Shopping for Jeans - US - October 2012

Published by: Mintel International Group Ltd.

Published: Oct. 1, 2012 - 136 Pages


Table of Contents

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market factors
Obesity epidemic impacts demand for jeans
Figure 1: Prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older
(percentages), 1988-2008
Shifts in workplace environments affects demand for jeans
Growing Hispanic population and purchasing power
Figure 2: Population, by Hispanic and non-Hispanic origin, 2007-17
Retail channels
The consumer
Most jeans owners own 4-6 pairs of jeans
Figure 3: Number of pairs of jeans owned, June 2012
Most spend between $25 and $49.99 on a single pair of jeans
Figure 4: Amount spent on single pair of jeans, June 2012
Most buy jeans to replace old/worn-out pairs
Figure 5: Reasons for purchasing jeans, June 2012
Comfort most important factor when buying jeans
Figure 6: Attitudes toward jeans brands and style – Any agree, June 2012
Figure 7: Attitudes toward jeans ownership and usage – Any agree, June 2012
Figure 8: Attitudes toward jeans prices – Any agree, June 2012
Jeans shoppers have difficulty finding jeans that fit them well
Figure 9: Frustrations when shopping for jeans, June 2012
What we think
ISSUES IN THE MARKET
How is the obesity epidemic impacting the jeans industry?
Is the casualization of the workplace creating greater demand for jeans?
How will the growing Hispanic population affect the jeans market?
How can retailers alleviate consumers’ frustrations when shopping for jeans?
INSIGHTS AND OPPORTUNITIES
Functional jeans may drive incremental purchases
Trade-in programs may offer incentives to replace jeans
Move into other categories to extend consumers’ interest in brands
TREND APPLICATION
Inspire Trend: Premiumization and Indulgence
Inspire Trend: Guiding Choice
2015 Trends
Access Anything, Anywhere
MARKET DRIVERS
Key points
Increasing levels of obesity will impact the market for jeans
Figure 10: Prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-
2008
Changes in workplace dynamics affects demand for jeans
Figure 11: Employed persons working at home, by full and part time status and gender, 2011 annual averages
Growing Hispanic population and purchasing power
Figure 12: Population, by race and Hispanic origin, 2007-17
Jeans as fashion will drive growth in industry
RETAILER OVERVIEW
Specialty apparel stores
Gap Inc.
J. Crew
Abercrombie & Fitch
American Eagle Outfitters
The Buckle
Market threats and opportunities for specialty apparel stores
Department stores
Macy’s Inc.
Neiman Marcus
Nordstrom
Saks Fifth Avenue
Kohl’s
JCPenney
Sears
Market threats and opportunities for department stores
Mass merchandisers and warehouse clubs
Target
Walmart
Costco Wholesale
Market threats and opportunities for mass merchandisers and warehouse clubs
Online retailers
Amazon.com
Piperlime.com
Zappos.com
Market threats and opportunities for online retailers
Other notable jeans retailers:
Figure 13: Other notable retailers selling jeans, 2012
INNOVATIONS AND INNOVATORS
Denim fit services help shoppers find their best fit
Wrangler launching women’s jeans with built-in moisturizer
Hudson introduces glow-in-the-dark jeans
Figure 14: Hudson lou lou tuxedo crop skinny jeans, March 2012
Figure 15: Hudson lou lou tuxedo crop skinny jeans
Colored denim brings more interest to category
Figure 16: Colored styles from J Brand, May 2012
MARKETING STRATEGIES
Television advertising
eBay.com
Figure 17: eBay.com TV ad, “Mom Jeans,” September 2011
American Eagle Outfitters
Figure 18: American Eagle Outfitters TV ad, “Comfort (Jeans Under $30),” July 2012
Hautelook
Figure 19: Hautelook.com TV ad, “A fashionable address,” June 2012
Lee jeans
Figure 20: Lee jeans TV ad, “The new lee,” September 2012
Old Navy
Figure 21: Old Navy TV ad, “The perfect fit,” August 2012
Wrangler
Figure 22: Wrangler TV ad, “U-Shape (Walmart),” August 2012
Print advertising
Figure 23: Azzaria ad, as seen in Riviera magazine, may 2012
Other marketing activity
Figure 24: Old Navy email ad, “in-jean-ious,” August 2012
Figure 25: Gap email ad, “the icon redefined,” September 2012
Figure 26: Piperlime men’s email ad, “summer style blueprint,” August 2012
Figure 27: Piperlime women’s email ad, “can’t beat these blues,” August 2012
NUMBERS OF PAIRS OF JEANS OWNED
Key points
Most own 4-6 pairs of jeans
Figure 28: Number of pairs of jeans owned, June 2012
Women more likely than men to own 10 or more pairs
Figure 29: Number of pairs of jeans owned, by gender, June 2012
65+ least likely to own 10 or more pairs
Figure 30: Number of pairs of jeans owned, by age, June 2012
4-6 pairs of jeans most commonly owned across all household income groups
Figure 31: Number of pairs of jeans owned, by household income, June 2012
PAIRS OF JEANS PURCHASED
Key points
Jeans buyers buying more jeans in-store than online
Figure 32: Number of pairs of jeans purchased in last 12 months, online vs. in store, June 2012
Only marginal differences in numbers of jeans bought in-store last year by men vs. women
Figure 33: Number of pairs of jeans purchased in-store in last 12 months, by gender, June 2012
Younger consumers purchasing five or more pairs of jeans
Figure 34: Number of pairs of jeans purchased in-store in last 12 months, by age, June 2012
More than one quarter of those in lowest household income group not buying jeans
Figure 35: Number of pairs of jeans purchased in-store in last 12 months, by household income, June 2012
RETAILERS SHOPPED FOR JEANS
Key points
Most buy jeans at department stores
Figure 36: Retailers shopped for jeans, June 2012
Women shop at discount, specialty stores; men buy at outlets, manufacturer’s stores
Figure 37: Retailers shopped for jeans in-store, by gender, June 2012
Regardless of age, most buy jeans at department stores
Figure 38: Retailers shopped for jeans in-store, by age, June 2012
Lowest income earners shop at mass merchandisers, highest earners shop at upscale department
stores, specialty stores
Figure 39: Retailers shopped for jeans in-store, by household income, June 2012
AMOUNT SPENT ON JEANS
Key points
Most spend between $25 and $49.99 on a single pair of jeans
Figure 40: Amount spent on single pair of jeans, June 2012
Women spend slightly less on a pair of jeans compared to men
Figure 41: Amount spent on single pair of jeans, by gender, June 2012
Under 45s spend more on jeans on average compared to those 55+
Figure 42: Amount spent on single pair of jeans, by age, June 2012
Highest income earners spend the most on jeans on average
Figure 43: Amount spent on single pair of jeans, by household income, June 2012
REASONS FOR PURCHASING JEANS
Key points
Most buy jeans to replace old/worn-out pairs
Figure 44: Reasons for purchasing jeans, June 2012
Women buy jeans for a wider variety of reasons than men
Figure 45: Reasons for purchasing jeans, by gender, June 2012
18-24s buy jeans for the most reasons, older shoppers buy as replacement
Figure 46: Reasons for purchasing jeans, by age, June 2012
Lowest income earners buy jeans to treat themselves
Figure 47: Reasons for purchasing jeans, by household income, June 2012
BRANDS OF JEANS PURCHASED
Key points
Levi’s most commonly bought brand
Figure 48: Brands of jeans purchased, by gender, January 2011-March 2012
Younger shoppers prefer Old Navy, Arizona jeans
Figure 49: Brands of jeans purchased by age, January 2011-March 2012
ATTITUDES TOWARD JEANS AND SHOPPING BEHAVIORS
Key points
Comfort most important factor when buying jeans
Figure 50: Attitudes toward jeans, June 2012
Men and women both seek comfort, women more interested in style
Figure 51: Attitudes toward jeans, by gender, June 2012
Older adults prefer comfort, younger adults seek style
Figure 52: Attitudes toward jeans, by age, June 2012
Comfort, price important to those in all household income groups
Figure 53: Attitudes toward jeans – Any agree, by household income, June 2012
SHOPPING BEHAVIORS – JEANS
Key point
Jeans owners likely to buy jeans at stores where they buy other clothing
Figure 54: Jeans shopping behaviors, June 2012
FRUSTRATIONS WHEN SHOPPING FOR JEANS
Key points
Jeans shoppers have difficulty finding jeans that fit them well
Figure 55: Frustrations when shopping for jeans, June 2012
Women encounter more challenges than men when shopping for jeans
Figure 56: Frustrations when shopping for jeans, by gender, June 2012
Regardless of age, all jeans owners have difficulty finding jeans that fit well
Figure 57: Frustrations when shopping for jeans, by age, June 2012
Finding best fit a challenge for jean owners of all household incomes
Figure 58: Frustrations when shopping for jeans, by household income, June 2012
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Hispanics tend to own more pairs of jeans than non-Hispanics
Figure 59: Number of pairs of jeans owned, by race/Hispanic origin, June 2012
Hispanics buy more pairs of jeans than non-Hispanics
Figure 60: Number of pairs of jeans purchased in-store in last 12 months, by race/Hispanic origin, June 2012
Whites, Hispanics most likely to shop for jeans at department stores
Figure 61: Retailers shopped for jeans in-store, by race/Hispanic origin, June 2012
Asian/Pacific Islanders spend most on jeans
Figure 62: Amount spent on single pair of jeans, by race/Hispanic origin, June 2012
Hispanics more likely than other groups to buy for a variety of reasons
Figure 63: Reasons for purchasing jeans, by race/Hispanic origin, June 2012
Hispanics more likely than non-Hispanics to buy Levi’s
Figure 64: Brands of jeans purchased by race/Hispanic origin, January 2011-March 2012
Hispanics say price most important factor when buying jeans, yet willing to pay for those with
great fit
Figure 65: Attitudes toward jeans, race/Hispanic origin, June 2012
Hispanics more likely than non-Hispanics to have trouble finding best fit
Figure 66: Frustrations when shopping for jeans, by race/Hispanic origin, June 2012
KEY DRIVER ANALYSIS
Figure 67: Key drivers of consumer spending on a single pair of jeans, June 2012
Methodology
CLUSTER ANALYSIS
Creatures of Habit
Demographics
Characteristics
Opportunity
Big Spenders
Demographics
Characteristics
Opportunity
Moderate Wearers
Demographics
Characteristics
Opportunity
Jeans Junkies
Demographics
Characteristics
Opportunity
Cluster characteristics tables
Figure 68: Number of pairs of jeans owned, by cluster groups, June 2012
Figure 69: Number of pairs of jeans purchased online in last 12 months, by cluster groups, June 2012
Figure 70: Number of pairs of jeans purchased in store in last 12 months, by cluster groups, June 2012
Figure 71: Retailers shopped for jeans, by cluster groups, June 2012
Figure 72: Amount spent on single pair of jeans, by cluster groups, June 2012
Figure 73: Attitudes toward jeans, by cluster groups, June 2012
Figure 74: Frustrations when shopping for jeans, by cluster groups, June 2012
Cluster demographics table
Figure 75: Cluster groups, by key demographics, June 2012
Cluster methodology
APPENDIX
Leading brands
Figure 76: Brand listing, a sample of key brands by premium, moderate and economy, 2012
Pairs of jeans owned
Figure 77: Number of pairs of jeans owned, by gender and age, June 2012
Figure 78: Number of pairs of jeans owned, by marital/relationship status, June 2012
Figure 79: Number of pairs of jeans owned, by presence of children in household, June 2012
Figure 80: Number of pairs of jeans owned, by generation, June 2012
Pairs of jeans purchased
Pairs of jeans purchased – In-store
Figure 81: Number of pairs of jeans purchased in-store in last 12 months, by gender and age, June 2012
Figure 82: Number of pairs of jeans purchased in-store in last 12 months, by marital/relationship status, June
2012
Figure 83: Number of pairs of jeans purchased in-store in last 12 months, by presence of children in household,
June 2012
Figure 84: Pairs of jeans purchased in-store in last 12 months, by generation, June 2012
Pairs of jeans purchased – Online
Figure 85: Number of pairs of jeans purchased online in last 12 months, by gender, June 2012
Figure 86: Number of pairs of jeans purchased online in last 12 months, by age, June 2012
Figure 87: Number of pairs of jeans purchased online in last 12 months, by household income, June 2012
Figure 88: Number of pairs of jeans purchased online in last 12 months, by race/Hispanic origin, June 2012
Figure 89: Number of pairs of jeans purchased online in last 12 months, by marital/relationship status, June
2012
Figure 90: Number of pairs of jeans purchased online in last 12 months, by presence of children in household,
June 2012
Figure 91: Pairs of jeans purchased online in last 12 months, by generation, June 2012
Retailers shopped for jeans
Figure 92: Retailers shopped for jeans in-store, by gender and age, June 2012
Figure 93: Retailers shopped for jeans in-store, by marital/relationship status, June 2012
Figure 94: Retailers shopped for jeans in-store, by presence of children in household, June 2012
Figure 95: Retailers shopped for jeans in-store, by generation, June 2012
Amount spent on jeans
Figure 96: Amount spent on single pair of jeans, by gender and age, June 2012
Figure 97: Amount spent on single pair of jeans, by marital/relationship status, June 2012
Figure 98: Amount spent on single pair of jeans, by generation, June 2012
Reasons for purchasing jeans
Figure 99: Reasons for purchasing jeans, by gender and age, June 2012
Figure 100: Reasons for purchasing jeans, by marital/relationship status, June 2012
Figure 101: Reasons for purchasing jeans, by presence of children in household, June 2012
Figure 102: Reasons for purchasing jeans, by generation, June 2012
Attitudes toward jeans
Figure 103: Attitudes toward jeans, by gender and age, June 2012
Figure 104: Attitudes toward jeans, by marital/relationship status June 2012
Figure 105: Attitudes toward jeans, by presence of children in household, June 2012
Figure 106: Attitudes toward jeans, by generation, June 2012
Frustrations when shopping for jeans
Figure 107: Frustrations when shopping for jeans, by gender and age, June 2012
Figure 108: Frustrations when shopping for jeans, by marital/relationship status, June 2012
Figure 109: Frustrations when shopping for jeans, by presence of children in household, June 2012
Figure 110: Frustrations when shopping for jeans, by generation, June 2012
APPENDIX – TRADE ASSOCIATIONS
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
Mintel Oxygen Reports
Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

Abstract

“The jeans market is likely to experience growth as many consumers consider jeans a staple of their wardrobes and buy frequently for replenishment. New styles and the expansion of colored denim have created more product offerings in this category. Furthermore, jeans are increasingly considered acceptable attire in many situations including special occasions where more formal attire may previously have been worn, including many workplaces. These factors are likely to continue to support demand for jeans and generate renewed interest in the category.”

– Ali Lipson, Senior Retail & Apparel Analyst

Some questions answered in this report include:

How is the obesity epidemic impacting the jeans industry?
Is the casualization of the workplace creating greater demand for jeans?
How will the growing Hispanic population affect the jeans market?
How can retailers alleviate consumers’ frustrations when shopping for jeans?

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