Calling All Fashionistas!

Transcription

1 Fashion Week Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

2 Calling All Fashionistas! Fashion-conscious consumers will cast a keen eye towards New York City s Bryant Park during the week of February 13 th to the 20 th as the 2009 Mercedes - Benz Fashion Week comes to town. The eight days of runway strolls, photographers flashing strobe lights, exhibits, and parties will preview the upcoming Fall s fashion must-haves. Since only a relative few Americans can actually attend the event, most consumers rely on the media to learn about next season s trends and to start planning their shopping lists. We thought it would be fun to take a stroll down the Experian Simmons SM research runway and examine who these fashion-conscious consumers are and how they make shopping decisions. We defined the fashion-conscious as those who use fashion magazines to help them determine what clothes to buy. Source: Experian Simmons National Hispanic Consumer Study/National Hispanic Consumer Study Summer 2008 Full Year

3 It Must Be In the DNA Overwhelmingly, it s women who rely on fashion magazines to help them determine their shopping lists. Fashion appeals to all ages and there is near equal distribution among age groups. However, it is the consumers between the ages of 25 and 54 (20% of 25-34, 18% of 35-44, 18% of 45-54) who are slightly more dependent on the magazines. 69% 31% 12% 18% 15% 17% % 20% Male Female

4 Marital Status = Fashion-Conscious Level? It is no surprise that those who are not married are 14% more likely to be fashionconscious Presently Married Divorced/Separated/Widowed Not Married Fashion magazines help me choose what clothes I buy (Index)

5 It s a Coastal Thing Those residing in the West and Northeast are more likely than the average adult to consult fashion magazines to help them decide the clothes they buy West Northeast South Midwest Fashion magazines help me determine the clothes I buy (Index)

6 So Which Magazines? The next slide will show which magazines this consumer segment will most likely be looking at for fashion tips.

7 Fashion Magazines Appeal to All Ages Younger consumers use a number of magazines to help with their decisions while somewhat older shoppers tend towards INSTYLE and Glamour. Now, do they consult anything else to help them with their shopping? 500 Index Lucky INSTYLE Vogue Glamour

8 Shopping Online 16% 14% 12% 10% 8% 6% 4% 2% 0% 15% 15% 13% 12% 11% 11% 11% 9% 8% 8% Bought online Gathered info for shopping Instant messaging Airline/car/hotel info or reservations Digitgal imaging/photo albums Downloaded music files Movie info/reviews/showtimes Employment search Medical service & info Blogs/Blogging Online activities in the last 7 days Yes! They consult the Internet for their shopping as well. To the left are their top 10 online activities in the last seven days. Online shopping and gathering information for shopping are at the very top.

9 What Do They Buy? Four of the top five apparel/accessory items this consumer segment most likely purchased in the last twelve months was a jacket of some form Fur jacket/coat (synthetic/fake) Heavy w eight/ski type jacket Scarf Blazer/Jacket (suit type) Real fur jacket/coat Apparel/Accessory item bought in last 12 months (Index)

10 Their Top 5 Jean Brands In the past twelve months, American consumers who use fashion magazines to decide what clothes they buy are 220% more likely to have purchased GUESS? brand jeans GUESS? FUBU Express DKNY Lucky Brand Jean brand bought in last 12 months (Index)

11 Where Do They Shop? The following four slides list the top five stores of consumers who agreed to these attitudinal statements (about apparel): I like to make unique fashion statements. I like to experiment with new styles. I wear clothes that have stood the test of time. I have a conservative dress style.

12 I make unique fashion statements, and shop at Store Neiman Marcus Bloomingdale s Nine West Hot Topic Burberry Index

13 I experiment with new styles, and shop at Store The Limited Maurice s Sephora Mandee s Nine West Index

14 I wear clothes that have stood the test of time, and shop at Store Nordstrom Rack Pamida Stores Shopko Lord & Taylor L Eggs/Hanes/Bali/Playtex Factory Outlets Index

15 I have a conservative dress style, and shop at Store L Eggs/Hanes/Bali/Playtex Factory Outlets Naturalizer Shoe Store Sports Authority Kohl s Talbots Index

16 Which Credit Card Do They Reach For? American Express! Four of the top five credit cards this consumer segment used in the last 30 days was an American Express card AMEX PlatinumAMEX GreenClothing/SpecialtyAMEX Gold Store Cards AMEX Optima Credit Card used during last 30 days (Index)

17 Thank You! For more information, please visit or call Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.