Internet and mobile marketing for fashion and apparel
Fashion and Apparel Purchase Outlook and Consumer Segments 2010
What categories of apparel purchases look promising at this point in time?
Which types of apparel retailers can have some confidence in sales outlook for the remainder of 2010?
A survey of 8,200 adults conducted in April 2010 provides some interesting information. Of particular interest to fashion retailers is that one segment of consumers has set apparel as the most likely consumer goods category for increased spending in the coming months.
The survey, conducted by BIGresearch in April 2010, and released by Acxiom divides apparel consumers into categories of generation (age) and fashion outlook.
One thing that is striking is the clear decline with age in the numbers of consumers identifying themselves as fashion forward.
All Categories of Consumers Intend to Increase Apparel Spending
As shown in this chart virtually all categories of consumers intend to spend more on apparel in the next 90 days (as of April 2010.)
Where Consumers Like to Shop
While department stores and discount store are most preferred for shopping among the total population of consumers, specialty apparel stores are favored by the most prized segment, fashion forward, high income female consumers – those who actually spend the most money on apparel.
As the following charts show, while fashion forward women are the smallest segment of consumers, they actually comprise an equivalent share of total purchases.
What Consumers Look for in Their Shopping Experience
There are a number of interesting facts to be pulled from the following chart:
- Fashion forward consumers are most interested in stores providing fashion ideas, new styles and fabrics as well as the store experience of design and layout. They are also the segment most motivated by loyalty programs.
- Conservative/traditional consumers are most motivated by knowledgeable sales people and customer service, and somewhat by loyalty programs or store credit cards.
- Value driven consumers are most motivated by price, of course, but also heavily by location. Surprisingly they are much less motivated by loyalty programs.
Holijoli helps apparel companies create online marketing success - increased profit, improved visibility, expanded market reach, better customer relationships. Our talents lie in the area of technology, communication and strategy.
Holijoli was founded in 2009 by Steve Kilner who brings an unusual combination of career experience as a longtime Silicon Valley software entrepreneur, a one-time owner of a women's apparel business, and a marketing consultant specializing in copywriting, messaging and branding.
Steve Kilner
