Feb 05 2009
The Profile of a Fashionista
What sets fashion-concious consumers apart from all the rest? As you may expect, many of them rely on the media to learn about next season’s trends and to start planning their shopping lists. Experian Simmons recently conducted a study to learn more about this unique, fashion-saavy group, taking a closer look at the key behaviors and traits of those consumers who use fashion magazines to help them determine what clothes to buy.
Here are a few key findings:
- Those residing in the West and Northeast are more likely than the average adult to consult fashion magazines to help them decide the clothes they buy.
- Most of their online activity consists of shopping, followed by gathering information for shopping, instant messaging, airline/car/hotel info or reservations, and digital imaging/photo albums.
- Those who agree with the attitudinal proclamation, “I make unique fashion statements,” are most likely to shop at Neiman Marucus, followed by Bloomingdale’s, Nine West and Hot Topic.
- Those who are not married are 14% more likely to be fashion concious.
- 69% of women, as compared to 31% of men, rely on fashion magazines to help them determine their shopping lists.
- Fashion appeals to all ages and there is near equal distribution among age groups, with only a slighly larger percentage in the 25-35 year old age bracket.
Source: Experian Consumer Research, Consumer Study 2008 Full Year
