November 9, 2015 § 1 Comment
It’s no secret that the average American woman is a size 14. And it seems that American fashion is beginning to take note.
Several things have happened recently to amp up the plus size movement. Project Runway celebrated its first plus size fashion designer win last week. Ashley Tipton is only the second designer on the show who has specialized in plus sizes. Her unique collection celebrated her Mexican heritage, a nod to Frida Kahlo and a fashion forward plus look. Recently Melissa McCarthy launched her own clothing line which is carried at retailers like Nordstrom’s and shopping network HSN.
According to market research firm NPD group, sales of plus-size clothes grew five percent in 2014, making it a $17.5 billion industry. What’s more the study defined ‘plus-size’ as U.S. size 18 and up, whereas in the fashion industry it starts at size 14, meaning the growth may well have been significantly larger.
Over the past two years, plus-size sales within the e-commerce category have grown 31%. Online shopping seems to take a larger share of plus size shopping. Even traditional retailers have more plus size options online.
Most plus-size women feel that their body size is not sufficiently represented in fashion and retail. A recent study from ModCloth found that 46% of plus-size women ‘never or rarely’ find clothing that flatters their body.
The online retailer surveyed more than 1,500 women to determine how they feel about the current state of the plus-size market. They found that most women are dissatisfied. Some 81% said they would spend more on clothing if there were more options available in their size.
June 16, 2013 § Leave a comment
Have you seen the new Cheerios spot? The one with the adorable little girl who is part of an interracial family? The spot drew the attention of YouTube racists who flooded the YouTube channel with comments not in step with most of the country.
Americans like the ad. In fact, according to data from Ace Metrix, “Good for Your Heart” (called “Just Checking” on YouTube) tested the highest of six new Cheerios ads this year and garnered attention and likeability scores 9% and 11% “above the current 90-day norm for cereals.” The ad, created by Saatchi & Saatchi, “appealed to all age/gender demographics with the exception of males over 50.” Don’t worry, that’s not a racism issue. It seems that ads with babies tend to perform poorly with this demographic regardless of the race of the child.
In fact, if you look on the YouTube channel now, there have been 46,172 like the ad, while only 2,171 disliked it.
Camille Gibson, vice president of marketing for Cheerios, told Gawker.com, “Consumers have responded positively to our new Cheerios ad. At Cheerios, we know there are many kinds of families and we celebrate them all.”
And let’s face it, General Mills is not trying to make a societal statement. They are just reflecting the diversity of America. According to the U.S. Census Bureau, U.S. households that included interracial or “interethnic opposite-sex married couples” grew by 28 percent between 2000 and 2010 and now stand at 10 percent of all married couples. Among infants younger than 1, there are 17 mixed-race children for every 100 infants whose parents said they are black alone. A decade ago, there were nine.
More than half of US babies born last year were non-white.
And while we are still trying to figure if we are black or white, or both, white is a diminishing color. Yes, we have crossed the tipping point. The Census Bureau says that for the first time, most babies born in the U.S last year were non-white. Among young people today, diversity is so prevalent that one hopes that racism will quietly recede. Minorities increased 1.9 per cent to 114.1 million, or 36.6 per cent of the total U.S. population, lifted by prior waves of immigration that brought in young families and boosted the number of Hispanic women in their prime childbearing years. The growth in the US has stalled some during the recession, but we can certainly look forward to a day when the minorities become majorities in the US.
May 10, 2012 § 3 Comments
Smartphones have crossed the tipping point. According to Nielsen, a majority (50.4%) of U.S. mobile subscribers owned smartphones, up from 47.8 percent in December 2011. And of course women over index the national stat – 50.9 percent of female mobile subscribers carried smartphones in March 2012, compared to 50.1 percent for men.
Smartphones are really the mobile shoppers dream for the following: “Locating a store” (73% vs. 42% for tablets ), “using a shopping list while shopping” (42% vs. 16% for tablets) or “redeeming a mobile coupon” (36% vs. 11% for tablet owners). However, tablet owners are much more likely to use their device for online shopping: 42 percent of tablet owners have “used their device to purchase an item,” compared to just 29 percent of smartphone owners.
For marketers, it is important to understand how our target is using a mobile device so we can tailor messages and design appropriate engagement opportunities.
Pay As You Go Currently we are buying online, but Nielsen points out that soon we will become comfortable with using our smartphones to make payments for items. I can’t wait. ” Just one less thing to worry about,” says Forrest Gump.
July 28, 2011 § 2 Comments
Just read an interesting study from media research firm Affinity that suggests that each generation has its favorite gadget. Their findings suggest that e-readers are for baby boomers, PC tablets for Gen Xers and smartphones for millennials.
Baby Boomer: Surveying more than 60,000 consumers, Affinity found that 12 percent of U. S. adults own an e-reader, with owners of the readers skewing female and baby boomer. The e-reader is mostly an at-home device.
Gen X: The Gen-Xers are 16% more likely to have a tablet and almost a fourth of them plan to purchase one. This compares with the current 8% of consumers that currently own a tablet. With tablets, men are more likely to be owner than women. Affluent Gen-Xers are 63% more likely to buy a table than their peers.
Millennials: Smartphones are the device of choice for millennials who are 28% more likely to own a smartphone than average. After all, these millennials do not have a land line and depend on their smartphone for almost everything.
But there is another category that this study overlooked: it’s the crazed Apple lover Mom of all generations that has an iPhone, a MacBook, and iPad – and wonders why anyone would ever want a Kindle. (Confession: I fall into that category) These are the folks that are hooked on entertainment, the cool factor, convenience and integration, and the beautiful design of Apple products. According to NPD, the number of moms who purchased iPhones grew 132 percent in the first quarter of 2011 over sales recorded during the same time last year.