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How The Survey Was Done

Gas prices are through the roof, food prices are surging, Americans are mired in a housing crisis. So how is a retailer supposed to entice shoppers for the...

Appeared In
Special Issue
WWD Where America Shops issue 07/15/2008

Gas prices are through the roof, food prices are surging, Americans are mired in a housing crisis. So how is a retailer supposed to entice shoppers for the latest handbag or a hip new pair of jeans?

WWD conducted its fourth annual “Where America Shops” consumer survey to gain some insight about where women are shopping, what they’re buying and what their intentions are for spending on clothes and accessories for the rest of the year. The survey was conducted by Synovate, a New York-based market research fi rm. It was fi elded May 14 to 19.

The survey netted 2,188 female respondents, including 197 teens age 13 to 17. The rest were age 18 to 64, with minimum household income of $35,000. The sample is balanced to be nationally representative to census data, at the 95 percent confi dence level.

All data in this issue is from this survey, except where indicated. A note about the charts: Some of the percentage totals may exceed 100 because respondents were asked to pick more than one choice. Elsewhere, data might not add up to 100 due to rounding.

Where do you shop most often for casual wear?
85% said they bought casual in the past year, up 2% from 2007
  2008 2007 % Change
Dept. Store 34 33 +1
Specialty Store 15 17 -2
Discounters 32 30 +2
Internet/Catalog 13 13
Other store type 4 5 -1
I never buy this 2 2

Top stores where you regularly shop for casual wear:
  2008 2007 % Change
Wal-Mart 30% 28% +2
Kohl’s 29% 27% +2
Target 24% 21% +3
JCPenney 23% 24% -1
Old Navy 15% 14% +1
Macy’s 14% 14%

What one store do you shop most often for casual wear?
  2008 2007 % Change
Wal-Mart 16% 15% +1
Kohl’s 14% 14%
Target 10% 8% +2
JCPenney 8% 8%
Macy’s 4% 5% -1
Old Navy 4% 4%

Where do you shop most often for dresses, suits, eveningwear?
40% said they bought jeans in the past year, up 2% from 2007
  2008 2007 % Change
Dept. Store 41 40 +1
Specialty Store 19 17 +2
Discounters 8 7 +1
Internet/Catalog 8 7 +1
Other store type 3 4 -1
I never buy this 22 25 -3

Top stores where you regularly shop for dresses, suits, eveningwear:
  2008 2007 % Change
Macy’s 31% 31%
JCPenney 28% 30% -2
Kohl’s 20% 19% +1
Dillard’s 13% 13%
TJMaxx 9% 8% +1
Ross Dress for Less 9% 5% +4

What one store do you shop most often dresses, suits, eveningwear?
  2008 2007 % Change
Macy’s 16% 16%
JCPenney 13% 15% -2
Kohl’s 7% 8% -1
Dillard’s 7% 6% +1
Other 13% 18% -5
Where do you shop most often for Intimates/sleepwear?
72% said they bought intimates in the past year, up 2% from 2007
  2008 2007 % Change
Dept. Store 31 32 -1
Specialty Store 20 17 +3
Discounters 29 31 -2
Internet/Catalog 12 10 +2
Other store type 5 5
I never buy this 3 9 -6

Top stores where you regularly shop for intimates/sleepwear:
  2008 2007 % Change
Wal-Mart 32 30 +2
Victoria’s Secret 27 21 +6
Target 22 19 +3
Kohl’s 21 19 +2
JCPenney 17 21 -4
What one store do you shop most often for intimates/sleepwear?
  2008 2007 % Change
Wal-Mart 21 20 +1
Victoria’s Secret 19 14 +5
Kohl’s 11 10 +1
Target 9 9
JCPenney 6 9 -3

Where do you shop most often for accessories?
72% said they bought accessories in the past year, down 1% from 2007
  2008 2007 % Change
Dept. Store 31% 32% -1
Discounter 27% 26% +1
Specialty Store 19% 20% -1
Internet/Catalog 13% 10% +3
Other store type 7% 9% -2
I never buy this 4% 4%

Top stores where you regularly shop for accessories:
  2008 2007 % Change
Wal-Mart 27% 26% +1
Target 26% 22% +4
Kohl’s 25% 24% +1
JCPenney 17% 18% -1
Macy’s 15% 15%
Claire’s 9% 9%

What one store do you shop most often for accessories?
  2008 2007 % Change
Wal-Mart 15% 14% +1
Kohl’s 13% 12% +1
Target 11% 9% +2
JCPenney 6% 8%
Macy’s 6% 7% -1