Fashion Preference Could Determine Future Spending Intentions and Shopping Behavior
Acxiom’s new Retail Consumer Dynamics study provides a particularly insightful snapshot of consumers through the lens of fashion preferences and explores variations among preference group intentions and expected shopping behavior over the next few months – and not just in the apparel category.
Challenged by an unprecedented and still less-than-predictable combination of economic and market dynamics, successful product and brand marketers recognize the need to take a fresh and multi-faceted look at today’s consumer. Some consumers have been less impacted than others by the recession but almost every consumer has felt the pain. Many consumers have changed their shopping behavior, and it remains to be seen which changes will be permanent.
The fashion preference groups analyzed in this study include:
- Fashion Forward
- Conservative/Traditional
- Value Driven
Acxiom’s Retail Consumer Dynamics study reveals why retailers of all categories might want to consider the Fashion Forward group in particular:
- Fashion Forwards are twice as likely as the other two style preference groups to spend more on apparel and across a wide range of other products in the coming months.
- Fashion Forwards are most likely to refer friends and colleagues to their preferred retailer.
- Fashion Forward women, on average, currently spend more than women of the other two groups – up to 2.7 times as much, regardless of income!
- Fashion Forward women, on average, currently spend more than women of the other two groups – up to 2.7 times as much, regardless of income!
If you would like to know more about how we can help you more effectively reach your target audience with increased certainty, please give us a call at 1.888.3ACXIOM or visit us at www.acxiom.com/retail.
Retail Consumer Dynamics is based on an integrated data set combining consumer survey findings with Acxiom's consumer demographic, life stage and lifestyle information. The study is powered by Acxiom's InfoBase-XTM, the largest, most accurate, comprehensive and multi-sourced data collection of U.S. consumer information in one source, and Acxiom's PersonicX®, a household-level segmentation suite that places U.S. households into one of 70 distinct segments and 21 life-stage groups based on specific consumer behavior and demographic characteristics.