Earlier in October, CivicScience studied where consumers were shopping in anticipation of the cold winter months ahead. The findings showed department stores were the leading outlet for coats and jackets, but big-box stores, sporting goods stores, and online retailers were also popular choices.
CivicScience further examined consumer preferences for winter wear and identified relevant data points concerning non-department store retailers and major sportswear brands.
Among six non-department store retailers studied, Amazon led the pack, with 53% of respondents saying they’d be at least “somewhat likely” to buy their outerwear from the online retailer.
Unsurprisingly, Amazon Prime members purchase their outerwear from an online-only retailer at twice the rate of those who aren’t Prime members. And by even more when compared to those who don’t have Amazon accounts at all. You’ll find a lot of those without Amazon accounts at Target, Walmart, and the like.
A look at demographics shows the usual influence of age and income, two data points that often correlate. Walmart is popular among Gen Z and those making under $50K a year. Dick’s and REI are popular among those aged 35 to 54 and those making $100K or more a year. Amazon appeals to a variety of ages but tends to be a bit more popular among higher-income earners.
When looking at individual brands, Columbia and The North Face are the clear overall leaders, with 55% and 54% favorability respectively.
Some lesser-known brands – such as Arc’teryx and Canada Goose – still have a long way to go before they become household names, but already there are differences. For instance, Canada Goose has a more than 4-to-1 favorable to unfavorable view among Americans, but Arc’teryx is barely over 2-to-1 by the same metric.
Age tells an interesting story as Canada Goose is the sole brand in our study that shows a definite tilt toward youth. All other brands? Big hits in the 35-to-54 age group.
Overall, Columbia is the clear national favorite among the top brands studied. Any retailer, whether a department store or not, looking to pull in consumers for winter wear should consider promoting these brands. And if you’re looking to bring in younger spenders, Canada Goose might do the trick.
Interested in how your brand compares to major players? Drop us a line to get started.