Consumers turn to Google Search in the moments that matter when it comes to fashion, giving a glimpse into the latest up-and-coming trends for spring. By looking at search demand patterns, geographic data, and co-search behavior, Google researchers can see what trends are top of mind this season.
U.S. online sales for women’s accessories grew 7%, to 7.1 billion, in the 12 months ending March 2014, according to The NPD Group. While website purchases represented only 19% of the total $37.4 billion women’s accessories market, the performance of online sales was a bright spot for the industry, which remained flat during the same period. Three out of the seven accessories categories experienced double-digit dollar sales gains online during the period.
The apparel industry has long been known for its efforts to build image and generate demand by paying celebrities wear to their brands. And fashion houses often focus on highly visual placements in glossy magazines, and these days, on tablets. But does all of this marketing effort pay off?
In another sign that the recession may be easing for some consumers, a new study reveals that ‘stylish’ women are back in the apparel market. Instead of focusing on price, this group is looking for something more. Bain & Company just published its “Why She Shops: The 2010 Fashion and Beauty Study,” to answer retailer questions about what today’s female shopper is seeking.
The amount teens spend annually on clothing and accessories
dropped to $932 in spring 2010 from $1,083 in fall 2009, according to Piper Jaffray’s bi-annual “Taking Stock of Teens” study. Specialty stores (29%) are the top place teens purchase such merchandise; those who shop online jumped to 10% from 6% in 2007. Approximately 8% of a teen’s budget is spent on videogames, and the study finds a growing interest in non-traditional gaming platforms. In addition, Apple’s iPhone continues to grow in popularity among teens. Some 14% of students currently own one, with an additional 31% expecting to purchase one within six months.
Full-page colorful ads placed in consumer magazines have long been the way to brand and promote fashion. Many industries have successfully transitioned, as least in part, to online advertising. But a recent article in Women’s Wear Daily points out that fashion houses aren’t “clamoring to place their ads on the Web.”
Business in the fashion accessories market appears to be on the rise, according to new research from The NPD Group. First quarter 2010 fashion accessories sales were up 17%, indicating that consumers “are selectively reaching back into the fashion accessories business to begin their return to spending.” A closer look at the results shows that some of the drivers behind the growth can be found in the sales of handbags with an average price of $100. Sales of those bags comprised 46% of the total dollar sales in the handbag market. “Women are going to be the key to getting the accessories business thriving again…as go women so goes the fashion accessories market,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.
Fashion is about more than just clothing for Black women. It is an attainable luxury, an integral part of their career success, and a reflection of their achievement, according to new research featured in Marketing To Women. Black women are particularly connected to brands. Half (50%) claim that buying brandname clothing makes them feel good, and 63% will pay more for brands that have demonstrated quality. The vast majority of Black women (70%) plan to buy luxury apparel and shoes in the near future. Retailers can reach out to Black women by connecting with them on a cultural level. In addition, retailer should focus on service, as Black women often have issues with the proper fit.