Special BIGinsight™ Analysis Identifies Behaviors and Shopping Strategies of Apparel Shoppers

A new analysis of the April Consumer Survey from BIGinsight™ (N = 8,724), identifies behaviors and shopping strategies of apparel shoppers. They tend to be sale-savvy with a penchant for promotions. However, that’s not to say they don’t have a strong fashion sense, they are merely stretching their “cents” further, in some instances relishing in the thrill of the hunt.

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Coupons and EDLP Popularity a Toss-Up among JC Penney and Kohl’s Women’s Clothing Shoppers

Worthington, OH (PRWEB) April 26, 2012

Consumers continue to cope with a tricky economy, most recently evidenced in their plans to decrease overall spending increasing 20%+ from March. According to a recent analysis of the BIGinsight™ Monthly Consumer Survey (APR-12, N = 8724), apparel shoppers tend to be sale-savvy with a penchant for promotions. However, that’s not to say they don’t have a strong fashion sense, they are merely stretching their “cents” further, in some instances relishing in the thrill of the hunt.

Overall 58% of shoppers say that it’s true they enjoy shopping for sales and discounts on their apparel purchases. Further, 56.1% agree that getting a great deal on apparel is like a “sport” for them. Over a third (36.3%) indicates coupons are essential when buying clothes. But fashion is not lost on the sale rack as 42.8% say they try to re-create high-dollar looks on a low-dollar budget.

Shopping Strategies and Behaviors - "Somewhat/Very true"
Adults 18+                            

  •     Coupons are essential when buying apparel. (36.3%)
  •     Getting a great deal on apparel is like a "sport" for me.    (56.1%)
  •     I browse social media sites and /or blogs for outfit ideas. (19.6%)
  •     I enjoy looking through catalogs, direct mail advertisements and circulars for apparel. (48.1%)
  •     I enjoy shopping for apparel sales and discounts. (58.0%)
  •     I plan my shopping trips for apparel around the coupons I have.    (33.0%)
  •     I think that shopping for apparel is a necessary evil. (39.2%)
  •     I try to re-create high-dollar looks on a low-dollar budget. (42.8%)
  •     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%)
  •     Value and EDLP are more important to me than apparel sales or discounts. (49.1%)

Source: BIGinsight™ Monthly Consumer Survey, APR-12 (N=8,724)

Shopping strategies are a toss-up among consumers who shop JC Penney most often for Women’s Clothing and those who head to Kohl’s. JC Penney’s Shoppers (52.7%) favor value and an EDLP pricing model at a higher rate than Kohl’s Shoppers (44.6%). However, coupons are still very much entwined in JCP shopper strategy; 39.4% deem them essential. Kohl’s Shoppers (43.8%) are more inclined to cash in on coupons. (Further analysis: JC Penney’s “Fair & Square” pricing strategy)

Macy’s Women’s Clothing Shoppers appear to be the most fashion-innovative with almost half (49%) agreeing that they try to re-create high-dollar looks on a low-dollar budget. For full complimentary report including Kohl's, Walmart, Macy's, JC Penney and Target: Shopping Behaviors and Strategies of Women's Clothing Shoppers by Select Retailers.

Further, the analysis applies Net Promoter Score* methodology to show how shoppers perceive their Women’s Clothing retailer of choice. By subtracting the percent of consumers who detract from a brand’s reputation from those who would actively promote it, you can evaluate the strength of the retailer’s image by the NPS. Kohl’s receives the most net positive buzz (NPS = 36.2%). Macy’s and JC Penney follow with scores of 34.3% and 25.3%, respectively. (Further NPS analysis on select Women’s Clothing Retailers, including how discounters stack up: Consumer Buzz)

*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

About BIGinsight™
BIGinsight delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, BIGinsight represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues. http://www.BIGinsight.com

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Contact:
Pam Goodfellow, Consumer Insights Director
pam(at)biginsight(dot)com
Chrissy Wissinger, Senior Manager, Communications
chrissy(at)biginsight(dot)com

614-846-0146