Who's Buying Apparel

THE WHO’S BUYING SERIES BY THE NEW STRATEGIST EDITORS Apparel New Strategist Publications, Inc. P.O. Box 242, Ithac...

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THE WHO’S BUYING SERIES

BY THE NEW STRATEGIST EDITORS

Apparel

New Strategist Publications, Inc. P.O. Box 242, Ithaca, New York 14851 800/848-0842; 607/273-0913 www.newstrategist.com

Copyright 2005. NEW STRATEGIST PUBLICATIONS, INC.

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, microﬁlming, recording, or otherwise without written permission from the Publisher.

ISBN 1-933588-01-2 Printed in the United States of America

Contents About the Data in Who’s Buying Apparel .....................................................................................................................5 1.

Percent Reporting Expenditure and Amount Spent, Average Quarter 2003 ..............................9

Household Spending Trends: 2000 to 2003 ................................................................................................................. 11 2.

Household Spending Trends, 2000 to 2003 ....................................................................................12

Household Spending on Apparel, 2003 ......................................................................................................................15 3.

Apparel: Spending, 2000 and 2003 ..................................................................................................17

Household Spending on Apparel by Demographic Characteristic, 2003 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31.

Apparel: Average Spending by Age, 2003 .....................................................................................19 Apparel: Indexed Spending by Age, 2003 .....................................................................................21 Apparel: Total Spending by Age, 2003 ...........................................................................................23 Apparel: Market Shares by Age, 2003 ............................................................................................25 Apparel: Average Spending by Income, 2003 ...............................................................................27 Apparel: Indexed Spending by Income, 2003 ................................................................................29 Apparel: Total Spending by Income, 2003 .....................................................................................31 Apparel: Market Shares by Income, 2003 .......................................................................................33 Apparel: Average Spending by High-Income Consumer Units, 2003 .......................................35 Apparel: Indexed Spending by High-Income Consumer Units, 2003 .......................................37 Apparel: Total Spending by High-Income Consumer Units, 2003 .............................................39 Apparel: Market Shares by High-Income Consumer Units, 2003 ..............................................41 Apparel: Average Spending by Household Type, 2003 ...............................................................43 Apparel: Indexed Spending by Household Type, 2003 ...............................................................45 Apparel: Total Spending by Household Type, 2003 .....................................................................47 Apparel: Market Shares by Household Type, 2003 ......................................................................49 Apparel: Average Spending by Race and Hispanic Origin, 2003 ...............................................51 Apparel: Indexed Spending by Race and Hispanic Origin, 2003 ...............................................53 Apparel: Total Spending by Race and Hispanic Origin, 2003 .....................................................55 Apparel: Market Shares by Race and Hispanic Origin, 2003 ......................................................57 Apparel: Average Spending by Region, 2003 ................................................................................59 Apparel: Indexed Spending by Region, 2003 ................................................................................61 Apparel: Total Spending by Region, 2003 ......................................................................................63 Apparel: Market Shares by Region, 2003 .......................................................................................65 Apparel: Average Spending by Education, 2003 ..........................................................................67 Apparel: Indexed Spending by Education, 2003 ...........................................................................69 Apparel: Total Spending by Education, 2003 ................................................................................71 Apparel: Market Shares by Education, 2003 ..................................................................................73

WHO’S BUYING APPAREL 3

Household Spending on Apparel by Product Category, 2003 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42.

Boys’ Apparel .....................................................................................................................................76 Children’s Footwear ..........................................................................................................................78 Coin-Operated Apparel Laundry and Dry Cleaning ...................................................................80 Girls’ Apparel .....................................................................................................................................82 Infants’ Apparel ................................................................................................................................84 Jewelry ...............................................................................................................................................86 Men’s Apparel ...................................................................................................................................88 Professional Laundry, Dry Cleaning .............................................................................................90 Sewing Material, Patterns, and Notions .......................................................................................92 Watches ..............................................................................................................................................94 Women’s Apparel .............................................................................................................................96

Appendix: Spending by Product and Service, 2003 Ranking ............................................................................................98 Glossary ..........................................................................................................................................................105

4 WHO’S BUYING APPAREL

ABOUT THE DATA IN Who’s Buying Apparel Introduction The spending data in Who’s Buying Apparel are based on the Bureau of Labor Statistics’ Consumer Expenditure Survey, an ongoing, nationwide survey of household spending. The Consumer Expenditure Survey is a complete accounting of household expenditures, including everything from big-ticket items, such as homes and cars, to small purchases like laundry detergent and videos. The survey does not include expenditures by government, business, or institutions. The lag time between data collection and dissemination is about two years. The data in this report are from the 2003 Consumer Expenditure Survey, unless otherwise noted. To produce this report, New Strategist Publications analyzed the Consumer Expenditure Survey’s average household spending data in a variety of ways, calculating household spending indexes, aggregate (or total) household spending, and market shares. Spending data by age, household income, household type, race, Hispanic origin, region, and education are shown in this report. These analyses are presented in two formats—for all product categories by demographic characteristic and for all demographic characteristics by product category.

Deﬁnition of consumer unit The Consumer Expenditure Survey uses the consumer unit rather than the household as the sampling unit. The term “household” is used interchangeably with the term “consumer unit” in this report for convenience, although they are not exactly the same. Some households contain more than one consumer unit. The Bureau of Labor Statistics deﬁnes consumer units as either (1) members of a household who are related by blood, marriage, adoption, or other legal arrangements; (2) a person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is ﬁnancially independent; or (3) two persons or more living together who pool their income to make joint expenditure decisions. The bureau deﬁnes ﬁnancial independence in terms of “the three major expenses categories: housing, food, and other living expenses. To be considered ﬁnancially independent, at least two of the three major expense categories have to be provided by the respondent.” The Census Bureau uses household as its sampling unit in the decennial census and in the monthly Current Population Survey. The Census Bureau’s household “consists of all persons who occupy a housing unit. A house, an apartment or other groups of rooms, or a single room is regarded as a housing unit when it is occupied or intended for occupancy as separate living quarters; that is, when the occupants do not live and eat with any other persons in the structure and there is direct access from the outside or through a common hall.” The deﬁnition goes on to specify that “a household includes the related family members and all the unrelated persons, if any, such as lodgers, foster children, wards, or employees who share the housing unit. A person living alone in a housing unit or a group of unrelated persons sharing a housing unit as partners is also counted as a household. The count of households excludes group quarters.” Because there can be more than one consumer unit in a household, consumer units outnumber households by several million. Young adults under age 25 head most of the additional consumer units.

WHO’S BUYING APPAREL 5

How to use the tables in this report The starting point for all calculations are the unpublished, detailed average household spending data collected by the Consumer Expenditure Survey. These numbers are shown on the report’s average spending tables and on each of the product-speciﬁc tables. New Strategist’s editors calculated the other ﬁgures in the report based on the average ﬁgures. The indexed spending tables and the indexed spending column (Best Customers) on the product-speciﬁc tables reveal whether spending by households in a given segment is above or below the average for all households and by how much. The total (or aggregate) spending tables show the overall size of the market. The market share tables and market share column (Biggest Customers) on the product-speciﬁc tables reveal how much spending each household segment controls. These analyses are described in detail below. • Average Spending. The average spending ﬁgures show the average annual spending of households on apparel in 2003. The Consumer Expenditure Survey produces average spending data for all households in a segment, e.g., all households with a householder aged 25 to 34, not just for those purchasing an item. When examining spending data, it is important to remember that by including both purchasers and nonpurchasers in the calculation, the average is less than the amount spent on the item by buyers. (See table 1 for the percentage of households that spent on apparel in 2003 and how much the purchasers spent.) Because average spending ﬁgures include both buyers and nonbuyers, they reveal spending patterns by demographic characteristic. By knowing who is most likely to spend on an item, marketers can target their advertising and promotions more efﬁciently, and businesses can determine the market potential of a product or service in a city or neighborhood. By multiplying the average amount households spend on sports clothes by the number of households in an area, for example, the owners of a sportswear store can determine where to site their business. • Indexed Spending (Best Customers). The indexed spending ﬁgures compare the spending of particular household segments with that of the average household. To compute the indexes, New Strategist divides the average amount each household segment spends on an item by average household spending, and multiplies the resulting ﬁgure by 100. An index of 100 is the average for all households. An index of 125 means the spending of a household segment is 25 percent above average (100 plus 25). An index of 75 indicates spending that is 25 percent below the average for all households (100 minus 25). Indexed spending ﬁgures identify the best customers for a product or service. Households with an index of 178 for infants’ clothes, for example, are a strong market for this product. Those with an index below 100 are a weak market. Spending indexes can reveal hidden markets—household segments with a high propensity to buy a particular product or service but which are overshadowed by household segments that account for a larger share of the market. For example, householders aged 55 to 64 and those aged 25 to 34 control equal shares of spending on women’s apparel, eac group accounting for 16 percent. But the indexed spending ﬁgures reveal that the older age group is much more likely to spend on women’s clothes. Householders aged 55 to 64 spend 14 percent more than the average household on women’s clothes, while householders aged 25 to 34 spend 8 percent less than average. This kind of information should keep the apparel industry focused on its best customers. Note that because of sampling errors, small differences in index values may not be signiﬁcant. But the broader patterns revealed by indexes can guide marketers to the best customers.

6 WHO’S BUYING APPAREL

• Total (Aggregate) Spending. To produce the total (aggregate) spending ﬁgures, New Strategist multiplies average spending by the number of households in a segment. The result is the dollar size of the total household market and of each market segment. All totals are shown in thousands of dollars. To convert the numbers in the total spending tables to dollars, you must append “000” to the number. For example, households headed by people aged 45 to 54 spent more than $10 billion ($10,084,766,000) on shoes in 2003. When comparing the total spending ﬁgures in this report with total spending estimates from the Bureau of Economic Analysis, other government agencies, or trade associations, keep in mind that the Consumer Expenditure Survey includes only household spending, not spending by businesses or institutions. Sales data also will differ from household spending totals because sales ﬁgures for consumer products include the value of goods sold to industries, government, and foreign markets, which can be a signiﬁcant proportion of sales. • Market Shares (Biggest Customers). New Strategist produces market share ﬁgures by converting total (aggregate) spending data into percentages. To calculate the percentage of total spending on an item that is controlled by a demographic segment—i.e., its market share—that segment’s total spending on the item is divided by aggregate household spending on the item. Market shares reveal the biggest customers—the demographic segments that account for the largest share of spending on a particular product or service. In 2003, for example, households headed by people aged 35 to 54 accounted for 51 percent of spending on men’s clothes. By targeting only these householders, men’s clothing stores could reach the majority of their customers. There is a danger here, however. By single-mindedly targeting the biggest customers, businesses cannot nurture potential growth markets. With competition for customers more heated than ever, targeting potential markets is increasingly important to business survival. • Product-Speciﬁc Tables. The product-speciﬁc tables reveal at a glance the demographic characteristics of spending by individual product category. These tables show average spending, indexed spending (Best Customers), and market shares (Biggest Customers) by age, income, household type, race and Hispanic origin, region, and education. If you want to see the spending pattern for an individual product at a glance, these are the tables for you.

History and methodology of the Consumer Expenditure Survey The Consumer Expenditure Survey (CEX) is an ongoing study of the day-to-day spending of American households. In taking the survey, government interviewers collect spending data on products and services as well as the amount and sources of household income, changes in saving and debt, and demographic and economic characteristics of household members. The Bureau of the Census collects data for the CEX under contract with the Bureau of Labor Statistics (BLS), which is responsible for analysis and release of the survey data. Since the late 19th century, the federal government has conducted expenditure surveys about every ten years. Although the results have been used for a variety of purposes, their primary application is to track consumer prices. In 1980, the CEX became a continuous survey with annual release of data (with a lag time of about two years between data collection and release). The survey is used to update prices for the market basket of products and services used in calculating the Consumer Price Index. The CEX consists of two separate surveys: an interview survey and a diary survey. In the interview portion of the survey, respondents are asked each quarter for ﬁve consecutive quarters

WHO’S BUYING APPAREL 7

to report their expenditures for the previous three months. The purchase of big-ticket items, such as houses, cars, and major appliances, and recurring expenses such as insurance premiums, utility payments, and rent are recorded by the interview survey. The interview component covers about 95 percent of all expenditures. Expenditures on small, frequently purchased items are recorded during a two-week period by the diary survey. These detailed records include expenses for food and beverages purchased in grocery stores and at restaurants, as well as other items such as tobacco, housekeeping supplies, nonprescription drugs, and personal care products and services. The diary survey is intended to capture expenditures respondents are likely to forget or recall incorrectly over longer periods of time. Two separate, nationally representative samples are used for the interview and diary surveys. For the interview survey, about 7,500 consumer units are interviewed on a rotating panel basis each quarter for ﬁve consecutive quarters. Another 7,500 consumer units keep weekly diaries of spending for two consecutive weeks. Data collection is carried out in 105 areas of the country. The data are reviewed, audited, and cleaned by the BLS, and then weighted to reﬂect the number and characteristics of all U.S. consumer units. Like any sample survey, the CEX is subject to two major types of error. Nonsampling error occurs when respondents misinterpret questions or interviewers are inconsistent in the way they ask questions or record answers. Respondents may forget items, recall expenses incorrectly, or deliberately give wrong answers. A respondent may remember how much he or she spent at the grocery store but forget the items picked up at a local convenience store. Nonsampling error can also be caused by mistakes during the various stages of data processing and reﬁnement. Sampling error occurs when a sample does not accurately represent the population it is supposed to represent. This kind of error is present in every sample-based survey and is minimized by using a proper sampling procedure. Standard error tables documenting the extent of sampling error in the CEX are available from the BLS at http://www.bls.gov/cex/csxstnderror.htm. Although the CEX is the best source of information about the spending behavior of American households, it should be treated with caution because of the above problems.

For more information To ﬁnd out more about the Consumer Expenditure Survey, contact the CEX specialists at the Bureau of Labor Statistics at (202) 691-6900, or visit the CEX home page at http://www.bls.gov/ cex/. The web site includes news releases, technical documentation, and current and historical summary-level CEX data. The detailed average spending data shown in this report are available from the BLS only by special request. For a comprehensive look at detailed household spending data for all products and services, see the tenth edition of Household Spending: Who Spends How Much on What available from New Strategist Publications in hardcopy or online at http://www.newstrategist.com or by calling 1800-848-0842. To download spending reports for individual product and service categories, visit the instant answer service at http://www.nspend.com.

8 WHO’S BUYING APPAREL

Table 1. Percent Reporting Expenditure and Amount

Spent, Average Quarter 2003 (percent of consumer units reporting expenditure and amount spent by purchasers during an average quarter, 2003) percent reporting expenditure during quarter

APPAREL AND SERVICES

MEN’S AND BOYS’ APPAREL Men’s apparel Suits Sport coats and tailored jackets Coats and jackets Underwear Hosiery Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts and shorts sets Uniforms Costumes Boys’ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear Nightwear Hosiery Accessories Suits, sport coats, and vests Pants Shorts and shorts sets Uniforms Active sportswear Costumes

WOMEN’S AND GIRLS’ APPAREL Women’s apparel Coats and jackets Dresses Sport coats and tailored jackets Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts and shorts sets Active sportswear Nightwear Undergarments

74.93% 37.01 30.46 1.63 1.66 4.66 6.95 6.58 1.45 4.84 3.40 3.69 16.41 16.99 4.81 0.58 0.85 11.72 2.43 1.30 6.27 3.38 1.31 3.09 1.54 0.68 6.87 3.49 0.73 1.90 1.22 45.86 40.68 6.63 8.83 1.61 9.32 21.10 5.13 20.32 5.97 5.33 5.90 11.31

average amount spent by purchasers during quarter

$394.42 203.72 186.00 363.19 160.69 117.92 28.42 16.60 34.83 38.43 85.22 67.07 75.29 89.71 51.87 113.36 120.29 159.90 65.95 50.96 59.61 27.14 30.92 15.13 22.08 94.85 77.98 55.73 115.41 60.92 54.30 242.22 217.20 113.42 110.73 84.78 74.89 69.79 49.56 83.55 52.97 65.76 43.94 43.66

WHO’S BUYING APPAREL 9

percent reporting expenditure during quarter

average amount spent by purchasers during quarter

Hosiery Suits Accessories Uniforms Costumes Girls’ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts and shorts sets Active sportswear Underwear and nightwear Hosiery Accessories Uniforms Costumes

10.38% 3.45 7.69 1.54 1.25 12.33 2.64 3.30 7.05 6.94 3.46 2.15 4.30 2.76 2.03 0.65 1.45

$19.05 160.72 48.60 91.88 128.00 184.29 64.30 64.39 80.43 84.55 55.49 61.28 37.03 14.31 25.12 100.38 67.24

CHILDREN’S (UNDER AGE TWO) APPAREL

13.35 1.27 7.44 7.60 2.79 3.92 31.08 11.29 5.67 17.64 5.70 40.86 1.47 1.86 4.02 7.69 0.93 14.49 2.80 0.51 2.12 18.81 0.11

118.13 41.14 68.92 101.02 36.47 36.35 96.61 88.15 61.99 75.61 56.54 154.84 56.12 21.37 106.47 390.64 30.91 62.82 50.18 120.59 42.33 81.31 109.09

Coats, jackets, and snowsuits Outerwear including dresses Underwear Nightwear and loungewear Accessories Footwear Men’s Boys’ Women’s Girls’

OTHER APPAREL PRODUCTS AND SERVICES Material for making clothes Sewing patterns and notions Watches Jewelry Shoe repair and other shoe services Coin-operated apparel laundry and dry cleaning Apparel alteration, repair, and tailoring services Clothing rental Watch and jewelry repair Professional laundry, dry cleaning Clothing storage

Note: Expenditures shown are total net outlays at the time of purchase, whether or not the item was ﬁnanced. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

10 WHO’S BUYING APPAREL

Household Spending Trends: 2000 to 2003 Between 2000 and 2003, spending by the average household barely changed, inching up by just 0.4 percent (or $178) to $40,817, after adjusting for inﬂation. At the same time, average household income grew a larger 7.2 percent. These ﬁgures reveal the caution of consumers during the sluggish economic recovery. The media may claim Americans spend beyond their means, but in fact the steady rise in consumer spending at the national level is primarily the result of demographic change—population growth and the aging of the baby-boom generation into the peak earning and spending years. The anemic growth in average household spending between 2000 and 2003 should come as no surprise. American households have been cutting their spending on discretionary items for years as nondiscretionary expenses claim an ever-growing share of the household budget. Declines in discretionary spending are evident in the 2000 to 2003 trends. Spending on food away from home (primarily restaurant and take-out meals) fell 3 percent during those years, after adjusting for inﬂation. Spending on alcoholic beverages shrank 2 percent. Spending on apparel fell an enormous 17 percent, and the average amount devoted to reading material dropped by an even larger 19 percent. Spending on “other lodging,” a category that includes hotel and motel expenses, fell 13 percent. Although entertainment spending rose 3.5 percent overall between 2000 and 2003, spending on fees and admissions to entertainment events fell 10 percent. Americans cut back on many discretionary purchases because their nondiscretionary expenses—the spending they cannot control—was on the rise. After adjusting for inﬂation, the average household spent 10 percent more on property taxes in 2003 than in 2000. Mortgage interest expenses rose 5 percent despite falling interest rates because of the surge in homeownership. Out-of-pocket spending on health insurance increased 19 percent. Spending on vehicle insurance grew 9 percent. Spending on water and other public services increased 3 percent. Spending on education rose 16 percent. Contrary to popular perception, Americans are cautious spenders at the individual household level. The recession of 2001 followed by the slow recovery forced households to spend less on discretionary items to make ends meet. Rising energy costs—not yet reﬂected in these numbers— are likely to reduce discretionary spending even further. With the aging baby-boom generation entering its sixties and exiting the peak-spending years, average household spending is likely to remain modest. The U.S. economy will have to adapt. Fortunately, the tools are in hand—there’s no better way to prepare for the future than to understand household spending patterns.

WHO’S BUYING APPAREL 11

Table 2. Household Spending Trends, 2000 to 2003

(average annual spending of consumer units by product and service category, 2000 and 2003; percent change 2000–03; in 2003 dollars) 2003

percent change 2000–03

Number of consumer units (in 000s)

115,356

109,367

5.5%

Average before-tax income

$51,128

$47,693

7.2

40,817

40,639

0.4

FOOD

5,340

5,510

–3.1

Food at home

3,129

3,227

–3.0

442

484

–8.7

Cereals and cereal products

150

167

–10.0

Bakery products

292

317

–8.0

825

849

–2.9

246

254

–3.2

Average annual spending

Cereals and bakery products

Meats, poultry, ﬁsh, and eggs Beef Pork

171

178

–4.1

Other meats

102

108

–5.5

Poultry

145

155

–6.4

Fish and seafood

124

118

5.5

37

36

1.9

Eggs Dairy products

328

347

–5.5

Fresh milk and cream

127

140

–9.2

Other dairy products

201

206

–2.5

535

557

–3.9

171

174

–1.8

Fruits and vegetables Fresh fruits Fresh vegetables

172

170

1.3

Processed fruits

108

123

–12.1 –6.4

Processed vegetables Other food at home Sugar and other sweets Fats and oils

84

90

999

990

0.9

119

125

–4.8 –3.0

86

89

Miscellaneous foods

490

467

5.0

Nonalcoholic beverages

268

267

0.4

36

43

–15.7

2,211

2,283

–3.1

Food prepared by household on trips Food away from home ALCOHOLIC BEVERAGES

391

397

–1.6

13,432

13,159

2.1

Shelter

7,887

7,599

3.8

Owned dwellings

5,263

4,916

7.1

Mortgage interest and charges

2,954

2,819

4.8

Property taxes

1,344

1,217

10.5

965

881

9.5

2,179

2,173

0.3

445

511

–12.8

2,811

2,659

5.7

392

328

19.5

HOUSING

Maintenance, repairs, insurance, other expenses Rented dwellings Other lodging Utilities, fuels, and public services Natural gas Electricity

12 WHO’S BUYING APPAREL

2000

1,028

973

5.6

Fuel oil and other fuels

110

104

6.2

Telephone services

956

937

2.1

Water and other public services

326

316

3.1

Household services

707

731

–3.2

Housekeeping supplies

2003

2000

percent change 2000–03

$529

$515

Laundry and cleaning supplies

132

140

Other household products

263

241

8.9

Postage and stationery

133

135

–1.2

Household furnishings and equipment

2.7% –5.7

1,497

1,655

–9.5

Household textiles

113

113

–0.2

Furniture

401

418

–4.0

52

47

10.6

196

202

–2.9

88

93

–5.3

648

781

–17.0

Floor coverings Major appliances Small appliances, miscellaneous housewares Miscellaneous household equipment APPAREL AND SERVICES

1,640

1,983

–17.3

Men and boys

372

470

–20.9

Men, aged 16 or older

282

368

–23.3

Boys, aged 2 to 15

89

103

–13.2

Women and girls

634

774

–18.1

Women, aged 16 or older

529

648

–18.4

Girls, aged 2 to 15

106

126

–15.9

81

88

–7.5

294

366

–19.8

Children’s (under age 2) apparel Footwear Other apparel products and services

258

284

–9.2

TRANSPORTATION

7,781

7,923

–1.8

Vehicle purchases

3,732

3,651

2.2

Cars and trucks, new

2,052

1,714

19.7

Cars and trucks, used

1,611

1,891

–14.8

Gasoline and motor oil

1,333

1,379

–3.3

Other vehicle expenses

2,331

2,437

–4.3

Vehicle ﬁnance charges

371

350

5.9

Maintenance and repairs

619

667

–7.1

Vehicle insurance

905

831

8.9

Vehicle rental, leases, licenses, other charges

436

589

–25.9 –15.6

Public transportation

385

456

HEALTH CARE

2,416

2,207

9.5

Health insurance

1,252

1,050

19.2

Medical services

591

607

–2.6

Drugs

467

444

5.1

Medical supplies

107

106

1.2

ENTERTAINMENT

2,060

1,990

3.5

Fees and admissions

494

550

–10.2

Television, radio, sound equipment

730

664

9.9

Pets, toys, and playground equipment

378

357

6.0

Other entertainment supplies, services

457

420

8.9

PERSONAL CARE PRODUCTS AND SERVICES

527

603

–12.5

READING

127

156

–18.6

EDUCATION

783

675

16.0

TOBACCO PRODUCTS AND SMOKING SUPPLIES

290

341

–14.9

MISCELLANEOUS

606

829

–26.9

CASH CONTRIBUTIONS

1,370

1,273

7.6

PERSONAL INSURANCE AND PENSIONS

4,055

3,594

12.8 –6.9

Life and other personal insurance

397

426

Pensions and Social Security

3,658

3,168

15.5

PERSONAL TAXES

2,532

3,330

–24.0

Federal income taxes

1,843

2,573

–28.4

State and local income taxes

502

600

–16.4

Other taxes

187

156

19.9

WHO’S BUYING APPAREL 13

GIFTS FOR NONHOUSEHOLD MEMBERS

2003

2000

percent change 2000–03

$1,007

$1,157

Food

78

75

Alcoholic beverages

16

15

7.0

220

311

–29.2

Housekeeping supplies

42

42

0.8

Household textiles

13

14

–6.4

Appliances and misc. housewares

25

30

–16.4

7

9

–18.1

Housing

Major appliances Small appliances and misc. housewares

–13.0% 4.3

18

22

–19.8

Miscellaneous household equipment

57

75

–23.8

Other housing

85

150

–43.2

Apparel and services

225

261

–13.7

Males, aged 2 or older

56

73

–22.9

Females, aged 2 or older

80

91

–11.9

Children’s (under age 2) apparel

39

44

–11.0

Other apparel products and services

50

55

–8.2

Jewelry and watches

26

21

21.7

All Other apparel products and services

25

32

–22.0

Transportation

60

75

–19.8

Health care

48

41

18.3

Entertainment

69

100

–31.3

Toys, games, hobbies, and tricycles

26

32

–18.9

Other entertainment

43

68

–37.1

Personal care products and services

16

20

–21.2

1

2

–53.2

200

161

24.0

74

95

–22.2

Reading Education All other gifts

Note: The Bureau of Labor Statistics uses consumer unit rather than household as the sampling unit in the Consumer Expenditure Survey. For the deﬁnition of consumer unit, see the glossary. Spending by category will not add to total spending because gift spending is also included in the preceding product and service categories and personal taxes are not included in the total. Source: Bureau of Labor Statistics, 2000 and 2003 Consumer Expenditure Surveys, Internet site http://www. bls.gov/cex/home.htm; calculations by New Strategist

14 WHO’S BUYING APPAREL

Household Spending on Apparel, 2003 The average household spent $1,640 on apparel in 2003, fully 17 percent less than in 2000 after adjusting for inﬂation. Nearly every apparel category saw declines during those years. Several factors are behind the decline in apparel spending. The recession of 2001 and the sluggish economic recovery reduced the discretionary income of households, leading to a decline in spending on apparel. Less expensive imports lowered apparel prices, allowing households to buy more with less. The shift to more casual attire cut spending sharply on more formal categories such as women’s dresses and men’s coats and jackets. The average household spent $529 on women’s clothes in 2003. Not surprisingly, women’s clothes absorb the largest share (32 percent) of the apparel dollar. The average household spends slightly more on footwear ($294) than on men’s clothes ($282). Overall, the average household spent $277 on children’s clothes in 2003, with spending on girls’ clothes ($106) ahead of spending on boys’ ($89) or infants’ clothes ($81). Jewelry was one of the few apparel categories on which households boosted their spending between 2000 and 2003, with an increase of 5 percent after adjusting for inﬂation. Spending on watches fell 29 percent as consumers snapped up inexpensive imports. The more formal apparel categories experienced some of the largest spending cuts between 2000 and 2003. In contrast, some sportswear categories gained during those years. Spending on women’s dresses fell by an enormous 48 percent between 2000 and 2003, after adjusting for inﬂation. Spending on men’s suits, sports coats, and tailored jackets decreased 28 percent. Spending on girls’ dresses and suits diminished 46 percent, and spending on boy’s suits, sport coats, and vests dropped 34 percent. At the same time, spending grew in the active sportswear category for men, girls, and boys.

Spending by age Householders aged 35 to 44 spend the most on apparel—$2,091 in 2003—because they have the largest households. Children are the reason for the higher spending of this age group. Householders aged 35 to 44 spend more than twice the average on clothing and shoes for boys and girls. Spending on infants’ clothing peaks in the 25-to-34 age group. Householders aged 25 to 34 are also some of the biggest spenders on jewelry as they buy engagement rings. The biggest spenders on men’s and women’s clothes are householders aged 45 to 54. Householders aged 55 to 64 spend the most on sewing material, patterns and notions.

Spending by household income Average household spending on apparel rises steadily with income, as does household size. Households with incomes of $100,000 or more spent $3,756 on apparel in 2003, more than twice as much as the average household. This high-income group spends more than three times the average on some apparel categories, including men’s suits, jewelry, and professional dry cleaning. They spend less than average on only one category—coin-operated laundries.

Spending by household type Married couples with school-aged children spend the most on apparel—$2,614 in 2003. These households spend more than three times the average on clothes and shoes for boys and girls. Married couples without children at home (most of them empty-nesters) are average spenders on WHO’S BUYING APPAREL 15

apparel, although their spending on men’s and women’s clothes is 15 to 18 percent above average. Single parents, not surprisingly, spend much more than the average household on children’s clothes and shoes. Single-person households spend far less than average on every apparel category but one—coin-operated laundries.

Spending by race and Hispanic origin Asians and Hispanics spend slightly more than the average household on apparel, while blacks spend slightly less. Blacks spend more than average on many individual apparel categories, however. They are the best customers of footwear, for example, spending 50 percent above average. Both blacks and Hispanics spend much more than the average household on children’s clothes. Asians, blacks, and Hispanics spend more than average on coin-operated laundries. Asians spend more than other racial and ethnic groups on watches and jewelry.

Spending by region Apparel spending varies somewhat by region. Households in the Northeast and West spend the most on apparel, 12 to 13 percent more than average. Those in the Midwest spend 5 percent less than average on clothes, while spending by households in the South is 12 percent below average. Footwear spending is highest in the Northeast, at 22 percent above average. Households in the South spend more than average on uniforms for men, women, and children.

Spending by education Apparel spending does not rise as sharply with education as spending on more discretionary products and services such as entertainment. College graduates spent $2,260 on apparel in 2003, only 38 percent more than the average household. They spend more than twice the average on only two apparel categories—watches and professional dry cleaning. They spend slightly less than average on dresses for women and girls.

16 WHO’S BUYING APPAREL

Table 3. Apparel Spending, 2000 and 2003 (average annual and percent distribution of household spending on apparel and related products and services, 2000 and 2003; percent change in spending, 2000–03; in 2003 dollars) 2003 average household spending AVERAGE HOUSEHOLD SPENDING ON APPARREL

Women’s apparel Shirts, blouses, and tops Pants Undergarments, hosiery, and socks Dresses Sweaters and vests Coats and jackets Accessories Sport coats, tailored jackets, and suits Nightwear Active sportswear Shorts Skirts Costumes Uniforms

$1,639.99 528.63 101.40 88.11 48.58 47.94 45.69 45.08 32.82 27.64 26.50 26.04 13.89 12.88 6.40 5.66

2000 percent distribution 100.0% 32.2 6.2 5.4 3.0 2.9 2.8 2.7 2.0 1.7 1.6 1.6 0.8 0.8 0.4 0.3

average household spending (in 2003$) $1,983.34 648.71 106.06 91.41 56.79 92.68 52.65 46.22 41.98 45.02 34.42 29.68 21.80 13.63 7.08 9.29

percent distribution 100.0% 32.7 5.3 4.6 2.9 4.7 2.7 2.3 2.1 2.3 1.7 1.5 1.1 0.7 0.4 0.5

percent change 2000–03 –17.3% –18.5 –4.4 –3.6 –14.5 –48.3 –13.2 –2.5 –21.8 –38.6 –23.0 –12.3 –36.3 –5.5 –9.7 –39.0

Men’s apparel Shirts Pants Suits, sports coats, and tailored jackets Underwear and socks Coats and jackets Accessories Active sportswear Shorts Sweaters and vests Costumes Uniforms Nightwear

282.18 61.38 60.98 34.35 26.12 23.17 22.11 17.97 15.79 11.59 4.09 2.63 2.02

17.2 3.7 3.7 2.1 1.6 1.4 1.3 1.1 1.0 0.7 0.2 0.2 0.1

367.88 91.33 73.35 47.59 30.93 37.14 24.89 17.21 14.57 17.05 4.34 5.90 3.57

18.5 4.6 3.7 2.4 1.6 1.9 1.3 0.9 0.7 0.9 0.2 0.3 0.2

–23.3 –32.8 –16.9 –27.8 –15.6 –37.6 –11.2 4.4 8.3 –32.0 –5.7 –55.4 –43.4

Girls’ (aged 2 to 15) apparel Shirts, blouses, and sweaters Skirts and pants Underwear, nightwear, socks, and accessories Dresses and suits Active sportswear Shorts Coats and jackets Costumes Uniforms

105.80 24.42 23.47 16.76 10.55 9.62 7.68 6.79 3.90 2.61

6.5 1.5 1.4 1.0 0.6 0.6 0.5 0.4 0.2 0.2

126.18 30.76 23.24 18.49 19.44 9.58 8.92 7.43 4.14 4.17

6.4 1.6 1.2 0.9 1.0 0.5 0.4 0.4 0.2 0.2

–16.2 –20.6 1.0 –9.3 –45.7 0.4 –13.9 –8.6 –5.7 –37.4

Boys’ (aged 2 to 15) apparel Pants Shirts Underwear, nightwear, socks, and accessories Shorts Coats and jackets Active sportswear Uniforms Sweaters Costumes

89.48 21.43 19.17 18.81 7.78 6.41 4.63 3.37 2.65 2.65

5.5 1.3 1.2 1.1 0.5 0.4 0.3 0.2 0.2 0.2

102.32 24.99 22.27 17.89 9.56 8.38 4.07 3.91 3.80 3.56

5.2 1.3 1.1 0.9 0.5 0.4 0.2 0.2 0.2 0.2

–12.6 –14.3 –13.9 5.2 –18.6 –23.5 13.7 –13.8 –30.3 –25.5

2.58

0.2

3.89

0.2

–33.7

Suits, sport coats, and vests

WHO’S BUYING APPAREL 17

2003 average household spending

2000 percent distribution

$81.48 293.92

Women’s

138.40

8.4

166.64

8.4

–16.9

83.38

5.1

125.60

6.3

–33.6

Children’s

366.60

4.4%

percent change 2000–03

Footwear

17.9

$87.53

percent distribution

Children’s (under age 2) apparel

Men’s

5.0%

average household spending (in 2003$)

18.5

–6.9% –19.8

72.14

4.4

74.36

3.7

–3.0

Other apparel products and services

258.49

15.8

284.12

14.3

–9.0

Jewelry

120.16

7.3

114.67

5.8

4.8

61.18

3.7

77.36

3.9

–20.9

Professional laundry, dry cleaning Coin-operated apparel laundry and dry cleaning

36.41

2.2

40.53

2.0

–10.2

Watches

17.12

1.0

24.18

1.2

–29.2

Sewing material, patterns, and notions

10.32

0.6

10.09

0.5

2.3

Note: Numbers may not add to total because not all categories are shown. Source: Bureau of Labor Statistics, 2000 and 2003 Consumer Expenditure Surveys; calculations by New Strategist

18 WHO’S BUYING APPAREL

Table 4. Apparel: Average spending by age, 2003 (average annual spending of consumer units (CU) on apparel, accessories, and related services, by age of consumer unit reference person, 2003) total consumer units 115,356 2.5 $51,128.00 40,817.33

under 25 8,584 1.8 $20,680.00 22,395.53

25 to 34 19,737 2.9 $50,389.00 40,525.22

35 to 44 24,413 3.2 $61,091.00 47,175.06

45 to 54 23,131 2.6 $68,028.00 50,100.86

55 to 64 16,580 2.1 $58,672.00 44,190.65

65 to 74 11,495 1.9 $35,314.00 33,629.17

75+ 11,417 1.5 $25,492.00 25,016.38

1,639.99 282.18 34.35 23.17 26.12 2.02 22.11 11.59 17.97 61.38 60.98 15.79 2.63 4.09

1,116.75 232.69 24.54 22.75 21.38 1.34 19.20 10.87 15.78 38.73 58.74 15.84 1.57 1.93

1,848.81 273.88 32.47 17.85 23.30 1.61 31.39 9.34 11.91 65.15 55.98 18.17 3.05 3.67

2,091.00 349.07 36.84 27.26 33.14 2.11 22.56 12.40 25.29 81.39 70.55 27.86 4.11 5.55

1,953.44 372.29 47.43 37.98 37.41 2.37 27.92 15.91 26.27 75.81 77.64 15.88 2.63 5.05

1,561.85 272.62 41.08 25.85 20.82 2.59 16.43 13.70 14.19 62.67 56.32 11.69 2.25 5.05

1,190.00 185.51 21.79 9.07 17.39 2.38 14.16 10.15 16.11 36.80 47.69 4.56 1.67 3.74

610.79 112.04 15.95 3.13 12.27 1.14 10.68 3.93 4.18 21.48 35.57 2.37 1.05 0.29

89.48 6.41 2.65 19.17 18.81 2.58 21.43 7.78 4.63 3.37 2.65

26.75 1.61 0.45 6.04 7.79 0.26 5.88 2.83 0.50 0.55 0.85

117.23 7.67 3.76 25.80 21.70 2.37 29.83 12.66 4.92 5.58 2.93

180.90 13.32 4.53 37.37 42.59 4.85 43.58 13.98 9.73 5.54 5.41

95.21 7.27 2.47 21.35 19.04 3.64 20.38 8.01 5.48 4.11 3.44

41.28 2.68 2.66 6.60 6.99 1.45 11.61 4.70 2.40 1.31 0.88

30.64 2.05 1.04 10.06 6.13 1.27 6.45 0.95 1.64 0.41 0.65

9.71 1.12 0.32 0.99 0.30 0.65 2.71 0.71 0.83 1.49 0.62

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

528.63 45.08 47.94 45.69 101.40 12.88 88.11 13.89 26.04 26.50 48.58 27.64 32.82 5.66 6.40

326.43 20.69 24.47 23.17 65.96 12.61 60.72 12.27 27.71 14.49 28.92 14.23 15.09 4.05 2.06

485.38 27.62 32.00 47.47 90.18 12.36 97.71 13.35 33.95 17.76 47.23 23.30 30.99 6.33 5.12

547.12 36.99 52.31 33.84 116.78 14.09 86.04 15.21 23.35 35.06 54.74 31.61 32.97 5.67 8.47

708.49 63.78 74.32 68.70 135.80 14.21 115.76 20.39 27.11 28.93 61.24 33.85 45.97 8.98 9.45

602.41 62.82 57.72 63.22 102.92 14.33 93.36 15.12 19.64 33.52 53.32 32.31 42.25 5.45 6.44

496.35 49.19 26.82 43.60 98.90 15.14 91.44 5.94 31.31 30.09 41.74 26.43 25.67 3.54 6.53

268.27 44.02 37.64 13.51 42.68 3.94 26.18 5.83 17.67 13.95 26.35 18.58 15.49 1.39 1.04

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

105.80 6.79 10.55 24.42 23.47 7.68 9.62 16.76 2.61 3.90

25.38 1.06 4.18 3.76 7.86 3.16 0.75 3.93 0.30 0.35

139.61 8.65 13.87 31.89 29.50 11.78 12.06 21.71 3.45 6.70

216.92 13.71 25.94 51.72 47.45 14.71 17.80 32.25 5.75 7.60

100.81 7.56 5.84 23.94 24.91 6.97 10.37 15.12 1.82 4.28

51.89 3.13 5.47 12.33 10.61 4.39 6.40 8.01 0.72 0.83

55.29 3.07 4.11 10.25 9.27 2.22 6.78 15.40 3.05 1.14

8.84 0.54 0.15 1.07 3.59 0.68 0.46 1.99 0.07 0.29

81.48

115.30

175.30

94.92

51.57

60.29

19.74

14.86

Number of consumer units (000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 19

total consumer units

under 25

25 to 34

35 to 44

45 to 54

55 to 64

65 to 74

75+

$293.92 83.38 72.14 138.40

$205.92 87.22 16.96 101.74

$330.77 100.59 102.02 128.15

$413.09 106.83 160.36 145.90

$334.10 87.87 71.78 174.45

$236.74 59.22 22.93 154.59

$214.35 64.38 12.13 137.84

$115.95 42.64 4.29 69.03

258.49 10.32 17.12 120.16 36.41 61.18

184.28 3.98 9.46 85.55 61.52 17.92

326.63 9.20 24.60 154.40 62.54 63.99

288.99 8.95 24.95 124.67 42.58 76.27

290.98 11.87 19.64 129.65 27.61 84.10

296.62 16.57 12.54 158.13 21.61 70.06

188.13 12.24 7.28 98.89 18.02 37.10

81.11 5.98 4.68 24.44 16.94 21.47

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

Note: Numbers will not add to total because not all categories are shown. Source: Bureau of Labor Statistics, unpublished tables from the 2003 Consumer Expenditure Survey

20 WHO’S BUYING APPAREL

Table 5. Apparel: Indexed spending by age, 2003 (indexed average annual spending of consumer units (CU) on apparel, accessories, and related services by age of consumer unit reference person, 2003; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total consumer units $40,817 100

under 25 $22,396 55

25 to 34 $40,525 99

35 to 44 $47,125 116

45 to 54 $50,101 123

55 to 64 $44,191 108

65 to 74 $33,629 82

75+ $25,016 61

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100

68 82 71 98 82 66 87 94 88 63 96 100 60 47

113 97 95 77 89 80 142 81 66 106 92 115 116 90

128 124 107 118 127 104 102 107 141 133 116 176 156 136

119 132 138 164 143 117 126 137 146 124 127 101 100 123

95 97 120 112 80 128 74 118 79 102 92 74 86 123

73 66 63 39 67 118 64 88 90 60 78 29 63 91

37 40 46 14 47 56 48 34 23 35 58 15 40 7

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100

30 25 17 32 41 10 27 36 11 16 32

131 120 142 135 115 92 139 163 106 166 111

202 208 171 195 226 188 203 180 210 164 204

106 113 93 111 101 141 95 103 118 122 130

46 42 100 34 37 56 54 60 52 39 33

34 32 39 52 33 49 30 12 35 12 25

11 17 12 5 2 25 13 9 18 44 23

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

62 46 51 51 65 98 69 88 106 55 60 51 46 72 32

92 61 67 104 89 96 111 96 130 67 97 84 94 112 80

103 82 109 74 115 109 98 110 90 132 113 114 100 100 132

134 141 155 150 134 110 131 147 104 109 126 122 140 159 148

114 139 120 138 101 111 106 109 75 126 110 117 129 96 101

94 109 56 95 98 118 104 43 120 114 86 96 78 63 102

51 98 79 30 42 31 30 42 68 53 54 67 47 25 16

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100

24 16 40 15 33 41 8 23 11 9

132 127 131 131 126 153 125 130 132 172

205 202 246 212 202 192 185 192 220 195

95 111 55 98 106 91 108 90 70 110

49 46 52 50 45 57 67 48 28 21

52 45 39 42 39 29 70 92 117 29

8 8 1 4 15 9 5 12 3 7

Childrenʼs (under age 2) apparel

100

142

215

116

63

74

24

18

Average spending of CU, total Average spending of CU, index APPAREL, AVERAGE SPENDING

WHO’S BUYING APPAREL 21

Footwear Men’s Children’s Women’s

total consumer units 100 100 100 100

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100 100 100 100 100 100

under 25 70 105 24 74

25 to 34 113 121 141 93

35 to 44 141 128 222 105

45 to 54 114 105 100 126

55 to 64 81 71 32 112

65 to 74 73 77 17 100

75+ 39 51 6 50

71 39 55 71 169 29

126 89 144 128 172 105

112 87 146 104 117 125

113 115 115 108 76 137

115 161 73 132 59 115

73 119 43 82 49 61

31 58 27 20 47 35

Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

22 WHO’S BUYING APPAREL

Table 6. Apparel: Total spending by age, 2003 (total annual spending on apparel, accessories, and related services, by consumer unit (CU) age groups, 2003; numbers in thousands)

Number of consumer units Total spending of all CUs APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

total consumer units 115,356 $4,708,523,919

under 25 8,584 $192,243,230

189,182,686 32,551,156 3,962,479 2,672,799 3,013,099 233,019 2,550,521 1,336,976 2,072,947 7,080,551 7,034,409 1,821,471 303,386 471,806

9,586,182 1,997,411 210,651 195,286 183,526 11,503 164,813 93,308 135,456 332,458 504,224 135,971 13,477 16,567

36,489,963 5,405,570 640,860 352,305 459,872 31,777 619,544 184,344 235,068 1,285,866 1,104,877 358,621 60,198 72,435

51,047,583 8,521,846 899,375 665,498 809,047 51,511 550,757 302,721 617,405 1,986,974 1,722,337 680,146 100,337 135,492

25 to 34 35 to 44 45 to 54 19,737 24,413 23,131 $799,846,267 $1,151,684,740 $1,158,882,993

55 to 64 16,580 $732,680,977

65 to 74 11,495 $386,567,309

75+ 11,417 $285,612,010

45,185,021 8,611,440 1,097,103 878,515 865,331 54,820 645,818 368,014 607,651 1,753,561 1,795,891 367,320 60,835 116,812

25,895,473 4,520,040 681,106 428,593 345,196 42,942 272,409 227,146 235,270 1,039,069 933,786 193,820 37,305 83,729

13,679,050 2,132,437 250,476 104,260 199,898 27,358 162,769 116,674 185,184 423,016 548,197 52,417 19,197 42,991

6,973,389 1,279,161 182,101 35,735 140,087 13,015 121,934 44,869 47,723 245,237 406,103 27,058 11,988 3,311

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

10,322,055 739,432 305,693 2,211,375 2,169,846 297,618 2,472,079 897,470 534,098 388,750 305,693

229,622 13,820 3,863 51,847 66,869 2,232 50,474 24,293 4,292 4,721 7,296

2,313,769 151,383 74,211 509,215 428,293 46,777 588,755 249,870 97,106 110,132 57,829

4,416,312 325,181 110,591 912,314 1,039,750 118,403 1,063,919 341,294 237,538 135,248 132,074

2,202,303 168,162 57,134 493,847 440,414 84,197 471,410 185,279 126,758 95,068 79,571

684,422 44,434 44,103 109,428 115,894 24,041 192,494 77,926 39,792 21,720 14,590

352,207 23,565 11,955 115,640 70,464 14,599 74,143 10,920 18,852 4,713 7,472

110,859 12,787 3,653 11,303 3,425 7,421 30,940 8,106 9,476 17,011 7,079

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

60,980,642 5,200,248 5,530,167 5,270,616 11,697,098 1,485,785 10,164,017 1,602,295 3,003,870 3,056,934 5,603,994 3,188,440 3,785,984 652,915 738,278

2,802,075 177,603 210,050 198,891 566,201 108,244 521,220 105,326 237,863 124,382 248,249 122,150 129,533 34,765 17,683

9,579,945 545,136 631,584 936,915 1,779,883 243,949 1,928,502 263,489 670,071 350,529 932,179 459,872 611,650 124,935 101,053

13,356,841 903,037 1,277,044 826,136 2,850,950 343,979 2,100,495 371,322 570,044 855,920 1,336,368 771,695 804,897 138,422 206,778

16,388,082 1,475,295 1,719,096 1,589,100 3,141,190 328,692 2,677,645 471,641 627,081 669,180 1,416,542 782,984 1,063,332 207,716 218,588

9,987,958 1,041,556 956,998 1,048,188 1,706,414 237,591 1,547,909 250,690 325,631 555,762 884,046 535,700 700,505 90,361 106,775

5,705,543 565,439 308,296 501,182 1,136,856 174,034 1,051,103 68,280 359,908 345,885 479,801 303,813 295,077 40,692 75,062

3,062,839 502,576 429,736 154,244 487,278 44,983 298,897 66,561 201,738 159,267 300,838 212,128 176,849 15,870 11,874

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

12,204,665 783,267 1,217,006 2,816,994 2,707,405 885,934 1,109,725 1,933,367 301,079 449,888

217,862 9,099 35,881 32,276 67,470 27,125 6,438 33,735 2,575 3,004

2,755,483 170,725 273,752 629,413 582,242 232,502 238,028 428,490 68,093 132,238

5,295,668 334,702 633,273 1,262,640 1,158,397 359,115 434,551 787,319 140,375 185,539

2,331,836 174,870 135,085 553,756 576,193 161,223 239,868 349,741 42,098 99,001

860,336 51,895 90,693 204,431 175,914 72,786 106,112 132,806 11,938 13,761

635,559 35,290 47,244 117,824 106,559 25,519 77,936 177,023 35,060 13,104

100,926 6,165 1,713 12,216 40,987 7,764 5,252 22,720 799 3,311

9,399,207

989,735

3,459,896

2,317,282

1,192,866

999,608

226,911

169,657

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 23

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry, dry cleaning Professional laundry, dry cleaning

total consumer units

under 25

25 to 34

35 to 44

45 to 54

55 to 64

65 to 74

75+

$33,905,436 9,618,383 8,321,782 15,965,270

$1,767,617 748,696 145,585 873,336

$6,528,407 1,985,345 2,013,569 2,529,297

$10,084,766 2,608,041 3,914,869 3,561,857

$7,728,067 2,032,521 1,660,343 4,035,203

$3,925,149 981,868 380,179 2,563,102

$2,463,953 740,048 139,434 1,584,471

$1,323,801 486,821 48,979 788,116

29,818,372 1,190,474 1,974,895 13,861,177 4,200,112 7,057,480

1,581,860 34,164 81,205 734,361 528,088 153,825

6,446,696 181,580 485,530 3,047,393 1,234,352 1,262,971

7,055,113 218,496 609,104 3,043,569 1,039,506 1,861,980

6,730,658 274,565 454,293 2,998,934 638,647 1,945,317

4,917,960 274,731 207,913 2,621,795 358,294 1,161,595

2,162,554 140,699 83,684 1,136,741 207,140 426,465

926,033 68,274 53,432 279,031 193,404 245,123

Note: Numbers will not add to total because not all categories are shown and because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

24 WHO’S BUYING APPAREL

Table 7. Apparel: Market shares by age, 2003 (percentage of total annual spending on apparel, accessories, and related services accounted for by consumer unit age groups, 2003)

Share of total consumer units Share of total before-tax income Share of total spending

total consumer units 100.0% 100.0 100.0

under 25 7.4% 3.0 4.1

25 to 34 17.1% 16.9 17.0

35 to 44 21.2% 25.3 24.5

45 to 54 20.1% 26.7 24.6

55 to 64 14.4% 16.5 15.6

65 to 74 10.0% 6.9 8.2

75+ 9.9% 4.9 6.1

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

5.1 6.1 5.3 7.3 6.1 4.9 6.5 7.0 6.5 4.7 7.2 7.5 4.4 3.5

19.3 16.6 16.2 13.2 15.3 13.6 24.3 13.8 11.3 18.2 15.7 19.7 19.8 15.4

27.0 26.2 22.7 24.9 26.9 22.1 21.6 22.6 29.8 28.1 24.5 37.3 33.1 28.7

23.9 26.5 27.7 32.9 28.7 23.5 25.3 27.5 29.3 24.8 25.5 20.2 20.1 24.8

13.7 13.9 17.2 16.0 11.5 18.4 10.7 17.0 11.3 14.7 13.3 10.6 12.3 17.7

7.2 6.6 6.3 3.9 6.6 11.7 6.4 8.7 8.9 6.0 7.8 2.9 6.3 9.1

3.7 3.9 4.6 1.3 4.6 5.6 4.8 3.4 2.3 3.5 5.8 1.5 4.0 0.7

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

2.2 1.9 1.3 2.3 3.1 0.7 2.0 2.7 0.8 1.2 2.4

22.4 20.5 24.3 23.0 19.7 15.7 23.8 27.8 18.2 28.3 18.9

42.8 44.0 36.2 41.3 47.9 39.8 43.0 38.0 44.5 34.8 43.2

21.3 22.7 18.7 22.3 20.3 28.3 19.1 20.6 23.7 24.5 26.0

6.6 6.0 14.4 4.9 5.3 8.1 7.8 8.7 7.5 5.6 4.8

3.4 3.2 3.9 5.2 3.2 4.9 3.0 1.2 3.5 1.2 2.4

1.1 1.7 1.2 0.5 0.2 2.5 1.3 0.9 1.8 4.4 2.3

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

4.6 3.4 3.8 3.8 4.8 7.3 5.1 6.6 7.9 4.1 4.4 3.8 3.4 5.3 2.4

15.7 10.5 11.4 17.8 15.2 16.4 19.0 16.4 22.3 11.5 16.6 14.4 16.2 19.1 13.7

21.9 17.4 23.1 15.7 24.4 23.2 20.7 23.2 19.0 28.0 23.8 24.2 21.3 21.2 28.0

26.9 28.4 31.1 30.2 26.9 22.1 26.3 29.4 20.9 21.9 25.3 24.6 28.1 31.8 29.6

16.4 20.0 17.3 19.9 14.6 16.0 15.2 15.6 10.8 18.2 15.8 16.8 18.5 13.8 14.5

9.4 10.9 5.6 9.5 9.7 11.7 10.3 4.3 12.0 11.3 8.6 9.5 7.8 6.2 10.2

5.0 9.7 7.8 2.9 4.2 3.0 2.9 4.2 6.7 5.2 5.4 6.7 4.7 2.4 1.6

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

1.8 1.2 2.9 1.1 2.5 3.1 0.6 1.7 0.9 0.7

22.6 21.8 22.5 22.3 21.5 26.2 21.4 22.2 22.6 29.4

43.4 42.7 52.0 44.8 42.8 40.5 39.2 40.7 46.6 41.2

19.1 22.3 11.1 19.7 21.3 18.2 21.6 18.1 14.0 22.0

7.0 6.6 7.5 7.3 6.5 8.2 9.6 6.9 4.0 3.1

5.2 4.5 3.9 4.2 3.9 2.9 7.0 9.2 11.6 2.9

0.8 0.8 0.1 0.4 1.5 0.9 0.5 1.2 0.3 0.7

Childrenʼs (under age 2) apparel

100.0

10.5

36.8

24.7

12.7

10.6

2.4

1.8

APPAREL, AVERAGE SPENDING

WHO’S BUYING APPAREL 25

total consumer units Footwear Men’s Children’s Women’s

100.0% 100.0 100.0 100.0

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100.0 100.0 100.0 100.0 100.0 100.0

under 25 5.2% 7.8 1.7 5.5 5.3 2.9 4.1 5.3 12.6 2.2

25 to 34

45 to 54

55 to 64

29.7% 27.1 47.0 22.3

22.8% 21.1 20.0 25.3

11.6% 10.2 4.6 16.1

21.6 15.3 24.6 22.0 29.4 17.9

23.7 18.4 30.8 22.0 24.7 26.4

22.6 23.1 23.0 21.6 15.2 27.6

16.5 23.1 10.5 18.9 8.5 16.5

Note: Numbers may not add to total because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

26 WHO’S BUYING APPAREL

35 to 44

19.3% 20.6 24.2 15.8

65 to 74 7.3% 7.7 1.7 9.9 7.3 11.8 4.2 8.2 4.9 6.0

75+ 3.9% 5.1 0.6 4.9 3.1 5.7 2.7 2.0 4.6 3.5

Table 8. Apparel: Average spending by income, 2003 (average annual spending on apparel, accessories, and related services, by before-tax income of consumer units (CU), 2003; complete income reporters only) total complete reporters

under $20,000

$20,000– $39,999

$40,000– $49,999

$50,000– $69,999

$70,000– $79,999

$80,000– $99,999

$100,000 or more

Number of consumer units (000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total

97,391 2.5 $51,128.00 42,741.66

27,100 1.8 $10,752.55 19,862.52

23,941 2.4 $29,072.57 31,684.32

8,891 2.6 $44,294.00 39,756.91

13,890 2.8 $58,900.00 49,788.99

5,121 3.0 $74,560.00 57,128.14

6,909 3.0 $88,832.00 65,957.39

11,537 3.1 $154,665.00 93,514.86

APPAREL, AVERAGE SPENDING

1,744.04 294.42 35.45 21.35 27.38 2.17 24.51 11.63 19.68 64.99 63.71 16.52 3.00 4.02

940.45 131.90 10.21 9.75 14.86 0.75 10.25 6.12 8.35 28.56 32.76 8.03 1.16 1.09

1,287.87 202.70 19.07 17.13 23.89 1.55 15.36 6.61 11.03 36.22 56.00 9.62 3.40 2.83

1,515.01 264.50 19.51 23.33 20.58 1.38 21.46 8.56 7.33 44.82 105.23 6.10 4.03 2.18

1,966.68 349.04 32.99 23.85 37.89 2.39 27.20 11.47 18.88 93.73 64.70 30.58 2.67 2.69

2,549.39 450.26 55.08 30.71 37.95 2.47 61.97 14.98 30.37 98.28 84.67 27.81 1.78 4.20

2,546.27 536.76 50.95 36.54 46.01 2.82 46.38 15.75 26.63 151.51 113.11 39.33 2.85 4.87

3,756.44 634.37 126.02 42.72 43.49 6.60 49.34 33.61 69.93 134.48 79.38 26.30 6.68 15.81

91.05 6.27 2.69 21.05 17.99 2.32 21.97 7.89 4.68 3.28 2.89

50.78 2.48 2.43 14.58 11.93 0.71 11.30 4.27 0.75 1.40 0.93

72.68 3.82 1.81 19.42 14.71 1.34 18.55 5.80 2.59 2.90 1.75

77.66 5.58 3.46 13.93 11.90 2.00 25.67 7.37 3.49 1.63 2.62

106.15 10.73 2.77 21.62 21.23 1.80 25.33 9.67 6.39 2.39 4.21

132.98 10.04 1.60 37.64 27.69 1.92 25.72 13.32 7.11 4.14 3.80

127.08 10.30 3.71 20.27 23.77 7.73 30.56 13.93 8.24 4.41 4.17

179.69 11.38 4.33 39.40 34.18 5.96 40.46 12.99 13.88 9.77 7.32

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

588.43 52.06 51.99 51.83 115.22 15.24 95.23 16.36 28.74 29.43 53.13 29.37 36.90 5.98 6.94

320.83 28.28 25.24 29.69 64.84 8.23 47.74 9.90 19.04 22.60 30.63 10.99 19.59 2.40 1.64

432.74 48.10 28.65 31.48 83.02 14.25 80.30 9.96 30.20 18.89 42.15 17.56 22.39 3.22 2.56

506.02 57.53 61.05 34.87 89.89 21.70 60.24 16.39 24.45 24.77 57.06 19.72 26.12 5.30 6.94

651.21 55.03 70.86 44.23 124.95 15.74 106.13 28.56 26.85 40.85 56.30 28.80 38.53 8.05 6.33

939.28 59.33 129.66 74.86 176.44 20.05 194.08 24.86 26.71 41.39 76.90 33.64 62.04 11.25 8.09

790.43 78.12 38.71 81.22 147.20 9.27 105.10 15.74 38.96 52.31 73.10 43.07 89.99 9.69 7.94

1,298.02 90.91 110.39 148.03 274.60 30.10 210.68 27.66 50.67 40.21 101.72 95.09 76.23 13.60 28.12

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

110.46 7.29 11.41 23.99 24.06 8.01 10.68 17.86 2.95 4.21

49.84 2.74 – 8.70 11.19 3.56 5.69 9.05 1.40 1.09

81.20 6.06 10.31 18.10 18.70 6.07 6.65 10.68 2.13 2.49

95.60 8.42 5.96 13.08 29.33 8.92 8.31 16.87 2.02 2.68

119.88 8.81 5.07 25.68 27.03 10.44 8.49 26.42 2.04 5.89

224.30 11.44 37.12 57.58 33.24 9.64 27.58 31.40 8.92 7.37

176.71 10.05 7.28 52.93 36.73 15.49 13.09 28.09 5.50 7.53

231.26 14.33 29.70 49.28 46.11 13.70 27.77 33.58 5.94 10.85

85.75

47.19

74.82

84.99

83.96

137.85

129.21

155.54

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 27

Footwear Men’s Children’s Women’s

total complete reporters $311.11 90.56 74.47 146.09

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

262.83 11.62 16.22 118.45 38.77 63.06

under $20,000 $233.98 59.78 58.62 115.58

$20,000– $39,999 $255.62 74.35 64.45 116.83

$40,000– $49,999 $262.85 88.66 61.80 112.38

$50,000– $69,999 $396.17 119.96 90.09 186.12

$70,000– $79,999 $411.04 142.09 98.92 170.03

$80,000– $99,999 $397.95 156.68 72.20 169.08

$100,000 or more $466.52 103.64 116.82 246.07

105.93 6.29 4.66 23.04 54.30 12.56

168.13 11.86 8.58 64.26 51.13 24.38

223.40 10.82 35.67 92.84 37.48 37.87

260.27 12.02 17.65 131.52 25.64 57.57

253.67 8.49 17.28 105.46 19.75 80.19

388.14 20.78 18.26 187.96 15.12 118.79

791.04 20.29 40.80 423.16 16.02 247.02

Note: Numbers will not add to total because not all categories are shown. (–) means sample is too small to make a reliable estimate. Source: Bureau of Labor Statistics, unpublished tables from the 2003 Consumer Expenditure Survey; calculations by New Strategist

28 WHO’S BUYING APPAREL

Table 9. Apparel: Indexed spending by income, 2003 (indexed average annual spending of consumer units (CU) on apparel, accessories, and related services by before-tax income of consumer unit, 2003; complete income reporters only; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total complete reporters

under $20,000

$20,000– $39,999

$40,000– $49,999

$50,000– $69,999

$70,000– $79,999

$80,000– $99,999

$100,000 or more

$42,742 100

$19,863 46

$31,684 74

$39,757 93

$49,789 116

$57,128 134

$65,957 154

$93,515 219

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100

54 45 29 46 54 34 42 53 42 44 51 49 39 27

74 69 54 80 87 71 63 57 56 56 88 58 113 70

87 90 55 109 75 64 88 74 37 69 165 37 134 54

113 119 93 112 138 110 111 99 96 144 102 185 89 67

146 153 155 144 139 114 253 129 154 151 133 168 59 104

146 182 144 171 168 130 189 135 135 233 178 238 95 121

215 215 355 200 159 304 201 289 355 207 125 159 223 393

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100

56 39 90 69 66 31 51 54 16 43 32

80 61 67 92 82 58 84 74 55 88 61

85 89 129 66 66 86 117 93 75 50 91

117 171 103 103 118 78 115 123 137 73 146

146 160 59 179 154 83 117 169 152 126 131

140 164 138 96 132 333 139 177 176 134 144

197 181 161 187 190 257 184 165 297 298 253

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

55 54 49 57 56 54 50 61 66 77 58 37 53 40 24

74 92 55 61 72 94 84 61 105 64 79 60 61 54 37

86 111 117 67 78 142 63 100 85 84 107 67 71 89 100

111 106 136 85 108 103 111 175 93 139 106 98 104 135 91

160 114 249 144 153 132 204 152 93 141 145 115 168 188 117

134 150 74 157 128 61 110 96 136 178 138 147 244 162 114

221 175 212 286 238 198 221 169 176 137 191 324 207 227 405

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100

45 38 – 36 47 44 53 51 47 26

74 83 90 75 78 76 62 60 72 59

87 116 52 55 122 111 78 94 68 64

109 121 44 107 112 130 79 148 69 140

203 157 325 240 138 120 258 176 302 175

160 138 64 221 153 193 123 157 186 179

209 197 260 205 192 171 260 188 201 258

Childrenʼs (under age 2) apparel

100

55

87

99

98

161

151

181

Average spending of CU, total Average spending of CU, index APPAREL, AVERAGE SPENDING

WHO’S BUYING APPAREL 29

total complete reporters

under $20,000

$20,000– $39,999

$40,000– $49,999

$50,000– $69,999

$70,000– $79,999

$80,000– $99,999

$100,000 or more

Footwear Men’s Children’s Women’s

100 100 100 100

75 66 79 79

82 82 87 80

84 98 83 77

127 132 121 127

132 157 133 116

128 173 97 116

150 114 157 168

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100 100 100 100 100 100

40 54 29 19 140 20

64 102 53 54 132 39

85 93 220 78 97 60

99 103 109 111 66 91

97 73 107 89 51 127

148 179 113 159 39 188

301 175 252 357 41 392

Note: (–) means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

30 WHO’S BUYING APPAREL

Table 10. Apparel: Total spending by income, 2003 (total annual spending on apparel, accessories, and related services, by before-tax income group of consumer units (CU), 2003; complete income reporters only; numbers in thousands) total complete reporters

under $20,000

$20,000– $39,999

$40,000– $49,999

$50,000– $69,999

$70,000– $79,999

97,391 $4,162,653,009

27,100 $538,274,380

23,941 $758,554,310

8,891 $353,478,687

13,890 $691,569,071

5,121 $292,553,205

169,853,800 28,673,858 3,452,511 2,079,298 2,666,566 211,338 2,387,053 1,132,657 1,916,655 6,329,441 6,204,781 1,608,899 292,173 391,512

25,486,177 3,574,508 276,625 264,238 402,799 20,245 277,783 165,986 226,260 774,070 887,772 217,741 31,500 29,458

30,832,989 4,852,957 456,460 410,126 571,977 36,998 367,712 158,291 264,057 867,153 1,340,671 230,292 81,388 67,832

13,469,954 2,351,670 173,463 207,427 182,977 12,270 190,801 76,107 65,171 398,495 935,600 54,235 35,831 19,382

27,317,185 4,848,166 458,231 331,277 526,292 33,197 377,808 159,318 262,243 1,301,910 898,683 424,756 37,086 37,364

13,055,426 2,305,781 282,065 157,266 194,342 12,649 317,348 76,713 155,525 503,292 433,595 142,415 9,115 21,508

17,592,179 3,708,475 352,014 252,455 317,883 19,483 320,439 108,817 183,987 1,046,783 781,477 271,731 19,691 33,647

43,338,048 7,318,727 1,453,893 492,861 501,744 76,144 569,236 387,759 806,782 1,551,496 915,807 303,423 77,067 182,400

8,867,451 610,642 261,982 2,050,081 1,752,064 225,947 2,139,680 768,415 455,790 319,442 281,460

1,376,213 67,102 65,748 395,132 323,273 19,335 306,279 115,815 20,286 38,057 25,322

1,739,944 91,406 43,423 464,821 352,067 32,039 444,054 138,902 61,933 69,418 41,882

690,475 49,612 30,763 123,852 105,803 17,782 228,232 65,527 31,030 14,492 23,294

1,474,424 149,040 38,475 300,302 294,885 25,002 351,834 134,316 88,757 33,197 58,477

680,991 51,415 8,194 192,754 141,800 9,832 131,712 68,212 36,410 21,201 19,460

877,996 71,163 25,632 140,045 164,227 53,407 211,139 96,242 56,930 30,469 28,811

2,073,084 131,291 49,955 454,558 394,335 68,761 466,787 149,866 160,134 112,716 84,451

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

57,307,786 5,070,175 5,063,358 5,047,776 11,221,391 1,484,239 9,274,545 1,593,317 2,799,017 2,866,217 5,174,384 2,860,374 3,593,728 582,398 675,894

8,694,455 766,509 683,944 804,622 1,757,221 223,044 1,293,741 268,377 516,111 612,538 830,038 297,900 530,968 64,919 44,434

10,360,125 1,151,563 685,844 753,700 1,987,483 341,248 1,922,420 238,444 722,980 452,326 1,009,150 420,395 535,992 77,195 61,362

4,499,024 511,499 542,796 310,029 799,212 192,935 535,594 145,723 217,385 220,230 507,320 175,331 232,233 47,122 61,704

9,045,307 764,367 984,245 614,355 1,735,556 218,629 1,474,146 396,698 372,947 567,407 782,007 400,032 535,182 111,815 87,924

4,810,053 303,829 663,989 383,358 903,549 102,676 993,884 127,308 136,782 211,958 393,805 172,270 317,707 57,611 41,429

5,461,081 539,731 267,447 561,149 1,017,005 64,046 726,136 108,748 269,175 361,410 505,048 297,571 621,741 66,948 54,857

14,975,257 1,048,829 1,273,569 1,707,822 3,168,060 347,264 2,430,615 319,113 584,580 463,903 1,173,544 1,097,053 879,466 156,903 324,420

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

10,757,810 709,980 1,111,231 2,336,410 2,343,227 780,102 1,040,136 1,739,403 287,303 410,016

1,350,708 74,293 – 235,810 303,199 96,407 154,237 245,181 37,900 29,539

1,943,927 145,116 246,925 433,248 447,776 145,205 159,175 255,775 51,009 59,567

849,980 74,862 52,990 116,294 260,773 79,308 73,884 149,991 17,960 23,828

1,665,133 122,371 70,422 356,695 375,447 145,012 117,926 366,974 28,336 81,812

1,148,640 58,584 190,092 294,867 170,222 49,366 141,237 160,799 45,679 37,742

1,220,889 69,435 50,298 365,693 253,768 107,020 90,439 194,074 38,000 52,025

2,668,047 165,325 342,649 568,543 531,971 158,057 320,382 387,412 68,530 125,176

8,351,278

1,278,920

1,791,182

755,646

1,166,204

705,930

892,712

1,794,465

Number of consumer units Total spending of all CUs APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Childrenʼs (under age 2) apparel

$80,000– $99,999

$100,000 or more

6,909 11,537 $455,699,608 $1,078,880,940

WHO’S BUYING APPAREL 31

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry, dry cleaning Professional laundry, dry cleaning

total complete reporters

under $20,000

$20,000– $39,999

$40,000– $49,999

$50,000– $69,999

$70,000– $79,999

$80,000– $99,999

$100,000 or more

$30,299,314 8,819,729 7,252,708 14,227,851

$6,340,734 1,619,941 1,588,511 3,132,237

$6,119,810 1,779,994 1,542,962 2,796,987

$2,336,999 788,276 549,464 999,171

$5,502,801 1,666,244 1,251,350 2,585,207

$2,104,936 727,643 506,569 870,724

$2,749,437 1,082,502 498,830 1,168,174

$5,382,241 1,195,695 1,347,752 2,838,910

25,597,277 1,131,683 1,579,682 11,535,964 3,775,849 6,141,476

2,870,612 170,552 126,271 624,469 1,471,579 340,418

4,025,175 283,902 205,361 1,538,413 1,224,173 583,644

1,986,249 96,201 317,142 825,440 333,235 336,702

3,615,150 166,958 245,159 1,826,813 356,140 799,647

1,299,044 43,477 88,491 540,061 101,140 410,653

2,681,659 143,569 126,158 1,298,616 104,464 820,720

9,126,228 234,086 470,710 4,881,997 184,823 2,849,870

Note: Numbers will not add to total because not all categories are shown and because of rounding. (–) means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

32 WHO’S BUYING APPAREL

Table 11. Apparel: Market shares by income, 2003 (percentage of total annual spending on apparel, accessories, and related services accounted for by before-tax income group of consumer units, 2003; complete income reporters only) total complete reporters

under $20,000

$20,000– $39,999

$40,000– $49,999 9.1% 7.9 8.5

$50,000– $69,999

Share of total consumer units Share of total before-tax income Share of total spending

100.0% 100.0 100.0

27.8% 5.9 12.9

24.6% 14.0 18.2

14.3% 16.4 16.6

APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

15.0 12.5 8.0 12.7 15.1 9.6 11.6 14.7 11.8 12.2 14.3 13.5 10.8 7.5

18.2 16.9 13.2 19.7 21.4 17.5 15.4 14.0 13.8 13.7 21.6 14.3 27.9 17.3

7.9 8.2 5.0 10.0 6.9 5.8 8.0 6.7 3.4 6.3 15.1 3.4 12.3 5.0

16.1 16.9 13.3 15.9 19.7 15.7 15.8 14.1 13.7 20.6 14.5 26.4 12.7 9.5

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

15.5 11.0 25.1 19.3 18.5 8.6 14.3 15.1 4.5 11.9 9.0

19.6 15.0 16.6 22.7 20.1 14.2 20.8 18.1 13.6 21.7 14.9

7.8 8.1 11.7 6.0 6.0 7.9 10.7 8.5 6.8 4.5 8.3

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

15.2 15.1 13.5 15.9 15.7 15.0 13.9 16.8 18.4 21.4 16.0 10.4 14.8 11.1 6.6

18.1 22.7 13.5 14.9 17.7 23.0 20.7 15.0 25.8 15.8 19.5 14.7 14.9 13.3 9.1

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

12.6 10.5 – 10.1 12.9 12.4 14.8 14.1 13.2 7.2

Childrenʼs (under age 2) apparel

100.0

15.3

$70,000– $79,999 5.3% 7.7 7.0

$80,000– $99,999

$100,000 or more

7.1% 12.3 10.9

11.8% 35.8 25.9

7.7 8.0 8.2 7.6 7.3 6.0 13.3 6.8 8.1 8.0 7.0 8.9 3.1 5.5

10.4 12.9 10.2 12.1 11.9 9.2 13.4 9.6 9.6 16.5 12.6 16.9 6.7 8.6

25.5 25.5 42.1 23.7 18.8 36.0 23.8 34.2 42.1 24.5 14.8 18.9 26.4 46.6

16.6 24.4 14.7 14.6 16.8 11.1 16.4 17.5 19.5 10.4 20.8

7.7 8.4 3.1 9.4 8.1 4.4 6.2 8.9 8.0 6.6 6.9

9.9 11.7 9.8 6.8 9.4 23.6 9.9 12.5 12.5 9.5 10.2

23.4 21.5 19.1 22.2 22.5 30.4 21.8 19.5 35.1 35.3 30.0

7.9 10.1 10.7 6.1 7.1 13.0 5.8 9.1 7.8 7.7 9.8 6.1 6.5 8.1 9.1

15.8 15.1 19.4 12.2 15.5 14.7 15.9 24.9 13.3 19.8 15.1 14.0 14.9 19.2 13.0

8.4 6.0 13.1 7.6 8.1 6.9 10.7 8.0 4.9 7.4 7.6 6.0 8.8 9.9 6.1

9.5 10.6 5.3 11.1 9.1 4.3 7.8 6.8 9.6 12.6 9.8 10.4 17.3 11.5 8.1

26.1 20.7 25.2 33.8 28.2 23.4 26.2 20.0 20.9 16.2 22.7 38.4 24.5 26.9 48.0

18.1 20.4 22.2 18.5 19.1 18.6 15.3 14.7 17.8 14.5

7.9 10.5 4.8 5.0 11.1 10.2 7.1 8.6 6.3 5.8

15.5 17.2 6.3 15.3 16.0 18.6 11.3 21.1 9.9 20.0

10.7 8.3 17.1 12.6 7.3 6.3 13.6 9.2 15.9 9.2

11.3 9.8 4.5 15.7 10.8 13.7 8.7 11.2 13.2 12.7

24.8 23.3 30.8 24.3 22.7 20.3 30.8 22.3 23.9 30.5

21.4

9.0

14.0

8.5

10.7

21.5

WHO’S BUYING APPAREL 33

total complete reporters

under $20,000

$20,000– $39,999

Footwear Men’s Children’s Women’s

100.0% 100.0 100.0 100.0

20.9% 18.4 21.9 22.0

20.2% 20.2 21.3 19.7

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100.0 100.0 100.0 100.0 100.0 100.0

11.2 15.1 8.0 5.4 39.0 5.5

15.7 25.1 13.0 13.3 32.4 9.5

$40,000– $49,999 7.7% 8.9 7.6 7.0 7.8 8.5 20.1 7.2 8.8 5.5

$50,000– $69,999

$80,000– $99,999

18.2% 18.9 17.3 18.2

6.9% 8.3 7.0 6.1

9.1% 12.3 6.9 8.2

14.1 14.8 15.5 15.8 9.4 13.0

5.1 3.8 5.6 4.7 2.7 6.7

10.5 12.7 8.0 11.3 2.8 13.4

Note: Numbers may not add to total because of rounding. (–) means sample is too small to make a reliable estimate. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

34 WHO’S BUYING APPAREL

$70,000– $79,999

$100,000 or more 17.8%% 13.6 18.6 20.0 35.7 20.7 29.8 42.3 4.9 46.4

Table 12. Apparel: Average spending by high-income consumer units, 2003 (average annual spending on apparel, accessories, and related services, by before-tax income of consumer units (CU) with high incomes, 2003; complete income reporters only) total complete reporters

$100,000 or more

$100,000– $119,999

$120,000– $149,999

$150,000 or more

Number of consumer units (000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total

97,391 2.5 $51,128.00 42,741.66

11,537 3.1 $154,665.00 93,514.86

4,384 3.1 $108,087.00 75,601.50

3,151 3.1 $131,885.00 86,451.46

4,002 3.1 $223,634.00 118,674.11

APPAREL, AVERAGE SPENDING

1,744.04 294.42 35.45 21.35 27.38 2.17 24.51 11.63 19.68 64.99 63.71 16.52 3.00 4.02

3,756.44 634.37 126.02 42.72 43.49 6.60 49.34 33.61 69.93 134.48 79.38 26.30 6.68 15.81

2,695.05 432.93 65.32 52.08 22.08 4.88 29.98 25.47 82.95 68.27 54.68 16.74 2.44 8.03

3,540.81 608.92 102.89 8.49 49.54 5.85 39.48 34.99 62.86 160.08 98.00 18.68 8.68 19.40

5,082.92 873.99 210.76 59.11 62.09 9.07 78.06 41.45 61.27 186.57 91.76 42.61 9.74 21.52

91.05 6.27 2.69 21.05 17.99 2.32 21.97 7.89 4.68 3.28 2.89

179.69 11.38 4.33 39.40 34.18 5.96 40.46 12.99 13.88 9.77 7.32

133.23 7.97 2.57 34.47 12.69 2.55 35.58 12.41 11.03 7.75 6.20

140.90 8.80 5.59 25.75 21.05 8.25 38.26 11.68 10.31 3.57 7.64

260.62 17.15 5.26 55.36 67.75 7.90 47.55 14.65 19.83 16.87 8.31

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

588.43 52.06 51.99 51.83 115.22 15.24 95.23 16.36 28.74 29.43 53.13 29.37 36.90 5.98 6.94

1,298.02 90.91 110.39 148.03 274.60 30.10 210.68 27.66 50.67 40.21 101.72 95.09 76.23 13.60 28.12

946.36 61.96 51.89 98.60 221.13 39.11 155.66 9.44 39.48 36.98 68.52 66.42 68.64 12.31 16.22

1,165.61 48.64 95.67 109.41 253.61 15.50 209.83 24.32 54.69 39.38 109.19 105.95 51.36 10.17 37.86

1,783.29 155.20 185.42 231.76 349.04 31.64 271.16 50.06 59.70 44.36 132.01 117.95 103.78 17.70 33.50

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

110.46 7.29 11.41 23.99 24.06 8.01 10.68 17.86 2.95 4.21

231.26 14.33 29.70 49.28 46.11 13.70 27.77 33.58 5.94 10.85

184.84 12.11 6.88 56.21 44.12 12.04 14.66 27.32 4.81 6.68

181.11 13.26 18.56 30.70 39.00 14.38 19.89 23.90 4.72 16.71

320.78 17.61 63.14 56.18 53.89 14.97 48.14 47.91 8.13 10.80

85.75

155.54

124.82

199.26

155.01

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 35

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

total complete reporters

$100,000 or more

$100,000– $119,999

$120,000– $149,999

$150,000 or more

$311.11 90.56 74.47 146.09

$466.52 103.64 116.82 246.07

$423.56 100.82 94.77 227.96

$540.89 114.85 130.47 295.58

$455.49 98.00 130.18 227.31

262.83 11.62 16.22 118.45 38.77 63.06

791.04 20.29 40.80 423.16 16.02 247.02

449.31 19.06 30.48 198.53 21.44 155.06

704.11 9.19 41.54 395.24 15.57 210.50

1,233.75 30.26 51.54 691.24 10.44 376.52

Note: Numbers will not add to total because not all categories are shown. Source: Bureau of Labor Statistics, unpublished tables from the 2003 Consumer Expenditure Survey

36 WHO’S BUYING APPAREL

Table 13. Apparel: Indexed spending by high-income consumer units, 2003 (indexed average annual spending of consumer units (CU) with high incomes on apparel, accessories, and related services, by before-tax income of consumer unit, 2003; complete income reporters only; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total complete reporters

$100,000 or more

$100,000– $119,999

$120,000– $149,999

$150,000 or more

$42,742 100

$93,515 219

$75,602 177

$86,451 202

$118,674 278

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100

215 215 355 200 159 304 201 289 355 207 125 159 223 393

155 147 184 244 81 225 122 219 421 105 86 101 81 200

203 207 290 40 181 270 161 301 319 246 154 113 289 483

291 297 595 277 227 418 318 356 311 287 144 258 325 535

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100

197 181 161 187 190 257 184 165 297 298 253

146 127 96 164 71 110 162 157 236 236 215

155 140 208 122 117 356 174 148 220 109 264

286 274 196 263 377 341 216 186 424 514 288

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

221 175 212 286 238 198 221 169 176 137 191 324 207 227 405

161 119 100 190 192 257 163 58 137 126 129 226 186 206 234

198 93 184 211 220 102 220 149 190 134 206 361 139 170 546

303 298 357 447 303 208 285 306 208 151 248 402 281 296 483

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100

209 197 260 205 192 171 260 188 201 258

167 166 60 234 183 150 137 153 163 159

164 182 163 128 162 180 186 134 160 397

290 242 553 234 224 187 451 268 276 257

Childrenʼs (under age 2) apparel

100

181

146

232

181

Average spending of CU, total Average spending of CU, index APPAREL, AVERAGE SPENDING

WHO’S BUYING APPAREL 37

total complete reporters

$100,000 or more

$100,000– $119,999

$120,000– $149,999

$150,000 or more

Footwear Men’s Children’s Women’s

100 100 100 100

150 114 157 168

136 111 127 156

174 127 175 202

146 108 175 156

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100 100 100 100 100 100

301 175 252 357 41 392

171 164 188 168 55 246

268 79 256 334 40 334

469 260 318 584 27 597

Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

38 WHO’S BUYING APPAREL

Table 14. Apparel: Total spending by high-income consumer units, 2003 (total annual spending on apparel, accessories, and related services, by before-tax income group of consumer units (CU) with high incomes, 2003; complete income reporters only; consumer units and dollars in thousands) total complete reporters

$100,000 or more

$100,000– $119,999

$120,000– $149,999

$150,000 or more

97,391 $4,162,653,009

11,537 $1,078,880,940

4,384 $331,436,976

3,151 $272,408,550

4,002 $474,933,788

169,853,800 28,673,858 3,452,511 2,079,298 2,666,566 211,338 2,387,053 1,132,657 1,916,655 6,329,441 6,204,781 1,608,899 292,173 391,512

43,338,048 7,318,727 1,453,893 492,861 501,744 76,144 569,236 387,759 806,782 1,551,496 915,807 303,423 77,067 182,400

11,815,099 1,897,965 286,363 228,319 96,799 21,394 131,432 111,660 363,653 299,296 239,717 73,388 10,697 35,204

11,157,092 1,918,707 324,206 26,752 156,101 18,433 124,401 110,253 198,072 504,412 308,798 58,861 27,351 61,129

20,341,846 3,497,708 843,462 236,558 248,484 36,298 312,396 165,883 245,203 746,653 367,224 170,525 38,979 86,123

8,867,451 610,642 261,982 2,050,081 1,752,064 225,947 2,139,680 768,415 455,790 319,442 281,460

2,073,084 131,291 49,955 454,558 394,335 68,761 466,787 149,866 160,134 112,716 84,451

584,080 34,940 11,267 151,116 55,633 11,179 155,983 54,405 48,356 33,976 27,181

443,976 27,729 17,614 81,138 66,329 25,996 120,557 36,804 32,487 11,249 24,074

1,043,001 68,634 21,051 221,551 271,136 31,616 190,295 58,629 79,360 67,514 33,257

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

57,307,786 5,070,175 5,063,358 5,047,776 11,221,391 1,484,239 9,274,545 1,593,317 2,799,017 2,866,217 5,174,384 2,860,374 3,593,728 582,398 675,894

14,975,257 1,048,829 1,273,569 1,707,822 3,168,060 347,264 2,430,615 319,113 584,580 463,903 1,173,544 1,097,053 879,466 156,903 324,420

4,148,842 271,633 227,486 432,262 969,434 171,458 682,413 41,385 173,080 162,120 300,392 291,185 300,918 53,967 71,108

3,672,837 153,265 301,456 344,751 799,125 48,841 661,174 76,632 172,328 124,086 344,058 333,848 161,835 32,046 119,297

7,136,727 621,110 742,051 927,504 1,396,858 126,623 1,085,182 200,340 238,919 177,529 528,304 472,036 415,328 70,835 134,067

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

10,757,810 709,980 1,111,231 2,336,410 2,343,227 780,102 1,040,136 1,739,403 287,303 410,016

2,668,047 165,325 342,649 568,543 531,971 158,057 320,382 387,412 68,530 125,176

810,339 53,090 30,162 246,425 193,422 52,783 64,269 119,771 21,087 29,285

570,678 41,782 58,483 96,736 122,889 45,311 62,673 75,309 14,873 52,653

1,283,762 70,475 252,686 224,832 215,668 59,910 192,656 191,736 32,536 43,222

8,351,278

1,794,465

547,211

627,868

620,350

Number of consumer units Total spending of all CUs APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 39

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

total complete reporters

$100,000 or more

$100,000– $119,999

$120,000– $149,999

$150,000 or more

$30,299,314 8,819,729 7,252,708 14,227,851

$5,382,241 1,195,695 1,347,752 2,838,910

$1,856,887 441,995 415,472 999,377

$1,704,344 361,892 411,111 931,373

$1,822,871 392,196 520,980 909,695

25,597,277 1,131,683 1,579,682 11,535,964 3,775,849 6,141,476

9,126,228 234,086 470,710 4,881,997 184,823 2,849,870

1,969,775 83,559 133,624 870,356 93,993 679,783

2,218,651 28,958 130,893 1,245,401 49,061 663,286

4,937,468 121,101 206,263 2,766,342 41,781 1,506,833

Note: Numbers will not add to total because not all categories are shown and because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

40 WHO’S BUYING APPAREL

Table 15. Apparel: Market shares by high-income consumer units, 2003 (percentage of total annual spending on apparel, accessories, and related services accounted for by before-tax income group of consumer units with high incomes, 2003; complete income reporters only) total complete reporters

$100,000 or more

$100,000– $119,999 4.5% 9.5 8.0

$120,000– $149,999 3.2% 8.3 6.5

$150,000 or more

Share of total consumer units Share of total before-tax income Share of total spending

100.0% 100.0 100.0

11.8% 35.8 25.9

4.1% 18.0 11.4

APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

25.5 25.5 42.1 23.7 18.8 36.0 23.8 34.2 42.1 24.5 14.8 18.9 26.4 46.6

7.0 6.6 8.3 11.0 3.6 10.1 5.5 9.9 19.0 4.7 3.9 4.6 3.7 9.0

6.6 6.7 9.4 1.3 5.9 8.7 5.2 9.7 10.3 8.0 5.0 3.7 9.4 15.6

12.0 12.2 24.4 11.4 9.3 17.2 13.1 14.6 12.8 11.8 5.9 10.6 13.3 22.0

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

23.4 21.5 19.1 22.2 22.5 30.4 21.8 19.5 35.1 35.3 30.0

6.6 5.7 4.3 7.4 3.2 4.9 7.3 7.1 10.6 10.6 9.7

5.0 4.5 6.7 4.0 3.8 11.5 5.6 4.8 7.1 3.5 8.6

11.8 11.2 8.0 10.8 15.5 14.0 8.9 7.6 17.4 21.1 11.8

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

26.1 20.7 25.2 33.8 28.2 23.4 26.2 20.0 20.9 16.2 22.7 38.4 24.5 26.9 48.0

7.2 5.4 4.5 8.6 8.6 11.6 7.4 2.6 6.2 5.7 5.8 10.2 8.4 9.3 10.5

6.4 3.0 6.0 6.8 7.1 3.3 7.1 4.8 6.2 4.3 6.6 11.7 4.5 5.5 17.7

12.5 12.3 14.7 18.4 12.4 8.5 11.7 12.6 8.5 6.2 10.2 16.5 11.6 12.2 19.8

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

24.8 23.3 30.8 24.3 22.7 20.3 30.8 22.3 23.9 30.5

7.5 7.5 2.7 10.5 8.3 6.8 6.2 6.9 7.3 7.1

5.3 5.9 5.3 4.1 5.2 5.8 6.0 4.3 5.2 12.8

11.9 9.9 22.7 9.6 9.2 7.7 18.5 11.0 11.3 10.5

Childrenʼs (under age 2) apparel

100.0

21.5

6.6

7.5

7.4

WHO’S BUYING APPAREL 41

total complete reporters

$100,000 or more

Footwear Men’s Children’s Women’s

100.0% 100.0 100.0 100.0

17.8% 13.6 18.6 20.0

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100.0 100.0 100.0 100.0 100.0 100.0

35.7 20.7 29.8 42.3 4.9 46.4

Note: Numbers may not add to total because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

42 WHO’S BUYING APPAREL

$100,000– $119,999 6.1% 5.0 5.7 7.0 7.7 7.4 8.5 7.5 2.5 11.1

$120,000– $149,999 5.6% 4.1 5.7 6.5 8.7 2.6 8.3 10.8 1.3 10.8

$150,000 or more 6.0% 4.4 7.2 6.4 19.3 10.7 13.1 24.0 1.1 24.5

Table 16. Apparel: Average spending by household type, 2003 (average annual spending of consumer units (CU) on apparel, accessories, and related services, by type of consumer unit, 2003) total consumer units

total married couples

married couples, no children

Number of consumer units (000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total

115,356 2.5 $51,128.00 40,817.33

58,448 3.2 $69,472.00 53,030.03

APPAREL, AVERAGE SPENDING

1,639.99 282.18 34.35 23.17 26.12 2.02 22.11 11.59 17.97 61.38 60.98 15.79 2.63 4.09

married couples with children total

oldest child under 6

oldest child 6 to 17

oldest child 18 or older

single parent, at least one child <18

single person

25,132 2.0 $62,930.00 47,895.65

28,584 3.9 $75,557.00 57,702.32

5,496 3.5 $66,317.00 51,503.24

15,047 4.1 $77,508.00 59,183.18

8,041 4.0 $78,307.00 59,180.36

6,999 2.9 $29,154.00 30,534.75

33,929 1.0 $27,131.00 23,657.35

2,084.78 369.19 44.24 30.51 32.89 2.82 28.96 15.77 25.66 83.11 76.52 19.46 3.14 6.09

1,632.28 332.53 41.22 34.55 26.84 2.94 23.13 13.86 21.47 74.39 74.62 10.39 2.84 6.30

2,430.58 395.61 47.55 25.45 36.96 2.84 34.66 17.47 28.28 87.94 77.31 27.23 3.67 6.24

2,231.56 320.92 30.13 28.40 23.75 2.68 37.50 15.07 13.27 92.85 43.23 27.72 3.19 3.12

2,613.72 390.99 48.22 22.74 34.31 2.30 33.81 15.82 34.95 75.97 81.10 31.64 3.55 6.60

2,218.68 458.50 58.21 28.81 52.11 3.97 34.30 22.21 25.72 108.71 94.64 17.89 4.23 7.69

1,799.32 172.62 8.54 18.35 14.76 0.96 9.61 5.49 5.31 48.79 35.53 18.06 6.16 1.08

837.31 163.94 25.64 11.18 14.57 1.02 15.17 6.87 9.73 28.42 39.50 9.12 1.23 1.50

89.48 6.41 2.65 19.17 18.81 2.58 21.43 7.78 4.63 3.37 2.65

125.44 9.18 3.57 28.38 24.45 3.73 29.35 10.88 7.00 4.83 4.07

28.16 2.71 1.80 6.61 4.35 1.15 6.23 2.16 1.58 0.73 0.83

208.61 14.56 5.09 46.52 42.75 6.05 48.93 18.45 11.79 7.92 6.56

129.97 9.09 2.64 29.58 31.10 2.84 24.94 16.76 5.66 3.70 3.64

303.80 21.25 7.75 66.76 61.79 8.74 73.69 24.73 17.32 12.41 9.36

79.13 5.77 1.80 17.71 12.48 3.20 19.00 7.86 5.61 2.38 3.32

216.14 10.40 7.83 44.41 56.01 3.82 54.51 20.02 7.95 6.95 4.25

13.07 0.87 0.26 2.10 2.60 0.54 3.54 1.31 0.72 0.77 0.35

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

528.63 45.08 47.94 45.69 101.40 12.88 88.11 13.89 26.04 26.50 48.58 27.64 32.82 5.66 6.40

647.44 51.71 64.19 57.59 123.60 13.86 109.00 17.07 29.37 29.98 61.57 33.28 40.45 6.97 8.80

609.35 56.05 57.79 59.42 110.77 14.02 89.47 13.13 29.04 28.54 58.85 35.91 39.89 6.26 10.21

653.00 43.42 56.71 54.39 133.43 13.03 120.04 20.74 29.57 28.24 63.70 33.35 41.08 7.63 7.65

604.67 35.58 53.96 54.45 101.21 11.12 141.24 9.93 48.03 28.84 48.45 23.71 39.65 4.70 3.79

589.36 31.44 48.74 51.98 121.37 13.87 97.87 22.48 27.24 22.88 60.37 34.38 40.14 7.19 9.40

817.84 73.61 74.98 59.25 181.72 12.72 149.65 25.14 20.76 38.74 81.70 38.01 44.07 10.46 7.02

445.27 23.85 27.46 28.11 87.56 11.82 74.87 10.02 11.80 55.92 42.28 24.48 33.46 5.57 8.08

315.68 32.08 26.80 25.13 56.99 8.83 47.77 6.34 22.40 14.13 29.32 18.89 22.44 2.55 2.01

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

105.80 6.79 10.55 24.42 23.47 7.68 9.62 16.76 2.61 3.90

149.45 9.61 13.46 36.27 32.77 11.10 13.42 22.83 3.87 6.12

40.72 2.15 5.07 9.99 7.09 2.66 3.80 7.79 0.78 1.40

238.61 15.64 20.34 55.24 54.80 18.64 21.59 35.43 6.42 10.52

138.41 6.26 13.84 29.62 30.02 11.77 14.42 21.83 4.00 6.64

357.35 24.11 31.94 84.24 79.25 27.46 32.26 52.89 9.49 15.71

76.86 6.18 1.47 14.95 25.98 6.85 5.10 10.54 2.32 3.47

227.63 15.54 22.07 35.85 59.13 18.57 27.94 36.34 6.01 6.18

15.10 0.87 1.68 3.72 3.03 0.77 1.36 3.39 0.11 0.18

81.48

115.22

43.50

167.67

469.24

116.72

50.93

110.54

16.85

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 43

total consumer units

total married couples

married couples, no children

$293.92 83.38 72.14 138.40

$352.67 100.00 91.67 161.00

258.49 10.32 17.12 120.16 36.41 61.18

325.37 14.43 25.22 161.92 23.63 82.19

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

married couples with children total

oldest child under 6

oldest child 6 to 17

oldest child 18 or older

single parent, at least one child <18

single person

$263.79 93.40 8.78 161.62

$421.18 105.10 160.11 155.98

$282.02 61.65 77.44 142.94

$479.49 111.93 243.06 124.50

$404.64 123.12 51.79 229.74

$450.04 77.40 232.76 139.88

$156.40 49.59 12.28 94.53

314.23 16.55 16.28 169.42 15.74 77.23

345.90 12.64 35.47 161.56 27.46 90.28

286.33 13.90 46.73 97.25 40.30 77.34

376.01 9.36 35.80 193.84 25.83 92.86

330.77 18.41 27.16 145.10 21.75 94.31

177.10 8.26 9.60 56.06 68.79 29.71

156.27 6.05 7.16 59.58 37.98 36.86

Note: Numbers will not add to total because not all categories are shown. Source: Bureau of Labor Statistics, unpublished data from the 2003 Consumer Expenditure Survey

44 WHO’S BUYING APPAREL

Table 17. Apparel: Indexed spending by household type, 2003 (indexed average annual spending of consumer units (CU) on apparel, accessories, and related services by type of consumer unit, 2003; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units)

total consumer units

total married couples

married couples, no children

$40,817 100

$53,030 130

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

married couples with children total

oldest child under 6

oldest child 6 to 17

oldest child 18 or older

single parent, at least one child <18

single person

$47,896 117

$57,702 141

$51,503 126

$59,183 145

$59,180 145

$30,535 75

$23,657 58

127 131 129 132 126 140 131 136 143 135 125 123 119 149

100 118 120 149 103 146 105 120 119 121 122 66 108 154

148 140 138 110 142 141 157 151 157 143 127 172 140 153

136 114 88 123 91 133 170 130 74 151 71 176 121 76

159 139 140 98 131 114 153 136 194 124 133 200 135 161

135 162 169 124 200 197 155 192 143 177 155 113 161 188

110 61 25 79 57 48 43 47 30 79 58 114 234 26

51 58 75 48 56 50 69 59 54 46 65 58 47 37

100 100 100 100 100 100 100 100 100 100 100

140 143 135 148 130 145 137 140 151 143 154

31 42 68 34 23 45 29 28 34 22 31

233 227 192 243 227 234 228 237 255 235 248

145 142 100 154 165 110 116 215 122 110 137

340 332 292 348 328 339 344 318 374 368 353

88 90 68 92 66 124 89 101 121 71 125

242 162 295 232 298 148 254 257 172 206 160

15 14 10 11 14 21 17 17 16 23 13

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

122 115 134 126 122 108 124 123 113 113 127 120 123 123 138

115 124 121 130 109 109 102 95 112 108 121 130 122 111 160

124 96 118 119 132 101 136 149 114 107 131 121 125 135 120

114 79 113 119 100 86 160 71 184 109 100 86 121 83 59

111 70 102 114 120 108 111 162 105 86 124 124 122 127 147

155 163 156 130 179 99 170 181 80 146 168 138 134 185 110

84 53 57 62 86 92 85 72 45 211 87 89 102 98 126

60 71 56 55 56 69 54 46 86 53 60 68 68 45 31

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100

141 142 128 149 140 145 140 136 148 157

38 32 48 41 30 35 40 46 30 36

226 230 193 226 233 243 224 211 246 270

131 92 131 121 128 153 150 130 153 170

338 355 303 345 338 358 335 316 364 403

73 91 14 61 111 89 53 63 89 89

215 229 209 147 252 242 290 217 230 158

14 13 16 15 13 10 14 20 4 5

Childrenʼs (under age 2) apparel

100

141

53

206

576

143

63

136

21

Average spending of CU, total Average spending of CU, index APPAREL, AVERAGE SPENDING

WHO’S BUYING APPAREL 45

total consumer units

total married couples

married couples, no children

Footwear Men’s Children’s Women’s

100 100 100 100

120 120 127 116

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100 100 100 100 100 100

126 140 147 135 65 134

married couples with children total

oldest child under 6

oldest child 6 to 17

oldest child 18 or older

single parent, at least one child <18

single person

90 112 12 117

143 126 222 113

96 74 107 103

163 134 337 90

138 148 72 166

153 93 323 101

53 59 17 68

122 160 95 141 43 126

134 122 207 134 75 148

111 135 273 81 111 126

145 91 209 161 71 152

128 178 159 121 60 154

69 80 56 47 189 49

60 59 42 50 104 60

Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

46 WHO’S BUYING APPAREL

Table 18. Apparel: Total spending by household type, 2003 (total annual spending on apparel, accessories, and related services, by consumer unit (CU) type, 2003; numbers in thousands)

Number of consumer units Total spending of all CUs APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

total 28,584

oldest child 6 to 17 15,047

oldest child 18 or older 8,041

single parent, at least one child <18 6,999

single person 33,929

$4,708,523,919 $3,099,499,193 $1,203,713,476 $1,649,363,115

$283,061,807

$890,529,309

$475,869,275

$213,712,715

$802,670,228

189,182,686 32,551,156 3,962,479 2,672,799 3,013,099 233,019 2,550,521 1,336,976 2,072,947 7,080,551 7,034,409 1,821,471 303,386 471,806

total married couples 58,448

married couples, no children 25,132

married couples with children oldest child under 6 5,496

total consumer units 115,356

121,851,221 21,578,417 2,585,740 1,783,248 1,922,355 164,823 1,692,654 921,725 1,499,776 4,857,613 4,472,441 1,137,398 183,527 355,948

41,022,461 8,357,144 1,035,941 868,311 674,543 73,888 581,303 348,330 539,584 1,869,569 1,875,350 261,121 71,375 158,332

69,475,699 11,308,116 1,359,169 727,463 1,056,465 81,179 990,721 499,362 808,356 2,513,677 2,209,829 778,342 104,903 178,364

12,264,654 1,763,776 165,594 156,086 130,530 14,729 206,100 82,825 72,932 510,304 237,592 152,349 17,532 17,148

39,328,645 5,883,227 725,566 342,169 516,263 34,608 508,739 238,044 525,893 1,143,121 1,220,312 476,087 53,417 99,310

17,840,406 3,686,799 468,067 231,661 419,017 31,923 275,806 178,591 206,815 874,137 761,000 143,853 34,013 61,835

12,593,441 1,208,167 59,771 128,432 103,305 6,719 67,260 38,425 37,165 341,481 248,674 126,402 43,114 7,559

28,409,091 5,562,320 869,940 379,326 494,346 34,608 514,703 233,092 330,129 964,262 1,340,196 309,432 41,733 50,894

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

10,322,055 739,432 305,693 2,211,375 2,169,846 297,618 2,472,079 897,470 534,098 388,750 305,693

7,331,717 536,553 208,659 1,658,754 1,429,054 218,011 1,715,449 635,914 409,136 282,304 237,883

707,717 68,108 45,238 166,123 109,324 28,902 156,572 54,285 39,709 18,346 20,860

5,962,908 416,183 145,493 1,329,728 1,221,966 172,933 1,398,615 527,375 337,005 226,385 187,511

714,315 49,959 14,509 162,572 170,926 15,609 137,070 92,113 31,107 20,335 20,005

4,571,279 319,749 116,614 1,004,538 929,754 131,511 1,108,813 372,112 260,614 186,733 140,840

636,284 46,397 14,474 142,406 100,352 25,731 152,779 63,202 45,110 19,138 26,696

1,512,764 72,790 54,802 310,826 392,014 26,736 381,515 140,120 55,642 48,643 29,746

443,452 29,518 8,822 71,251 88,215 18,322 120,109 44,447 24,429 26,125 11,875

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

60,980,642 5,200,248 5,530,167 5,270,616 11,697,098 1,485,785 10,164,017 1,602,295 3,003,870 3,056,934 5,603,994 3,188,440 3,785,984 652,915 738,278

37,841,573 3,022,346 3,751,777 3,366,020 7,224,173 810,089 6,370,832 997,707 1,716,618 1,752,271 3,598,643 1,945,149 2,364,222 407,383 514,342

15,314,184 1,408,649 1,452,378 1,493,343 2,783,872 352,351 2,248,560 329,983 729,833 717,267 1,479,018 902,490 1,002,515 157,326 256,598

18,665,352 1,241,117 1,620,999 1,554,684 3,813,963 372,450 3,431,223 592,832 845,229 807,212 1,820,801 953,276 1,174,231 218,096 218,668

3,323,266 195,548 296,564 299,257 556,250 61,116 776,255 54,575 263,973 158,505 266,281 130,310 217,916 25,831 20,830

8,868,100 473,078 733,391 782,143 1,826,254 208,702 1,472,650 338,257 409,880 344,275 908,387 517,316 603,987 108,188 141,442

6,576,251 591,898 602,914 476,429 1,461,211 102,282 1,203,336 202,151 166,931 311,508 656,950 305,638 354,367 84,109 56,448

3,116,445 166,926 192,193 196,742 612,832 82,728 524,015 70,130 82,588 391,384 295,918 171,336 234,187 38,984 56,552

10,710,707 1,088,442 909,297 852,636 1,933,614 299,593 1,620,788 215,110 760,010 479,417 994,798 640,919 761,367 86,519 68,197

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

12,204,665 783,267 1,217,006 2,816,994 2,707,405 885,934 1,109,725 1,933,367 301,079 449,888

8,735,054 561,685 786,710 2,119,909 1,915,341 648,773 784,372 1,334,368 226,194 357,702

1,023,375 54,034 127,419 251,069 178,186 66,851 95,502 195,778 19,603 35,185

6,820,428 447,054 581,399 1,578,980 1,566,403 532,806 617,129 1,012,731 183,509 300,704

760,701 34,405 76,065 162,792 164,990 64,688 79,252 119,978 21,984 36,493

5,377,045 362,783 480,601 1,267,559 1,192,475 413,191 485,416 795,836 142,796 236,388

618,031 49,693 11,820 120,213 208,905 55,081 41,009 84,752 18,655 27,902

1,593,182 108,764 154,468 250,914 413,851 129,971 195,552 254,344 42,064 43,254

512,328 29,518 57,001 126,216 102,805 26,125 46,143 115,019 3,732 6,107

9,399,207

6,734,379

1,093,242

4,792,679

2,578,943

1,756,286

409,528

773,669

571,704

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 47

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry, dry cleaning Professional laundry, dry cleaning

total consumer units

total married couples

married couples, no children

$33,905,436 9,618,383 8,321,782 15,965,270

$20,612,856 5,844,800 5,357,928 9,410,128

29,818,372 1,190,474 1,974,895 13,861,177 4,200,112 7,057,480

19,017,226 843,405 1,474,059 9,463,900 1,381,126 4,803,841

married couples with children total

oldest child under 6

oldest child 6 to 17

oldest child 18 or older

single parent, at least one child <18

single person

$6,629,570 2,347,329 220,659 4,061,834

$12,039,009 3,004,178 4,576,584 4,458,532

$1,549,982 338,828 425,610 785,598

$7,214,886 1,684,211 3,657,324 1,873,352

$3,253,710 990,008 416,443 1,847,339

$3,149,830 541,723 1,629,087 979,020

$5,306,496 1,682,539 416,648 3,207,308

7,897,228 415,935 409,149 4,257,863 395,578 1,940,944

9,887,206 361,302 1,013,874 4,618,031 784,917 2,580,564

1,573,670 76,394 256,828 534,486 221,489 425,061

5,657,822 140,840 538,683 2,916,710 388,664 1,397,264

2,659,722 148,035 218,394 1,166,749 174,892 758,347

1,239,523 57,812 67,190 392,364 481,461 207,940

5,302,085 205,270 242,932 2,021,490 1,288,623 1,250,623

Note: Numbers will not add to total because not all types of consumer units are shown, because not all categories are shown, and because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

48 WHO’S BUYING APPAREL

Table 19. Apparel: Market shares by household type, 2003 (percentage of total annual spending on apparel, accessories, and related services accounted for by types of consumer units, 2003)

total consumer units

total married couples

married couples, no children

married couples with children total

oldest child under 6

oldest child 6 to 17

oldest child 18 or older

single parent, at least one child <18 6.1% 3.5 4.5

single person

Share of total consumer units Share of total before-tax income Share of total spending

100.0% 100.0 100.0

50.7% 68.8 65.8

21.8% 26.8 25.6

24.8% 36.6 35.0

4.8% 6.2 6.0

13.0% 19.8 18.9

7.0% 10.7 10.1

29.4% 15.6 17.0

APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

64.4 66.3 65.3 66.7 63.8 70.7 66.4 68.9 72.3 68.6 63.6 62.4 60.5 75.4

21.7 25.7 26.1 32.5 22.4 31.7 22.8 26.1 26.0 26.4 26.7 14.3 23.5 33.6

36.7 34.7 34.3 27.2 35.1 34.8 38.8 37.4 39.0 35.5 31.4 42.7 34.6 37.8

6.5 5.4 4.2 5.8 4.3 6.3 8.1 6.2 3.5 7.2 3.4 8.4 5.8 3.6

20.8 18.1 18.3 12.8 17.1 14.9 19.9 17.8 25.4 16.1 17.3 26.1 17.6 21.0

9.4 11.3 11.8 8.7 13.9 13.7 10.8 13.4 10.0 12.3 10.8 7.9 11.2 13.1

6.7 3.7 1.5 4.8 3.4 2.9 2.6 2.9 1.8 4.8 3.5 6.9 14.2 1.6

15.0 17.1 22.0 14.2 16.4 14.9 20.2 17.4 15.9 13.6 19.1 17.0 13.8 10.8

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

71.0 72.6 68.3 75.0 65.9 73.3 69.4 70.9 76.6 72.6 77.8

6.9 9.2 14.8 7.5 5.0 9.7 6.3 6.0 7.4 4.7 6.8

57.8 56.3 47.6 60.1 56.3 58.1 56.6 58.8 63.1 58.2 61.3

6.9 6.8 4.7 7.4 7.9 5.2 5.5 10.3 5.8 5.2 6.5

44.3 43.2 38.1 45.4 42.8 44.2 44.9 41.5 48.8 48.0 46.1

6.2 6.3 4.7 6.4 4.6 8.6 6.2 7.0 8.4 4.9 8.7

14.7 9.8 17.9 14.1 18.1 9.0 15.4 15.6 10.4 12.5 9.7

4.3 4.0 2.9 3.2 4.1 6.2 4.9 5.0 4.6 6.7 3.9

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

62.1 58.1 67.8 63.9 61.8 54.5 62.7 62.3 57.1 57.3 64.2 61.0 62.4 62.4 69.7

25.1 27.1 26.3 28.3 23.8 23.7 22.1 20.6 24.3 23.5 26.4 28.3 26.5 24.1 34.8

30.6 23.9 29.3 29.5 32.6 25.1 33.8 37.0 28.1 26.4 32.5 29.9 31.0 33.4 29.6

5.4 3.8 5.4 5.7 4.8 4.1 7.6 3.4 8.8 5.2 4.8 4.1 5.8 4.0 2.8

14.5 9.1 13.3 14.8 15.6 14.0 14.5 21.1 13.6 11.3 16.2 16.2 16.0 16.6 19.2

10.8 11.4 10.9 9.0 12.5 6.9 11.8 12.6 5.6 10.2 11.7 9.6 9.4 12.9 7.6

5.1 3.2 3.5 3.7 5.2 5.6 5.2 4.4 2.7 12.8 5.3 5.4 6.2 6.0 7.7

17.6 20.9 16.4 16.2 16.5 20.2 15.9 13.4 25.3 15.7 17.8 20.1 20.1 13.3 9.2

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

71.6 71.7 64.6 75.3 70.7 73.2 70.7 69.0 75.1 79.5

8.4 6.9 10.5 8.9 6.6 7.5 8.6 10.1 6.5 7.8

55.9 57.1 47.8 56.1 57.9 60.1 55.6 52.4 61.0 66.8

6.2 4.4 6.3 5.8 6.1 7.3 7.1 6.2 7.3 8.1

44.1 46.3 39.5 45.0 44.0 46.6 43.7 41.2 47.4 52.5

5.1 6.3 1.0 4.3 7.7 6.2 3.7 4.4 6.2 6.2

13.1 13.9 12.7 8.9 15.3 14.7 17.6 13.2 14.0 9.6

4.2 3.8 4.7 4.5 3.8 2.9 4.2 5.9 1.2 1.4

Childrenʼs (under age 2) apparel

100.0

71.6

11.6

51.0

27.4

18.7

4.4

8.2

6.1

WHO’S BUYING APPAREL 49

total consumer units

total married couples

married couples, no children

married couples with children total

Footwear Men’s Children’s Women’s

100.0% 100.0 100.0 100.0

60.8% 60.8 64.4 58.9

19.6% 24.4 2.7 25.4

35.5% 31.2 55.0 27.9

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100.0 100.0 100.0 100.0 100.0 100.0

63.8 70.8 74.6 68.3 32.9 68.1

26.5 34.9 20.7 30.7 9.4 27.5

33.2 30.3 51.3 33.3 18.7 36.6

oldest child under 6 4.6% 3.5 5.1 4.9 5.3 6.4 13.0 3.9 5.3 6.0

oldest child 6 to 17

single parent, at least one child <18

single person

21.3% 17.5 43.9 11.7

9.6% 10.3 5.0 11.6

9.3% 5.6 19.6 6.1

15.7% 17.5 5.0 20.1

19.0 11.8 27.3 21.0 9.3 19.8

8.9 12.4 11.1 8.4 4.2 10.7

4.2 4.9 3.4 2.8 11.5 2.9

17.8 17.2 12.3 14.6 30.7 17.7

Note: Market shares by type of consumer unit will not add to total because not all types of consumer units are shown. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

50 WHO’S BUYING APPAREL

oldest child 18 or older

Table 20. Apparel: Average spending by race and Hispanic origin, 2003 (average annual spending of consumer units (CU) on apparel, accessories, and related services, by race and Hispanic origin of consumer unit reference person, 2003) race total consumer units

Asian

Number of consumer units (000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total

115,356 2.5 $51,128.00 40,817.33

3,573 2.8 $60,393.00 44,922.85

APPAREL, AVERAGE SPENDING

1,639.99 282.18 34.35 23.17 26.12 2.02 22.11 11.59 17.97 61.38 60.98 15.79 2.63 4.09

Hispanic origin

black

white and other

Hispanic

non-Hispanic

13,743 2.6 $34,485.00 28,707.56

98,041 2.5 $53,039.00 42,360.25

11,727 3.3 $37,150.00 34,574.75

103,629 2.4 $52,797.00 41,520.78

1,736.25 290.05 30.09 7.80 27.35 2.76 46.08 11.13 7.68 55.15 76.54 17.59 2.29 5.59

1,601.33 180.53 36.42 26.81 20.35 1.76 7.98 8.09 12.63 23.51 36.80 3.35 1.15 1.69

1,641.84 295.96 34.21 23.27 26.87 2.03 23.13 12.10 19.11 66.87 63.72 17.44 2.85 4.37

1,756.46 306.50 28.47 18.51 33.81 1.65 14.89 13.06 10.00 83.94 78.39 18.84 3.34 1.61

1,625.65 279.05 35.01 23.76 25.16 2.06 23.01 11.43 18.97 58.54 58.79 15.41 2.55 4.37

89.48 6.41 2.65 19.17 18.81 2.58 21.43 7.78 4.63 3.37 2.65

51.58 2.79 2.57 3.15 9.01 4.65 17.47 5.88 1.31 2.58 2.18

111.70 7.17 3.29 23.79 24.40 4.53 27.11 10.43 4.64 3.88 2.48

87.84 6.43 2.56 19.16 18.42 2.23 20.78 7.48 4.74 3.33 2.69

128.15 7.59 2.80 29.13 37.16 2.71 29.56 8.47 3.60 5.09 2.04

84.76 6.27 2.63 17.92 16.50 2.57 20.51 7.71 4.74 3.18 2.72

Women’s apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

528.63 45.08 47.94 45.69 101.40 12.88 88.11 13.89 26.04 26.50 48.58 27.64 32.82 5.66 6.40

537.77 19.60 75.37 47.67 95.25 5.70 100.65 3.75 6.00 43.52 51.36 32.01 42.64 4.67 9.58

446.40 44.85 59.75 25.80 70.71 13.83 74.41 8.94 29.40 16.55 39.66 30.33 20.12 8.00 4.04

539.68 46.11 45.23 48.37 105.89 13.04 89.52 14.97 26.36 27.22 49.71 27.10 34.19 5.37 6.61

438.08 30.67 45.33 24.39 96.34 13.77 88.01 16.08 9.66 14.65 54.85 18.02 20.73 3.68 1.89

539.80 46.89 48.27 48.36 102.03 12.77 88.13 13.62 28.10 27.99 47.80 28.73 34.33 5.88 6.91

Girls’ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

105.80 6.79 10.55 24.42 23.47 7.68 9.62 16.76 2.61 3.90

71.29 7.45 8.06 11.89 14.44 1.83 0.19 22.80 1.86 2.77

118.23 8.94 20.65 19.58 29.05 10.43 7.25 15.70 3.95 2.67

105.36 6.46 9.25 25.58 23.02 7.51 10.32 16.66 2.45 4.11

126.30 7.24 16.93 29.02 30.56 7.86 10.05 17.09 3.80 3.76

103.36 6.73 9.75 23.84 22.67 7.66 9.57 16.74 2.48 3.91

81.48

125.45

103.70

76.68

121.26

76.62

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes Boys’ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Children’s (under age 2) apparel

WHO’S BUYING APPAREL 51

race

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

total consumer units

Asian

$293.92 83.38 72.14 138.40

$291.67 87.27 29.86 174.54

258.49 10.32 17.12 120.16 36.41 61.18

368.43 12.23 78.73 150.70 57.41 59.18

Hispanic origin

black

white and other

Hispanic

non-Hispanic

$439.59 106.23 136.22 197.15

$273.81 80.05 64.91 128.85

$368.42 121.02 117.41 129.99

$284.56 78.65 66.46 139.46

201.18 2.91 10.62 56.98 59.28 63.76

262.50 11.27 15.79 127.91 32.43 60.89

267.77 5.88 11.83 92.26 112.22 36.21

257.50 10.89 17.72 123.32 27.83 64.00

Note: Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Numbers will not add to total because not all categories are shown. Source: Bureau of Labor Statistics, unpublished tables from the 2003 Consumer Expenditure Survey

52 WHO’S BUYING APPAREL

Table 21. Apparel: Indexed spending by race and Hispanic origin, 2003 (indexed average annual spending of consumer units (CU) on apparel, accessories, and related services by race and Hispanic origin of consumer unit reference person, 2003; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) race total consumer units $40,817 100

Asian $44,923 110

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100

Boys’ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Hispanic origin

black $28,708 70

white and other $42,360 104

Hispanic $34,575 85

non-Hispanic $41,521 102

106 103 88 34 105 137 208 96 43 90 126 111 87 137

98 64 106 116 78 87 36 70 70 38 60 21 44 41

100 105 100 100 103 100 105 104 106 109 104 110 108 107

107 109 83 80 129 82 67 113 56 137 129 119 127 39

99 99 102 103 96 102 104 99 106 95 96 98 97 107

100 100 100 100 100 100 100 100 100 100 100

58 44 97 16 48 180 82 76 28 77 82

125 112 124 124 130 176 127 134 100 115 94

98 100 97 100 98 86 97 96 102 99 102

143 118 106 152 198 105 138 109 78 151 77

95 98 99 93 88 100 96 99 102 94 103

Women’s apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

102 43 157 104 94 44 114 27 23 164 106 116 130 83 150

84 99 125 56 70 107 84 64 113 62 82 110 61 141 63

102 102 94 106 104 101 102 108 101 103 102 98 104 95 103

83 68 95 53 95 107 100 116 37 55 113 65 63 65 30

102 104 101 106 101 99 100 98 108 106 98 104 105 104 108

Girls’ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100

67 110 76 49 62 24 2 136 71 71

112 132 196 80 124 136 75 94 151 68

100 95 88 105 98 98 107 99 94 105

119 107 160 119 130 102 104 102 146 96

98 99 92 98 97 100 99 100 95 100

Children’s (under age 2) apparel

100

154

127

94

149

94

Average spending of CU, total Average spending of CU, index APPAREL, AVERAGE SPENDING

WHO’S BUYING APPAREL 53

race total consumer units

Asian

Footwear Men’s Children’s Women’s

100 100 100 100

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100 100 100 100 100 100

Hispanic origin

black

white and other

Hispanic

non-Hispanic

99 105 41 126

150 127 189 142

93 96 90 93

125 145 163 94

97 94 92 101

143 119 460 125 158 97

78 28 62 47 163 104

102 109 92 106 89 100

104 57 69 77 308 59

100 106 104 103 76 105

Note: Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

54 WHO’S BUYING APPAREL

Table 22. Apparel: Total spending by race and Hispanic origin, 2003 (total annual spending on apparel, accessories, and related services, by consumer unit race and Hispanic origin groups, 2003; numbers in thousands) race total consumer units 115,356 $4,708,523,919

Asian 3,573 $160,509,343

189,182,686 32,551,156 3,962,479 2,672,799 3,013,099 233,019 2,550,521 1,336,976 2,072,947 7,080,551 7,034,409 1,821,471 303,386 471,806

Boys’ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Hispanic origin

black 13,743 $394,527,997

white and other 98,041 $4,153,041,270

Hispanic 11,727 $405,458,093

non-Hispanic 103,629 $4,302,756,911

6,203,621 1,036,349 107,512 27,869 97,722 9,861 164,644 39,767 27,441 197,051 273,477 62,849 8,182 19,973

22,007,078 2,481,024 500,520 368,450 279,670 24,188 109,669 111,181 173,574 323,098 505,742 46,039 15,804 23,226

160,967,635 29,016,214 3,353,983 2,281,414 2,634,362 199,023 2,267,688 1,186,296 1,873,564 6,556,002 6,247,173 1,709,835 279,417 428,439

20,598,006 3,594,326 333,868 217,067 396,490 19,350 174,615 153,155 117,270 984,364 919,280 220,937 39,168 18,880

168,464,484 28,917,672 3,628,051 2,462,225 2,607,306 213,476 2,384,503 1,184,479 1,965,842 6,066,442 6,092,349 1,596,923 264,254 452,859

10,322,055 739,432 305,693 2,211,375 2,169,846 297,618 2,472,079 897,470 534,098 388,750 305,693

184,295 9,969 9,183 11,255 32,193 16,614 62,420 21,009 4,681 9,218 7,789

1,535,093 98,537 45,214 326,946 335,329 62,256 372,573 143,339 63,768 53,323 34,083

8,611,921 630,404 250,985 1,878,466 1,805,915 218,631 2,037,292 733,347 464,714 326,477 263,730

1,502,815 89,008 32,836 341,608 435,775 31,780 346,650 99,328 42,217 59,690 23,923

8,783,594 649,754 272,544 1,857,032 1,709,879 266,327 2,125,431 798,980 491,201 329,540 281,871

Women’s apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

60,980,642 5,200,248 5,530,167 5,270,616 11,697,098 1,485,785 10,164,017 1,602,295 3,003,870 3,056,934 5,603,994 3,188,440 3,785,984 652,915 738,278

1,921,452 70,031 269,297 170,325 340,328 20,366 359,622 13,399 21,438 155,497 183,509 114,372 152,353 16,686 34,229

6,134,875 616,374 821,144 354,569 971,768 190,066 1,022,617 122,862 404,044 227,447 545,047 416,825 276,509 109,944 55,522

52,910,767 4,520,671 4,434,394 4,742,243 10,381,561 1,278,455 8,776,630 1,467,674 2,584,361 2,668,676 4,873,618 2,656,911 3,352,022 526,480 648,051

5,137,364 359,667 531,585 286,022 1,129,779 161,481 1,032,093 188,570 113,283 171,801 643,226 211,321 243,101 43,155 22,164

55,938,934 4,859,164 5,002,172 5,011,498 10,573,267 1,323,342 9,132,824 1,411,427 2,911,975 2,900,576 4,953,466 2,977,261 3,557,584 609,339 716,076

Girls’ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

12,204,665 783,267 1,217,006 2,816,994 2,707,405 885,934 1,109,725 1,933,367 301,079 449,888

254,719 26,619 28,798 42,483 51,594 6,539 679 81,464 6,646 9,897

1,624,835 122,862 283,793 269,088 399,234 143,339 99,637 215,765 54,285 36,694

10,329,600 633,345 906,879 2,507,889 2,256,904 736,288 1,011,783 1,633,363 240,200 402,949

1,481,120 84,903 198,538 340,318 358,377 92,174 117,856 200,414 44,563 44,094

10,711,093 697,423 1,010,383 2,470,515 2,349,269 793,798 991,730 1,734,749 257,000 405,189

9,399,207

448,233

1,425,149

7,517,784

1,422,016

7,940,054

Number of consumer units Total spending of all consumer units APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

Children’s (under age 2) apparel

WHO’S BUYING APPAREL 55

race

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry, dry cleaning Professional laundry, dry cleaning

total consumer units

Asian

$33,905,436 9,618,383 8,321,782 15,965,270

$1,042,137 311,816 106,690 623,631

29,818,372 1,190,474 1,974,895 13,861,177 4,200,112 7,057,480

1,316,400 43,698 281,302 538,451 205,126 211,450

Hispanic origin

black

white and other

Hispanic

non-Hispanic

$6,041,285 1,459,919 1,872,071 2,709,432

$26,844,606 7,848,182 6,363,841 12,632,583

$4,320,461 1,419,202 1,376,867 1,524,393

$29,488,668 8,150,421 6,887,183 14,452,100

2,764,817 39,992 145,951 783,076 814,685 876,254

25,735,763 1,104,922 1,548,067 12,540,424 3,179,470 5,969,716

3,140,139 68,955 138,730 1,081,933 1,316,004 424,635

26,684,468 1,128,520 1,836,306 12,779,528 2,883,995 6,632,256

Note: Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Numbers will not add to total because not all categories are shown and because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

56 WHO’S BUYING APPAREL

Table 23. Apparel: Market shares by race and Hispanic origin, 2003 (percentage of total annual spending on apparel, accessories, and related services accounted for by consumer unit race and Hispanic origin groups, 2003) race total consumer units

Asian

black

Hispanic origin white and other

Hispanic

non-Hispanic

Share of total consumer units Share of total before-tax income Share of total spending

100.0% 100.0 100.0

3.1% 3.7 3.4

11.9% 8.0 8.4

85.0% 88.2 88.2

10.2% 7.4 8.6

89.8% 92.8 91.4

APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

3.3 3.2 2.7 1.0 3.2 4.2 6.5 3.0 1.3 2.8 3.9 3.5 2.7 4.2

11.6 7.6 12.6 13.8 9.3 10.4 4.3 8.3 8.4 4.6 7.2 2.5 5.2 4.9

85.1 89.1 84.6 85.4 87.4 85.4 88.9 88.7 90.4 92.6 88.8 93.9 92.1 90.8

10.9 11.0 8.4 8.1 13.2 8.3 6.8 11.5 5.7 13.9 13.1 12.1 12.9 4.0

89.0 88.8 91.6 92.1 86.5 91.6 93.5 88.6 94.8 85.7 86.6 87.7 87.1 96.0

Boys’ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

1.8 1.3 3.0 0.5 1.5 5.6 2.5 2.3 0.9 2.4 2.5

14.9 13.3 14.8 14.8 15.5 20.9 15.1 16.0 11.9 13.7 11.1

83.4 85.3 82.1 84.9 83.2 73.5 82.4 81.7 87.0 84.0 86.3

14.6 12.0 10.7 15.4 20.1 10.7 14.0 11.1 7.9 15.4 7.8

85.1 87.9 89.2 84.0 78.8 89.5 86.0 89.0 92.0 84.8 92.2

Women’s apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

3.2 1.3 4.9 3.2 2.9 1.4 3.5 0.8 0.7 5.1 3.3 3.6 4.0 2.6 4.6

10.1 11.9 14.8 6.7 8.3 12.8 10.1 7.7 13.5 7.4 9.7 13.1 7.3 16.8 7.5

86.8 86.9 80.2 90.0 88.8 86.0 86.4 91.6 86.0 87.3 87.0 83.3 88.5 80.6 87.8

8.4 6.9 9.6 5.4 9.7 10.9 10.2 11.8 3.8 5.6 11.5 6.6 6.4 6.6 3.0

91.7 93.4 90.5 95.1 90.4 89.1 89.9 88.1 96.9 94.9 88.4 93.4 94.0 93.3 97.0

Girls’ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

2.1 3.4 2.4 1.5 1.9 0.7 0.1 4.2 2.2 2.2

13.3 15.7 23.3 9.6 14.7 16.2 9.0 11.2 18.0 8.2

84.6 80.9 74.5 89.0 83.4 83.1 91.2 84.5 79.8 89.6

12.1 10.8 16.3 12.1 13.2 10.4 10.6 10.4 14.8 9.8

87.8 89.0 83.0 87.7 86.8 89.6 89.4 89.7 85.4 90.1

Children’s (under age 2) apparel

100.0

4.8

15.2

80.0

15.1

84.5

WHO’S BUYING APPAREL 57

race total consumer units Footwear Men’s Children’s Women’s

100.0% 100.0 100.0 100.0

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100.0 100.0 100.0 100.0 100.0 100.0

Asian 3.1% 3.2 1.3 3.9 4.4 3.7 14.2 3.9 4.9 3.0

black

Hispanic origin white and other

Hispanic

non-Hispanic

17.8% 15.2 22.5 17.0

79.2% 81.6 76.5 79.1

12.7% 14.8 16.5 9.5

87.0% 84.7 82.8 90.5

9.3 3.4 7.4 5.6 19.4 12.4

86.3 92.8 78.4 90.5 75.7 84.6

10.5 5.8 7.0 7.8 31.3 6.0

89.5 94.8 93.0 92.2 68.7 94.0

Note: Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Numbers may not add to total because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

58 WHO’S BUYING APPAREL

Table 24. Apparel: Average spending by region, 2003 (average annual spending of consumer units (CU) on apparel, accessories, and related services, by region in which consumer unit lives, 2003) total consumer units 115,356 2.5 $51,128.00 40,817.33

Northeast 22,182 2.4 $56,513.00 42,162.29

Midwest 26,438 2.5 $52,445.00 40,280.39

South 41,325 2.5 $46,729.00 37,624.55

West 25,412 2.6 $52,506.00 45,380.67

1,639.99 282.18 34.35 23.17 26.12 2.02 22.11 11.59 17.97 61.38 60.98 15.79 2.63 4.09

1,859.49 338.74 54.16 31.23 29.51 2.45 17.53 19.39 21.66 67.77 74.22 17.28 1.60 1.94

1,562.84 280.48 29.42 30.08 25.47 2.11 21.37 10.95 20.04 60.12 58.12 11.46 2.35 8.97

1,450.63 219.29 30.14 10.46 20.52 1.48 18.56 8.70 11.42 49.13 50.65 14.05 3.20 0.98

1,833.53 335.29 28.98 29.03 32.80 2.42 32.56 10.14 22.98 76.69 68.95 21.90 2.90 5.93

89.48 6.41 2.65 19.17 18.81 2.58 21.43 7.78 4.63 3.37 2.65

87.16 8.81 4.36 16.45 19.21 3.93 18.85 5.67 5.67 2.34 1.87

88.41 7.09 2.31 19.14 17.60 2.27 20.14 8.40 2.73 3.12 5.62

84.04 4.99 2.38 15.97 14.78 2.03 22.19 9.35 6.48 4.57 1.29

101.32 5.90 1.96 26.70 26.21 2.61 23.80 6.45 2.67 2.57 2.46

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

528.63 45.08 47.94 45.69 101.40 12.88 88.11 13.89 26.04 26.50 48.58 27.64 32.82 5.66 6.40

591.58 60.83 49.68 61.38 106.22 16.39 86.00 18.82 31.32 32.79 48.96 34.82 39.32 3.68 1.39

497.15 37.42 48.47 49.24 96.63 13.54 76.41 13.00 24.56 23.82 43.93 23.39 27.29 5.29 14.15

458.43 35.33 49.96 29.58 88.70 10.84 73.78 12.76 25.50 25.16 44.27 26.33 26.72 7.84 1.66

619.69 55.09 42.62 53.88 122.58 12.38 125.42 12.35 23.89 26.02 60.12 27.91 42.80 4.22 10.42

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

105.80 6.79 10.55 24.42 23.47 7.68 9.62 16.76 2.61 3.90

117.78 9.95 11.72 27.74 25.74 5.33 11.08 19.61 3.16 3.45

114.86 6.57 11.95 32.15 21.87 7.24 9.87 16.40 2.36 6.45

89.31 5.58 6.68 17.72 23.41 10.22 8.32 12.36 2.88 2.13

111.98 6.20 14.22 23.91 23.26 6.06 10.17 21.68 1.95 4.52

81.48

75.85

91.74

74.35

86.93

Number of consumer units (000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 59

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

total consumer units

Northeast

Midwest

South

West

$293.92 83.38 72.14 138.40

$357.30 104.26 81.31 171.73

$248.56 62.16 69.87 116.53

$282.79 79.69 65.79 137.32

$304.90 93.76 76.70 134.45

258.49 10.32 17.12 120.16 36.41 61.18

291.08 12.46 13.95 132.21 47.02 70.40

241.65 14.81 11.17 126.46 33.02 44.71

242.42 5.60 22.83 107.55 28.08 67.41

273.43 11.19 16.80 123.60 44.20 60.12

Note: Numbers will not add to total because not all categories are shown. Source: Bureau of Labor Statistics, unpublished data from the 2003 Consumer Expenditure Survey

60 WHO’S BUYING APPAREL

Table 25. Apparel: Indexed spending by region, 2003 (indexed average annual spending of consumer units (CU) on apparel, accessories, and related services by region in which consumer unit lives, 2003; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) total consumer units $40,817 100

Northeast $42,162 103

Midwest $40,280 99

South $37,625 92

West $45,381 111

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100

113 120 158 135 113 121 79 167 121 110 122 109 61 47

95 99 86 130 98 104 97 94 112 98 95 73 89 219

88 78 88 45 79 73 84 75 64 80 83 89 122 24

112 119 84 125 126 120 147 87 128 125 113 139 110 145

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100

97 137 165 86 102 152 88 73 122 69 71

99 111 87 100 94 88 94 108 59 93 212

94 78 90 83 79 79 104 120 140 136 49

113 92 74 139 139 101 111 83 58 76 93

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

112 135 104 134 105 127 98 135 120 124 101 126 120 65 22

94 83 101 108 95 105 87 94 94 90 90 85 83 93 221

87 78 104 65 87 84 84 92 98 95 91 95 81 139 26

117 122 89 118 121 96 142 89 92 98 124 101 130 75 163

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100

111 147 111 114 110 69 115 117 121 88

109 97 113 132 93 94 103 98 90 165

84 82 63 73 100 133 86 74 110 55

106 91 135 98 99 79 106 129 75 116

Childrenʼs (under age 2) apparel

100

93

113

91

107

Average spending of CU, total Average spending of CU, index APPAREL, AVERAGE SPENDING

WHO’S BUYING APPAREL 61

total consumer units

Northeast

Midwest

South

West

Footwear Men’s Children’s Women’s

100 100 100 100

122 125 113 124

85 75 97 84

96 96 91 99

104 112 106 97

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100 100 100 100 100 100

113 121 81 110 129 115

93 144 65 105 91 73

94 54 133 90 77 110

106 108 98 103 121 98

Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

62 WHO’S BUYING APPAREL

Table 26. Apparel: Total spending by region, 2003 (total annual spending on apparel, accessories, and related services, by region in which consumer unit lives, 2003; numbers in thousands) total consumer units 115,356 $4,708,523,919

Northeast 22,182 $935,243,917

Midwest 26,438 $1,064,932,951

South 41,325 $1,554,834,529

West 25,412 $1,153,213,586

189,182,686 32,551,156 3,962,479 2,672,799 3,013,099 233,019 2,550,521 1,336,976 2,072,947 7,080,551 7,034,409 1,821,471 303,386 471,806

41,247,207 7,513,931 1,201,377 692,744 654,591 54,346 388,850 430,109 480,462 1,503,274 1,646,348 383,305 35,491 43,033

41,318,364 7,415,330 777,806 795,255 673,376 55,784 564,980 289,496 529,818 1,589,453 1,536,577 302,979 62,129 237,149

59,947,285 9,062,159 1,245,536 432,260 847,989 61,161 766,992 359,528 471,932 2,030,297 2,093,111 580,616 132,240 40,499

46,593,664 8,520,389 736,440 737,710 833,514 61,497 827,415 257,678 583,968 1,948,846 1,752,157 556,523 73,695 150,693

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

10,322,055 739,432 305,693 2,211,375 2,169,846 297,618 2,472,079 897,470 534,098 388,750 305,693

1,933,383 195,423 96,714 364,894 426,116 87,175 418,131 125,772 125,772 51,906 41,480

2,337,384 187,445 61,072 506,023 465,309 60,014 532,461 222,079 72,176 82,487 148,582

3,472,953 206,212 98,354 659,960 610,784 83,890 917,002 386,389 267,786 188,855 53,309

2,574,744 149,931 49,808 678,500 666,049 66,325 604,806 163,907 67,850 65,309 62,514

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

60,980,642 5,200,248 5,530,167 5,270,616 11,697,098 1,485,785 10,164,017 1,602,295 3,003,870 3,056,934 5,603,994 3,188,440 3,785,984 652,915 738,278

13,122,428 1,349,331 1,102,002 1,361,531 2,356,172 363,563 1,907,652 417,465 694,740 727,348 1,086,031 772,377 872,196 81,630 30,833

13,143,652 989,310 1,281,450 1,301,807 2,554,704 357,971 2,020,128 343,694 649,317 629,753 1,161,421 618,385 721,493 139,857 374,098

18,944,620 1,460,012 2,064,597 1,222,394 3,665,528 447,963 3,048,959 527,307 1,053,788 1,039,737 1,829,458 1,088,087 1,104,204 323,988 68,600

15,747,562 1,399,947 1,083,059 1,369,199 3,115,003 314,601 3,187,173 313,838 607,093 661,220 1,527,769 709,249 1,087,634 107,239 264,793

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

12,204,665 783,267 1,217,006 2,816,994 2,707,405 885,934 1,109,725 1,933,367 301,079 449,888

2,612,596 220,711 259,973 615,329 570,965 118,230 245,777 434,989 70,095 76,528

3,036,669 173,698 315,934 849,982 578,199 191,411 260,943 433,583 62,394 170,525

3,690,736 230,594 276,051 732,279 967,418 422,342 343,824 510,777 119,016 88,022

2,845,636 157,554 361,359 607,601 591,083 153,997 258,440 550,932 49,553 114,862

9,399,207

1,682,505

2,425,422

3,072,514

2,209,065

Number of consumer units Total spending of all consumer units APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 63

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

total consumer units

Northeast

Midwest

South

West

$33,905,436 9,618,383 8,321,782 15,965,270

$7,925,629 2,312,695 1,803,618 3,809,315

$6,571,429 1,643,386 1,847,223 3,080,820

$11,686,297 3,293,189 2,718,772 5,674,749

$7,748,119 2,382,629 1,949,100 3,416,643

29,818,372 1,190,474 1,974,895 13,861,177 4,200,112 7,057,480

6,456,737 276,388 309,439 2,932,682 1,042,998 1,561,613

6,388,743 391,547 295,312 3,343,349 872,983 1,182,043

10,018,007 231,420 943,450 4,444,504 1,160,406 2,785,718

6,948,403 284,360 426,922 3,140,923 1,123,210 1,527,769

Note: Numbers will not add to total because not all categories are shown and because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

64 WHO’S BUYING APPAREL

Table 27. Apparel: Market shares by region, 2003 (percentage of total annual spending on apparel, accessories, and related services accounted for by consumer units by region, 2003)

Share of total consumer units Share of total before-tax income Share of total spending

total consumer units 100.0% 100.0 100.0

Northeast 19.2% 21.5 19.9

Midwest 22.9% 23.4 22.6

South 35.8% 32.8 33.0

West 22.0% 22.5 24.5

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

21.8 23.1 30.3 25.9 21.7 23.3 15.2 32.2 23.2 21.2 23.4 21.0 11.7 9.1

21.8 22.8 19.6 29.8 22.3 23.9 22.2 21.7 25.6 22.4 21.8 16.6 20.5 50.3

31.7 27.8 31.4 16.2 28.1 26.2 30.1 26.9 22.8 28.7 29.8 31.9 43.6 8.6

24.6 26.2 18.6 27.6 27.7 26.4 32.4 19.3 28.2 27.5 24.9 30.6 24.3 31.9

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

18.7 26.4 31.6 16.5 19.6 29.3 16.9 14.0 23.5 13.4 13.6

22.6 25.3 20.0 22.9 21.4 20.2 21.5 24.7 13.5 21.2 48.6

33.6 27.9 32.2 29.8 28.1 28.2 37.1 43.1 50.1 48.6 17.4

24.9 20.3 16.3 30.7 30.7 22.3 24.5 18.3 12.7 16.8 20.4

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

21.5 25.9 19.9 25.8 20.1 24.5 18.8 26.1 23.1 23.8 19.4 24.2 23.0 12.5 4.2

21.6 19.0 23.2 24.7 21.8 24.1 19.9 21.5 21.6 20.6 20.7 19.4 19.1 21.4 50.7

31.1 28.1 37.3 23.2 31.3 30.1 30.0 32.9 35.1 34.0 32.6 34.1 29.2 49.6 9.3

25.8 26.9 19.6 26.0 26.6 21.2 31.4 19.6 20.2 21.6 27.3 22.2 28.7 16.4 35.9

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

21.4 28.2 21.4 21.8 21.1 13.3 22.1 22.5 23.3 17.0

24.9 22.2 26.0 30.2 21.4 21.6 23.5 22.4 20.7 37.9

30.2 29.4 22.7 26.0 35.7 47.7 31.0 26.4 39.5 19.6

23.3 20.1 29.7 21.6 21.8 17.4 23.3 28.5 16.5 25.5

Childrenʼs (under age 2) apparel

100.0

17.9

25.8

32.7

23.5

APPAREL, AVERAGE SPENDING

WHO’S BUYING APPAREL 65

total consumer units

Northeast

Midwest

South

West

Footwear Men’s Children’s Women’s

100.0% 100.0 100.0 100.0

23.4% 24.0 21.7 23.9

19.4% 17.1 22.2 19.3

34.5% 34.2 32.7 35.5

22.9% 24.8 23.4 21.4

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100.0 100.0 100.0 100.0 100.0 100.0

21.7 23.2 15.7 21.2 24.8 22.1

21.4 32.9 15.0 24.1 20.8 16.7

33.6 19.4 47.8 32.1 27.6 39.5

23.3 23.9 21.6 22.7 26.7 21.6

Note: Numbers may not add to total because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

66 WHO’S BUYING APPAREL

Table 28. Apparel: Average spending by education, 2003 (average annual spending of consumer units (CU) on apparel, accessories, and related services, by education of consumer unit reference person, 2003) college graduate total consumer units

less than high school graduate

high school graduate

some college

associate’s degree

Number of consumer units (000s) Number of persons per CU Average before-tax income of CU Average spending of CU, total

115,356 2.5 $51,128.00 40,817.33

17,721 2.6 $25,028.00 23,901.14

31,552 2.5 $40,113.00 33,955.56

24,514 2.3 $45,113.00 37,912.41

10,981 2.6 $54,087.00 44,547.12

APPAREL, AVERAGE SPENDING

1,639.99 282.18 34.35 23.17 26.12 2.02 22.11 11.59 17.97 61.38 60.98 15.79 2.63 4.09

1,017.30 159.88 10.94 15.63 18.14 1.23 7.46 4.66 6.69 32.88 50.53 7.42 2.43 1.86

1,259.80 212.77 22.05 16.44 20.66 1.53 14.30 8.38 11.85 50.27 49.52 11.21 2.91 3.66

1,713.34 294.87 34.13 33.12 30.53 2.26 20.64 11.95 18.19 58.78 65.07 13.69 2.02 4.50

89.48 6.41 2.65 19.17 18.81 2.58 21.43 7.78 4.63 3.37 2.65

82.45 5.23 1.80 20.59 21.31 2.54 18.75 5.71 2.50 2.12 1.89

80.31 6.00 2.72 19.96 13.47 1.06 20.34 7.87 3.92 2.29 2.69

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

528.63 45.08 47.94 45.69 101.40 12.88 88.11 13.89 26.04 26.50 48.58 27.64 32.82 5.66 6.40

262.50 29.35 26.60 15.35 44.25 2.16 52.60 4.65 14.91 16.95 31.79 9.59 9.88 1.77 2.64

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

105.80 6.79 10.55 24.42 23.47 7.68 9.62 16.76 2.61 3.90 81.48

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

Childrenʼs (under age 2) apparel

total

bachelor’s degree

master’s, professional, doctorate

30,589 2.5 $81,842.00 58,480.00

19,557 2.5 $74,921.00 54,725.85

11,032 2.4 $93,948.00 65,202.73

1,778.66 341.35 25.80 23.58 34.23 1.32 29.60 7.81 25.24 79.91 78.70 29.36 3.26 2.54

2,260.15 389.37 63.82 26.42 29.92 3.03 36.00 19.99 27.34 82.80 69.38 21.89 2.72 6.04

2,197.04 377.12 56.12 26.11 25.79 2.46 35.49 19.22 24.38 85.32 69.69 23.74 2.63 6.17

2,377.05 411.53 77.48 27.03 37.82 4.05 36.97 21.37 32.99 77.97 68.81 18.36 2.88 5.82

89.23 6.09 2.49 17.50 25.25 1.88 19.07 7.53 3.44 3.08 2.90

95.33 8.12 2.43 16.88 13.27 5.25 26.69 10.13 6.80 3.95 1.80

101.44 7.15 3.28 19.60 20.11 3.77 24.11 8.26 6.76 5.23 3.16

101.28 6.91 2.72 20.76 21.47 3.33 22.44 8.00 7.79 5.04 2.83

101.37 7.58 4.26 17.37 17.55 4.57 27.07 8.73 4.93 5.58 3.74

384.14 30.71 35.78 28.05 79.08 9.18 70.01 13.39 18.39 24.72 34.81 13.12 20.03 3.36 3.50

582.25 44.70 71.49 51.66 95.17 13.97 97.03 15.13 29.87 31.46 56.07 26.75 36.28 6.13 6.52

573.37 35.03 68.44 46.03 126.67 15.03 75.65 22.13 22.69 18.18 49.64 31.43 45.88 11.40 5.17

755.88 70.85 47.41 74.12 148.82 20.46 121.36 15.46 37.58 31.96 65.13 52.41 50.56 7.85 11.91

703.84 63.67 48.77 69.13 129.27 18.73 120.63 10.92 36.48 32.79 62.71 45.60 47.99 6.18 10.96

854.11 84.60 44.83 83.65 186.21 23.76 122.75 24.16 39.66 30.37 69.75 64.49 55.47 10.82 13.59

76.72 5.67 7.88 14.24 19.67 6.36 7.10 11.80 1.77 2.21

99.59 5.90 11.85 23.99 23.81 7.57 6.03 14.93 2.70 2.82

99.66 5.59 11.96 21.77 21.91 5.89 11.78 16.00 1.92 2.83

133.98 8.60 8.56 42.20 25.55 11.39 10.45 16.88 2.62 7.72

122.80 8.65 10.12 26.24 25.84 8.67 12.71 21.54 3.55 5.47

119.92 8.30 11.70 25.81 25.72 8.40 11.59 19.25 3.93 5.22

128.18 9.28 7.10 27.05 26.05 9.14 14.87 25.89 2.88 5.92

68.36

73.33

78.75

70.91

102.26

107.97

91.67

WHO’S BUYING APPAREL 67

college graduate total consumer units

less than high school graduate

high school graduate

some college

associate’s degree

$293.92 83.38 72.14 138.40

$250.21 64.44 68.77 117.00

$249.65 79.35 63.12 107.18

$341.40 90.69 101.60 149.11

$284.74 74.39 56.86 153.49

258.49 10.32 17.12 120.16 36.41 61.18

117.18 2.49 6.65 23.85 65.26 14.77

160.00 6.51 9.27 71.40 34.22 31.25

227.18 12.75 13.05 101.95 36.89 50.54

278.97 14.40 12.35 154.50 27.66 50.90

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

Note: Numbers will not add to total because not all categories are shown. Source: Bureau of Labor Statistics, unpublished data from the 2003 Consumer Expenditure Survey

68 WHO’S BUYING APPAREL

total

bachelor’s degree

master’s, professional, doctorate

$329.06 94.20 66.41 168.45

$336.23 95.96 66.05 174.22

$315.34 90.85 67.09 157.41

459.33 15.03 36.27 228.53 24.69 131.15

450.68 13.91 37.39 233.30 27.46 115.45

474.84 17.18 34.29 220.06 19.77 158.97

Table 29. Apparel: Indexed spending by education, 2003 (indexed average annual spending of consumer units (CU) on apparel, accessories, and related services by education of consumer unit reference person, 2003; index deﬁnition: an index of 100 is the average for all consumer units; an index of 132 means that spending by consumer units in that group is 32 percent above the average for all consumer units; an index of 68 indicates spending that is 32 percent below the average for all consumer units) college graduate total consumer units

less than high school graduate

high school graduate

some college

associate’s degree

$40,817 100

$23,901 59

$33,956 83

$37,912 93

$44,547 109

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100

62 57 32 67 69 61 34 40 37 54 83 47 92 45

77 75 64 71 79 76 65 72 66 82 81 71 111 89

104 104 99 143 117 112 93 103 101 96 107 87 77 110

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100

92 82 68 107 113 98 87 73 54 63 71

90 94 103 104 72 41 95 101 85 68 102

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

50 65 55 34 44 17 60 33 57 64 65 35 30 31 41

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100 100 100 100 100 100 100 100 100 100

Childrenʼs (under age 2) apparel

100

Average spending of CU, total Average spending of CU, index APPAREL, AVERAGE SPENDING

total

bachelor’s degree

master’s, professional, doctorate

$58,480 143

$54,726 134

$65,203 160

108 121 75 102 131 65 134 67 140 130 129 186 124 62

138 138 186 114 115 150 163 172 152 135 114 139 103 148

134 134 163 113 99 122 161 166 136 139 114 150 100 151

145 146 226 117 145 200 167 184 184 127 113 116 110 142

100 95 94 91 134 73 89 97 74 91 109

107 127 92 88 71 203 125 130 147 117 68

113 112 124 102 107 146 113 106 146 155 119

113 108 103 108 114 129 105 103 168 150 107

113 118 161 91 93 177 126 112 106 166 141

73 68 75 61 78 71 79 96 71 93 72 47 61 59 55

110 99 149 113 94 108 110 109 115 119 115 97 111 108 102

108 78 143 101 125 117 86 159 87 69 102 114 140 201 81

143 157 99 162 147 159 138 111 144 121 134 190 154 139 186

133 141 102 151 127 145 137 79 140 124 129 165 146 109 171

162 188 94 183 184 184 139 174 152 115 144 233 169 191 212

73 84 75 58 84 83 74 70 68 57

94 87 112 98 101 99 63 89 103 72

94 82 113 89 93 77 122 95 74 73

127 127 81 173 109 148 109 101 100 198

116 127 96 107 110 113 132 129 136 140

113 122 111 106 110 109 120 115 151 134

121 137 67 111 111 119 155 154 110 152

84

90

97

87

126

133

113

WHO’S BUYING APPAREL 69

college graduate total consumer units

less than high school graduate

high school graduate

some college

associate’s degree

Footwear Men’s Children’s Women’s

100 100 100 100

85 77 95 85

85 95 87 77

116 109 141 108

97 89 79 111

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100 100 100 100 100 100

45 24 39 20 179 24

62 63 54 59 94 51

88 124 76 85 101 83

108 140 72 129 76 83

Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

70 WHO’S BUYING APPAREL

total

bachelor’s degree

master’s, professional, doctorate

112 113 92 122

114 115 92 126

107 109 93 114

178 146 212 190 68 214

174 135 218 194 75 189

184 166 200 183 54 260

Table 30. Apparel: Total spending by education, 2003 (total annual spending on apparel, accessories, and related services, by consumer unit (CU) educational attainment group, 2003; numbers in thousands) college graduate

Number of consumer units Total spending of all CUs APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

total consumer units 115,356 $4,708,523,919 189,182,686 32,551,156 3,962,479 2,672,799 3,013,099 233,019 2,550,521 1,336,976 2,072,947 7,080,551 7,034,409 1,821,471 303,386 471,806

less than high school high school graduate graduate 17,721 31,552 $423,552,102 $1,071,365,829

some college 24,514 $929,384,819

associate’s bachelor’s degree total degree 10,981 30,589 19,557 $489,171,925 $1,788,844,720 $1,070,273,448

master’s, professional, doctorate 11,032 $719,316,517

18,027,573 2,833,233 193,868 276,979 321,459 21,797 132,199 82,580 118,553 582,666 895,442 131,490 43,062 32,961

39,749,210 6,713,319 695,722 518,715 651,864 48,275 451,194 264,406 373,891 1,586,119 1,562,455 353,698 91,816 115,480

42,000,817 7,228,443 836,663 811,904 748,412 55,402 505,969 292,942 445,910 1,440,933 1,595,126 335,597 49,518 110,313

19,531,465 3,748,364 283,310 258,932 375,880 14,495 325,038 85,762 277,160 877,492 864,205 322,402 35,798 27,892

69,135,728 11,910,439 1,952,190 808,161 915,223 92,685 1,101,204 611,474 836,303 2,532,769 2,122,265 669,593 83,202 184,758

42,967,511 7,375,336 1,097,539 510,633 504,375 48,110 694,078 375,886 476,800 1,668,603 1,362,927 464,283 51,435 120,667

26,223,616 4,539,999 854,759 298,195 417,230 44,680 407,853 235,754 363,946 860,165 759,112 202,548 31,772 64,206

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

10,322,055 739,432 305,693 2,211,375 2,169,846 297,618 2,472,079 897,470 534,098 388,750 305,693

1,461,096 92,681 31,898 364,875 377,635 45,011 332,269 101,187 44,303 37,569 33,493

2,533,941 189,312 85,821 629,778 425,005 33,445 641,768 248,314 123,684 72,254 84,875

2,187,384 149,290 61,040 428,995 618,979 46,086 467,482 184,590 84,328 75,503 71,091

1,046,819 89,166 26,684 185,359 145,718 57,650 293,083 111,238 74,671 43,375 19,766

3,102,948 218,711 100,332 599,544 615,145 115,321 737,501 252,665 206,782 159,980 96,661

1,980,733 135,139 53,195 406,003 419,889 65,125 438,859 156,456 152,349 98,567 55,346

1,118,314 83,623 46,996 191,626 193,612 50,416 298,636 96,309 54,388 61,559 41,260

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

60,980,642 5,200,248 5,530,167 5,270,616 11,697,098 1,485,785 10,164,017 1,602,295 3,003,870 3,056,934 5,603,994 3,188,440 3,785,984 652,915 738,278

4,651,763 520,111 471,379 272,017 784,154 38,277 932,125 82,403 264,220 300,371 563,351 169,944 175,083 31,366 46,783

12,120,385 968,962 1,128,931 885,034 2,495,132 289,647 2,208,956 422,481 580,241 779,965 1,098,325 413,962 631,987 106,015 110,432

14,273,277 1,095,776 1,752,506 1,266,393 2,332,997 342,461 2,378,593 370,897 732,233 771,210 1,374,500 655,750 889,368 150,271 159,831

6,296,176 384,664 751,540 505,455 1,390,963 165,044 830,713 243,010 249,159 199,635 545,097 345,133 503,808 125,183 56,772

23,121,613 2,167,231 1,450,224 2,267,257 4,552,255 625,851 3,712,281 472,906 1,149,535 977,624 1,992,262 1,603,169 1,546,580 240,124 364,315

13,764,999 1,245,194 953,795 1,351,975 2,528,133 366,303 2,359,161 213,562 713,439 641,274 1,226,419 891,799 938,540 120,862 214,345

9,422,542 933,307 494,565 922,827 2,054,269 262,120 1,354,178 266,533 437,529 335,042 769,482 711,454 611,945 119,366 149,925

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

12,204,665 783,267 1,217,006 2,816,994 2,707,405 885,934 1,109,725 1,933,367 301,079 449,888

1,359,555 100,478 139,641 252,347 348,572 112,706 125,819 209,108 31,366 39,163

3,142,264 186,157 373,891 756,932 751,253 238,849 190,259 471,071 85,190 88,977

2,443,065 137,033 293,187 533,670 537,102 144,387 288,775 392,224 47,067 69,375

1,471,234 94,437 93,997 463,398 280,565 125,074 114,751 185,359 28,770 84,773

3,756,329 264,595 309,561 802,655 790,420 265,207 388,786 658,887 108,591 167,322

2,345,275 162,323 228,817 504,766 503,006 164,279 226,666 376,472 76,859 102,088

1,414,082 102,377 78,327 298,416 287,384 100,832 164,046 285,618 31,772 65,309

9,399,207

1,211,408

2,313,708

1,930,478

778,663

3,128,031

2,111,569

1,011,303

Childrenʼs (under age 2) apparel

WHO’S BUYING APPAREL 71

college graduate

Footwear Men’s Children’s Women’s Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry, dry cleaning Professional laundry, dry cleaning

total consumer units

less than high school graduate

high school graduate

some college

associate’s degree

$33,905,436 9,618,383 8,321,782 15,965,270

$4,433,971 1,141,941 1,218,673 2,073,357

$7,876,957 2,503,651 1,991,562 3,381,743

$8,369,080 2,223,175 2,490,622 3,655,283

$3,126,730 816,877 624,380 1,685,474

29,818,372 1,190,474 1,974,895 13,861,177 4,200,112 7,057,480

2,076,547 44,125 117,845 422,646 1,156,472 261,739

5,048,320 205,404 292,487 2,252,813 1,079,709 986,000

5,569,091 312,554 319,908 2,499,202 904,321 1,238,938

3,063,370 158,126 135,615 1,696,565 303,734 558,933

Note: Numbers will not add to total because not all categories are shown and because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

72 WHO’S BUYING APPAREL

total

bachelor’s degree

master’s, professional, doctorate

$10,065,616 2,881,484 2,031,415 5,152,717

$6,575,650 1,876,690 1,291,740 3,407,221

$3,478,831 1,002,257 740,137 1,736,547

14,050,445 459,753 1,109,463 6,990,504 755,242 4,011,747

8,813,949 272,038 731,236 4,562,648 537,035 2,257,856

5,238,435 189,530 378,287 2,427,702 218,103 1,753,757

Table 31. Apparel: Market shares by education, 2003 (percentage of total annual spending on apparel, accessories, and related services accounted for by consumer unit educational attainment groups, 2003) college graduate total consumer units

less than high school graduate

high school graduate

some college

associate’s degree

total

bachelor’s degree

master’s, professional, doctorate

Share of total consumer units Share of total before-tax income Share of total spending

100.0% 100.0 100.0

15.4% 7.5 9.0

27.4% 21.5 22.8

21.3% 18.8 19.7

9.5% 10.1 10.4

26.5% 42.4 38.0

17.0% 24.8 22.7

9.6% 17.6 15.3

APPAREL, AVERAGE SPENDING

Men’s apparel Suits, sports coats, and tailored jackets Coats and jackets Underwear and socks Nightwear Accessories Sweaters and vests Active sportswear Shirts Pants Shorts Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

9.5 8.7 4.9 10.4 10.7 9.4 5.2 6.2 5.7 8.2 12.7 7.2 14.2 7.0

21.0 20.6 17.6 19.4 21.6 20.7 17.7 19.8 18.0 22.4 22.2 19.4 30.3 24.5

22.2 22.2 21.1 30.4 24.8 23.8 19.8 21.9 21.5 20.4 22.7 18.4 16.3 23.4

10.3 11.5 7.1 9.7 12.5 6.2 12.7 6.4 13.4 12.4 12.3 17.7 11.8 5.9

36.5 36.6 49.3 30.2 30.4 39.8 43.2 45.7 40.3 35.8 30.2 36.8 27.4 39.2

22.7 22.7 27.7 19.1 16.7 20.6 27.2 28.1 23.0 23.6 19.4 25.5 17.0 25.6

13.9 13.9 21.6 11.2 13.8 19.2 16.0 17.6 17.6 12.1 10.8 11.1 10.5 13.6

Boysʼ (aged 2 to 15) apparel Coats and jackets Sweaters Shirts Underwear, nightwear, socks, and accessories Suits, sports coats, and vests Pants Shorts Active sportswear Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

14.2 12.5 10.4 16.5 17.4 15.1 13.4 11.3 8.3 9.7 11.0

24.5 25.6 28.1 28.5 19.6 11.2 26.0 27.7 23.2 18.6 27.8

21.2 20.2 20.0 19.4 28.5 15.5 18.9 20.6 15.8 19.4 23.3

10.1 12.1 8.7 8.4 6.7 19.4 11.9 12.4 14.0 11.2 6.5

30.1 29.6 32.8 27.1 28.3 38.7 29.8 28.2 38.7 41.2 31.6

19.2 18.3 17.4 18.4 19.4 21.9 17.8 17.4 28.5 25.4 18.1

10.8 11.3 15.4 8.7 8.9 16.9 12.1 10.7 10.2 15.8 13.5

Womenʼs apparel Coats and jackets Dresses Sweaters and vests Shirts, blouses, and tops Skirts Pants Shorts Active sportswear Nightwear Undergarments, hosiery, and socks Sports coats, tailored jackets, and suits Accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

7.6 10.0 8.5 5.2 6.7 2.6 9.2 5.1 8.8 9.8 10.1 5.3 4.6 4.8 6.3

19.9 18.6 20.4 16.8 21.3 19.5 21.7 26.4 19.3 25.5 19.6 13.0 16.7 16.2 15.0

23.4 21.1 31.7 24.0 19.9 23.0 23.4 23.1 24.4 25.2 24.5 20.6 23.5 23.0 21.6

10.3 7.4 13.6 9.6 11.9 11.1 8.2 15.2 8.3 6.5 9.7 10.8 13.3 19.2 7.7

37.9 41.7 26.2 43.0 38.9 42.1 36.5 29.5 38.3 32.0 35.6 50.3 40.9 36.8 49.3

22.6 23.9 17.2 25.7 21.6 24.7 23.2 13.3 23.8 21.0 21.9 28.0 24.8 18.5 29.0

15.5 17.9 8.9 17.5 17.6 17.6 13.3 16.6 14.6 11.0 13.7 22.3 16.2 18.3 20.3

Girlsʼ (aged 2 to 15) apparel Coats and jackets Dresses and suits Shirts, blouses, and sweaters Skirts and pants Shorts Active sportswear Underwear, nightwear, socks, and accessories Uniforms Costumes

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0

11.1 12.8 11.5 9.0 12.9 12.7 11.3 10.8 10.4 8.7

25.7 23.8 30.7 26.9 27.7 27.0 17.1 24.4 28.3 19.8

20.0 17.5 24.1 18.9 19.8 16.3 26.0 20.3 15.6 15.4

12.1 12.1 7.7 16.5 10.4 14.1 10.3 9.6 9.6 18.8

30.8 33.8 25.4 28.5 29.2 29.9 35.0 34.1 36.1 37.2

19.2 20.7 18.8 17.9 18.6 18.5 20.4 19.5 25.5 22.7

11.6 13.1 6.4 10.6 10.6 11.4 14.8 14.8 10.6 14.5

Childrenʼs (under age 2) apparel

100.0

12.9

24.6

20.5

8.3

33.3

22.5

10.8

WHO’S BUYING APPAREL 73

college graduate total consumer units

less than high school graduate

high school graduate

some college

associate’s degree

total

bachelor’s degree

master’s, professional, doctorate

Footwear Men’s Children’s Women’s

100.0% 100.0 100.0 100.0

13.1% 11.9 14.6 13.0

23.2% 26.0 23.9 21.2

24.7% 23.1 29.9 22.9

9.2% 8.5 7.5 10.6

29.7% 30.0 24.4 32.3

19.4% 19.5 15.5 21.3

10.3% 10.4 8.9 10.9

Other apparel products and services Sewing material, patterns, and notions Watches Jewelry Coin-operated apparel laundry and dry cleaning Professional laundry, dry cleaning

100.0 100.0 100.0 100.0 100.0 100.0

7.0 3.7 6.0 3.0 27.5 3.7

16.9 17.3 14.8 16.3 25.7 14.0

18.7 26.3 16.2 18.0 21.5 17.6

10.3 13.3 6.9 12.2 7.2 7.9

47.1 38.6 56.2 50.4 18.0 56.8

29.6 22.9 37.0 32.9 12.8 32.0

17.6 15.9 19.2 17.5 5.2 24.8

Note: Numbers may not add to total because of rounding. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

74 WHO’S BUYING APPAREL

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Boys’ Apparel Best customers:

Householders aged 35 to 44 Married couples with school-aged children Single parents Blacks and Hispanics

Customer trends:

Average household spending on boys’ clothes should stabilize as the large millennial generation has children.

Not surprisingly, the best customers of boys’ apparel are parents. Married couples with school-aged children spend more than three times the average on this item. Single parents spend more than twice the average. Householders aged 35 to 44, most of them parents, also spend more than twice the average on boys’ clothes. Blacks and Hispanics, who have larger than average families, spend 25 to 43 percent more than average on boys’ clothes. Together, blacks and Hispanics account for roughly 30 percent of household spending on this item. Average household spending on boys’ apparel fell 13 percent between 2000 and 2003, after adjusting for inﬂation. Several factors explain the decline, including the recession of 2001, falling prices for clothing due to less-expensive imports, and the small generation X ﬁlling the best-customer lifestage. Average household spending on boys’ clothes should stabilize as the large millennial generation has children.

Table 32.

Boys’ apparel

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

76 WHO’S BUYING APPAREL

$10,322,054,880.00 89.48 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$89.48 26.75 117.23 180.90 95.21 41.28 30.64 9.71

100 30 131 202 106 46 34 11

BIGGEST CUSTOMERS (market share)

100.0% 2.2 22.4 42.8 21.3 6.6 3.4 1.1

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

BIGGEST CUSTOMERS (market share)

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$91.05 50.78 72.68 77.66 106.15 132.98 127.08 179.69

100 56 80 85 117 146 140 197

100.0% 15.5 19.6 7.8 16.6 7.7 9.9 23.4

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

89.48 125.44 28.16 208.61 129.97 303.80 79.13 216.14 13.07

100 140 31 233 145 340 88 242 15

100.0 71.0 6.9 57.8 6.9 44.3 6.2 14.7 4.3

RACE Average household Asian Black White and other

89.48 51.58 111.70 87.84

100 58 125 98

100.0 1.8 14.9 83.4

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

89.48 128.15 84.76

100 143 95

100.0 14.6 85.1

REGION Average household Northeast Midwest South West

89.48 87.16 88.41 84.04 101.32

100 97 99 94 113

100.0 18.7 22.6 33.6 24.9

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

89.48 82.45 80.31 89.23 95.33 101.44 101.28 101.37

100 92 90 100 107 113 113 113

100.0 14.2 24.5 21.2 10.1 30.1 19.2 10.8

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 77

Children’s Footwear Best customers:

Householders aged 35 to 44 Married couples with school-aged children Single parents Blacks and Hispanics

Customer trends:

Average household spending on children’s shoes should stabilize as the large millennial generation has children.

One-fourth of the amount households devote to footwear goes toward children’s shoes, and parents naturally are the best customers. Married couples with school-aged children and single parents spend more than three times the average on this item. Householders aged 35 to 44, most of them parents, spend more than twice the average on children’s shoes. Blacks and Hispanics, who have larger than average families, spend 63 to 89 percent more than average on children’s shoes. Together, blacks and Hispanics account for nearly 40 percent of household spending on this item. Average household spending on children’s shoes fell 3 percent between 2000 and 2003, after adjusting for inﬂation. This decline was much smaller than the 17 percent drop in overall apparel spending. Behind the decline were falling prices for clothing and shoes due to less-expensive imports, as well as the small generation X ﬁlling the best-customer lifestage. Average household spending on children’s shoes should stabilize as the large millennial generation has children.

Table 33.

Children’s footwear

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

78 WHO’S BUYING APPAREL

$8,321,781,840.00 72.14 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$72.14 16.96 102.02 160.36 71.78 22.93 12.13 4.29

100 24 141 222 100 32 17 6

BIGGEST CUSTOMERS (market share)

100.0% 1.7 24.2 47.0 20.0 4.6 1.7 0.6

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$74.47 58.62 64.45 61.80 90.09 98.92 72.20 116.82

100 79 87 83 121 133 97 157

100.0% 21.9 21.3 7.6 17.3 7.0 6.9 18.6

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

72.14 91.67 8.78 160.11 77.44 243.06 51.79 232.76 12.28

100 127 12 222 107 337 72 323 17

100.0 64.4 2.7 55.0 5.1 43.9 5.0 19.6 5.0

RACE Average household Asian Black White and other

72.14 29.86 136.22 64.91

100 41 189 90

100.0 1.3 22.5 76.5

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

72.14 117.41 66.46

100 163 92

100.0 16.5 82.8

72.14 81.31 69.87 65.79 76.70

100 113 97 91 106

100.0 21.7 22.2 32.7 23.4

72.14 68.77 63.12 101.60 56.86 66.41 66.05 67.09

100 95 87 141 79 92 92 93

100.0 14.6 23.9 29.9 7.5 24.4 15.5 8.9

REGION Average household Northeast Midwest South West EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 79

Coin-Operated Apparel Laundry and Dry Cleaning Best customers:

Householders under age 35 Single parents Asians, blacks, and Hispanics

Customer trends:

Average household spending on coin-operated laundries should stabilize as the large millennial generation ﬁlls the best-customer age groups and minority populations grow.

The best customers of coin-operated laundries are householders who do not have a washer or dryer in their home, typically renters. This explains why householders under age 35 spend 69 to 72 percent more than average on this item, since most young adults do not own a home. Single parents spend 89 percent more than average on coin-operated laundries. Asians, blacks, and Hispanics, who have below-average homeownership rates, are also aboveaverage spenders on coin-operated laundries. Asians and blacks spend 58 to 63 percent more than average on this service, while Hispanics spend more than three times the average. Together, Asians, blacks, and Hispanics control roughly 56 percent of household spending on coin-operated laundries. Average household spending on coin-operated laundries fell 10 percent between 2000 and 2003, after adjusting for inﬂation. Behind the decline was the presence of the small generation X in the best-customer age groups. Average household spending on coin-operated laundries should stabilize as the large millennial generation ﬁlls the under-35 age group during the next few years and as minority populations grow.

Table 34.

Coin-operated apparel laundry and dry cleaning

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

80 WHO’S BUYING APPAREL

$4,200,111,960.00 36.41 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$36.41 61.52 62.54 42.58 27.61 21.61 18.02 16.94

100 169 172 117 76 59 49 47

BIGGEST CUSTOMERS (market share)

100.0% 12.6 29.4 24.7 15.2 8.5 4.9 4.6

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$38.77 54.30 51.13 37.48 25.64 19.75 15.12 16.02

100 140 132 97 66 51 39 41

100.0% 39.0 32.4 8.8 9.4 2.7 2.8 4.9

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

36.41 23.63 15.74 27.46 40.30 25.83 21.75 68.79 37.98

100 65 43 75 111 71 60 189 104

100.0 32.9 9.4 18.7 5.3 9.3 4.2 11.5 30.7

RACE Average household Asian Black White and other

36.41 57.41 59.28 32.43

100 158 163 89

100.0 4.9 19.4 75.7

36.41 112.22 27.83

100 308 76

100.0 31.3 68.7

REGION Average household Northeast Midwest South West

36.41 47.02 33.02 28.08 44.20

100 129 91 77 121

100.0 24.8 20.8 27.6 26.7

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

36.41 65.26 34.22 36.89 27.66 24.69 27.46 19.77

100 179 94 101 76 68 75 54

100.0 27.5 25.7 21.5 7.2 18.0 12.8 5.2

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 81

Girls’ Apparel Best customers:

Householders aged 35 to 44 Married couples with school-aged children Single parents Blacks and Hispanics

Customer trends:

Average household spending on girls’ clothes should stabilize as the large millennial generation has children.

It goes without saying that the best customers of girls’ clothes are parents. Married couples with school-aged children spend more than three times the average on this item. Single parents spend more than twice the average. Householders aged 35 to 44, most of them parents, also spend more than twice the average on girls’ clothes. Blacks and Hispanics, who have larger than average families, spend 12 to 19 percent more than average on girls’ clothes. Together, blacks and Hispanics account for roughly 25 percent of household spending on this item. Average household spending on girls’ apparel fell 16 percent between 2000 and 2003, after adjusting for inﬂation. Several factors explain the decline, including the recession of 2001, falling prices for clothing due to less-expensive imports, and that the small generation X is ﬁlling the bestcustomer lifestage. Average household spending on girls’ clothes should stabilize as the large millennial generation has children.

Table 35.

Girls’ apparel

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

82 WHO’S BUYING APPAREL

$12,204,664,800.00 105.80 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$105.80 25.38 139.61 216.92 100.81 51.89 55.29 8.84

100 24 132 205 95 49 52 8

BIGGEST CUSTOMERS (market share)

100.0% 1.8 22.6 43.4 19.1 7.0 5.2 0.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$110.46 49.84 81.20 95.60 119.88 224.30 176.71 231.26

100 45 74 87 109 203 160 209

100.0% 12.6 18.1 7.9 15.5 10.7 11.3 24.8

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

105.80 149.45 40.72 238.61 138.41 357.35 76.86 227.63 15.10

100 141 38 226 131 338 73 215 14

100.0 71.6 8.4 55.9 6.2 44.1 5.1 13.1 4.2

RACE Average household Asian Black White and other

105.80 71.29 118.23 105.36

100 67 112 100

100.0 2.1 13.3 84.6

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

105.80 126.30 103.36

100 119 98

100.0 12.1 87.8

REGION Average household Northeast Midwest South West

105.80 117.78 114.86 89.31 111.98

100 111 109 84 106

100.0 21.4 24.9 30.2 23.3

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

105.80 76.72 99.59 99.66 133.98 122.80 119.92 128.18

100 73 94 94 127 116 113 121

100.0 11.1 25.7 20.0 12.1 30.8 19.2 11.6

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 83

Infants’ Apparel Best customers:

Householders under age 35 Married couples with preschoolers Single parents Asians, Blacks, and Hispanics

Customer trends:

Average household spending on infants’ clothes should stabilize as the large millennial generation has children.

Young parents are the best customers of infants’ apparel. Householders aged 25 to 34 spend more than twice the average on infants’ clothes, while those under age 25 spend 42 percent more. Married couples with preschoolers spend nearly six times the average on this item and control 51 percent of the market. Single parents spend 36 percent more. Asians, blacks, and Hispanics, who have larger than average families, spend 27 to 54 percent more than average on infants’ clothes. Together, Asians, blacks, and Hispanics account for roughly one-third of household spending on clothes for infants. Average household spending on infants’ apparel fell 7 percent between 2000 and 2003, after adjusting for inﬂation. Several factors explain the decline, including the recession of 2001, falling prices for clothing due to less-expensive imports, and that the small generation X is ﬁlling the bestcustomer lifestage. Average household spending on infants’ clothes should stabilize as the large millennial generation has children.

Table 36.

Infants’ apparel

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

84 WHO’S BUYING APPAREL

$9,399,206,880.00 81.48 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$81.48 115.30 175.30 94.92 51.57 60.29 19.74 14.86

100 142 215 116 63 74 24 18

BIGGEST CUSTOMERS (market share)

100.0% 10.5 36.8 24.7 12.7 10.6 2.4 1.8

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

$85.75 47.19 74.82 84.99 83.96 137.85 129.21 155.54

100 55 87 99 98 161 151 181

100.0% 15.3 21.4 9.0 14.0 8.5 10.7 21.5

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

81.48 115.22 43.50 167.67 469.24 116.72 50.93 110.54 16.85

100 141 53 206 576 143 63 136 21

100.0 71.6 11.6 51.0 27.4 18.7 4.4 8.2 6.1

RACE Average household Asian Black White and other

81.48 125.45 103.70 76.68

100 154 127 94

100.0 4.8 15.2 80.0

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

81.48 121.26 76.62

100 149 94

100.0 15.1 84.5

81.48 75.85 91.74 74.35 86.93

100 93 113 91 107

100.0 17.9 25.8 32.7 23.5

81.48 68.36 73.33 78.75 70.91 102.26 107.97 91.67

100 84 90 97 87 126 133 113

100.0 12.9 24.6 20.5 8.3 33.3 22.5 10.8

REGION Average household Northeast Midwest South West EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 85

Jewelry Best customers:

Householders aged 25 to 34 and 55 to 64 High-income households Married couples without children Married couples with school-aged or older children

Customer trends:

Spending will increase as the millennial and baby-boom generations ﬁll the best-customer lifestages.

The jewelry market has two best-customer proﬁles: young adults buying engagement rings and other jewelry for their romantic partners, and older adults buying keepsakes for holidays and anniversaries. Householders aged 25 to 34 spend 28 percent more than average on jewelry, while those aged 55 to 64 spend 32 percent more. Married couples without children at home (most of them empty-nesters) spend 41 percent more than average on jewelry. Those with school-aged or older children at home spend 21 to 61 percent more. Households with incomes of $100,000 or more spend more than three times the average on jewelry and control 42 percent of the market. Average household spending on jewelry grew 5 percent between 2000 and 2003, after adjusting for inﬂation, which makes it one of only a few apparel categories on which households boosted their spending during those years. One factor behind the increase is the aging of the baby-boom generation into the best-customer lifestage. Tax cuts for wealthier Americans, allowing them to splurge on this discretionary item, could also explain the increase. Spending on jewelry should continue to rise as the millennial and baby-boom generations ﬁll the best-customer lifestages.

Table 37.

Jewelry

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

86 WHO’S BUYING APPAREL

$13,861,176,960.00 120.16 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$120.16 85.55 154.40 124.67 129.65 158.13 98.89 24.44

100 71 128 104 108 132 82 20

BIGGEST CUSTOMERS (market share)

100.0% 5.3 22.0 22.0 21.6 18.9 8.2 2.0

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$118.45 23.04 64.26 92.84 131.52 105.46 187.96 423.16

100 19 54 78 111 89 159 357

100.0% 5.4 13.3 7.2 15.8 4.7 11.3 42.3

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

120.16 161.92 169.42 161.56 97.25 193.84 145.10 56.06 59.58

100 135 141 134 81 161 121 47 50

100.0 68.3 30.7 33.3 3.9 21.0 8.4 2.8 14.6

RACE Average household Asian Black White and other

120.16 150.70 56.98 127.91

100 125 47 106

100.0 3.9 5.6 90.5

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

120.16 92.26 123.32

100 77 103

100.0 7.8 92.2

REGION Average household Northeast Midwest South West

120.16 132.21 126.46 107.55 123.60

100 110 105 90 103

100.0 21.2 24.1 32.1 22.7

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

120.16 23.85 71.40 101.95 154.50 228.53 233.30 220.06

100 20 59 85 129 190 194 183

100.0 3.0 16.3 18.0 12.2 50.4 32.9 17.5

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 87

Men’s Apparel Best customers:

Householders aged 35 to 54 Married couples with school-aged or older children

Customer trends:

Average household spending on men’s clothes may continue to decline as the large baby-boom generation exits the best-customer lifestage.

Middle-aged married couples are the best customers of men’s clothes. Not only are their households larger than average, but they are in their prime working years. Householders aged 35 to 54 spend 24 to 32 percent more than average on men’s clothes, controlling 53 percent of the market. Married couples with school-aged or older children at home spend 39 to 62 percent more than average on this item. Average household spending on men’s apparel fell by a substantial 23 percent between 2000 and 2003, after adjusting for inﬂation. Behind the decline are the recession of 2001 and the sluggish economic recovery, falling prices for clothing due to less-expensive imports, and the shift to more casual clothes in the workplace. Average household spending on men’s clothes may continue to decline as the large baby-boom generation exits the best-customer lifestage.

Table 38.

Men’s apparel

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

88 WHO’S BUYING APPAREL

$32,551,156,080.00 282.18 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$282.18 232.69 273.88 349.07 372.29 272.62 185.51 112.04

100 82 97 124 132 97 66 40

BIGGEST CUSTOMERS (market share)

100.0% 6.1 16.6 26.2 26.5 13.9 6.6 3.9

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$294.42 131.90 202.70 264.50 349.04 450.26 536.76 634.37

100 45 69 90 119 153 182 215

100.0% 12.5 16.9 8.2 16.9 8.0 12.9 25.5

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

282.18 369.19 332.53 395.61 320.92 390.99 458.50 172.62 163.94

100 131 118 140 114 139 162 61 58

100.0 66.3 25.7 34.7 5.4 18.1 11.3 3.7 17.1

RACE Average household Asian Black White and other

282.18 290.05 180.53 295.96

100 103 64 105

100.0 3.2 7.6 89.1

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

282.18 306.50 279.05

100 109 99

100.0 11.0 88.8

REGION Average household Northeast Midwest South West

282.18 338.74 280.48 219.29 335.29

100 120 99 78 119

100.0 23.1 22.8 27.8 26.2

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

282.18 159.88 212.77 294.87 341.35 389.37 377.12 411.53

100 57 75 104 121 138 134 146

100.0 8.7 20.6 22.2 11.5 36.6 22.7 13.9

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 89

Professional Laundry, Dry Cleaning Best customers:

Householders aged 35 to 54 High-income households Married couples College graduates

Customer trends:

Spending may continue to decline as boomers exit the best-customer age group and casual attire replaces more formal wear in the workplace.

Managers and professionals are the best customers of professional laundry and dry cleaning services, ensuring that their suits, jackets, shirts, and dresses look presentable for business. This explains why householders aged 35 to 54, of prime working age, are the best customers of professional laundries, spending 25 to 37 percent more than average on this item and controlling 54 percent of the market. Married couples spend 34 percent more than average on this item. Households with incomes of $100,000 or more spend nearly four times the average on professional laundry and dry cleaning and control 46 percent of the market. College graduates, who dominate the afﬂuent, spend more than twice the average on this service. Average household spending on professional laundry and dry cleaning fell by a substantial 21 percent between 2000 and 2003, after adjusting for inﬂation. Behind the decline were the recession of 2001 and the sluggish economic recovery as well as the shift towards more casual wear in the workplace, which reduces the need for professional cleaning services. Average household spending on professional laundry and dry cleaning may continue to decline as the large baby-boom generation exits the best-customer lifestage.

Table 39.

Professional laundry, dry cleaning

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

90 WHO’S BUYING APPAREL

$7,057,480,080.00 61.18 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$61.18 17.92 63.99 76.27 84.10 70.06 37.10 21.47

100 29 105 125 137 115 61 35

BIGGEST CUSTOMERS (market share)

100.0% 2.2 17.9 26.4 27.6 16.5 6.0 3.5

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$63.06 12.56 24.38 37.87 57.57 80.19 118.79 247.02

100 20 39 60 91 127 188 392

100.0% 5.5 9.5 5.5 13.0 6.7 13.4 46.4

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

61.18 82.19 77.23 90.28 77.34 92.86 94.31 29.71 36.86

100 134 126 148 126 152 154 49 60

100.0 68.1 27.5 36.6 6.0 19.8 10.7 2.9 17.7

RACE Average household Asian Black White and other

61.18 59.18 63.76 60.89

100 97 104 100

100.0 3.0 12.4 84.6

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

61.18 36.21 64.00

100 59 105

100.0 6.0 94.0

REGION Average household Northeast Midwest South West

61.18 70.40 44.71 67.41 60.12

100 115 73 110 98

100.0 22.1 16.7 39.5 21.6

61.18 14.77 31.25 50.54 50.90 131.15 115.45 158.97

100 24 51 83 83 214 189 260

100.0 3.7 14.0 17.6 7.9 56.8 32.0 24.8

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 91

Sewing Material, Patterns, and Notions Best customers:

Householders aged 55 to 64 Married couples without children Married couples with adult children

Customer trends:

Average household spending on sewing material, patterns, and notions will fall as the baby-boom generation, with less skill in sewing, ﬁlls the best-customer lifestage.

Sewing is becoming a lost art, with younger generations of women much less knowledgeable about sewing than older women. The best customers of sewing material, patterns, and notions are householders aged 55 to 64. This age group spends 61 percent more than average on this item. Married couples without children at home (most of them empty-nesters) spend 60 percent more than average on sewing material. Those with adult children at home spend 78 percent more than average on this category. Average household spending on sewing material, patterns, and notions increased 2 percent between 2000 and 2003, after adjusting for inﬂation. The recession of 2001 and the loss of discretionary income may explain the increase, with households attempting to save money by making their own clothing. Average household spending on sewing material, patterns, and notions should decline as boomers, with little skill in sewing, ﬁll the bestcustomer lifestage.

Table 40.

Sewing material, patterns, and notions

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

92 WHO’S BUYING APPAREL

$1,190,473,920.00 10.32 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$10.32 3.98 9.20 8.95 11.87 16.57 12.24 5.98

100 39 89 87 115 161 119 58

BIGGEST CUSTOMERS (market share)

100.0% 2.9 15.3 18.4 23.1 23.1 11.8 5.7

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$11.62 6.29 11.86 10.82 12.02 8.49 20.78 20.29

100 54 102 93 103 73 179 175

100.0% 15.1 25.1 8.5 14.8 3.8 12.7 20.7

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

10.32 14.43 16.55 12.64 13.90 9.36 18.41 8.26 6.05

100 140 160 122 135 91 178 80 59

100.0 70.8 34.9 30.3 6.4 11.8 12.4 4.9 17.2

RACE Average household Asian Black White and other

10.32 12.23 2.91 11.27

100 119 28 109

100.0 3.7 3.4 92.8

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

10.32 5.88 10.89

100 57 106

100.0 5.8 94.8

REGION Average household Northeast Midwest South West

10.32 12.46 14.81 5.60 11.19

100 121 144 54 108

100.0 23.2 32.9 19.4 23.9

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

10.32 2.49 6.51 12.75 14.40 15.03 13.91 17.18

100 24 63 124 140 146 135 166

100.0 3.7 17.3 26.3 13.3 38.6 22.9 15.9

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 93

Watches Best customers:

Householders aged 25 to 44 Married couples with children Asians College graduates

Customer trends:

Spending may continue to decline because of falling prices due to improving technology and less-expensive imports.

The best customers of watches are young and middle-aged adults, married couples, Asians, and college graduates. Householders aged 25 to 44—some just beginning their career—spend 44 to 46 percent more than average on watches and control 55 percent of the market. Married couples with children under age 18 spend more than twice the average on watches—many buying them for their children. Couples with adult children at home spend 59 percent more than average on this item. Asians spend more than four times the average on watches. College graduates spend more than twice the average and control 56 percent of the market Average household spending on watches fell by a steep 29 percent between 2000 and 2003, after adjusting for inﬂation. Behind the decline was the recession of 2001 and the sluggish economic recovery, as well as falling prices due to improved technology and less-expensive imports. Average household spending on watches may continue to decline because of these ongoing trends.

Table 41.

Watches

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

94 WHO’S BUYING APPAREL

$1,974,894,720.00 17.12 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$17.12 9.46 24.60 24.95 19.64 12.54 7.28 4.68

100 55 144 146 115 73 43 27

BIGGEST CUSTOMERS (market share)

100.0% 4.1 24.6 30.8 23.0 10.5 4.2 2.7

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$16.22 4.66 8.58 35.67 17.65 17.28 18.26 40.80

100 29 53 220 109 107 113 252

100.0% 8.0 13.0 20.1 15.5 5.6 8.0 29.8

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

17.12 25.22 16.28 35.47 46.73 35.80 27.16 9.60 7.16

100 147 95 207 273 209 159 56 42

100.0 74.6 20.7 51.3 13.0 27.3 11.1 3.4 12.3

RACE Average household Asian Black White and other

17.12 78.73 10.62 15.79

100 460 62 92

100.0 14.2 7.4 78.4

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

17.12 11.83 17.72

100 69 104

100.0 7.0 93.0

REGION Average household Northeast Midwest South West

17.12 13.95 11.17 22.83 16.80

100 81 65 133 98

100.0 15.7 15.0 47.8 21.6

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

17.12 6.65 9.27 13.05 12.35 36.27 37.39 34.29

100 39 54 76 72 212 218 200

100.0 6.0 14.8 16.2 6.9 56.2 37.0 19.2

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 95

Women’s Apparel Best customers:

Householders aged 45 to 64 Married couples

Customer trends:

Average household spending on women’s clothes may rise as the large baby-boom generation ﬁlls the best-customer age groups, but price discounting could limit growth.

The average household devoted nearly one-third of its apparel spending to women’s clothes in 2003. Middle-aged married couples are the best customers of women’s clothes. Householders aged 45 to 64 spend 14 to 34 percent more than the average household on women’s clothes. Married couples spend 22 percent more, with the ﬁgure peaking at 55 percent above average among couples with adult children at home because their households are larger than average. Average household spending on women’s apparel fell by a substantial 19 percent between 2000 and 2003, after adjusting for inﬂation. Several factors were behind the decline: the recession of 2001 and the sluggish economic recovery, falling prices for clothing due to less-expensive imports, and the shift to more casual clothes in the workplace. Average household spending on women’s clothes may rebound as the large baby-boom generation ﬁlls the best-customer age groups, but price discounting could limit growth.

Table 42.

Women’s apparel

Total household spending Average household spends

AGE OF HOUSEHOLDER Average household Under age 25 Aged 25 to 34 Aged 35 to 44 Aged 45 to 54 Aged 55 to 64 Aged 65 to 74 Aged 75 or older

96 WHO’S BUYING APPAREL

$60,980,642,280.00 528.63 AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$528.63 326.43 485.38 547.12 708.49 602.41 496.35 268.27

100 62 92 103 134 114 94 51

BIGGEST CUSTOMERS (market share)

100.0% 4.6 15.7 21.9 26.9 16.4 9.4 5.0

AVERAGE HOUSEHOLD SPENDING

BEST CUSTOMERS (index)

$588.43 320.83 432.74 506.02 651.21 939.28 790.43 1,298.02

100 55 74 86 111 160 134 221

100.0% 15.2 18.1 7.9 15.8 8.4 9.5 26.1

HOUSEHOLD TYPE Average household Married couples Married couples, no children Married couples, with children Oldest child under 6 Oldest child 6 to 17 Oldest child 18 or older Single parent with child under 18 Single person

528.63 647.44 609.35 653.00 604.67 589.36 817.84 445.27 315.68

100 122 115 124 114 111 155 84 60

100.0 62.1 25.1 30.6 5.4 14.5 10.8 5.1 17.6

RACE Average household Asian Black White and other

528.63 537.77 446.40 539.68

100 102 84 102

100.0 3.2 10.1 86.8

HISPANIC ORIGIN Average household Hispanic Non-Hispanic

528.63 438.08 539.80

100 83 102

100.0 8.4 91.7

REGION Average household Northeast Midwest South West

528.63 591.58 497.15 458.43 619.69

100 112 94 87 117

100.0 21.5 21.6 31.1 25.8

EDUCATION Average household Less than high school graduate High school graduate Some college Associate’s degree College graduate Bachelor’s degree Master’s, professional, doctoral degree

528.63 262.50 384.14 582.25 573.37 755.88 703.84 854.11

100 50 73 110 108 143 133 162

100.0 7.6 19.9 23.4 10.3 37.9 22.6 15.5

HOUSEHOLD INCOME Average household reporting income Under $20,000 $20,000 to $39,999 $40,000 to $49,999 $50,000 to $69,999 $70,000 to $79,999 $80,000 to $99,999 $100,000 or more

BIGGEST CUSTOMERS (market share)

Note: Market shares may not sum to 100.0 because of rounding and missing categories by household type. Other races include Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and consumer unit reference persons reporting more than one race. Hispanics may be of any race. Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

WHO’S BUYING APPAREL 97

Appendix: Spending by Product and Service, 2003 Ranking (average annual spending of consumer units on products and services, ranked by amount spent, 2003) Mortgage interest

98 WHO’S BUYING APPAREL

$2,830.50

Social Security

2,715.50

Rent

2,109.74

Federal income taxes

1,843.07

Property taxes

1,343.82

Gasoline and motor oil

1,332.76

Health insurance

1,251.62

New trucks

1,107.55

Electricity

1,027.91

New cars

944.91

Vehicle insurance

905.26

Used cars

816.42

Used trucks

795.03

Residential telephone service and pay phones

619.60

Vehicle maintenance and repairs

618.92

Cash contributions to churches, religious organizations

564.41

Apparel, women’s

528.63

Dinner at full-service restaurants

517.42

Maintenance and repair services, owned homes

516.31

State and local income taxes

501.53

Pensions, deductions for private

481.22

College tuition

467.71

Cable service and community antenna

423.79

Life, endowment, annuity, other personal insurance

397.30

Natural gas

392.01

Retirement accounts, nonpayroll deposits

388.15

Vehicle ﬁnance charges

370.59

Lunch at fast-food restaurants and take-outs

369.02

Drugs, prescription

348.53

Cellular phone service

316.10

Cash gifts to nonhousehold members

301.67

Homeowner’s insurance

287.43

Apparel, men’s

282.18

Apparel, children’s

276.76

Cigarettes

266.78

Personal care services

256.43

Airline fares

252.56

Beef

245.55

Lodging on trips

241.77

Vehicle leasing

237.19

Water and sewerage maintenance

236.30

Dental services

227.24

Dinner at fast-food restaurants and take-outs

215.93

Medicare payments

215.02

Restaurant meals on trips

213.97

Lunch at full-service restaurants

210.10

Recreation expenses on trips

195.71

Finance charges, except mortgage and vehicle

190.88

Day care centers, nurseries, and preschools

188.82

Taxes, except federal, state, and local

187.14

Snacks at fast-food restaurants and take-outs

180.26

Fresh vegetables

$171.96

Fresh fruits

170.88

Pork

170.61

Child support expenditures

166.12

Vacation homes, owned

150.29

Poultry

144.61

Physician’s services

143.63

Cash contributions to charities and other organizations

139.45

Shoes, women’s

138.40

Computers and computer hardware, nonbusiness use

136.77

Carbonated drinks

133.91

Laundry and cleaning supplies

132.28

Decorative items for the home

126.78

Elementary and high school tuition

124.91

Fish and seafood

124.46

Computer information services

123.92

Cosmetics, perfume, and bath products

123.43

Home equity loan, line of credit interest

122.47

Jewelry

120.16

Milk, fresh

112.58

Beer and ale at home

111.17

Legal fees

108.09

Household products, except cleaning supplies and paper products

106.32

Toys, games, hobbies, and tricycles

100.05

Pet food

99.82

Cheese

97.04

Prepared food, excluding frozen

95.13

Social, recreation, civic club membership

95.06

Housekeeping services

93.13

Breakfast at fast-food restaurants and take-outs

92.82

Sofas

92.17

Television sets

91.49

Movie, theater, opera, ballet tickets

90.69

Wine at home

89.93

Breakfast at full-service restaurants

89.42

State and local vehicle registration

88.17

Trash and garbage collection

87.63

Cereals, ready-to-eat and cooked

86.21

Camper, motorized

83.89

Gardening, lawn care service

83.70

Shoes, men’s

83.38

Lawn and garden supplies

81.82

Bedroom furniture, except mattresses and springs

79.44

Fees for recreational lessons

79.36

Potato chips and other snacks

79.27

Maintenance and repair materials, owned homes

78.80

Pet purchase, supplies, and medicines

75.73

Candy and chewing gum

75.31

Cleansing and toilet tissue, paper towels, and napkins

75.23

Veterinarian services

74.18

Lunch at employer and school cafeterias

73.48

Shoes, children’s

72.14

Drugs, nonprescription

70.30

Frozen prepared foods, except meals

69.94

Deductions for government retirement

69.64

Lunch meats (cold cuts)

69.31

Postage

68.94

Motorboats

65.89

WHO’S BUYING APPAREL 99

Fees for participant sports

100 WHO’S BUYING APPAREL

$65.73

Cash support for college students

64.39

Laundry and dry cleaning of apparel, professional

61.18

Cash contributions to educational institutions

60.37

Beer and ale at restaurants, bars

60.33

Babysitting and child care

60.04

Stationery, stationery supplies, giftwrap

59.55

Nonalcoholic beverages and ice, except fruit drinks

58.72

Ice cream and related products

58.09

Fuel oil

57.54

Funeral expenses

57.51

Vegetables, canned and dried

57.40

School lunches

56.87

Hair care products

55.65

Lawn and garden equipment

55.39

Wall units and cabinets

55.13

Books, supplies for college

54.65

Athletic gear, game tables, exercise equipment

54.52

Fruit juice, canned and bottled

53.82

Bedroom linens

53.45

Trailers and other attachable campers

53.32

Housing while attending school

52.90

Eyeglasses and contact lenses

50.97

Kitchen and dining room furniture

49.42

Bread, other than white

49.06

Mass transit fares, intracity

48.94

Catered affairs

48.39

Vitamins, nonprescription

48.02

Books, except book clubs

47.81

Refrigerators and freezers

47.56

Accounting fees

46.44

Cookies

45.06

Mattresses and springs

44.89

Hospital services other than room

43.34

Bottled/tank gas

42.42

Alimony expenditures

42.18

Newspaper subscriptions

41.54

Ground rent

40.58

Plants and fresh ﬂowers, indoor

40.31

Living room chairs

38.76

Whiskey and other alcoholic beverages at restaurants, bars

38.75

Medical services by professionals other than physician

38.54

Sauces and gravies

38.46

Coffee

38.08

Eggs

37.34

Biscuits and rolls

37.24

Cakes and cupcakes

36.71

Laundry and dry cleaning of apparel, coin-operated

36.41

Groceries purchased on trips

36.28

Video cassettes, tapes, and discs

35.92

Rental of video cassettes, tapes, discs, ﬁlms

35.76

Lottery and gambling losses

35.37

Soups, canned and packaged

35.19

Frozen meals

34.85

Occupational expenses

34.69

Eye care services

34.60

Admission to sports events

33.65

Bread, white

33.50

Records, CDs, audio tapes, needles

33.31

Alcoholic beverages on trips

$33.26

Board (including at school)

33.25

Property management, owned home

33.03

Vehicle rental

32.95

Convalescent or nursing home care

32.80

Snacks at vending machines, mobile vendors

31.33

Hunting and ﬁshing equipment

30.49

Cooking stoves, ovens

30.49

Moving, storage, and freight express

30.46

Electric ﬂoor-cleaning equipment

30.24

Deodorants, feminine hygiene, and misc. personal products

30.11

Topicals and dressings

30.10

Floor coverings, wall-to-wall

29.50

Lab tests, X-rays

28.93

Washing machines

28.68

Dairy, except milk, cream, and ice cream (i.e., yogurt)

28.26

Oral hygiene products

28.22

Parking fees

28.12

Ship fares

27.90

Pasta, cornmeal, and other cereal products

27.75

Sweetrolls, coffee cakes, doughnuts

27.65

Vegetables, frozen

26.79

Telephones and accessories

26.78

Baby food

26.76

Snacks at full-service restaurants

26.66

Nuts

26.41

Fats and oils

26.29

Meals as pay

26.28

Salad dressings

26.17

Photographic equipment

26.11

Hospital room

26.06

Alcoholic beverage at home, except beer, whiskey, and wine

24.70

Gifts to nonhousehold members of stocks, bonds, and mutual funds

24.68

Bakery products, frozen and refrigerated

24.56

Pet services

24.52

Crackers

24.52

Power tools

24.38

Window coverings

24.34

VCRs and video disc players

24.26

Outdoor equipment

23.74

Musical instruments and accessories

23.32

Frankfurters

22.74

Film processing

22.27

Floor coverings, nonpermanent

22.26

Taxi fares and limousine service

21.58

Tobacco products, except cigarettes

21.42

School tuition except elementary, high school, college

21.36

Jams, preserves, other sweets

21.20

Fruit juice, fresh

20.77

Salt, spices, and other seasonings

20.77

Tableware, nonelectric kitchenware

20.56

Prepared salads

20.51

Bathroom linens

20.30

Checking accounts, other bank service charges

20.01

Baking needs

19.58

Clothes dryers

19.43

Fruit-ﬂavored drinks, noncarbonated

19.29

Phone cards

18.88

WHO’S BUYING APPAREL 101

Wine at restaurants, bars

102 WHO’S BUYING APPAREL

$18.78

Videogame hardware and software

18.70

Butter

18.08

Computer software and accessories, nonbusiness use

17.98

Tea

17.71

Living room tables

17.51

Sound components and component systems

17.47

Watches

17.12

Sugar

16.89

Maintenance and repair services, rented homes

16.88

Tolls

16.75

Train fares, intercity

16.07

Rice

16.05

Fruit, canned

15.96

Small electric kitchen appliances

15.66

Home security system service fee

15.54

Outdoor furniture

15.35

Nonelectric cookware

15.26

Curtains and draperies

15.24

Shaving products

14.80

Film

14.63

Magazine subscriptions

14.45

Hearing aids

14.40

Photographer fees

14.34

Whiskey at home

14.29

Books, supplies for elementary, high school

14.09

Laundry and cleaning equipment

14.03

Cream

13.95

Lamps and lighting ﬁxtures

13.66

Dishwashers (built-in), garbage disposals, range hoods

13.50

Cemetery lots, vaults, and maintenance fees

13.27

Infants’ equipment

13.08

Automobile service clubs

12.83

Flour mixes, prepared

12.79

Peanut butter

12.64

Ofﬁce furniture for home use

12.61

Appliance repair, including service center

11.75

Olives, pickles, relishes

11.41

Termite/pest control services

11.30

Sewing materials for household items

11.27

Prepared desserts

11.10

Bicycles

11.06

Nondairy cream and imitation milk

11.02

Maintenance and repair materials, rented homes

10.23

Snacks at employer and school cafeterias

10.16

Lamb and organ meats

9.96

Pies, tarts, turnovers

9.72

Newspaper, nonsubscription

9.71

Electric personal care appliances

9.68

Tenant’s insurance

9.67

Margarine

9.61

Closet and storage items

9.57

Camping equipment

9.31

Wood and other fuels

9.10

Bus fares, intercity

8.96

Sewing machines

8.95

Glassware

8.89

Vegetable juices

8.67

Vehicle inspection

8.36

Medical equipment

$8.35

Local transportation on trips

8.33

Infants’ furniture

8.17

Fruit juice, frozen

7.88

Magazines, nonsubscription

7.73

Microwave ovens

7.56

Kitchen and dining room linens

7.37

Flour

7.32

Hand tools

7.22

Driver’s license

7.17

China and other dinnerware

7.04

Boat without motor and boat trailers

6.95

Portable heating and cooling equipment

6.85

Hair accessories

6.75

Cash contributions to political organizations

6.62

Silver serving pieces

6.51

Fruit, dried

6.30

Luggage

6.18

Repairs/rentals of lawn equipment, tools, etc.

6.08

Books purchased through book clubs

5.69

Artiﬁcial sweeteners

5.67

Apparel repair and tailoring

5.62

Lunch at vending machines, mobile vendors

5.56

Sound equipment accessories

5.54

Parking, owned home

5.47

Radios

5.46

Air conditioners, window

5.40

Material for making clothes

5.33

Reupholstering and furniture repair

5.20

Sewing patterns and notions

4.99

Pinball, electronic video games

4.97

Shopping club membership fees

4.92

Winter sports equipment

4.89

Delivery services

4.70

Towing charges

4.67

Water sports equipment

4.48

Compact disc, tape, record, video mail order clubs

4.38

Slipcovers and decorative pillows

4.35

Breakfast at employer and school cafeterias

4.27

Rental of recreational vehicles

4.21

Repair of computer systems for nonbusiness use

4.20

Clocks

4.02

Flatware

3.99

Tape recorders and players

3.93

Playground equipment

3.91

Fruit, frozen

3.66

Laundry and dry cleaning, nonapparel, coin-operated

3.62

Watch and jewelry repair

3.59

Docking and landing fees

3.57

Bread and cracker products

3.57

Management and upkeep services for security, owned home

3.49

Safe deposit box rental

3.48

Deductions for railroad retirement

3.42

Rental of medical equipment

3.28

Water softening service

3.23

Books, supplies for day care, nursery school

3.02

Dinner at employer and school cafeterias

2.83

Rental of furniture

2.70

WHO’S BUYING APPAREL 103

Repair of TV, radio, and sound equipment

$2.60

Clothing rental

2.46

Septic tank cleaning

2.35

Credit card memberships

2.34

Fireworks

2.33

Rental and repair of musical instruments

2.29

Rental and repair of miscellaneous sports equipment

2.01

Wigs and hairpieces

1.84

Appliance rental

1.63

Plastic dinnerware

1.56

Termite/pest control products

1.52

Smoking accessories

1.42

Breakfast at vending machines, mobile vendors

1.37

Dinner at vending machines, mobile vendors

1.32

Calculators

1.27

Shoe repair and other shoe services

1.15

Smoke alarms

1.13

Pager service

1.12

Business equipment for home use

1.08

Laundry and dry cleaning, nonapparel, sent out

1.00

Telephone answering devices

0.93

Satellite dishes

0.91

School bus

0.70

Rental of television sets

0.58

Repair and rental of photographic equipment

0.58

Clothing storage

0.48

Rental of VCR, radio, sound equipment

0.29

Source: Calculations by New Strategist based on the 2003 Consumer Expenditure Survey

104 WHO’S BUYING APPAREL

Glossary age The age of the reference person, also called the householder or head of household. average spending The average amount spent per household. The Bureau of Labor Statistics calculates the average for all households in a segment, not just for those who purchased an item. For items purchased by most households—such as bread—average spending ﬁgures are an accurate account of actual spending. For products and services purchased by few households during a year’s time—such as cars—the average amount spent is much less than what purchasers spend. See the Percent Reporting table (Table 1) for the percentage of consumer units reporting an expenditure and the average amount spent by purchasers. baby boom People born from 1946 through 1964. baby bust People born from 1965 through 1976. Also known as generation X. complete income reporters Respondents who provided values for major sources of income, such as wages and salaries, self-employment income, and Social Security income. Even complete income reporters may not have given a full accounting of all income from all sources. consumer unit Deﬁned as follows: • All members of a household who are related by blood, marriage, adoption, or other legal arrangements. • A person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is ﬁnancially independent. • Two persons or more living together who pool their income to make joint expenditure decisions. Financial independence is determined by the three major expense categories: housing, food, and other living expenses. To be considered ﬁnancially independent, at least two of the three major expense categories have to be provided by the respondent. For convenience, called households in the text of this book. consumer unit, composition of The classification of interview households by type according to: (1) relationship of other household members to the reference person; (2) age of the children to the reference person; and (3) combination of relationship to the reference person and age of the children. Stepchildren and adopted children are included with the reference person’s own children. education of reference person The number of years of formal education of the reference person based on the highest grade completed. If the respondent was enrolled at the time of interview, the grade being attended is the one recorded. Those not reporting their education are classiﬁed under no school or not reported. expenditure The transaction cost including excise and sales taxes of goods and services acquired during the survey period. The full cost of each purchase is recorded even though full payment may not have been made at the date of purchase. Expenditure estimates include gifts. Excluded

from expenditures are purchases or portions of purchases directly assignable to business purposes and periodic credit or installment payments on goods and services already acquired. generation X People born from 1965 through 1976. Also known as the baby bust. Hispanic origin The self-identiﬁed Hispanic origin of the consumer unit reference person. All consumer units are included in one of two Hispanic origin groups based on the reference person’s Hispanic origin: Hispanic or non-Hispanic. Hispanics may be of any race. household According to the Census Bureau, all the people who occupy a household. A group of unrelated people who share a housing unit as roommates or unmarried partners is also counted as a household. Households do not include group quarters such as college dormitories, prisons, or nursing homes. A household may contain more than one consumer unit. The terms “household” and “consumer unit” are used interchangeably in this book. income before taxes The total money earnings and selected money receipts accruing to a consumer unit during the 12 months prior to the interview date. Income includes the following components: • wages and salaries Includes total money earnings for all members of the consumer unit aged 14 or older from all jobs, including civilian wages and salaries, Armed Forces pay and allowances, piece-rate payments, commissions, tips, National Guard or Reserve pay (received for training periods), and cash bonuses before deductions for taxes, pensions, union dues, etc. • self-employment income Includes net business and farm income, which consists of net income (gross receipts minus operating expenses) from a profession or unincorporated business or from the operation of a farm by an owner, tenant, or sharecropper. If the business or farm is a partnership, only an appropriate share of net income is recorded. Losses are also recorded. • Social Security, private and government retirement Includes the following: payments by the federal government made under retirement, survivor, and disability insurance programs to retired persons, dependents of deceased insured workers, or to disabled workers; and private pensions or retirement beneﬁts received by retired persons or their survivors, either directly or through an insurance company. • interest, dividends, rental income, and other property income Includes interest income on savings or bonds; payments made by a corporation to its stockholders, periodic receipts from estates or trust funds; net income or loss from the rental of property, real estate, or farms, and net income or loss from roomers or boarders. • unemployment and workers’ compensation and veterans’ beneﬁts Includes income from unemployment compensation and workers’ compensation, and veterans’ payments including educational beneﬁts, but excluding military retirement. • public assistance, supplemental security income, and food stamps Includes public assistance or welfare, including WHO’S BUYING APPAREL 105

that received from job training grants; supplemental security income paid by federal, state, and local welfare agencies to low-income persons who are aged 65 or older, blind, or disabled; and the value of food stamps obtained.

region Consumer units are classiﬁed according to their address at the time of their participation in the survey. The four major census regions of the United States are the following state groupings:

• regular contributions for support Includes alimony and child support as well as any regular contributions from persons outside the consumer unit.

• Northeast: Connecticut, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, and Vermont.

• other income Includes money income from care of foster children, cash scholarships, fellowships, or stipends not based on working; and meals and rent as pay.

• Midwest: Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota, and Wisconsin.

indexed spending The indexed spending ﬁgures compare the spending of each demographic segment with that of the average household. To compute an index, the amount spent on an item by a demographic segment is divided by the amount spent on the item by the average household. That ﬁgure is then multiplied by 100. An index of 100 is the average for all households. An index of 132 means average spending by households in a segment is 32 percent above average (100 plus 32). An index of 75 means average spending by households in a segment is 25 percent below average (100 minus 25). Indexed spending ﬁgures identify the consumer units that spend the most on a product or service.

• South: Alabama, Arkansas, Delaware, District of Columbia, Florida, Georgia, Kentucky, Louisiana, Maryland, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Virginia, and West Virginia.

market share The market share is the percentage of total household spending on an item that is accounted for by a demographic segment. Market shares are calculated by dividing a demographic segment’s total spending on an item by the total spending of all households on the item. Total spending on an item for all households is calculated by multiplying average spending by the total number of households. Total spending on an item for each demographic segment is calculated by multiplying the segment’s average spending by the number of households in the segment. Market shares reveal the demographic segments that account for the largest share of spending on a product or service. millennial generation People born from 1977 through 1994. race The self-identiﬁed race of the consumer unit reference person. All consumer units are included in one of three racial groups: Asian, black, or “white and other.” The “other” group includes Alaska Natives, American Indians, Native Hawaiians, other Paciﬁc Islanders, and persons reporting more than one race. Hispanics may be of any race. reference person The first member mentioned by the respondent when asked to “Start with the name of the person or one of the persons who owns or rents the home.” It is with respect to this person that the relationship of other consumer unit members is determined. Also called the householder or head of household.

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• West: Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, New Mexico, Oregon, Utah, Washington, and Wyoming.