The results are in from the latest Shopper Insights pulse covering the specialty clothing retail category. The specialty clothing retailer pulse. Through panelist diaries and survey research, Shopper Insights melds material actions like store visits and purchases with perceptions like buzz factor, appeal and customer experience, among others. Ultimately, Shopper Insights provides an ongonig and unfiltered 360 degree view of various shopping behaviors, habits and attitudes of the college market.
There are a few emerging macro trends of note. A new version of the collegiate preppy look is on full display on campuses around the country. Unlike recent waves of the prep look, this one centers on brighter colors adorned by by college males and females. As a result of the surge in popularlity, retailers ranging from Brooks Brothers to Vineyard Vines are gaining traction and share of spending from the audience.
Switching gears to beauty, one of the hottest things around right now among college females is 3D nail art. Nail art is an illustration of the macro DIY and personalization trend. It's also a social experience as groups of students gather to pain and glue on anything from rhinestones to glitter. You should see some of the designs these creative young ladies come up with. It would be interesting to see something like this get turned into a competition of sorts. If they're not busy, perhaps the cast of "Jersey Shore" could judge the contestants. This would be right up Snooke's alley.
Some of the more popular looks and items of late among college females include lots of soft and pastel colors, whether it's a mini-skirt or event a simple t-shirt. Basically, and not pretending we're fashionistas of any sort, the looks comes off as being...well, very feminine in nature. With respect to some of the hot retailers during the prior three-month period, both Forever 21 and Victoria's Secret turned in strong performances in terms of store traffic, repeat purchases as well as through some of the key perception ratings. Among the guys, Brooks Brothers experienced the largest sequential gain in store traffic and new student purchasers. American Eagle faired the best among college guys in repeat purchases and Urban Outfitters demonstrated sizable gains in several perception ratings.
The specialty clothing retailer pulse is essentially a net rating for individual retail chains based on store visits, core items purchased, non-core items purchased, average purchase prices, share of overall monthly spend, planned visits, planned purchases as well as eight perception-based ratings. The pulse captures a net positive or negative movement compared to the prior three-month period. For the most recent three-month period the specialty clothing retailer pulse leaders are as follows:
Males
1. Brooks Brothers
2. Urban Outfitters
3. American Eagle
4. J. Crew
5. Abercrombie & Fitch
Females
1. Victoria's Secret
2. Forever 21
3. Urban Outfitters
4. H&M
5. J. Crew