Men spend more than twice as much as women do on clothes for themselves, according to marketing agency Barkley U.S. and the Boston Consulting Group.
Millennial women spend $401 per year on women’s clothing, while Gen X and Baby Boomer women spend $300 a year. Millennial men spend $1,641 per year on men’s clothing, and Gen X and Baby Boomer men spend $849 per year.
The researchers attribute at least some of the gender difference to the presence of children (and their attendant expenses) in the household. Fewer than a quarter of Millennial men (22%) have children, compared to 40% of Millennial women.
Both Millennial men and women prefer to shop for apparel in groups of friends or with family members, while older men and women prefer to shop alone or with their children.
Women may spend less on apparel than men, but they shop more frequently. Some 13% of Millennial women and 6% of Gen X and Boomer women shop at least weekly. Men typically shop 2-3 times per month.
Age and gender influence where shoppers purchase apparel. Gen X and Baby Boomer women are more likely than Millennial women to prefer to shop for apparel in open-air shopping malls or at airports. Millennial women, on the other hand, are more likely than Xers or Boomers to prefer to shop at destination outlet centers.
Millennial men are more likely than Gen X and Boomer men to shop for apparel at specialty stores, luxury department stores, and discount stores. Gen X and Boomer men are more likely than their Millennial counterparts to shop at national chains.
Preferred Retail Environment
When shopping for clothes, Millennial women seek more interaction with sales associates than Gen X or Boomer women do. They expect sales associates to know and wear the product line, and often seek opinions from sales staff. Millennial women also prefer lively, “energizing” store environments playing their favorite music.
Gen X and Boomer women, on the other hand, prefer to be left alone when trying on items and seek out opinions only from friends or family.
Similarly, Millennial men seek assistance and advice about fashion and trends from store staff, while Gen X and Boomer men are more likely to prefer shopping undisturbed.
Apparel shoppers tend to favor retailers that specifically target their demographics. Sources: Barkley U.S., Jeff Fromm, EVP, 1740 Main St., Kansas City, MO 64108; 816-423-6195; jfromm@barkleyus.com; www.barkleyus.com. Price: Contact for information.
Boston Consulting Group, Eric Gregoire, Exchange Pl., 31st Fl., Boston, MA 02109; 617-850-3783; gregoire.greg@bcg.com; www.bcg.com.
© Copyright 2012, EPM Communications, Inc. May not be reproduced without written consent of publisher.