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March 29, 2017
Deborah Weinswig, Managing Director, Fung Global Retail & Technology
deborahweinswig@fung1937 US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016

Copyright 2017 The Fung Group. All rights reserved.



Deep Dive:
US Consumer Survey—
Amazon Yet to Crack
the Menswear Market
Key Takeaways
1)Brick-and-mortar stores remain the main channel where
consumers buy menswear. Two-thirds of surveyed men
have bought menswear online, and only 2.6% say they
buy most often online.
2)Amazon menswear customers have doubled over the
past five years. Some 23.4% of men surveyed bought
menswear from Amazon, but only 2.1% of purchase
menswear most often on the online retailer.
3)Amazon, Kohl’s and Walmart appeal to price-sensitive
customers, however, according to consumers, Kohl’s
offers better promotions and Macy’s has the edge on
quality and style. This may explain why Amazon has not
yet become the most popular go-to place for menswear.
Deborah Weinswig
Managing Director,
Fung Global Retail & Technology
deborahweinswig@fung1937
US: 917.655.6790
HK: 852.6119.1779
CN: 86.186.1420.3016

March 29, 2017
Deborah Weinswig, Managing Director, Fung Global Retail & Technology
deborahweinswig@fung1937 US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016

Copyright 2017 The Fung Group. All rights reserved.


Table of Contents
Executive Summary ..... 3
Key Findings ..... 3
About Amazon Shopper Intelligence Service ... 3
US Menswear Market Overview .......... 4
1. Male Consumers Purchase Menswear Most Often at Brick-and-Mortar Locations ... 5
2. The Majority of Male Consumers Have Purchased Some of Their Menswear Online 6
3. The Number of Amazon Menswear Customers has Doubled Over Five Years, But Only a Few Shop There Most
Often ... 7
4. Amazon, Kohl’s and Walmart Appeal to Price-Sensitive Customers, while Macy’s has the Edge on Quality
and Style ......... 9
Walmart: Captures Price-Sensitive Customers ........... 10
Kohl’s: Promotions Plays an Important Role in Retaining its Customers ....... 11
Macy’s: An Edge on Quality and Style 12
About the Amazon Shopper Intelligence service ......... 14



March 29, 2017
Deborah Weinswig, Managing Director, Fung Global Retail & Technology
deborahweinswig@fung1937 US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016

Copyright 2017 The Fung Group. All rights reserved.


Executive Summary
This is our fourth monthly report based on Prosper Insights and Analytics’
Amazon Shopper Intelligence service. This month, we focus on the
menswear category.
Key Findings
1) Brick-and-mortar stores—which include discount stores, specialty
stores and department stores—remain the main channel at which
surveyed men most often purchase menswear, for a total share of
78.3% as of June 2016.
2) The majority of surveyed men have purchased menswear online, with
67.0% having done so in June 2016. However, those who do over half
of their menswear shopping online remained a small minority,
representing only 14.8% of surveyed men, whereas those buying most
often online was a niche segment, at 2.6%.
3) The number of Amazon menswear customers has doubled over the
past five years―23.4% of those surveyed bought menswear at the
online retailer in the three months prior to June 2016, up from 9.4% in
June 2011. However, those buying menswear most often at Amazon
remained a niche segment, with a share of 2.1% in June 2016.
4) Amazon, Kohl’s and Walmart appeal to price-sensitive customers―
over 85% of their customers cite price as the reason they shop there.
Macy’s positioning differs slightly, in that it has an edge on selection
and style compared to the other top retailers.
About Amazon Shopper Intelligence Service
The Amazon Shopper Intelligence service provides members with monthly
data on consumer shopping patterns and preferences, drawing on more
than 10 years of data on Amazon shoppers as well as on shoppers at other
leading retailers. The data are instructive in helping users make informed
business decisions.

Source: Shutterstock

March 29, 2017
Deborah Weinswig, Managing Director, Fung Global Retail & Technology
deborahweinswig@fung1937 US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016

Copyright 2017 The Fung Group. All rights reserved.


US Menswear Market Overview
The US apparel market grew at a modest compounded annual growth rate
(CAGR) of 2.2% from 2011 to 2016, and was valued at US$274 billion in
2016. The share of menswear relative to the total market size has remained
stable over the past five years, staying at 32% and valued at US$88 billion in
2016. This category is expected to grow at a CAGR of 3.7% on average
through 2020 to reach US$101 billion, according to Euromonitor.
Figure 1. US Retail Sales Value of Apparel (US$ Billion)

Source: Euromonitor International
On average, men spend US$47 on apparel each month; less than women’s
monthly spending of US$55. Younger men tend to spend more on apparel―
millennials and Generation X spend an average of US$61 and US$50,
respectively, each month. Boomers and Silvers spend less, at an average of
US$33 and US$27 each month, respectively.
Figure 2. Average Monthly Spending on Apparel, 2016 (US$)

Sample Size: Men: N=3,373 (June, 2016); Women: N=3,651 (April, 2016)
Source: Euromonitor International
79 79 82 82 85 88 91 95 98
101
245 252 257 261
268 274 284
294 303 312
0
50
100
150
200
250
300
350
2011 2012 2013 2014 2015 2016 2017E 2018E 2019E 2020E
Menswear Apparel Total
56
47
61
50
33
27
0
10
20
30
40
50
60
70
Women Men Total Millennials
(18–34)
Gen X
(35–54)
Boomers
(55–64)
Silvers (65+)
The share of menswear in the
US apparel market has been
stable over the past five years,
remaining at 32% and valued at
US$88 billion in 2016.

March 29, 2017
Deborah Weinswig, Managing Director, Fung Global Retail & Technology
deborahweinswig@fung1937 US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016

Copyright 2017 The Fung Group. All rights reserved.


1. Male Consumers Purchase Menswear Most Often at Brick-
and-Mortar Locations
According to the Prosper monthly consumer survey conducted in June 2016,
brick-and-mortar is the main channel for menswear purchases―78.3% of
surveyed men buy menswear most often at physical stores, up 3.8
percentage points compared to five years ago. However, it is worth noting
that those who have no preference dropped from 15.3% in June 2011, to
8.0% in June 2016.
Department stores, discount stores and specialty stores remain the top-
three store formats where men buy menswear most often. However, the
share of the respective store formats varies. Department stores remained
the top store format, with its mind share increasing from 32.6% in June
2011, to 35.9% in June 2016. Specialty stores also saw an increase in mind
share from 13.5% to 16.5% in the same period. In contrast, discount stores
saw their mind share drop from 27.7% in June 2011, to 25.2% in June 2016.
Those who purchased menswear online most often remain a niche segment,
up from 1.0% in June 2011, to 2.6% in June 2016.
Figure 3. Formats Where Men Shop Most Often for Menswear, Jun 2016 vs. Jun
2011

Note: Target universe = Men aged 18+
Sample size: N=3,811 (Jun 2011); N=3,373 (Jun 2016)
Source: Prosper Insights & Analytics, Monthly Consumer Surveys

15%
8%
1%
1%
1%
14%
28%
33%
8%
10%
1%
1%
3%
16%
25%
36%
0% 10% 20% 30% 40%
No Preference
Other
Membership Warehouses
Catalog
Internet
Specialty–Apparel
Discount Stores
Department Stores
Jun 2016 Jun 2011
Department stores, discount
stores and specialty stores
remain the top-three store
formats where men buy
menswear most often.
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