US Women’s Clothing Market Report 2023

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context

Executive Summary

• Top Takeaways
• Consumer trends
• Most women still shop regularly for clothes, but with some restraint
  • Figure 1: Shopping seasonality, by age, 2023
• As social occasions return, women buy new outfits to wear to these occasions
• Specialty stores need to give women a reason to stay in their consideration sets
  • Figure 2: Select retailers shopped – Any shopping (net), 2023
• Digital on track to take over
  • Figure 3: Future shopping method, 2023
• Competitive strategies
  • Figure 4: Moosejaw launches ReTrail resale offering
• • Figure 5: Slick Chicks celebrates Disability Pride Month
  • Figure 6: Athleta launches City Pants
• Market predictions
  • Figure 7: Total US retail sales and fan chart forecast of women’s clothing, at current prices, 2018-28
  • Figure 8: Women’s clothing outlook, 2023-28
• Opportunities
• Amplify the endorphin-producing benefits of clothing
• Keep improving the process of finding the right fit
• Push on the personalization/service aspect
• Empower customers to help make fashion more sustainable

Market Size and Forecast

• Normalization is in effect
  • Figure 9: Total US retail sales and fan chart forecast of women’s clothing, at current prices, 2018-28
  • Figure 10: Total US retail sales and forecast of women’s clothing, at current prices, 2018-28
• • Figure 11: Average annual household spending on women’s clothing, 2018-23

Market Drivers

• Inflation is the current biggest threat to the clothing industry
• Good news is that inflation is improving
  • Figure 12: Consumer Price Index change from previous period, 2022-23
• • Figure 13: Consumer Price Index for all urban consumers: apparel in US city average, 2022-23
• Women still find clothing to be rather affordable
  • Figure 14: Consumer goods and services: perception of current costs, 2022
• Consumers are pulling back on clothing purchases in reaction to price pressure
  • Figure 15: Inflation-driven behaviors, 2023
• • Figure 16: Inflation-driven behaviors, by age, 2023
• Consumers are reprioritizing essentials but not necessarily trading clothing budgets for other nondiscretionary items
  • Figure 17: Reasons for buying clothing less frequently in past year, by age, 2023
• Younger women are selling their wears to make money
  • Figure 18: How earnings from selling clothing were used, 2023
• • Figure 19: Financial health and financial outlook, 2023
• The widespread obesity epidemic in the US means retailers need to be offering extended sizing
  • Figure 20: Age-adjusted prevalence of obesity among women aged 20 or older, by age and race and Hispanic origin, 2017-18
• Increase in remote and hybrid work settings drives demand for comfortable attire
  • Figure 21: Employment and work from home status, by age, 2023

Competitive Strategies and Market Opportunities

• Circular economy explodes as consumers look for value and become increasingly eco-conscious
• Observations
  • Figure 22: Attitude toward preowned clothing, age and income, 2023
• Opportunity
• Brand examples
  • Figure 23: Moosejaw launches ReTrail, a resale offering
  • Figure 24: Mud Jeans promotes the positive impact that purchases can have on the planet
• Brands are branching out to be inclusive and reach new target segments
• Observations
• Opportunity
• Adaptive clothing brand examples
  • Figure 25: Slick Chicks promotes Disability Pride Month and some of its adaptive underwear and loungewear options
• Maternitywear brand examples
  • Figure 26: Nike celebrates motherhood with maternity collection and programs to keep moms moving
• • Figure 27: Hatch helps pregnant women remain stylish
• Unisex clothing brand examples
  • Figure 28: Big Bud offers gender-neutral and size inclusive clothing
• Workwear is evolving and brands need to keep up or risk becoming irrelevant
• Observations
• Opportunity
• Brand examples
  • Figure 29: Stitch Fix promotes women’s workwear
  • Figure 30: Athleta launches City Pants
• • Figure 31: Ann Taylor uses influencers to promote work attire for the whole week

The Women’s Clothing Shopper – Fast Facts

Shopping Frequency and Seasonality

• It’s not doomsday for clothing – most women are shopping regularly
  • Figure 32: Shopping frequency, 2020-23
• Younger, affluent consumers are the most frequent buyers
  • Figure 33: Shopping frequency, by age and income, 2023
• Confirmed – 2020 was an anomaly for clothing seasonality
  • Figure 34: Shopping seasonality, 2020-23
• • Figure 35: Shopping seasonality, by age, 2023

Important Attributes

• Fit is queen when it comes to clothing attributes of importance to women
  • Figure 36: Important attributes when clothes shopping, 2023
• Younger women prioritize form to greater degree
  • Figure 37: Important attributes when clothes shopping, by age, 2023

Reasons for Buying Clothes

• Women mainly buy clothing ‘just because’
• • Figure 38: Reasons for buying clothes, 2023
• • Figure 39: Lululemon creates Instagram activation to raise awareness of wellbeing, 2022
• The motivation to buy casual clothing increases with age
  • Figure 40: Reasons for buying clothes, by generation, 2023
• • Figure 41: Select reasons for buying clothes, by race and Hispanic origin, 2023

Items Purchased

• Casualization is still a big priority
  • Figure 42: Items purchased, 2023
• • Figure 43: Athleta promotes swimwear and women’s clothing for tennis and golf
• Most items purchased in a store
  • Figure 44: Items purchased, by channel, 2023
• Women still love their activewear
  • Figure 45: Items purchased, by age, 2023
• • Figure 46: Attitude toward activewear, by generation, 2023

Retailers Shopped

• Retailer choices reflect desire for variety, convenience and value
• • Figure 47: Retailers shopped – Any shopping (net), 2023
• Women are, on the whole, shopping for clothing online just as much as in stores
  • Figure 48: Retailers shopped, by shopping method, 2023
• Balancing budgets by balancing retailers
  • Figure 49: Retailers shopped – Any shopping (net), by age and income, 2023
• • Figure 50: Macy’s 2023 Spring Style Commercial – Main Character Moment

Shopping Method

• Majority of women expect to do most of their clothes shopping online
  • Figure 51: Future shopping method, 2023
• • Figure 52: J.Crew launches new mobile app
• Prior experience with online shopping drives future behaviors
  • Figure 53: Future shopping method, by generation, 2023
• Store remains critical part of path to purchase
  • Figure 54: Future shopping method, by generation, 2023
• Return policies hold a lot of weight
  • Figure 55: Attitude toward shopping online, by generation and parental status, 2023
• Consumers expect to have free and flexible return options
  • Figure 56: Return tendency, by age, 2023
• In their words

Desired In-store Experiences

• Women are looking for convenience and personalization when shopping in the store
• • Figure 57: Desired in-store experiences, 2023
• • Figure 58: Foot Locker shows its community support by providing grants for organizations serving youth development
• Younger shoppers demand more from physical stores
  • Figure 59: Desired in-store experiences, by age, 2023

Desired Improvements

• Women want retailers to help them find the right fit
  • Figure 60: Desired improvements, 2023
• • Figure 61: Lululemon promotes its free membership program
• Gen Z and Millennials have the most suggestions for improvement
  • Figure 62: Desired improvements, by generation, 2023
• Hispanics are excited about rewards while Black women focus on fit
  • Figure 63: Desired improvements, by race and Hispanic origin, 2023
• In their words

Role of Sustainability in Fashion

• A company’s sustainability actions can influence purchase decisions
• • Figure 64: Sustainability importance, by age, 2023
• Consumers want to know about the materials their clothing is made of and how to sustain the life of their garments
  • Figure 65: Interest in sustainability, 2023
• • Figure 66: Interest in sustainability – index versus all women, by generation, 2023
• • Figure 67: Lifestyle brand Tree Tribe provides advice on how to be more sustainable
• Retailers have many opportunities to earn consumer preference
  • Figure 68: Sustainability-related retailer drivers, 2023
• • Figure 69: Sustainability-related retailer drivers – index versus all women, by generation, 2023
• • Figure 70: Maylyn & Co. uses plant-based sustainable materials in its loungewear
  • Figure 71: Ganni partners with biotech firm Polybion to create a blazer made with a sustainable leather alternative
• Quantifiable proof is important to earn trust
• In their words

Attitudes toward Shopping for Clothes

• Clothes shopping is an emotional process that can involve highs and lows
  • Figure 72: Attitudes toward emotional aspects of clothes buying, 2023
• • Figure 73: Attitudes toward emotional aspects of clothes buying, by age, 2023
• • Figure 74: Sweaty Betty promotes mood-boosting benefits of its new Colour Theory Collection leggings
• Sustainable fashion practices are not optional; they are a must
  • Figure 75: Attitudes toward sustainability, 2023
• • Figure 76: Attitudes toward sustainability, by generation, 2023
• Women are paying more attention to brands’ ethics when deciding where to shop
  • Figure 77: Attitudes toward diversity, equity and inclusion, 2023
• • Figure 78: Nike celebrates motherhood with maternity collection and programs to keep moms moving
  • Figure 79: Attitudes toward diversity, equity and inclusion, by generation; LGBTQ+, 2023
• • Figure 80: Attitudes toward diversity, equity and inclusion, by race and Hispanic origin, 2023

Appendix – Data Sources and Abbreviations

• Data sources
• Sales data
• Forecast
• Consumer survey data
• Consumer qualitative research
• Abbreviations and terms
• Abbreviations
• Terms

Appendix – The Market

• • Figure 81: Total US retail sales and forecast of women’s clothing, at inflation-adjusted prices, 2018-28

Appendix – The Consumer

• Additional qualitative research
• Current purchasing behaviors
• Planning approach
• Fashion inspiration
• Clothing industry concerns
• Gifting
• Women’s perceptions of men’s clothing