Shopping Behaviors and Strategies of Women's Clothing Shoppers

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Suite 200

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Ph: 614-846-0146

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.

Popular Shopping Habits & Behaviors

Source: BIGinsight™ Monthly Consumer Survey, APR-12, N=8,724 © 2012, Prosper®

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.

Shopping Strategies and Behaviors

"Somewhat/Very true" Adults 18+

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

for apparel 48.1%

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

apparel 20.6%

I browse social media sites and /or blogs for outfit ideas 19.6%

Sales and Discounts Are Important for Majority of All

Women’s Clothing Shoppers


0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Kohl's Walmart Macy's JC Penney Target

I enjoy shopping for apparel sales and discounts. Among Women's Clothing Shoppers at Select Retailers

Somewhat/Very true

Not at all/Not very true

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.

Getting Great Deals is a “Sport” for Most Women’s

Apparel Department Store Shoppers


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.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%


Getting a great deal on apparel is like a “sport” for me. Among Women's Clothing Shoppers at Select Retailers

Somewhat/

Very true


Discount and JC Penney Shoppers More Likely to

Hunt for Value and EDLP


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.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%


Value and an everyday low price are more important to me than apparel sales or discounts.

Among Women's Clothing Shoppers at Select Retailers

Somewhat/Very true


Macy’s Women’s Shoppers Most Likely to Factor Style

Into Their Apparel Budgets


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.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%


I try to re-create high-dollar looks on a low-dollar budget. Among Women's Clothing Shoppers at Select Retailers

Somewhat/Very true

Not at all/

Not very true

Kohl’s & Macy’s Women’s Shoppers More

Cuckoo for Coupons


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.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%


Coupons are essential for me when buying apparel. Among Women's Clothing Shoppers at Select Retailers

Somewhat/Very true


Macy’s Shoppers Most Likely to Consider Shopping a

Favorite Pastime, Walmart Shoppers Least Likely


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.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%


Shopping for apparel is one of my favorite pastimes. Among Women's Clothing Shoppers at Select Retailers

Somewhat/Very true

Not at all/

Not very true

Kohl’s Receives Most Positive Buzz Among Women’s

Clothing Shoppers


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

Target, 2.6%

JC Penney, 25.3%

Macy's, 34.3%

Walmart, -10.3%

Kohl's, 36.2%

-20.0% -10.0% 0.0% 10.0% 20.0% 30.0% 40.0%

Net Promoter Score* - Women’s Clothing Among Women's Clothing Shoppers at Select Retailers

http://bigconsumerblog.wordpress.com/2012/04/12/consumer-buzz-womens-clothing/

For media inquiries:

Pam Goodfellow, Consumer Insights Director

[email protected]

Chrissy Wissinger, Senior Manager, Communications

[email protected]

614-846-0146

www.BIGinsight.com

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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

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© 2012, Prosper®

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Shopping Behaviors and Strategies of Women's Clothing Shoppers