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Women's Attitudes Toward Clothes Shopping - US - December 2010

Nearly nine out of ten women surveyed for this report said that they have shopped for clothing themselves in the past year, and eight out of ten have made a purchase. These women purchase numerous items, expressing what motivates them, what challenges and frustrates them with the retail experience, and how and where they accomplish the task of shopping. The ultimate goal of women who shop for clothes is to find stylish clothing that also looks good on them, but this is no small task. Women indicate the obstacles they encounter when clothes shopping and the report will explore how retailers are trying to fulfill this quest. Furthermore, this report provides an in-depth examination of the following:

  • The ways in which population growth among women will impact the women’s clothing market, with key analysis of specific demographics
  • The significant influence of new technology on marketing and the shopping experience
  • The role of household income in purchases, and the extent to which the aftermath of the recession is still creating a challenge for women or retailers
  • How lack of custom and larger sizing causes many women to compromise when it comes to fashion

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Advertising creative
            • Abbreviations
              • Terms
              • Executive Summary

                • Insights and Opportunities
                  • Mature women and changing faces driving the market
                    • Companies and brands
                      • Marketing strategies
                        • Innovation and innovators
                          • Purchasing behaviors and attitudes toward shopping
                          • Insights and Opportunities

                            • Organic cotton is in
                              • Cause marketing still attracts
                                • Plus-size women have significant spending power
                                  • The demographic
                                    • The retailers
                                      • The retailing challenges
                                        • Possible solutions
                                        • Inspire Insights

                                            • Trend: Shop Your Age?
                                            • Market Factors

                                              • More women need more clothing
                                                • Figure 1: U.S. women’s population by age, 2005-15
                                              • Changing faces
                                                • Figure 2: Female population by race and Hispanic origin, 2005-15
                                              • Income to purchase
                                                • Figure 3: Incidence of purchasing women’s apparel and accessories, by household income, April 2009-June 2010
                                                • Figure 4: Household income distribution by race and Hispanic origin of householder, 2009
                                              • Lower household income, spending more on apparel
                                                • Figure 5: Average annual expenditures, indexed to all CUs, by Black and other races, 2008
                                                • Figure 6: Average annual expenditures on apparel—Hispanics vs. non-Hispanics, 2008
                                              • Can we still blame the economy for something?
                                                • Changing sizes create challenges
                                                  • Figure 7: Prevalence of obesity and overweight for adults aged 20 years or older, by gender, 2008
                                                • Custom online options
                                                • Companies and Brands

                                                    • Mass merchandisers
                                                      • Walmart
                                                        • Target
                                                          • Department stores
                                                            • Neiman Marcus
                                                              • Nordstrom
                                                                • Macy’s/Bloomingdale’s
                                                                  • Fast fashion
                                                                    • H&M
                                                                      • Forever 21
                                                                        • Specialty
                                                                          • Gap
                                                                            • Ann Taylor goes to work
                                                                              • Express
                                                                                • Urban Outfitters
                                                                                  • Specialty catalog/online shopping
                                                                                    • L.L. Bean updating and holding to its heritage
                                                                                      • Coldwater Creek
                                                                                        • Discount
                                                                                          • Dress Barn dresses up
                                                                                          • Innovation and Innovators

                                                                                            • Fast fashion
                                                                                              • Can department stores keep up?
                                                                                                • Macy’s looks to attract fast fashion dollars
                                                                                                  • Saks and Macy's Online
                                                                                                    • Good old jeans
                                                                                                      • Not Your Daughter’s Jeans
                                                                                                        • Gap
                                                                                                          • Google getting fashionable
                                                                                                          • Marketing Strategies

                                                                                                            • Overview
                                                                                                              • Social media tools and tactics
                                                                                                                • Bloggers
                                                                                                                  • Integrating Facebook
                                                                                                                    • Reaching out with technology
                                                                                                                      • Traditional advertising making the shift
                                                                                                                        • Going virtual
                                                                                                                          • Commercials
                                                                                                                            • Look good for a dollar
                                                                                                                              • Figure 8: Brand analysis of Bealls, 2010
                                                                                                                              • Figure 9: Bealls television ad, 2010
                                                                                                                            • If you wear our sweater you will look sexy
                                                                                                                              • Figure 10: Brand analysis of H&M, 2010
                                                                                                                              • Figure 11: H&M television ad, 2010
                                                                                                                            • Swooning mannequins
                                                                                                                              • Figure 12: Brand analysis of Old Navy, 2010
                                                                                                                              • Figure 13: Old Navy, television ad, 2010
                                                                                                                            • The new Lane Bryant
                                                                                                                              • Figure 14: Brand analysis of Lane Bryant, 2010
                                                                                                                              • Figure 15: Lane Bryant, television ad, 2010
                                                                                                                            • Believe the designer
                                                                                                                              • Figure 16: Brand analysis of Lee Riders Jeans, 2010
                                                                                                                              • Figure 17: Lee Riders Jeans, television ad, 2010
                                                                                                                            • The quirky home-video effect
                                                                                                                              • Figure 18: Brand analysis of Columbia Sportswear Company, 2010
                                                                                                                              • Figure 19: Columbia Sportswear Company, television ad, 2010
                                                                                                                          • Women’s Clothing Purchases in the Past Year

                                                                                                                            • Key points
                                                                                                                              • Everyone shops
                                                                                                                                • Figure 20: Incidence of women’s clothes shopping, by age, August/September 2010
                                                                                                                              • Household income not a significant factor in incidence of shopping
                                                                                                                                • Figure 21: Incidence of women’s clothes shopping, by household income, August/September 2010
                                                                                                                              • The actual purchase
                                                                                                                                • Figure 22: Incidence of women’s clothing purchase, by age, April 2009-June 2010
                                                                                                                              • Blouses/shirts and jeans are most popular
                                                                                                                                • Figure 23: Items of women’s clothing purchased, by age, April 2009-June 2010
                                                                                                                              • More money, more likely to have purchased most items
                                                                                                                                • Figure 24: Items of women’s clothing purchased, by household income, April 2009-June 2010
                                                                                                                            • Attitudes/Opinions about Shopping for Women’s Clothing

                                                                                                                              • Key points
                                                                                                                                • Younger more likely to try to save and plan
                                                                                                                                    • Figure 25: Opinions about shopping, by age, April 2009-June 2010
                                                                                                                                  • More household income = more brand loyalty
                                                                                                                                      • Figure 26: Opinions about shopping, by household income, April 2009-June 2010
                                                                                                                                  • Types of Women’s Clothing Purchased

                                                                                                                                    • Key points
                                                                                                                                      • Young buy all types of clothing
                                                                                                                                        • Figure 27: Types of women’s clothing purchased for self, by age, August/September 2010
                                                                                                                                      • Blouses are household income blind
                                                                                                                                        • Figure 28: Types of women’s clothing purchased for self, by household income, August/September 2010
                                                                                                                                      • College graduates buy clothing
                                                                                                                                        • Figure 29: Types of women’s clothing purchased for self, by education level attained, August/September 2010
                                                                                                                                    • Retailers Where Women’s Clothing is Purchased

                                                                                                                                      • Key points
                                                                                                                                        • Young like fast fashion and older women like catalogs
                                                                                                                                            • Figure 30: Retailers from which women have bought clothing in past 12 months, by age, August/September 2010
                                                                                                                                          • Higher household income translates to more shopping opportunities
                                                                                                                                            • Figure 31: Retailers from which women have bought clothing in past 12 months, by household income, August/September 2010
                                                                                                                                        • Issues Encountered When Shopping for Sizes

                                                                                                                                          • Key points
                                                                                                                                            • Never enough sizes
                                                                                                                                              • Figure 32: Size availability when shopping, by age, August/September 2010
                                                                                                                                            • Lower household income and more trouble finding size
                                                                                                                                              • Figure 33: Size availability when shopping, by household income, August/September 2010
                                                                                                                                          • Clothes Shopping Habits and Preferences

                                                                                                                                            • Key points
                                                                                                                                              • Using the internet and paying full price
                                                                                                                                                  • Figure 34: Habits and preferences when clothes shopping, by age, August/September 2010
                                                                                                                                                • Making more and paying less?
                                                                                                                                                  • Figure 35: Habits and preferences when clothes shopping, by household income, August/September 2010
                                                                                                                                                • Educated and online
                                                                                                                                                  • Figure 36: Habits and preferences when clothes shopping, by education level attained, August/September 2010
                                                                                                                                                • Northeasterners are loyal and like to research
                                                                                                                                                  • Figure 37: Habits and preferences when clothes shopping, by regional status, August/September 2010
                                                                                                                                              • Biggest Challenges When Clothes Shopping

                                                                                                                                                • Key points
                                                                                                                                                  • More choices but cannot afford them
                                                                                                                                                    • Figure 38: Challenges when shopping for clothes, by age, August/September 2010
                                                                                                                                                  • Plus-size challenges
                                                                                                                                                    • Figure 39: Typical plus size shopping experience, by age, August 2009
                                                                                                                                                • Ways to Improve the Women’s Apparel Retail Landscape/Experience

                                                                                                                                                  • Key points
                                                                                                                                                    • Slap a cause on it but give me a refund
                                                                                                                                                        • Figure 40: Suggested ways to improve women’s clothing retail landscape/experience, by age, August/September 2010
                                                                                                                                                      • Lower household income and less interested in refunds
                                                                                                                                                        • Figure 41: Suggested ways to improve women’s clothing retail landscape/experience, by household income, August/September 2010
                                                                                                                                                    • Clothing Qualities to Seek and Avoid

                                                                                                                                                      • Key points
                                                                                                                                                        • I want trendy, and I don’t want to dry clean
                                                                                                                                                          • Figure 42: Clothing attributes sought out or avoided, by age, August/September 2010
                                                                                                                                                        • Lower household income and interested in the latest trends
                                                                                                                                                          • Figure 43: Clothing attributes sought out or avoided, by household income, August/September 2010
                                                                                                                                                        • Westerners are easy going
                                                                                                                                                          • Figure 44: Clothing attributes sought out or avoided, by region, August/September 2010
                                                                                                                                                      • Impact of Race/Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Black women shopping less in the first place
                                                                                                                                                            • Figure 45: Incidence of women’s clothes shopping, by race and Hispanic origin, August/September 2010
                                                                                                                                                          • Black women less likely to purchase
                                                                                                                                                            • Figure 46: Incidence of women’s clothing purchase, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                          • Different strokes for different folks
                                                                                                                                                              • Figure 47: Items of women’s clothing purchased, by race and Hispanic origin, April 2009-June 2010
                                                                                                                                                            • Black women will travel, and Asian women will use the internet
                                                                                                                                                                • Figure 48: Opinions about shopping, by race and Hispanic origin, April 2009-June 2010
                                                                                                                                                              • Types of clothing purchased
                                                                                                                                                                • Figure 49: Types of women’s clothing purchased for self, by race and Hispanic origin, August/September 2010
                                                                                                                                                              • Retailer where women’s clothing was purchased
                                                                                                                                                                • Figure 50: Retailers from which women have bought clothing in past 12 months, by race and Hispanic origin, August/September 2010
                                                                                                                                                              • Habits not that different across race and Hispanic origin
                                                                                                                                                                • Figure 51: Habits and preferences when shopping for clothes, by race and Hispanic origin, August/September 2010
                                                                                                                                                              • Biggest challenges when clothes shopping
                                                                                                                                                                • Figure 52: Challenges when shopping for clothes, by race and Hispanic origin, August/September 2010
                                                                                                                                                              • Ways to improve the retail landscape/experience
                                                                                                                                                                • Figure 53: Suggested ways to improve women’s clothing retail landscape/experience, by race and Hispanic origin, August/September 2010
                                                                                                                                                              • Clothing qualities to seek and avoid
                                                                                                                                                                • Figure 54: Clothing attributes sought out or avoided, by race and Hispanic origin, August/September 2010
                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                • Strategizers
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Whimsicals
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Breezers
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                          • Figure 55: Women’s clothing clusters, August 2010
                                                                                                                                                                                          • Figure 56: Size availability when shopping, by women’s clothing clusters, August 2010
                                                                                                                                                                                          • Figure 57: habits and preferences when shopping for women’s clothing, by women’s clothing clusters, August 2010
                                                                                                                                                                                          • Figure 58: Challenges when shopping for women’s clothing, by women’s clothing clusters, August 2010
                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                          • Figure 59: Women’s clothing clusters, by age group, August 2010
                                                                                                                                                                                          • Figure 60: Women’s clothing clusters, by household income, August 2010
                                                                                                                                                                                          • Figure 61: Women’s clothing clusters, by race, August 2010
                                                                                                                                                                                          • Figure 62: Women’s clothing clusters, by Hispanic origin, August 2010
                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Single moms less likely to purchase
                                                                                                                                                                                                • Figure 63: Incidence of women’s clothing purchase, by marital status and presence of chidlren in household, April 2009-June 2010
                                                                                                                                                                                              • With children and the internet
                                                                                                                                                                                                  • Figure 64: Opinions about shopping, by marital status and presence of children in household, April 2009-June 2010
                                                                                                                                                                                                • Types of clothing bought
                                                                                                                                                                                                  • Figure 65: Types of clothing purchased for self, by marital status and presence of children in household, August/September 2010
                                                                                                                                                                                                • Retailer where women’s clothing was purchased
                                                                                                                                                                                                    • Figure 66: Retailers from which women have bought clothing in past 12 months, by marital status and presence of children in the household, August/September 2010
                                                                                                                                                                                                  • Ways to improve retail landscape/experience
                                                                                                                                                                                                    • Figure 67: Suggested ways to improve retail landscape/experience, by marital status and presence of children in household, August/September 2010
                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                    • Figure 68: Retailers from which women have bought clothing in past 12 months, by education level attained, August/September 2010
                                                                                                                                                                                                    • Figure 69: Challenges when shopping, by household income, August/September 2010
                                                                                                                                                                                                    • Figure 70: Challenges when shopping, by educational level attained, August/September 2010
                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Abercrombie & Fitch Co
                                                                                                                                                                                                  • Adidas (USA)
                                                                                                                                                                                                  • American Apparel & Footwear Association (AAFA)
                                                                                                                                                                                                  • American Eagle Outfitters Inc
                                                                                                                                                                                                  • American Medical Association (AMA)
                                                                                                                                                                                                  • AnnTaylor Inc
                                                                                                                                                                                                  • Apparel Search Company
                                                                                                                                                                                                  • Banana Republic
                                                                                                                                                                                                  • Barneys New York, Inc.
                                                                                                                                                                                                  • Bloomingdale's
                                                                                                                                                                                                  • Centers for Disease Control and Prevention
                                                                                                                                                                                                  • Chico's FAS, Inc.
                                                                                                                                                                                                  • Clorox Company , The
                                                                                                                                                                                                  • Coach, Inc.
                                                                                                                                                                                                  • Coldwater Creek Inc
                                                                                                                                                                                                  • Columbia Sportswear Company
                                                                                                                                                                                                  • Cotton, Inc.
                                                                                                                                                                                                  • Dillard's, Inc
                                                                                                                                                                                                  • Donna Karan International Inc.
                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                  • Food and Drug Administration
                                                                                                                                                                                                  • Footwear Distributors & Retailers Of America Inc
                                                                                                                                                                                                  • Footwear Distributors and Retailers of America (FDRA)
                                                                                                                                                                                                  • Forever 21 Inc.
                                                                                                                                                                                                  • Gap (USA)
                                                                                                                                                                                                  • Google, Inc.
                                                                                                                                                                                                  • Grupo Inditex
                                                                                                                                                                                                  • H&M Hennes & Mauritz
                                                                                                                                                                                                  • Hanesbrands Inc.
                                                                                                                                                                                                  • Hearst Magazines
                                                                                                                                                                                                  • Iconix Brand Group, Inc.
                                                                                                                                                                                                  • Igigi.com
                                                                                                                                                                                                  • International Council of Shopping Centres
                                                                                                                                                                                                  • J C Penney Company, Inc
                                                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                                                  • Kohl's Corporation
                                                                                                                                                                                                  • Lane Bryant
                                                                                                                                                                                                  • Levi Strauss
                                                                                                                                                                                                  • Limited Brands Inc
                                                                                                                                                                                                  • Long Tall Sally Ltd
                                                                                                                                                                                                  • Macy's, Inc.
                                                                                                                                                                                                  • National Retail Federation (NRF)
                                                                                                                                                                                                  • Nike
                                                                                                                                                                                                  • Nordstrom
                                                                                                                                                                                                  • Old Navy
                                                                                                                                                                                                  • Personal Care Products Council
                                                                                                                                                                                                  • Polo Ralph Lauren Corporation
                                                                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                                                                  • Ross Stores Inc
                                                                                                                                                                                                  • Saks Incorporated
                                                                                                                                                                                                  • SAM's Club
                                                                                                                                                                                                  • Target Corporation
                                                                                                                                                                                                  • The Neiman Marcus Group Inc
                                                                                                                                                                                                  • The New York Times Company
                                                                                                                                                                                                  • The Wet Seal, Inc
                                                                                                                                                                                                  • Torrid
                                                                                                                                                                                                  • Turner Broadcasting System, Inc.
                                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                  • U.S. Bureau of the Census
                                                                                                                                                                                                  • Urban Outfitters
                                                                                                                                                                                                  • Victoria's Secret
                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                  • Women's Wear Daily (WWD)
                                                                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                                                                  Women's Attitudes Toward Clothes Shopping - US - December 2010

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