Fashion-conscious consumers in the US are overwhelmingly female, live on the east or west coast, and are more likely to use American Express for their purchases, according to an analysis by Experian Simmons.
The research, which defines fashion-conscious consumers as those who read fashion-related magazines, examines several of this demographic’s characteristics as they relate to shopping behavior and decision-making, as well as the stores in which they are likely to shop, the products they are apt to buy, and the method of payment they most often use.
Key research findings about fashion-conscious consumers:
* Women, in overwhelming numbers vs. men, rely on fashion magazines to help them determine their shopping lists.
* Fashion magazines appeal to all ages and there is near equal distribution among age groups.
* Fashion magazines appeal to all ages and there is near equal distribution among age groups.
* Those who aren’t married are 14% more likely to be fashion-conscious.
* Younger consumers use a number of magazines to help with their decisions, while somewhat older shoppers tend toward Instyle and Glamour.
* The preferred payment method of the fashion-conscious is American Express: Four of the top five credit cards used in the last 30 days were Amex cards.
