United States (US) Apparel Consumer Insights – Who Shops, What do they Shop, How do they Shop and Why do they Shop

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US Apparel Consumer Insights Report Overview

More than 77% of US consumers bought apparel from physical stores in 2023. However, many consumers plan to cut back on their clothing and accessories spend over the next six months. Inflation is expected to ease in 2024, however, this has not reassured consumers about the outlook for the US economy in the next six months.

The ‘US Apparel Consumer Insights Report’ provides detailed insights into consumer sentiment among apparel shoppers in the US. This report offers a detailed analysis of the market with the impact of recent events on customer shopping behavior, key apparel retailers, and channel usage.

Leading Brands ·       Shein

·       Adidas

·       Nike

·       H&M

·       Puma

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US Apparel Consumer Insights - Consumer Sentiment

A few of the respondents expect their finances to worsen, however, many plan to cut back on retail spending during 2024. More females anticipate cutting back on retail spending than males, as they tend to spend more on non-essential sectors, so have more scope to reduce their spending.

Over the next six months, many consumers expect to increase their spending on food and groceries, as they focus on essential spending amid economic challenges. Conversely, most consumers are planning to cut back on entertainment and the home sectors, due to their discretionary nature and the high price tags of some home products.

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US Apparel Consumer Insights - Who Shops & What They Purchase

In the past 12 months, many US consumers purchased apparel and this was highest among females, due to their stronger engagement with fashion trends. Penetration was similar between the age groups, though was highest among 45-54s, due to their greater levels of discretionary income.

In the past 12 months, everyday casualwear was the preferred style of apparel among US apparel shoppers. The US shoppers opt for versatile items that can be worn in a variety of circumstances. Loungewear and sportswear were the second and third most purchased styles due to a preference for comfortable clothing and the ongoing appeal of the athleisure trend.

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US Apparel Consumer Insights - Where People Shop

The leading global apparel brands that most US consumers shop for include Shein, Adidas, Nike, H&M, and Puma among others. Among these, Nike was the most popular among US shoppers in 2023.

Global Apparel Brands Preferred by Consumers, 2023 (%)

Global Apparel Brands Preferred by Consumers, 2023 (%)

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US Apparel Consumer Insights - Drivers

Most US apparel shoppers stated that fit influences their purchases. Comfort and quality are the other most important factors influencing the purchase. Instore experiences and convenience hold greater importance for respondents than online shopping experiences owing to higher usage of this channel in the past year.

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Scope

  • This report provides detailed consumer insights into the US apparel market.
  • The report centers on consumer sentiment, categories purchased, and channel usage.
  • The report also covers motivations for purchasing, purchase frequency, and the most popular global brands.

Key Highlights

  • Young consumers plan to spend more on apparel over the next six months as they remain focused on keeping up with trends
  • Loungewear and sportswear were the most purchased styles after everyday casualwear in 2023, driven by a desire for comfort
  • Instore shopping remains dominant in the US, especially among older shoppers who are typically less tech-savvy
  • US shoppers favor classic, high-quality apparel, though young consumers enjoy buying into current trends as well

Reasons to Buy

  • Identify how rising inflation is influencing how and where US consumers shop
  • Understand consumer sentiment in the US apparel market and what this means for apparel brands’ next steps.
  • Learn about where the demand lies within the US apparel market, to allow you to maximise customer acquisition

Nike
Adidas
Levi’s
Under Armour
Skechers
New Balance
Calvin Klein
Shein
Champion
Ralph Lauren
The North Face
H&M
Puma
Vans
Converse

Table of Contents

Executive Summary

Consumer Sentiment

Who Shops & What They Purchase

Where People Shop

How & Why People Shop

Sustainability & Resale

Sportswear

Contact us

Table

Channels used to purchase apparel in the last 12 months by demographic

What inspires consumers’ apparel purchases by demographic

Figures

Over the next six months, how do you expect the economy to change?

Over the next six months, how do you expect your own personal finances to change?

When it comes to spending on retail goods and services, how will your household be behaving over the next six months compared to normal?

How are you coping with rising prices in general?

What consumers plan to spend more or less on over the next six months

Consumers that plan to spend more or less in the next six months by demographic

Consumers who purchased total apparel (clothing, footwear and accessories) in the last 12 months

Consumers who purchased clothing in the last 12 months

Consumers who purchased footwear in the last 12 months

Consumers who purchased accessories in the last 12 months

Categories purchased by clothing shoppers

Categories purchased by footwear shoppers

Styles purchased by apparel shoppers

Channels used to purchase apparel in the last 12 months

Where People Shop – Online & social media attitudes

Global brands that consumers purchased apparel from in the last 12 months

How frequently consumers purchase apparel

Factors that influence apparel purchases

What inspires consumers’ apparel purchases

How & Why People Shop – Fashion Preferences & Attitudes

How & Why People Shop – Fashion Preferences & Attitudes

Sustainability & Resale – Sustainability & Ethical Concerns

Sustainable efforts apparel shoppers have made in the last 12 months

How apparel shoppers expect their spend on secondhand will change in the next 12 months

Where shoppers purchased secondhand apparel from in the last 12 months

Secondhand apparel purchase drivers

Consumers who purchased sportswear in the last 12 months

Categories purchased by sportswear shoppers in the last 12 months

Sports activities consumers purchased sportswear for in the last 12 months

How sportswear shoppers expect their sportswear spend to change in the next 12 months

Sportswear – Attitudes & Preferences

Frequently asked questions

United States (US) Apparel Consumer Insights – Who Shops, What do they Shop, How do they Shop and Why do they Shop standard reports
Currency USD
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Can be used by individual purchaser only

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Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company


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