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Who Buys Source

Profiling adults 18+ who purchased any type of women's apparel in the past year:

GfK MRI, 2010

Adults 18+ who bought any type of women's apparel item in the past year, by age level: 18-24, 11.9%; 25-34, 17.7%; 35-44, 19.0%; 45-54, 20.1%; 55-64, 15.0%; 65+, 16.3%.

GfK MRI, 2010

Adults 18+ who purchased any women's clothing item in the past year, by income bracket: $100,000+, 26.0%; $75-99,999, 14.2%; $60-74,999, 11.3%; $50-59,999, 8.6%; $40-49,999, 8.6%; $30-39,999, 9.5%; $20-29,999, 9.4%; under $20,000, 12.4%.

GfK MRI, 2010

Adults 18+ who bought any women's apparel item in the past year, by race: White, 77.9%; Black, 10.2%; Other, 11.9%; Hispanic origin, 12.4%.

GfK MRI, 2010

Adults 18+ who purchased any article of women's clothing in the past year, by region: Northeast, 18.7%; Midwest, 22.8%; South, 36.1%; West, 22.5%.

GfK MRI, 2010

Adults 18+ who bought any type of women's clothing in the past year, by marital status: Single, 22.4%; married, 57.1%; separated/widowed/divorced, 20.5%.

GfK MRI, 2010

Of those adults 18+ who purchased any type of women's clothing in the past year, 88.0% were women and 12.0% were men.

GfK MRI, 2010

According to a 2010 study by Acxiom, "Fashion Forward" shoppers (described as those who favor the newest trends and styles when shopping for apparel) account for only 16% of the total number of shoppers, yet are responsible for 32% of overall women's clothing purchases. Two-thirds of "Fashion Forward" consumers are in the 18-33 age bracket, with an average household income of just over $53,000.

Acxiom Corporation, 2010

According to a 2010 study conducted by Bain & Co. and Vogue magazine, fashion-savvy women who follow the latest trends and consider themselves to be "stylish" spend three times the average on all apparel, accessory and beauty purchases. The study indicated that when it comes to luxury, 15% of style-conscious women account for 70% of luxury spending on apparel, accessories and beauty products.

National Jeweler, 2010

According to a 2010 survey by the Cotton Incorporated Lifestyle Monitor, 77% of female respondents size 15 and up say that they are slow to adopt change or rarely change their style of apparel, compared to 42% of females sizes 0 to 6 and 62% of women sizes 7 to 14.

Cotton Incorporated Lifestyle Monitor, 2010

When They Buy Source

Monthly sales of women's clothing specialty stores (3-year average, 2008-2010): January, 6.4%; February, 6.8%; March, 8.5%; April, 8.9%; May, 9.1%; June, 8.1%; July, 7.6%; August, 8.0%; September, 8.0%; October, 8.2%; November, 8.9%; December, 11.5%.

U.S. Department of Commerce, 2011

According to a 2011 survey by the Cotton Incorporated Lifestyle Monitor, when the latest styles of clothing are purchased by women: At the beginning of a season, 20%; on sale at the end of a season, 68%; other, 12%.

Cotton Incorporated Lifestyle Monitor, 2011

Based on research by the Cotton Incorporated Lifestyle Monitor, women shop for clothing in stores an average of 2.0 times per month. 

Cotton Incorporated Lifestyle Monitor, 2011

On average, women expect their demim jeans and dress shirts to last about four years; casual pants, t-shirts, athletic pants, shorts and shirts to last about three years; and bras, socks and underwear to last roughly two years.

 

Cotton Incorporated Lifestyle Monitor, 2011

A 2010 survey by the Cotton Incorporated Lifestyle Monitor showed that 41% of women pick up new jeans every six months or less.

Cotton Incorporated Lifestyle Monitor, 2010

According to a 2010 survey by VibrantNation, when women age 50+ shop for clothes: Whenever they are in the mood, 47%; when they need something, 24%; seasonally, 15%; during major sale periods, 11%.

Research Alert, 2010

Why They Buy Source

According to a 2011 study by BIGresearch, primary reasons for shopping a particular store for women's apparel (more than one answer possible): Price, 60.7%; selection, 48.8%; quality, 39.0%; location, 36.9%.

BIGresearch, 2011

According to a 2011 Cotton Incorporated Lifestyle Monitor survey, 66% of women's apparel purchases are planned, while 34% are impulse buys.

Cotton Incorporated Lifestyle Monitor, 2011

According to a 2011 survey by the Cotton Incorporated Lifestyle Monitor, 61% of women say they "love or enjoy" clothes shopping, compared to only 30% of men.

Cotton Incorporated Lifestyle Monitor, 2011

According to a 2011 study by the Cotton Incorporated Lifestyle Monitor, 79% of women wear workout clothes for purposes other than exercise. Where they wear workout clothes (more than one answer possible): Hanging around the house, 69%; running errands, 40%; shopping, 21%; to a movie, 7%; school/class, 7%; out to eat, 6%; work, 4%.  

Cotton Incorporated Lifestyle Monitor, 2011

Where women get their clothing ideas (multiple answers): Current wardrobe, 64%; window displays, 45%; other people, 34%; catalogs, 27%; fashion mags, 24%; commercials, 22%; relatives, 21%; TV shows, 19%; celebrities, 11%; salespeople, 5%.

Cotton Incorporated Lifestyle Monitor, 2010

Based on a 2010 study by the Cotton Incorporated Lifestyle Monitor, the most important influences regarding the purchase of women's garments (multiple answers): Price, 88%; fit, 87%; color, 68%; style, 59%; cleaning instructions, 44%; made in the USA, 25%; brand name, 18%; environmental friendliness, 18%.

Cotton Incorporated Lifestyle Monitor, 2010

According to a 2010 survey of adult women, 69% stated that they prefer to wear one comfortable outfit all day, rather than change their attire for different activities. The study found that many women are likely to go out 1-2 nights a week while wearing work attire. These activities include shopping (69%), dining (62%), going out with friends (55%), seeing a movie or a performance (22%), dating (15%), or attending class (14%).

Cotton Incorporated Lifestyle Monitor, 2010

Occasions when women feel they need to look their best (multiple answers): Job interview, 75%; wedding, 69%; friend's wedding 47%; first date, 45%; class reunion, 32%; night out, 29%.

Marketing to Women, 2010

Why women buy new pairs of jeans: Old pairs have either worn out or no longer fit, 47%; like the comfort and fit of the new pair, 18%; they just like the jeans, 17%; like the way they look in them, 7%.

Cotton Incorporated Lifestyle Monitor, 2010

How They Buy Source

Based on research conducted by the Cotton Incorporated Lifestyle Monitor, women spend an average of approximately $55 a month on clothes.

Cotton Incorporated Lifestyle Monitor, 2011

What They Buy Source

Among individual categories of women's apparel, sales of dresses were up 4% in 2010, while sales of skirts increased 15%, tights were more than 30% higher, and sales of jeans climbed 3%. Shapewear revenue grew 7% in 2010, with sales of jeggings, a relatively new category, jumping more than 200%. Women's outerwear sales posted a 6% gain in 2010.

The NPD Group, 2011

A 2011 survey by ShopSmart magazine found that women own an average of 17 pairs of shoes (down from 19 four years earlier). The study also showed that women purchase three pairs of shoes a year, spending an average of $49 on each pair.

SportsOneSource Media, 2011

Based on a 2011 survey by Brand Keys, favorite clothing brands of women: 1. Ralph Lauren; 2. Favorite sports team; 3. Armani; 4. Chanel; 5. Dior/Versace; 6. Donna Karan; 7. J. Crew; 8. Burberry/Calvin Klein; 9. Banana Republic; 10. Levi's; 11. Guess/Juicy Couture/Victoria's Secret; 12. Marc Jacobs/Tom Ford; 13. Dolce & Gabanna; 14. Yves St. Laurent; 15. Tory Burch/Kate Spade/La Peria.

Marketing Daily, 2011

A 2011 study by department store group Debenhams found that 89% of women aspire to dress younger than their years. The top five items suggested by the survey respondents for feeling and looking younger were well-fitted supportive underwear (such as shapewear), trendy accessories, high heels, fitted jackets, and contemporary makeup.

Drug Store News, 2011

According to Cotton Incorporated's Lifestyle Monitor, the type of clothes worn most often to work by women: Casual clothing, 36%; business-like dress, 34%; uniform, 20%; durable work clothes, 9%; conservative suits, 2%.

Cotton Incorporated Lifestyle Monitor, 2010

Based on a 2010 survey by Mintel, 64% of working women rely on footwear as the most popular accessory in their business wardrobe. The second most-frequently mentioned embellishment was jewelry, followed by purses, belts and scarves.

Marketing Daily, 2010

Where They Buy Source

Where women shop for most of their clothing (total female market): Chain stores (JC Penney, etc.), 25%; mass merchants (Walmart, etc.), 21%; specialty stores (The Gap, etc.), 15%; department stores (Macy's, etc.), 11%; off-price stores (T.J. Maxx, etc.), 9%; Internet, 5%; other, 14%.

Cotton Incorporated Lifestyle Monitor, 2011

According to a September 2011 survey by BIGresearch, the five favorite retailers for sales of women's apparel were: 1. Wal-Mart; 2. Kohl's; 3. J.C. Penney; 4. Macy's; 5. Target.

BIGresearch, 2011

A 2011 survey by the Cotton Incorporated Lifestyle Monitor showed that 71% of women have browsed the Internet for clothing (including 79% of those ages 25-34).

Cotton Incorporated Lifestyle Monitor, 2011

Based on a 2010 survey by the Cotton Incorporated Lifestyle Monitor, where Gen Y women buy most of their clothing: 1. Specialty stores; 2. Mass merchants; 3. Chain stores; 4. Department stores.

Cotton Incorporated Lifestyle Monitor, 2010

According to a 2010 study by the Cotton Incorporated Lifestyle Monitor, where Gen X women purchase most of their clothing: 1. Mass merchants; 2. Chain stores; 3. Specialty stores; 4. Department stores.

Cotton Incorporated Lifestyle Monitor, 2010

Based on a 2010 survey by the Cotton Incorporated Lifestyle Monitor, where Boomer women buy most of their apparel: 1. (tie) Chain stores and mass merchants; 3. Department stores; 4. Specialty stores.

Cotton Incorporated Lifestyle Monitor, 2010

According to a 2010 survey by Bain & Co. and Vogue magazine, women who are heavily into fashion and the latest styles make 55% of their apparel purchases at specialty clothing retailers.

National Jeweler, 2010

Business Trends Source

Overall sales of women's apparel amounted to $104.6 billion in 2010, up 2.9% from 2009.

The NPD Group, 2011

Sales of women's clothing stores amounted to $36.969 billion in 2010, 3.3% higher than the 2009 total of $35.780 billion. In 2008, women's specialty clothing stores generated revenues of $38.351 billion.

U.S. Department of Commerce, 2011

Sales of women's clothing account for approximately 67% of the overall adult apparel market in the U.S.

The NPD Group, 2011

Women's apparel sales were down 0.8% for the first six months of 2011, although sales of dresses, suits and sheer hosiery were all in positive territory. For the first half of 2011, prices of women's clothing rose 3%.

The NPD Group, 2011

Misc Source

Forty-two percent of women say $10 is the price point at which they will purchase a dress without needing to try it on, according to a study by Parenting.com. Twenty-two percent believe any dress under $20 doesn't need a fitting room. However, 31% would never buy a dress without trying it on.

Marketing to Women, 2010