Special Report:Shopping Behaviors and Strategies of Womens        Clothing Shoppers by Select Retailers                   ...
Popular Shopping Habits & Behaviors   Shopping Strategies and Behaviors                                                   ...
Sales and Discounts Are Important for Majority of All             Women’s Clothing Shoppers                   I enjoy shop...
Getting Great Deals is a “Sport” for Most Women’s            Apparel Department Store Shoppers                     Getting...
Discount and JC Penney Shoppers More Likely to                 Hunt for Value and EDLP           Value and an everyday low...
Macy’s Women’s Shoppers Most Likely to Factor Style            Into Their Apparel Budgets               I try to re-create...
Kohl’s & Macy’s Women’s Shoppers More                        Cuckoo for Coupons                   Coupons are essential fo...
Macy’s Shoppers Most Likely to Consider Shopping a   Favorite Pastime, Walmart Shoppers Least Likely                   Sho...
Kohl’s Receives Most Positive Buzz Among Women’s                  Clothing Shoppers                            Net Promote...
Contact    For media inquiries:    Pam Goodfellow, Consumer Insights Director    pam@biginsight.com    Chrissy Wissinger, ...
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Shopping Behaviors and Strategies of Women's Clothing Shoppers

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How do shopping behaviors and strategies differ for Women's Apparel shoppers for various retailers?

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Shopping Behaviors and Strategies of Women's Clothing Shoppers

  1. 1. Special Report:Shopping Behaviors and Strategies of Womens Clothing Shoppers by Select Retailers April 2012 8,724 respondents participated in the April Monthly Consumer Survey, conducted 4/3-4/10/2012. BIGinsight™ 400 W. Wilson Bridge Rd. Suite 200 Worthington, OH 43085 Ph: 614-846-0146
  2. 2. Popular Shopping Habits & Behaviors Shopping Strategies and Behaviors Adults 18+ "Somewhat/Very true" I enjoy shopping for apparel sales and discounts 58.0% Getting a great deal on apparel is like a "sport" for me 56.1% Value and EDLP are more important to me than apparel sales or discounts 49.1% I enjoy looking through catalogs direct mail advertisements and circulars 48.1% for apparel I try to re-create high-dollar looks on a low-dollar budget 42.8% I think that shopping for apparel is a necessary evil 39.2% Coupons are essential when buying apparel 36.3% I plan my shopping trips for apparel around the coupons I have 33.0% Shopping for apparel is one of my favorite pastimes 31.8% The price of a garment is one of the last things I look at when shopping for 20.6% apparel I browse social media sites and /or blogs for outfit ideas 19.6% Most apparel shoppers are looking for promotions, but 4 in 10 say they re-create high-dollar looks on a low-dollar budget—fashion sense is not lost to consumers stretching their cents.© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR-12, N=8,724
  3. 3. Sales and Discounts Are Important for Majority of All Women’s Clothing Shoppers I enjoy shopping for apparel sales and discounts. Among Womens Clothing Shoppers at Select Retailers 70.0% 60.0% 50.0% Somewhat/ Very true 40.0% Not at all/ 30.0% Not very true 20.0% 10.0% 0.0% Kohls Walmart Macys JC Penney Target Women’s Clothing shoppers across the selected retailers all enjoy shopping for apparel sales and discounts. Those who frequent Walmart are less likely to agree, likely because they expect EDLP.© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR-12, N=8,724
  4. 4. Getting Great Deals is a “Sport” for Most Women’s Apparel Department Store Shoppers Getting a great deal on apparel is like a “sport” for me. Among Womens Clothing Shoppers at Select Retailers 70.0% 60.0% 50.0% Somewhat/ Very true 40.0% Not at all/ 30.0% Not very true 20.0% 10.0% 0.0% Kohls Walmart Macys JC Penney Target Those who shop most often for Women’s Clothing at Kohl’s, Macy’s and JC Penney are more likely to find bargain hunting a sport versus those who shop discounters like Walmart.© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR-12, N=8,724
  5. 5. Discount and JC Penney Shoppers More Likely to Hunt for Value and EDLP Value and an everyday low price are more important to me than apparel sales or discounts. Among Womens Clothing Shoppers at Select Retailers 60.0% 50.0% Somewhat/ 40.0% Very true 30.0% Not at all/ Not very true 20.0% 10.0% 0.0% Kohls Walmart Macys JC Penney Target Shoppers who search for Women’s Clothing most often at Walmart, Target and JC Penney are on the lookout for value and EDLP over promotions and sales.© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR-12, N=8,724
  6. 6. Macy’s Women’s Shoppers Most Likely to Factor Style Into Their Apparel Budgets I try to re-create high-dollar looks on a low-dollar budget. Among Womens Clothing Shoppers at Select Retailers 50.0% 40.0% Somewhat/ 30.0% Very true Not at all/ 20.0% Not very true 10.0% 0.0% Kohls Walmart Macys JC Penney Target While most shoppers are looking for low apparel prices, Macy’s Shoppers are most likely to try to re-create high-dollar looks on a low-dollar budget.© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR-12, N=8,724
  7. 7. Kohl’s & Macy’s Women’s Shoppers More Cuckoo for Coupons Coupons are essential for me when buying apparel. Among Womens Clothing Shoppers at Select Retailers 50.0% 40.0% Somewhat/ 30.0% Very true 20.0% Not at all/ Not very true 10.0% 0.0% Kohls Walmart Macys JC Penney Target A little over a third of shoppers say apparel coupons are essential, and these paper promotions appeal more to those who shop Kohl’s and Macy’s most often for Women’s Clothing.© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR-12, N=8,724
  8. 8. Macy’s Shoppers Most Likely to Consider Shopping a Favorite Pastime, Walmart Shoppers Least Likely Shopping for apparel is one of my favorite pastimes. Among Womens Clothing Shoppers at Select Retailers 60.0% 50.0% Somewhat/ 40.0% Very true 30.0% Not at all/ Not very true 20.0% 10.0% 0.0% Kohls Walmart Macys JC Penney Target Apparel shopping is not a favorite pastime of the majority, but those who pick Macy’s for Women’s Clothing are more likely to enjoy the pursuit for apparel while Walmart shoppers are least likely.© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR-12, N=8,724
  9. 9. Kohl’s Receives Most Positive Buzz Among Women’s Clothing Shoppers Net Promoter Score* - Women’s Clothing Among Womens Clothing Shoppers at Select Retailers Kohls, 36.2% Walmart, -10.3% Macys, 34.3% JC Penney, 25.3% Target, 2.6% -20.0% -10.0% 0.0% 10.0% 20.0% 30.0% 40.0% More consumers have positive things to say about shopping department stores for Women’s Clothing, with Kohl’s and Macy’s leading the pack. Find out more about consumer buzz. *Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld© 2012, Prosper® Source: BIGinsight™ Monthly Consumer Survey, APR-12, N=8,724
  10. 10. Contact For media inquiries: Pam Goodfellow, Consumer Insights Director pam@biginsight.com Chrissy Wissinger, Senior Manager, Communications chrissy@biginsight.com 614-846-0146 www.BIGinsight.com Disclaimer BIGinsight™ is a trademark of Prosper Business Development. Services are delivered by Prosper and/or a Prosper affiliated company (“Prosper”). Prosper makes no warranties, either expressed or implied, concerning: data gathered or obtained from any source; the present or future methodology employed in producing statistics; or the data and estimates represent only the opinion of Prosper and reliance thereon and use thereof shall be at the user’s own risk.© 2012, Prosper®
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