2017年美国男装消费市场调查（英文版）_13页_1mb

Deep Dive: US Consumer Survey—Amazon Yet to Crack the Menswear Market

Core Content

This document provides an in-depth analysis of the US menswear market, focusing on consumer behavior and the role of major retailers, including Amazon, Kohl's, Walmart, and Macy's. It draws on data from Prosper Insights & Analytics' Amazon Shopper Intelligence service, highlighting trends in purchasing habits, market share, and the factors influencing consumer choices.

Main Points

1. Brick-and-Mortar Stores Remain the Primary Channel for Menswear Purchases

• 78.3% of surveyed men buy menswear most often at physical stores in June 2016, up from 74.5% in June 2011.
• The proportion of men with no preference for shopping channels decreased from 15.3% to 8.0%.
• Department stores remain the top store format, with a 35.9% share, followed by specialty stores at 16.5% and discount stores at 25.2%.
• Online shopping is becoming more popular, but it still represents a smaller portion of the market.

2. Online Purchases Are Increasing, But Still a Niche

• 67.0% of surveyed men have purchased menswear online in June 2016.
• 14.8% of men purchase more than half of their menswear online, and 1.7% purchase all of their menswear online.
• Millennials are the most likely to shop online, with 81.0% having made online purchases, followed by Gen X at 68.9%, Boomers at 54.0%, and Silvers at 52.2%.

3. Amazon's Growth in the Menswear Market

• Amazon's share of menswear customers has doubled over the past five years, reaching 23.4% in June 2016 from 9.4% in June 2011.
• However, only 2.1% of men purchase menswear most often from Amazon, indicating that it has not yet become the dominant player in the category.
• Amazon is positioned as a price-sensitive retailer, with 74.9% of customers citing selection and brands as key reasons for shopping there.

4. Retailer Comparison: Price, Quality, and Style

• Price is the top reason for shopping at Amazon, Kohl's, and Walmart, with 85% of their customers citing it.
• Macy's stands out for quality and style, with 59.9% of customers citing quality as a key factor and 69.4% citing selection.
• Kohl's is notable for its promotional strategies, with 44.5% of customers mentioning sales and coupons as reasons for shopping there.
• Walmart has a strong location advantage, with 56.4% of customers citing it as a reason for shopping, while Amazon focuses more on selection and brand variety.

5. Market Overview

• The US apparel market grew at a CAGR of 2.2% from 2011 to 2016, reaching $274 billion in 2016.
• Menswear accounts for 32% of the market, valued at $88 billion in 2016, and is expected to grow at a CAGR of 3.7% through 2020.
• On average, men spend $47 on apparel monthly, compared to $55 for women.

Key Findings

• Walmart continues to be the top menswear retailer, with 23.9% of men shopping there in the three months prior to June 2016.
• Amazon has grown significantly but still lags behind in terms of being the go-to retailer for menswear.
• Macy's has a stronger position in quality and style, which appeals to a different segment of consumers.
• Kohl's leverages promotions and coupons effectively to retain customers, even though it is not the top retailer by market share.

Conclusion

Despite Amazon's growth in the menswear market, it has not yet overtaken traditional retailers like Walmart and Macy's. The key differentiators for Amazon are selection and brand variety, while Walmart and Kohl's focus on price and promotions. Macy's continues to lead in quality and style, which suggests that the menswear market is fragmented and that consumer preferences vary significantly across demographics and retailers. The data underscores the importance of understanding customer motivations and retailer positioning in order to compete effectively in the market.