Men and women use many of the same criteria in their evaluation of apparel brands, but differ sharply on their views of fit, value and affordability.
In The NPD Group Inc.’s 2011 Brand Landscape Report, both men and women ranked “is a brand I’ve had success with” as their top reason for purchasing apparel bearing a particular label. “Has the features and benefits you want” was second for females and third for males, while those rankings were reversed for “is your style.”
Females ranked “offers real solutions for you” as the fourth most important factor in their apparel brand purchase decisions, while males placed it fifth, and both genders designated “is comfortable” as their sixth top priority.
But there the similarities ended among the 70,000 consumers included in NPD’s online consumer panel, with women placing greater weight on fit and men seeking value.
“Fits well” qualified as number five on the females’ list but just qualified for the top 10 among males. Men placed “offers good value for the money” fourth in their rankings, but it placed eighth among the women, while “is affordable” was seventh for the men and 10th for the women.
Women made “has a lot of sales or special deals” number seven on their list, just one notch higher than their male counterparts. Females cited “is a brand friends wear” as number nine, while it didn’t qualify for the men’s top rankings, and men gave the same slot to “is a brand you can trust,” a criterion that failed to make the women’s list.
Marshal Cohen, chief industry analyst for NPD, pointed out that consumers rarely show enthusiasm for brand extensions in the study, rejecting the notion that a brand’s integrity can be transferred from category to category, and also tend to reject the value of celebrity tie-ins and endorsements.
“Consumers don’t admit that they’re easily influenced,” he said. “If you ask, ‘Did you buy that Ford Edge because you saw Derek Jeter driving one in a commercial?’ only about 5 percent of consumers will say yes. But if you look at it scientifically, the number is more like 27 percent.”
He does see increasingly savvy consumers taking advantage of the technology available to them: “They’re determined not to buy on impulse like they used to. They know what stores and sites have what products and at what prices. They have more information at their fingertips and, unlike a few years ago, now they’re using it.”
In addition to apparel, NPD, based in Port Washington, N.Y., researched brand traits in footwear, toys and consumer electronics.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye