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

1. Special Report:
Shopping Behaviors and Strategies of Women's
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. 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. Sales and Discounts Are Important for Majority of All
Women’s Clothing Shoppers
I enjoy shopping for apparel sales and discounts.
Among Women's 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%
Kohl's Walmart Macy's 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. 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 Women's 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%
Kohl's Walmart Macy's 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. 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 Women's 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%
Kohl's Walmart Macy's 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. 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 Women's 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%
Kohl's Walmart Macy's 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. Kohl’s & Macy’s Women’s Shoppers More
Cuckoo for Coupons
Coupons are essential for me when buying apparel.
Among Women's 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%
Kohl's Walmart Macy's 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. 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 Women's 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%
Kohl's Walmart Macy's 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. Kohl’s Receives Most Positive Buzz Among Women’s
Clothing Shoppers
Net Promoter Score* - Women’s Clothing
Among Women's Clothing Shoppers at Select Retailers
Kohl's,
36.2%
Walmart,
-10.3%
Macy's,
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. 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®