headed by women
                              • Figure 12: Family households with own children, by race and Hispanic origin of householder, by type, 2014
                            • Children younger than 18 account for one quarter of Black population
                              • Figure 13: Black population, by age, 2010-20
                            • Black households have more children than White households
                              • Figure 14: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                            • Black men more likely than other men to be single, shopping for themselves
                              • Figure 15: Marital status of men aged 18 or older, by race and Hispanic origin, 2015
                          • Trends Impacting the Market

                            • Appearance is very important to Black teens and kids, who seek to stand out
                              • Figure 16: Black teens’ and kids’ attitudes toward appearance and standing out from others – Index to total, April 2014-June 2015
                            • Black consumers more passionate about fashion than other consumers, regardless of age
                              • Figure 17: Black consumers’ attitudes toward keeping up with fashions – Index to total, by age (adults, teens, kids), April 2014-June 2015
                            • Black consumers more likely than others to enjoy shopping for clothes . . . no doubt footwear too
                              • Figure 18: Black teens’ and kids’ enthusiasm for clothes shopping – Index to total, April 2014-June 2015
                          • Key Players – What You Need to Know

                            • Curvy as well as big and tall in high demand, style is not an option – it’s mandatory
                              • Black consumers less likely to shop online, lack of sensory experience a barrier
                                • Black consumers love shopping, new developments make shopping easier
                                • What’s Working?

                                  • Junior styles, but not junior sizes
                                    • Figure 19: Healthy weight, overweight, and obesity among Black adults aged 20 and over, by gender, 2009-12
                                  • Plus size and big and tall get bigger with store expansions
                                    • Vintage designs spanning multiple decades promote creativity in fashion
                                    • What’s Struggling?

                                      • Online shopping . . . Black consumers enjoy the brick-and-mortar experience
                                        • Figure 20: Incidence of Black consumers shopping online – Index to shopping in-store, September 2015
                                      • Finding the right fit is hurting online clothing sales
                                        • Figure 21: Types of retailers Black consumers purchase clothing and footwear from online, September 2015
                                    • What’s Next?

                                      • More outlet stores are popping up near urban areas
                                        • From our door to yours . . . on-demand delivery will set retailers apart
                                          • Friends with benefits, how technology is used as a shopping tool
                                          • The Consumer – What You Need to Know

                                            • Black consumers love to shop, sensorial and experiential nature drives in-store over online
                                              • Black consumers shop some of the same stores for apparel and footwear, with some exceptions
                                                • Black consumers are image conscious, trendsetters, and prefer brand names
                                                • Adults’ Attitudes toward Style and Fashion

                                                    • Black consumers lead fashion trends, driven by the desire to stand out and be different
                                                      • Figure 22: Black consumers’ influence on setting trends – Index to total, April 2014-June 2015
                                                    • Quality is important; designer labels deliver the right message
                                                      • Figure 23: Black consumers’ attitudes toward high-end fashion/designer labels – Index to total, April 2014-June 2015
                                                  • Teens’ Attitudes toward Style and Fashion

                                                      • Black teens take pride in looking good, “on fleek”
                                                        • Figure 24: Black teens’ attitudes toward importance of appearance – Index to total teens, April 2014-June 2015
                                                      • Black teens put a lot of care into their appearance, many still unsatisfied
                                                        • Figure 25: Black teens’ attitudes toward the role clothes play on self-image – Index to total teens, April 2014-June 2015
                                                      • Black teens keep up with latest fashion trends
                                                        • Figure 26: Black teens’ role in setting trends – Index to total teens, April 2014-June 2015
                                                    • Kids’ Attitudes toward Style and Fashion

                                                        • Black kids keep up with latest fashions, more so than other kids
                                                          • Figure 27: Black kids’ attitudes toward fashion – Index to total kids, April 2014-June 2015
                                                        • Fewer Black kids wear what they want, majority happy with their look
                                                          • Figure 28: Black kids’ confidence in their appearance – Index to total kids, April 2014-June 2015
                                                      • Attitudes toward Shopping for Apparel and Footwear

                                                          • Adults
                                                            • Black consumers love to shop, window shopping sparks creativity and motivates
                                                              • Figure 29: Black consumers’ shopping involvement and enjoyment – Index to total, April 2014-June 2015
                                                            • Shopping can be a social escape and provide quality time with friends/spouse
                                                              • Figure 30: Black consumers’ attitudes toward shopping companions – Index to total, April 2014-June 2015
                                                            • Black consumers shop more frequently, visit more stores, and browse stores longer
                                                              • Figure 31: Black consumers’ shopping behaviors – Index to total, April 2014-June 2015
                                                            • Black consumers shop around for deals, sales draw them into new stores
                                                              • Figure 32: Impact of sales on Black consumers’ shopping behaviors – Index to total, April 2014-June 2015
                                                            • Teens
                                                              • Black teens say fewer is better . . . fewer clothes, fewer stores
                                                                • Figure 33: Black teens’ shopping behaviors and attitudes – Index to total teens, April 2014-June 2015
                                                            • Shopping Motivations and Triggers

                                                                • Adults
                                                                  • Black consumers’ love for shopping triggers impulse purchases, more so than others
                                                                    • Figure 34: Black consumers’ shopping enjoyment and inspiration – Index to the total, April 2014-June 2015
                                                                  • Out with the old, in with the new, Black consumers buy to update or replace
                                                                    • Figure 35: Impact occasions and updates have on shopping triggers, by clothing and footwear, September 2015
                                                                  • Black consumers buy on impulse because they feel they deserve it, to reward themselves
                                                                    • Figure 36: Impulse purchase motivations, by clothing and footwear, September 2015
                                                                  • Sales more likely to trigger clothing purchases than footwear
                                                                    • Figure 37: The role advertising and promotions has on recent purchases, by clothing and footwear, September 2015
                                                                  • Black women more likely than other women to buy on impulse
                                                                    • Figure 38: Black women’s purchase triggers – Index to total females, September 2015, January 2015
                                                                  • Teens and kids
                                                                    • Magazines and TV provide teens inspiration on latest styles
                                                                      • Figure 39: Black teens’ fashion and style inspiration – Index to total teens, April 2014-June 2015
                                                                      • Figure 40: Impact of magazines on providing fashion inspiration among kids aged 6-11, by race/Hispanic origin, April 2014-June 2015
                                                                  • Brick-and-Mortar Stores Black Consumers Shop

                                                                      • Department stores are the leading retailer for clothing and footwear
                                                                          • Figure 41: Types of brick-and-mortar stores Black consumers shop, by clothing and footwear, September 2015
                                                                        • Men find fashions at athletic stores, more likely than women to shop fitness stores
                                                                          • Figure 42: Top brick-and-mortar stores Black consumers shop for apparel and footwear, by gender, September 2015
                                                                        • Gen Xers significantly less likely to shop mass merchandisers for clothing and footwear
                                                                          • Figure 43: Types of brick-and-mortar stores Black consumers shop at for apparel and footwear, by generation, September 2015
                                                                      • Online Stores Black Consumers Shop

                                                                          • Amazon competes with department stores, particularly for footwear
                                                                              • Figure 44: Types of online stores Black consumers shop, by clothing and footwear, September 2015
                                                                            • Men significantly more likely than women to shop at Amazon
                                                                              • Figure 45: Top online stores Black consumers shop for apparel and footwear, by gender, September 2015
                                                                            • iGens/Millennials twice as likely to shop online specialty stores
                                                                              • Figure 46: Type of online stores Black consumers shop at for apparel and footwear, by generation, September 2015
                                                                          • Shopping Frustrations

                                                                              • Finding the right fit can be a barrier to shopping new stores
                                                                                • Figure 47: Black consumers’ frustration with size/fit when shopping, September 2015
                                                                              • Availability of sizes at stores a major challenge for some
                                                                                • Figure 48: Black consumers’ frustration with product availability and selection when shopping, September 2015
                                                                              • Only one quarter believe clothing and footwear is overpriced
                                                                                • Figure 49: Black consumers’ frustration with costs when shopping, September 2015
                                                                              • Overall, Black consumers have positive experiences with salespeople
                                                                                • Figure 50: Black consumers’ frustration with service when shopping, September 2015
                                                                            • What’s in Black Consumers’ Shopping Bags: Apparel

                                                                                • Jeans are leading bottoms that Black consumers buy
                                                                                  • Figure 51: Type of apparel Black consumers purchased in the last 12 months, September 2015
                                                                                • Women significantly more likely than men to buy tops
                                                                                  • Figure 52: Clothing purchases in the last 12 months – Bottoms and tops, by gender, September 2015
                                                                                • iGens/Millennials more likely than older consumers to buy tops
                                                                                    • Figure 53: Clothing purchases in the last 12 months – Bottoms and tops, by generation, September 2015
                                                                                • What’s in Black Consumers’ Shopping Bags: Footwear

                                                                                    • Black consumers more likely to buy shoes than boots, casual shoes lead
                                                                                        • Figure 54: Types of footwear Black consumers purchased in the last 12 months, September 2015
                                                                                      • Many Black women may have a mild shoe obsession
                                                                                        • Figure 55: Footwear purchases in the last 12 months – Shoes and boots, by gender, September 2015
                                                                                      • Millennials twice as likely as Boomers/Swing Generation to buy boots
                                                                                        • Figure 56: Footwear purchases in the last 12 months – Shoes and boots, by generation, September 2015
                                                                                    • What Black Consumers Look for in Footwear

                                                                                        • Style is important but doesn’t trump comfort
                                                                                            • Figure 57: Things Black consumers look for when shopping for footwear, September 2015
                                                                                          • Comfort aside, women seek style, men seek durability
                                                                                            • Figure 58: What Black consumers look for in shoes, by gender, September 2015
                                                                                          • Older consumers seek comfort, while younger Black consumers seek fashion
                                                                                            • Figure 59: What Black consumers look for in shoes, by generation, September 2015
                                                                                        • Appendix: Data Sources and Abbreviations

                                                                                          • Data sources
                                                                                            • Sales data
                                                                                              • Fan chart forecast
                                                                                                • Consumer survey data
                                                                                                  • Abbreviations and terms
                                                                                                    • Abbreviations
                                                                                                      • Terms
                                                                                                      • Appendix: The Market

                                                                                                          • Figure 60: Expenditures and forecast of Black households for apparel and footwear, at inflation-adjusted prices, 2010-20
                                                                                                          • Figure 61: Expenditures and forecast of Black households for apparel and footwear, by segment, at current prices, 2010-20
                                                                                                          • Figure 62: Expenditures by Black households for apparel and footwear, by segment, at current prices, 2013-15
                                                                                                          • Figure 63: Expenditures and forecast of Black households for apparel, at current prices, 2010-20
                                                                                                          • Figure 64: Expenditures and forecast of Black households for apparel, at inflation-adjusted prices, 2010-20
                                                                                                          • Figure 65: Expenditures and forecast of Black households for footwear, at current prices, 2010-20
                                                                                                          • Figure 66: Expenditures and forecast of Black households for footwear, at inflation-adjusted prices, 2010-20
                                                                                                      • Appendix: The Consumer

                                                                                                        • Adults
                                                                                                          • Figure 67: Adults’ attitudes toward style and apparel, by race/Hispanic origin, April 2014-June 2015
                                                                                                          • Figure 68: Adults’ attitudes toward shopping, by race/Hispanic origin, April 2014-June 2015
                                                                                                          • Figure 69: Adults’ general shopping behaviors, by race/Hispanic origin, April 2014-June 2015
                                                                                                        • Teens
                                                                                                          • Figure 70: Teens’ attitudes toward style, fashion and shopping, by race/Hispanic origin, April 2014-June 2015
                                                                                                        • Kids
                                                                                                          • Figure 71: Kids’ attitudes toward style, shopping and apparel, by race/Hispanic origin, April 2014-June 2015

                                                                                                      Companies Covered

                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                      The Black Apparel and Footwear Consumer - US - January 2016

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