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.
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
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% 18-24 18% 20% 25-34 35-44 45-54 55-64 65+ Male Female
Marital Status = Fashion-Conscious Level? It is no surprise that those who are not married are 14% more likely to be fashionconscious. 120 100 80 89 100 114 60 40 20 0 Presently Married Divorced/Separated/Widowed Not Married Fashion magazines help me choose what clothes I buy (Index)
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. 120 100 80 114 106 100 80 60 40 20 0 West Northeast South Midwest Fashion magazines help me determine the clothes I buy (Index)
So Which Magazines? The next slide will show which magazines this consumer segment will most likely be looking at for fashion tips.
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 400 300 200 18-24 25-34 35-44 45-54 55-64 65+ 100 Lucky INSTYLE Vogue Glamour
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.
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. 270 250 230 210 253 240 231 222 218 190 170 150 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)
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. 350 300 320 250 294 288 279 265 200 150 100 GUESS? FUBU Express DKNY Lucky Brand Jean brand bought in last 12 months (Index)
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.
I make unique fashion statements, and shop at Store Neiman Marcus Bloomingdale s Nine West Hot Topic Burberry Index 218 213 212 210 209
I experiment with new styles, and shop at Store The Limited Maurice s Sephora Mandee s Nine West Index 220 205 203 203 202
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 121 116 114 113 113
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 120 118 116 115 115
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. 150 140 145 130 120 110 124 118 112 111 100 AMEX PlatinumAMEX GreenClothing/SpecialtyAMEX Gold Store Cards AMEX Optima Credit Card used during last 30 days (Index)
Thank You! For more information, please visit www.experiansimmons.com or call 212.471.2850 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.