Calvins debut on discount shoppers' brands list - Calvin Klein brand name women's clothing, 1993 Discount Store News Top 10 brands list

Discount Store News, Oct 18, 1993

A high-end designer name made it onto the Top 10 consumer brands for women's apparel for the first time in the history of DSN's top consumer brands report.

Consumers who shop discount stores mentioned Calvin Klein enough times to make it the tenth most often preferred brand among discount store shoppers. Though its percentage of mentions remains relatively low, Calvin Klein's showing among the Top 10 preferred discount store brands does present some interesting insights into consumer shopping habits.

It again makes clear that discount store shoppers are not in a vacuum and shop high-end stores and are familiar with their offerings. There is a greater likelihood that respondents on this survey may have seen the Calvin Klein name on licensed accessories and costume jewelry. These items, rather than clothing, are more easily found in discount stores.

The results also indicate that the growing number of factory outlet malls and of actual Calvin Klein factory outlet stores may also be accessible enough for consumers to associate the brand as a quality value purchase.

Other than that addition, this year's list of top consumer brands was similar to last year's. Consumers and store managers agreed on seven out of the 10 brands mentioned. Apart from Calvin Klein, only No Nonsense and Levi's made the consumer list but were not mentioned in the Top 10 by store managers who named their top performing labels.

Hanes was named No. 1 among consumers for the fourth year in a row. Gitano, which showed strain in the men's and children's categories came in at No. 3. Fruit of the Loom was the only new mention by consumers.

The survey found that 59% of the shoppers said they would be willing to buy a private label or store brand. That is good news for Kmart, whose Jaclyn Smith brand again gained top honors in the consumer survey. The brand was even mentioned by shoppers who frequented Wal-Mart and Target stores. Among the Big Three chains, the Jaclyn Smith label was rated No. 4 by consumers who shopped Kmart in the past year, No. 6 by those who shopped at Wal-Mart, and No. 9 by Target shoppers. Of course, there is an overlap since many shop two or all three of the chains.

Bobbie Brooks, Wal-Mart's private label, was mentioned near the bottom among the 19 brands named. No Target private label was mentioned by consumers. More empty Nesters (50 and over) named Jaclyn Smith as a top performer, while Bobbie Brooks was mentioned by more Boomers (35 to 49).

The Top 10 remained relatively consistent among the age groups. Jordache and Maiden-form were two brands making Empty Nesters' Top 10, but missing from the overall list.

As in the children's wear category, the older age group tended to name more brands as top performers. Less than 12 percentage points separated the No. 1 brand (Hanes) from the No. 10 brand (Calvin Klein) in the Empty Nester age group. These shoppers buy a variety of brands.

Younger shoppers were somewhat more discerning and seem more loyal to a select few brands. MOre than 20 percentage points separated No. 1 (Hanes) from No. 10 (Bobbie Brooks) among Boomers. For Busters (under 35), more than 25 points separate No. 1 Hanes from No. 10 No Nonsense.

Some 55% of shoppers said they would be willing to switch brands if they did not find the brand they wanted in their favorite discount store. In the women's wear category, that is a big increase from last year, when only 47% of respondents said they were willing to switch brands. Another 45% of shoppers said they would skip a purchase if they did not find the brand they wanted.

[TABULAR DATA OMITTED]