US Consumer Analysis: Apparel and Footwear. February, 2017
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1 US Consumer Analysis: Apparel and Footwear February, 2017
2 US Consumer Analysis: Apparel and Footwear 01 About this Report 02 Key Takeaways and Market Overview 03 Purchase Behavior: Apparel and Footwear 04 Influences on Apparel and Footwear Purchases 2
3 About this Report About this Report This report is a collabora1on between Fung Global Retail & Technology and Prosper Insights & Analy1cs. It uses propriety data from surveys conducted by Prosper in the US that track shopping behaviors and the future purchase inten1ons of consumers. Survey Methodology The Prosper Insights & Analy1cs Monthly Consumer Survey provides insights into the US consumer market from mul1ple datasets and mul1ple sources. It surveys more than 6,000 consumers 18+ in the US on an ongoing basis. 3
4 Key Takeaways: Brick-and-Mortar to Remain the Dominant Transaction Channel for US Apparel and Footwear 1. The majority of US consumers have purchased apparel both online and offline, however, brick-and-mortar is s1ll the dominant transac1on channel. 2. In fact, US consumers aqtude towards fashion and their purchase behavior has changed lirle over the past five years. 3. We expect brick-and-mortar to remain the dominant store format for US apparel and footwear retail in the near future. 4
5 Key Takeaways: Social Media has Become a Major Influencer in Apparel Purchases Among Millennials 1. As retailers have shiwed their budgets to digital adver1sing, the influence of all major media channels has decreased in the past five years, except for social media and mobile video. 2. Among millennials, the influence of social media on apparel purchases is on par with tradi1onal media like TV and magazines. 5
6 Consumer and Category Insights 6
7 US Consumer Confidence Solid in 2016, Following an Improvement in % of Respondents Feeling Confident or Very Confident in the 60% Economy in the Next 6 Months 50% 40% 30% Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16 Jan-17 52% Index of Consumer Sen@ment (University of Michigan) Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16 Jan US Retail Sales (US$ trillion) 4.85 US Personal Consump@on Expenditures Price Index (2009=100) Source: Prosper Monthly Consumer Survey US/University of Michigan/US Census Bureau/US Department of Commerce 7
8 The Internet is Not Yet a Significantly Large Channel in Terms of Apparel and Footwear Purchases Size of US Apparel and Footwear Market (US$ billion) % Other nonstore-based retailing Online (Internet retailing) Offline (store-based retailing) Source: Euromonitor 8
9 But it Increasingly Influences How Consumers Shop for Apparel Offline Apparel Retail Sales in the US, by Type 100% 11% 12% 12% 13% 14% 14% 80% Online 60% 40% 45% 50% 55% 61% 66% Web-influenced offline 40% 0% 49% 44% 38% 32% 26% Offline only Source: Think with Google 9
10 Children s Clothing Shows the Most Seasonality in Apparel, Affected by Back-to-School and Holiday Shopping 120 Spending Score of Respec@ve Apparel Category A spending score higher than 100 means more consumers are planning to spend more on that category over the next 90 days than are planning to spend less on it Children s Clothing Men s Clothing Men s Dress Clothing Shoes 60 Women s Casual Clothing Women s Dress Clothing 40 Nov-11 May-12 Nov-12 May-13 Nov-13 May-14 Nov-14 May-15 Nov-15 May-16 Nov-16 Source: Prosper Monthly Consumer Survey US 10
11 Consumer Purchase Behavior: Online or Offline 11
12 The Majority of Consumers Search and Purchase Some of Their Apparel Online 78% of Consumers Searched for Clothing/Footwear Online 80% of Consumers Who Purchase Children s Clothing Shop Online Frequency of Clothing/Footwear Online Search (Jan 2016)* % of Respec@ve Item Purchased Online (2016) Women s Clothing 29% 43% 28% 22% 25% Men s Clothing 33% 39% 28% Children s Clothing 43% 37% 53% Footwear 47% 29% 23% Regularly Occasionally Never 0% (do not buy online) 1% 50% bought online 51% 100% bought online * No significant changes in the past five years * Sample: Moms with kids aged 9 and below Source: Prosper Monthly Consumer Survey US 12
13 Brick-and-Mortar Still the Dominant and Most-Used Channel for Apparel and Footwear Purchases Brick-and-Mortar is the Most-Used Store Format Around of Consumers Made Purchases via Mobile Sites Most-Used Store Format to Purchase Items (Nov 2016) Shopping Method Used in the Past 30 Days (Nov 2016) Women s Clothing 82% 3% 6% 7% Apparel and Accessories 39% 78% Men s Clothing 71% 4% 8% 15% 11% Children s Clothing 77% 3% 12% 8% Footwear 39% 63% Footwear 62% 9% 18% Physical store Internet Others No preference Physical store Online site Mobile site Source: Prosper Monthly Consumer Survey US 13
14 More Consumers Use the Internet the Most Often to Purchase Apparel, but are Still a Niche Segment Those Who Use the Internet the Most to Purchase Respec@ve Items (Nov 2011 and Nov 2016) Women s Clothing Men s Clothing Children s Clothing Footwear 1% 3% 4% 1% 1% 3% 4% 9% Nov 2011 Nov 2016 Sample: Women s Clothing: All Women / Men s Clothing: All Men / Children s Clothing: Moms with kids aged 9 or below / Shoes: All respondents Source: Prosper Monthly Consumer Survey US 14
15 For Women s and Men s Apparel, Heavy Online Shoppers Show a Preference for Specialty Stores Most O`en Shopped Retail Category for Women s Clothing (Excluding Internet, April 2016) Department Store 40% Most O`en Shopped Retail Category for Men s Clothing (Excluding Internet, June 2016) Department Store 40% 30% 30% Others Discount Store Others Discount Store 0% 0% Catalog Specialty Apparel Catalog Specialty Apparel All Shoppers Heavy Online Shoppers (Those who made % of their purchases online) Sample: Women s Clothing: All Women / Men s Clothing: All Men / Children s Clothing: Moms with kids aged 9 or below / Shoes: All respondents Source: Prosper Monthly Consumer Survey US 15
16 Heavy Online Shoppers Also Show a Preference for Specialty Stores in Children s Apparel and Footwear Most O`en Shopped Retail Category for Children s Clothing (Excluding Internet, October 2016) Department Store 40% Most O`en Shopped Retail Category for Footwear (Excluding Internet, July 2016) Department Store 40% 30% 30% Others Discount Store Others Discount Store 0% 0% Catalog Specialty Apparel Catalog Specialty Apparel All Shoppers Heavy Online Shoppers (Those who made % of their purchases online) Sample: Women s Clothing: All Women / Men s Clothing: All Men / Children s Clothing: Moms with kids aged 9 or below / Shoes: All respondents Source: Prosper Monthly Consumer Survey US 16
17 Macy s and Nordstrom are Relatively More Popular Among Heavy Online Shoppers Retailers Shopped at in the Past 90 Days for Women s Clothing (April 2016) Retailers Shopped at in the Past 90 Days for Men s Clothing (June 2016) 50% 40% 30% 0% 50% 40% 30% 0% All Shoppers Heavy Online Shoppers (Those who made % of their purchases online) Source: Prosper Monthly Consumer Survey US Sample: Women s Clothing: All Women / Men s Clothing: All Men / Children s Clothing: Moms with kids aged 9 or below / Shoes: All respondents 17
18 In the Children s Clothing Category, Specialty Stores are Relatively More Popular Among Heavy Online Shoppers Retailers Shopped at in the Past 90 Days for Children s Clothing (October 2016) Retailers Shopped at in the Past 90 Days for Footwear (July 2016) 50% 40% 30% 0% 50% 40% 30% 0% All Shoppers Heavy Online Shoppers (Those who made % of their purchases online) Source: Prosper Monthly Consumer Survey US Sample: Women s Clothing: All Women / Men s Clothing: All Men / Children s Clothing: Moms with kids aged 9 or below / Shoes: All respondents 18
19 Consumer Purchase Behavior: Attitudes 19
20 Consumers Attitude Toward Fashion has Changed Little in the Past Five Years Feelings about Fashion ( ) 19% 19% 21% 18% 19% 19% Newest trends and styles are important to me 37% 38% 38% 39% 37% 38% I prefer a tradi1onal conserva1ve look 44% 43% 42% 43% 44% 43% Fashion is less important than value and comfort to me Nov-11 Nov-12 Nov-13 Nov-14 Nov-15 Nov-16 Source: Prosper Monthly Consumer Survey US 20
21 Slightly More Consumers Regard Labels as Important Compared With Last Year Importance of Labels When Buying Clothes ( ) 50% 50% 51% 50% 50% 53% Important 50% 50% 49% 50% 50% 47% Not important Nov-11 Nov-12 Nov-13 Nov-14 Nov-15 Nov-16 Source: Prosper Monthly Consumer Survey US 21
22 The Majority of Consumers Usually Buy Clothing When it is On Sale Importance of Sales ( ) 13% 15% 16% 15% 15% 16% Sales are not important to me when buying clothing 63% 62% 61% 63% 62% 62% I usually buy clothing when it is on sale I only buy clothing when it is on sale 23% 23% 22% 22% 23% 22% Nov-11 Nov-12 Nov-13 Nov-14 Nov-15 Nov-16 Source: Prosper Monthly Consumer Survey US 22
23 Media Influence on Apparel Purchases 23
24 Retailers are Shifting Their Focus to Digital Advertising Spending of the US Retail Industry, 2013 vs (US$ million) 15,000 10,000 11,827 8% 13,295 4% 4% 27% Other Internet display 11% 6% 9% Magazine 5,000 25% 15% Radio 0 42% 38% Newspaper TV Source: Total AdverIsing Spend - Kantar Media 24
25 35% 30% 25% The Influence Power of All Major Media Channels has Decreased for Apparel Purchases, Except for Social Media and Mobile Video 25% 25% Those Who Were Influenced by the Media Channel when Purchasing Apparel, % 26% Dec '10 Jan '16 18% 19% 18% 15% 5% 14% 6% 9% 12% 8% 0% Adver1sing Internet Adver1sing Social Media Video on Mobile Device TV/Broadcast Magazines Newspaper Radio Digital Media New Digital Media Tradi[onal Media Source: Prosper Media Behaviors & Influence (MBI) Study 25
26 Influence of Social Media is On Par with TV and Magazines Among Millennials 35% 32% Those Who Were Influenced by the Media Channel when Purchasing Apparel, Jan 2016 All Respondents 30% 25% 25% 26% 23% 22% 23% (Millennials) 18% 18% 19% 18% 15% 14% 9% 12% 11% 8% 12% 5% 0% Adver1sing Internet Adver1sing Social Media Video on Mobile Device TV/Broadcast Magazines Newspaper Radio Digital Media New Digital Media Tradi[onal Media Source: Prosper Media Behaviors & Influence (MBI) Study 26
27 Boomers are Less Influenced by Both Digital and Traditional Media Channels, Except Newspaper 35% 30% 25% 25% Those Who Were Influenced by the Media Channel when Purchasing Apparel, Jan 2016 All Respondents 55+ (Boomers and Silvers) 15% 18% 18% 12% 14% 19% 15% 18% 13% 12% 16% 5% 5% 9% 2% 8% 4% 0% Adver1sing Internet Adver1sing Social Media Video on Mobile Device TV/Broadcast Magazines Newspaper Radio Digital Media New Digital Media Tradi[onal Media Source: Prosper Media Behaviors & Influence (MBI) Study 27
28 Find our research at
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