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As snow falls across some states and temperatures drop, the demand for cozy, durable, and stylish outerwear peaks. According to new CivicScience data, many will be bundling up with new apparel this season. Over sixty percent of Americans have either already purchased winter outerwear apparel or are at least somewhat likely to (excludes those who answered ‘does not apply’).1
With many in the market for new winter wear, CivicScience examined key trends shaping the winter outerwear industry this season:
Brands that Rank
With numerous brands to choose from for winter wear, CivicScience data show those planning a winter wear purchase are most likely to favor Carhartt, followed closely by The North Face (28%). Compared to 2022, interest in Carhartt increased by six percentage points, allowing it to overtake The North Face as the top-ranked brand. However, winter wear is far from a two-horse race for winter wear purchases, as consumers are spread widely on the brands they will likely buy from this year. Under Armour and Columbia Sportswear are also popular choices this season.
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What Matters Most
When it comes to choosing what to buy and what not to buy, comfort and durability/waterproof are most important to consumers overall, whereas brand, price, and style are less important. However, priorities vary by age, as Gen Z is far more likely to purchase winter wear based on the brand, and Millennials are more likely to make choices based on price. Gen X is most likely to care about durability and those 45+ lead in style/fashion.
The Top Retailers
Where consumers buy outerwear has unsurprisingly changed over the last five years. In 2020, department stores led by a considerable margin, with over a third saying they were most likely to buy outerwear from these types of retailers. Today, that percentage has declined by over 10 percentage points, and now big-box stores are most popular for buying winter apparel (26%). Additionally, interest in shopping at sporting goods stores and online-only retailers has increased since 2020.
What Else to Consider: Concerns over PFAS
Per- and polyfluoroalkyl substances (PFAS), also known as forever chemicals, are often found in waterproof outdoor gear. They are banned in states like California, and retailers such as Dick’s Sporting Goods have already begun efforts to remove PFAs from products. CivicScience data indicate that many Americans express concern about forever chemicals. Fifty-six percent of respondents are at least ‘somewhat’ concerned about the health and environmental effects of PFAs (up three points from last year)2, and nearly half of respondents say they’re more likely to shop at retailers that ban these types of chemicals.3 Additionally, consumers express worry about PFAs, specifically in outerwear apparel – 60% of respondents are at least ‘somewhat’ concerned about forever chemicals found in outdoor apparel.4
Answer our Poll: What’s your favorite season for fashion?
As Americans bundle up for the season, these trends offer valuable insights into shifting priorities, from the changing brand and shopping preferences to the rising importance of sustainability and ethical shopping. Brands that adapt to these evolving preferences will be well-positioned to meet consumer needs this winter and beyond.
