Valassis Study: Apparel Trends Guide Retailers to Activate Shoppers

Published Wednesday, Oct 25, 2017

Valassis Study: Apparel Trends Guide Retailers to Activate Shoppers

Research and Planning are Essential in Shaping Consumers’ Apparel Purchase Behavior

LIVONIA, Mich., Oct. 25, 2017: Valassis, a leader in intelligent media delivery, today highlighted findings from its Capturing the Dynamic Retail Shopper: Parent Snap proprietary research, analyzing the planning and purchase behavior of apparel shoppers.

The survey finds 43 percent of all respondents research and plan for all of their apparel purchases, with this number higher for parents (53 percent) and Gen Xers (49 percent) specifically. For online apparel shoppers, 56 percent research every apparel purchase in advance of buying vs. 27 percent of those respondents who prefer to shop in-store. 

“The prevalence and convenience of online shopping have made research and planning integral to the consumer buying journey,” said Curtis Tingle, Chief Marketing Officer, Valassis. “By understanding how consumers shop as well as where and when they search for and consider products, apparel marketers and retailers can capture, engage and retain their audience much more effectively.”

Additional apparel shopper findings include:

  • Home is where they want to plan – For both less and more expensive items, 73 percent and 76 percent of respondents, respectively, research and plan their apparel purchases at home. The second most popular research location is in-store, with approximately 20 percent of respondents doing so. This echoes the trend of searching for deals on-the-go or in-store, using a mobile app like RetailMeNot.
    • Millennials are significantly more likely than other generations to research apparel items while at work, with 29 percent doing so for less expensive items and 33 percent for more expensive items.
  • Shopping for yourself – Millennials are more likely than other generations to only/mostly shop online for apparel for themselves (31 percent compared to 24 percent for all respondents). And when it comes to shopping for apparel for yourself in-store, baby boomers lead the way with 59 percent doing so versus 48 percent of other generations.
  • Research and planning occur throughout the week – Regardless of apparel price point, shoppers research throughout the week with no one day preferred. This provides a ripe opportunity for marketers to diversify their audience reach across the entire week – and emphasizes the importance of understanding the behavior of specific shopper audiences in order to reach them at the right time.

For more findings on this study, with a focus on parents, download the e-book.

About the Study
Capturing the Dynamic Retail Shopper: Parent Snap is based on the Valassis Awareness-to-Activation Study, an ongoing study fielded in conjunction with The NPD Group, Inc., a global market research company. The sample was derived via an online survey and all participants were at least 18 years of age and living in the contiguous United States. Approximately 10,000 respondents are surveyed annually. The specific data included in this report is from the research wave fielded 5/26/17 – 7/28/17 to over 1,400 respondents and is balanced by age and gender to U.S. Census demographic profiles.

About Valassis
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. As wholly owned subsidiaries of Harland Clarke Holdings, Valassis and RetailMeNot, a leading destination for digital savings, are partnering to connect retailers and consumers through meaningful digital, mobile and print promotions.

Media Contact
Mary Broaddus