A new report from Coresight Research dives into how demographics influence where consumers are shopping for apparel and footwear.

When it comes to apparel, footwear and accessories purchases there is a clear division between different pay brackets and ages on determining where consumers shop.

According to Coresight Research’s recent US Consumer Survey Insights Extra Who Shops Where? 2024 Shopper Demographics report, US department store chain Kohl’s has the oldest average shopper.

Who is buying apparel?

While US department store chain Nordstrom and US sports retailer Dick’s Sporting Goods largely appeal to high-income shoppers, low-income shoppers frequent US supermarket chain Walmart, ultra-fast fashion online sites Shein and Temu, as well as US discount chain Ross Stores.

These are the only four retailers to have the highest proportion of consumers shopping with them in the lower three income brackets.

US online giant Amazon, US retailer Target and US off-price retailer TJX are frequented by consumers with six-figure household incomes

Walmart and TJX are the only two retailers that are frequented at high rates by consumers aged 45–60 along with younger consumers.

Who is buying footwear?

When it comes to footwear, US sports brand Skechers has the oldest average shopper. The highest proportions of women shop at Skechers and Converse, while the highest proportions of men shop at Dick’s Sporting Goods and New Balance.

The only footwear retailer to attract higher rates of low-income shoppers than high-income shoppers is Walmart. Most other retailers are frequented at the highest rates by consumers with six-figure household incomes.

Almost all retailers (with Skechers being the exception) are shopped at by consumers aged 18 to 44 at higher rates than older consumers.

What should apparel and footwear retailers be doing to capture custom?

“In terms of apparel and accessories shopping, the covered off-price retailers have subtle differences in income appeal. While TJX appeals more to high-income shoppers, Ross Stores appeals more to low-income shoppers. Off-price retailers are generally focused on low price points that attract low-income consumers, which makes the TJX findings surprising, particularly given the retailer’s lower urbanness score compared to Ross Stores,” reads the report.

“In terms of footwear shopping, almost all the covered retailers/brands are frequented most by consumers aged 18–44 indicating the popularity of footwear among younger consumers.

“Younger consumers simply shop more than older consumers, and that means that most retailers continue to see stronger shopper penetration among young age groups. To attract new customers, retailers should focus on the younger demographic not just because of their greater projected value over time but because they appear more willing to shop across a wider variety of retailers.”

Demographic changes are influencing retailer decisions a report from GlobalData has suggested.

The ‘Demographics in Retail and Apparel’ report found demographics is a growing theme for retailers and fashion retailers in particular, including Zara-owner Inditex.

Demographic shifts will have a significant impact on apparel retailers as the distribution of the population changes across the world and the generations with the most spending power shifts.

Different generational groups will have different needs and demands in terms of the types of clothing they want and are able to purchase. Different demographics also have different preferences in how and where they want to buy them, and the marketing used to promote them.

According to GlobalData, Zara-owner Inditex mentioned ‘demographics’ 398 times in filings over 2023, as demographic trends affect its collections and buying patterns.

In recent years UK high street retailer M&S has worked to reposition itself to attract a younger demographic.

A study from Saturn Visula Solutions that surveyed 2,000 UK-based adult full-time and part-time workers revealed the “fun factor” is key in attracting Gen Z shoppers to stores. M&S was named eighth overall on a list of the most fun stores to visit.

The consultancy also noted that M&S is experiencing a recent resurgence in fashion sales, partly due to its growing popularity among Gen Z consumers. This demographic now accounts for a third of M&S’ underwear sales.

The survey also found that M&S was especially popular among the 18 to 24-year-old demographic, with 15% naming it as one of the most “fun” stores they had been to. Surprisingly, more men (9%) than women (7%) viewed M&S as a “fun” shopping experience.

This is a far cry from where the retailer stood a few years ago, sales plateauing as industry onlookers urged the retailer to consider ranges and styles that appealed to a younger consumer.

Since then the retailer has worked to onboard popular third-party brands like Nobody’s Child, Sweaty Betty and Adidas.

Most recently it announced it is piloting a clothing and beauty-only store which will feature a curated edit of M&S’ wider womenswear and menswear collections, along with beauty products, a move widely welcomed by the investor community.

By Just Style