"Comfort and support continue to be the top influencers when women in the U.S. are choosing which bras to purchase for themselves, according to The Bra Evolution, a new report from The NPD Group. The perception that a bra ‘is sexy’ is much less important, ranking eighth on the list of purchase influencers."
Tag: women's apparel
"Women in the U.S. are making more room in their closets for jeans. A total of 364 million pairs of women’s jeans were purchased in the U.S. in the 12 months ending February 2019, more than half of which were bought on sale, according to The NPD Group. The nearly 22 million unit increase compared to the prior year was the primary source of growth for the jeans category overall."
Following several years of lost momentum compared to the men’s market, the U.S. women’s apparel market is back on top. In contrast to the U.S. men’s apparel market, which only grew 1% with total sales of $57 billion dollars, women’s grew 3% in 2012, with total dollar sales of $111 billion, according to the NPD Group. Sales increases for women were driven by higher priced apparel, as the average selling price was up 5%, while unit volume was down 2%.
Episode 51 of Advertising Smarter focuses on women's apparel buyers — consumers who are shopping for women's clothing — and looks at how you can tap into these consumers' media interests and habits, buying preferences, as well as their attitudes about advertising. Watch this video briefing here, see it in HD on YouTube, or subscribe
According to new research from The NPD Group, two-thirds of females self-classify themselves as wearing clothing that is considered “special sized.” One-third of these females self-classify themselves as plus size women. “Women of all ages and shapes want to enjoy the latest fashions of the season and are willing to spend the money in order to feel comfortable and confident, “said Marshal Cohen, chief industry analyst, The NPD Group, Inc.”
While women enjoy shopping for clothes, there’s one phrase in particular they don’t want to see: dry clean only. Indeed, three out of four female clothes shoppers (75%) say they avoid items that require a trip to the cleaners. Meanwhile, 59% are loathe to purchase clothing that has to be hand washed separately—and women aged 65 and up are even more likely to pass on fashions with tags that bear the hand wash separately mandate, with 68% reporting as much. According to the new research, 84% of female clothes shoppers are seeking out easy to mix and match separates, while 78% are drawn to classic styles that don’t go out of style and 71% are looking for items that don’t have to be ironed.