Thursday, September 19th, 2013
Women not only shop for their own clothes, they make up almost 40% of the men’s clothing and underwear markets, the latest results from Roy Morgan Single Source show.

Nearly one in two women (49%) buy at least one piece of Women’s outerwear in an average four weeks. This is more than double the percentage of men who buy Men’s outerwear in that period (24%).

A much higher proportion of women buy men’s clothing than vice versa: while men comprise only 14% of womenswear buyers (and 13% of ladies underwear), women make up 38% of both men’s clothing and underwear buyers.

The majority of Aussie women (54%) enjoy shopping for clothes, compared with just 1 in 4 men (25%)—no doubt one of the factors contributing to the disproportionately high ratio of women shopping in the menswear market.

Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:

“More women say they enjoy clothes shopping than men, and many are clearly comfortable buying clothes for the men in their lives—including underwear.

“Clothing retailers that stock fashion for both sexes must therefore examine the cross-category purchasing behaviours of both sexes, especially women, and integrate the findings into areas like stock selection, marketing and store layout.

“The choice for fashion clothing is again about to ramp up another notch. Swedish clothing giant H&M announced last week it is opening its first Australian store in Melbourne’s GPO building. Whether H&M can entice more Australian men to the racks—or if almost half the shoppers in the men’s section will be women—remains to be seen.”


Source: Roy Morgan Single Source (Australia), Jul 2012 – Jun 2013, Australians 14+ n= 20,267

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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