Targeting the male shopper - discount houses, retail trade - AM: Apparel Merchandising

Discount Store News, Sept 2, 1991

Targeting the male shopper

Everyone knows the old retailing maxim "Give the lady what she wants." But how does that apply to men? After all, they represent a significant portion of the apparel-buying public.

What does the male apparel customer want? How does he shop? When? Where? Why? Have his shopping patterns changed over the last five years?

According to an exclusive study undertaken in July by the Gallup Organization for Apparel Merchandising, based on a nationally representative sample of 500 men, men shop for clothes in many different kinds of stores. Although the choice of outlet is most often a department store, personnel at that traditional source of apparel have their work cut out for them if they want to maintain this position.

The study asked respondents to contrast their current shopping patterns with those of five years ago. The results indicate that men used to shop in department stores significantly more frequently. Thirty-two percent of the respondents say they most often shop for their clothes at department stores. However, 38 percent indicate that department stores were their top choice in 1986.

Many of those customers apparently have become specialty store shoppers, a fact that probably comes as no surprise to merchants at such chains as The Gap, Merry-Go-Round and County Seat. As might be expected, young men in particular appear to be attracted to those outlets. Approximately 38 percent of the 18- to 24-year-old participants say they most often shop for their apparel at specialty stores.

When that group was asked where they shopped five years ago, only 10 percent named specialty stores as their outlets of choice. Men between 25 and 34 are similarly inclined. According to the study, 35 percent of the participants shop in specialty stores most often. Considerably less, 26 percent, of the group say specialty shops were their clothing outlet of choice five years ago.

The number of men choosing discount stores as their primary source of apparel has remained steady over the past five years, the study shows. About 18 percent of the male shoppers say they most often shop for apparel at discount stores. Twenty percent note they most frequently shopped at those outlets for clothing five years ago.

Retailers at times go to great lengths to build a loyal men's wear customer, and according to the study, that is what they will have to do in today's market.

Only 16 percent of the men queried say they typically buy clothing at one store they consider a favorite although 27 percent make their purchases at "two or three" favorite stores. However, the majority, somewhat more than 50 percent of those involved in the study, say they shop at "many different stores" for apparel.

The East is the most competitive region for retailers, the study indicates. More than 59 percent of the men in this heavily saturated area are fickle when it comes to choosing a men's wear destination store.

Store loyalty is perhaps best established in the West, where 34 percent of the men frequent two or three favorite stores for their apparel purchases.

Male apparel shoppers may be run-arounds when it comes to store loyalty, but they apparently aren't frivolous in regard to spending. Less than one-fifth, 19 percent, of those queried describe themselves as impulse apparel shoppers, while nearly eight in 10, 79 percent, say they buy articles of clothing only when needed. It's no surprise that those in the higher-income group, with family incomes in excess of $40,000, tend to be more likely to describe themselves as impulse shoppers. About 22 percent in this group state that they are impulse men's wear shoppers, while only 15 percent of those with less-than-$20,000 a year incomes describe themselves that way.

In addition, men frequently buy items on sale. Sixty-two percent say they usually purchase marked-down merchandise. However, a substantial number of male shoppers also are willing to pay full price. Almost a third, 33 percent, buy regular price items more frequently than sale price items. It's no surprise that younger men - often fashion shoppers - are most likely to pay full price. Nearly 45 percent of the 18- to 24-year-olds frequently buy at regular price, while 42 percent in the 25- to 34-year-old group have similar buying practices.

Middle-aged men, who often have a lot of financial responsibilities, such as mortgages, are least likely to buy at full price. Only 23 percent of the 35- to 49-year-olds and a quarter of the 50- to 64-year-old representatives frequently buy apparel at regular price.

It is interesting to note that the highest income group, with household earnings of $40,000 or more annually, are most likely to buy on sale. More than two-thirds, 67 percent, of those shoppers frequently do so. Only 59 percent of the respondents in under-$20,000-a-year households buy on sale, and 58 percent of those in the $20,000-to-$39,900 group usually do.

Regardless of what price men's wear customers are willing to pay, a significant portion of them will make their purchases during the weekend, usually on a Saturday. Almost 44 percent of the men queried say they generally shop for their clothes then. Thirty-nine percent note Saturday is their shopping day of choice, while 5 percent pick Sunday.