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Department Store Retailing - US

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Published Date: Feb, 2013
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  • Abstract
  • Table of Contents

Department stores are a well-established component of the retail landscape in the U.S. and are favored for the ability to buy items in many different categories in one location. However, after suffering sales declines during the recession, department store retailers are making changes to regain shoppers who may have traded down to alternate channels and/or reduced their overall spending on key categories sold at department stores. They are also making improvements in order to differentiate and compete with other channels particularly as online and mobile retail continues to evolve.

Some questions answered in this report include:

How are department stores staying relevant in a crowded retail marketplace?
How are department stores reacting to growth of online and mobile shopping?
How are department stores reacting to ongoing suppressed consumer confidence?
How can department stores encourage consumers to shop more often?

Scope and Themes
Go to section
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Overview
The market
Figure 1: Fan chart forecast of total U.S. department store sales, 2007-17
Market factors
Consumer confidence and its relationship to department store shopping
Figure 2: University of Michigan Consumer Sentiment, November 1978-January 2013
Online and mobile shopping impacts department stores
Department stores face competition from other retail channels
The consumer
Kohl’s, JCPenney, Macy’s most visited department stores
Figure 3: Department stores shopped, online vs. offline, November 2012
Price is a deterrent toward department store shopping
Figure 4: Reasons for not shopping at department stores, November 2012
Most wait for sales to shop at department stores
Figure 5: Attitudes toward department stores, November 2012
Complimentary alterations, more sizes would encourage more department store visits
Figure 6: Innovations/improvements desired at department stores, November 2012
What we think

Issues in the Market
How are department stores staying relevant in a crowded retail marketplace?
How are department stores reacting to growth of online and mobile shopping?
How are department stores reacting to ongoing suppressed consumer confidence?
How can department stores encourage consumers to shop more often?

Insights and Opportunities
Integrate technology into the in-store experience
Offer a wider range of sizes, help shoppers find best fit

Trend Application
Inspire Trend: Make it Mine
Inspire trend: Let’s Make a Deal
2015 trends
Access Anything Anywhere

Market Size and Forecast
Key points
Department stores poised for moderate growth
Figure 7: Total U.S. department store retail sales and forecast, at current prices, 2007-17
Figure 8: Total U.S. Department store retail sales and forecast, at inflation adjusted prices, 2007-17
Fan chart forecast
Figure 9: Fan chart forecast of total U.S. department store sales, 2007-17

Market Drivers
Key points
Consumer confidence and department stores
Figure 10: University of Michigan Consumer Sentiment, November 1978-January 2013
Online and mobile shopping impacts department store sector
Competition from other channels affects department store sales

Retailer Overview
Upscale department stores
Barneys New York
Bergdorf Goodman
Bloomingdale’s
Lord & Taylor
Neiman Marcus
Nordstrom
Saks Fifth Avenue
Von Maur
Market threats and opportunities for upscale department stores
Mid-tier department stores
Belk
Bon-Ton Stores
Boscov’s
Dillard’s
Macy’s
Market threats and opportunities for mid-tier department stores
Value department stores
JCPenney
Kohl’s
Sears
Market threats and opportunities for value department stores

Innovations and Innovators
Neiman Marcus and Target partner for holiday collection
Macy’s hosts Toys“R”Us pop-up shops
Department stores select items from aspiring designers on Fashion Star
Neiman Marcus app connects shoppers with store associates

Social Media—Department Store Retailing
Key points
Social media metrics
Figure 11: Key performance indicators, January 2013
Market overview
Brand usage and awareness
Figure 12: Brand usage and awareness of department store brands, November 2012
Interaction with department store brands
Figure 13: Interaction with department store brands, November 2012
Online conversations
Figure 14: Select department store brands’ share of conversations, Dec. 15, 2012, to Jan. 16, 2013
Figure 15: Conversations by brand by day, Dec. 15, 2012, to Jan. 16, 2013
Where are people talking about department stores?
Figure 16: Selected department store brands’ share of brand conversations, by page type, Dec. 15, 2012, to Jan. 16, 2013
What are people talking about?
Figure 17: Types of conversation concerning selected department store brands, Dec. 15, 2012, to Jan. 16, 2013
Figure 18: Types of conversation regarding selected department store brands, by day, Dec. 15, 2012, to Jan. 16, 2013
Figure 19: Types of conversation regarding selected department store brands, by type of website, Dec. 15, 2012, to Jan. 16, 2013
Analysis by brand
Macy’s
Figure 20: Macy’s—key social media indicators, Jan. 16, 2013
Key online campaigns
What we think
Sears
Figure 21: Sears—key social media indicators, Jan. 16, 2013
Key online campaigns
What we think
Kohl’s
Figure 22: Kohl’s—key social media indicators, Jan. 16, 2013
Key online campaigns
What we think
JCPenney
Figure 23: JCPenney—key social media indicators, Jan. 16, 2013
Key online campaigns
What we think
Nordstrom
Figure 24: Nordstrom—key social media indicators, Jan. 16, 2013
Key online campaigns
What we think
Bloomingdale’s
Figure 25: Bloomingdale’s—key social media indicators, Jan. 16, 2013
Key online campaigns
What we think

Marketing Strategies
Television advertising
Belk
Figure 26: Belk TV ad, “The Biggest Sale,” December 2012
Boscov’s
Figure 27: Boscov’s TV ad, “Holiday Gift Specials,” December 2012
JCPenney
Figure 28: JCPenney TV ad, “Merry,” December 2012
Kohl’s
Figure 29: Kohl’s TV ad, “Holiday Products,” December 2012
Macy’s
Figure 30: Macy’s TV ad, “One Day Sale,” December 2012
Sears
Figure 31: Sears TV ad, “Great Fashion,” December 2012
Print advertising
Figure 32: Bergdorf Goodman Holiday Catalog, November 2012
Other marketing activity
Figure 33: Nordstrom “Anniversary Sale” email ad, July 2012
Figure 34: Kohl’s email ad, January 2013
Figure 35: Neiman Marcus email ad, January 2013
Figure 36: Bloomingdale’s email ad, January 2013
Figure 37: Saks fifth avenue’s trendcaster email, January 2013

Department Stores Shopped
Key points
Kohl’s, JCPenney, Macy’s most visited department stores
Figure 38: Department stores shopped, online vs. in store, November 2012
In-store shopping
Men more likely than women to shop at Sears
Figure 39: Department stores shopped–In store, by gender, November 2012
Younger shoppers prefer Macy’s, older adults visit Kohl’s
Figure 40: Department stores shopped–In store, by age, November 2012
Highest-income earners shop a variety of department stores
Figure 41: Department stores shopped–In store, by household income, November 2012
Online shopping
Value and mid-tier retailers see most online visits
Figure 42: Department stores shopped–Online, by gender, November 2012
Younger shoppers more likely to visit online department stores than are older adults
Figure 43: Department stores shopped–Online, by age, November 2012
Online department store shopping occurs across all household income levels
Figure 44: Department stores shopped–Online, by household income, November 2012

Reasons for Not Shopping at Department Stores
Key points
Price is a deterrent among department store shopping
Figure 45: Reasons for not shopping at department stores, November 2012
Women are more likely to shy away from department stores on price
Figure 46: Reasons for not shopping at department stores, by gender, November 2012
Young adults avoid department stores due to high prices, inconvenient locations
Figure 47: Reasons for not shopping at department stores, by age, November 2012
Price a detractor among both high and low household income groups
Figure 48: Reasons for not shopping at department stores, by household income, November 2012

Shopping Frequency at Department Stores
Key points
Most shop at department stores less than once a month
Figure 49: Shopping frequency at department stores, November 2012
Men and women likely to shop at department stores less than once a month
Figure 50: Shopping frequency at department stores, by gender, November 2012
Younger adults most likely to visit department stores several times per month
Figure 51: Shopping frequency at department stores, by age, November 2012
Similar patterns observed among all household income groups
Figure 52: Shopping frequency at department stores, by household income, November 2012

Items Purchased at Department Stores
Key points
Women’s clothing most likely to be purchased at all types of department store
Figure 53: Items purchased at department stores, November 2012
Purchases made at upscale department stores
Women more likely than men to purchase accessories and cosmetics at upscale department stores
Figure 54: Items purchased at upscale department stores, by gender, November 2012
Highest-income earners most likely to purchase women’s clothing at upscale department stores
Figure 55: Items purchased at upscale department stores, by household income, November 2012
Purchases made at mid-tier department stores
Women and men likely to buy clothing for the opposite sex at mid-tier department stores
Figure 56: Items purchased at mid-tier department stores, by gender, November 2012
35-44s shopping across variety of categories at mid-tier stores
Figure 57: Items purchased at mid-tier department stores, by age, November 2012
Similar shopping behaviors seen across all household income groups
Figure 58: Items purchased at mid-tier department stores, by household income, November 2012
Purchases made at value department stores
Women more likely than men to buy accessories, children’s clothing, jewelry at value department stores
Figure 59: Items purchased at value department stores, by gender, November 2012
Clothing/accessories purchased most, Sears shoppers buy hard goods
Figure 60: Items purchased at value department stores, by selected retailers, April 2011-June 2012
Older shoppers less likely than younger to buy accessories and footwear
Figure 61: Items purchased at value department stores, by age, November 2012
Lower-income earners less likely to buy footwear and accessories, more likely than others to buy jewelry at value department stores
Figure 62: Items purchased at value department stores, by household income, November 2012

Attitudes Toward Department Stores
Key points
Most wait for sales to shop at department stores
Figure 63: Attitudes toward department stores, November 2012
Women more likely than men to wait for sales, use coupons at department stores
Figure 64: Attitudes toward department stores, by gender, November 2012
Older shoppers more price sensitive, less engaged than younger adults
Figure 65: Attitudes toward department stores, by age, November 2012
Highest-income earners most likely to use coupons when shopping at department stores
Figure 66: Attitudes toward department stores, by household income, November 2012

Innovations/Improvements Desired at Department Stores
Key points
Complimentary alterations, more sizes would encourage more department store shopping
Figure 67: Innovations/improvements desired at department stores, November 2012
Women would like better range of sizes, complimentary personal shoppers
Figure 68: Innovations/improvements desired at department stores, by gender, November 2012
Younger consumers interested in technology, in-store events
Figure 69: Innovations/improvements desired at department stores, by age, November 2012
Complimentary alterations, personal shoppers desired at all income levels
Figure 70: Innovations/improvements desired at department stores, by household income, November 2012

Impact of Race and Hispanic Origin
Key points
In-store shopping
Hispanics prefer JCPenney and Sears compared to non-Hispanics
Figure 71: Department stores shopped–In store, by race/Hispanic origin, November 2012
Higher-earning non-Hispanics most likely to shop at Kohl’s, lower-earning Hispanics shop at Sears
Figure 72: Department stores shopped–In store, by Hispanic origin and household income, November 2012
Online shopping
Hispanic shoppers likely to shop at department stores’ websites
Figure 73: Department stores shopped–Online, by race/Hispanic origin, November 2012
Hispanic shoppers most likely to visit department stores four or more times per month
Figure 74: Shopping frequency at department stores, by race/Hispanic origin, November 2012
Hispanics have similar shopping patterns across different department store types
Figure 75: Items purchased at upscale department stores, by race/Hispanic origin, November 2012
Figure 76: Items purchased at mid-tier department stores, by race/Hispanic origin, November 2012
Figure 77: Items purchased at value department stores, by race/Hispanic origin, November 2012
Hispanics more likely than non-Hispanics to research prices online before shopping at department stores
Figure 78: Attitudes toward department stores, by race/Hispanic origin, November 2012
Hispanics and blacks would like more complimentary alterations, wider range of sizes
Figure 79: Innovations/improvements desired at department stores, by race/Hispanic origin, November 2012

Appendix – Other Useful Consumer Tables
Department store sales—including leased departments
Figure 80: Total U.S. Department store retail sales and forecast (including leased departments), at current prices, 2007-12
Department stores shopped—In store
Figure 81: Department stores shopped–In store, by marital/relationship status, November 2012
Figure 82: Department stores shopped–In store, by number of people in the household, November 2012
Figure 83: Department stores shopped–In store, by employment, November 2012
Figure 84: Department stores shopped–In store, by generation, November 2012
Figure 85: Department stores shopped–In store, by gender and marital status, November 2012
Figure 86: Department stores shopped–In store, by marital status and presence of children in household, November 2012
Department stores shopped—Online
Figure 87: Department stores shopped–Online, by marital/relationship status, November 2012
Figure 88: Department stores shopped–Online, by number of people in the household, November 2012
Figure 89: Department stores shopped–Online, by generation, November 2012
Figure 90: Department stores shopped–Online, by gender and marital status, November 2012
Figure 91: Department stores shopped–Online, by marital status and presence of children in household, November 2012
Figure 92: Department stores shopped–Online, by Hispanic origin and household income, November 2012
Reasons for not shopping at department stores
Figure 93: Reasons for not shopping at department stores, by employment, November 2012
Shopping frequency at department stores
Figure 94: Shopping frequency at department stores, by martial/relationship status, November 2012
Figure 95: Shopping frequency at department stores, by number of people in the household, November 2012
Figure 96: Shopping frequency at department stores, by employment, November 2012
Figure 97: Shopping frequency at department stores, by generation, November 2012
Figure 98: Shopping frequency at department stores, by gender and marital status, November 2012
Figure 99: Shopping frequency at department stores, by marital status and presence of children in household, November 2012
Figure 100: Shopping frequency at department stores, by department stores shopped, November 2012
Figure 101: Shopping frequency at department stores, by department stores shopped, November 2012 (continued)
Purchases made at upscale department stores
Figure 102: Items purchased at upscale department stores, by age, November 2012
Figure 103: Items purchased at upscale department stores, by marital status, November 2012
Figure 104: Items purchased at upscale department stores, by number of people in the household, November 2012
Figure 105: Items purchased at upscale department stores, by employment, November 2012
Figure 106: Items purchased at upscale department stores, by generation, November 2012
Figure 107: Items purchased at upscale department stores, by gender and marital status, November 2012
Figure 108: Items purchased at upscale department stores, by marital status and presence of children in household, November 2012
Purchases made at mid-tier department stores
Figure 109: Items purchased at mid-tier department stores, by marital/relationship status, November 2012
Figure 110: Items purchased at mid-tier department stores, by number of people in the household, November 2012
Figure 111: Items purchased at mid-tier department stores, by employment, November 2012
Figure 112: Items purchased at mid-tier department stores, by generation, November 2012
Figure 113: Items purchased at mid-tier department stores, by gender and marital status, November 2012
Figure 114: Items purchased at mid-tier department stores, by marital status and presence of children in household, November 2012
Purchases made at value department stores
Figure 115: Items purchased at value department stores, by marital/relationship status, November 2012
Figure 116: Items purchased at value department stores, by number of people in the household, November 2012
Figure 117: Items purchased at value department stores, by employment, November 2012
Figure 118: Items purchased at value department stores, by generation, November 2012
Figure 119: Items purchased at value department stores, by gender and marital status, November 2012
Figure 120: Items purchased at value department stores, by marital status and presence of children in household, November 2012
Attitudes toward department stores
Figure 121: Attitudes toward department stores, by marital/relationship status, November 2012
Figure 122: Attitudes toward department stores, by number of people in the household, November 2012
Figure 123: Attitudes toward department stores, by employment, November 2012
Figure 124: Attitudes toward department stores, by generation, November 2012
Figure 125: Attitudes toward department stores, by gender and marital status, November 2012
Figure 126: Attitudes toward department stores, by marital status and presence of children in household, November 2012
Figure 127: Attitudes toward department stores, by department stores shopped–part 1, November 2012
Figure 128: Attitudes toward department stores, by department stores shopped–part 2, November 2012
Innovations/improvements desired at department stores
Figure 129: Innovations/improvements desired at department stores, by marital/relationship status, November 2012
Figure 130: Innovations/improvements desired at department stores, by number of people in the household, November 2012
Figure 131: Innovations/improvements desired at department stores, by employment, November 2012
Figure 132: Innovations/improvements desired at department stores, by generation, November 2012
Figure 133: Innovations/improvements desired at department stores, by gender and marital status, November 2012
Figure 134: Innovations/improvements desired at department stores, by marital status and presence of children in household, November 2012
Figure 135: Innovations/improvements desired at department stores, by Hispanic origin and household income, November 2012

Appendix – Social Media: Department Store Retailing
Online conversations
Figure 136: Select department store brands’ share of conversations, Dec. 15, 2012, to Jan. 16, 2013
Figure 137: Conversations by brand by day, Dec. 15, 2012, to Jan. 16, 2013
Where are people talking about department store brands?
Figure 138: Selected department store brands’ share of brand conversations, by page type, Dec. 15, 2012, to Jan. 16, 2013
What are people talking about?
Figure 139: Types of conversation concerning selected department store brands, Dec. 15, 2012, to Jan. 16, 2013
Figure 140: Types of conversation regarding selected department store brands, by day, Dec. 15, 2012, to Jan. 16, 2013
Figure 141: Types of conversation regarding selected department store brands, by type of website, Dec. 15, 2012, to Jan. 16, 2013
Brand usage or awareness
Figure 142: Brand usage or awareness, November 2012
Figure 143: Bloomingdale's usage or awareness, by demographics, November 2012
Figure 144: Nordstrom usage or awareness, by demographics, November 2012
Figure 145: Macy’s usage or awareness, by demographics, November 2012
Figure 146: JCPenney usage or awareness, by demographics, November 2012
Figure 147: Kohl’s usage or awareness, by demographics, November 2012
Figure 148: Sears usage or awareness, by demographics, November 2012
Activities done
Figure 149: Activities done, November 2012
Figure 150: Bloomingdale's—Activities done, by demographics, November 2012
Figure 151: Bloomingdale's—Activities done, by demographics, November 2012
Figure 152: Nordstrom—Activities done, by demographics, November 2012
Figure 153: Nordstrom—Activities done, by demographics, November 2012
Figure 154: Macy’s—Activities done, by demographics, November 2012
Figure 155: Macy’s—Activities done, by demographics, November 2012
Figure 156: JCPenney—Activities done, by demographics, November 2012
Figure 157: JCPenney—Activities done, by demographics, November 2012
Figure 158: Kohl’s—Activities done, by demographics, November 2012
Figure 159: Kohl’s—Activities done, by demographics, November 2012
Figure 160: Sears—Activities done, by demographics, November 2012
Figure 161: Sears—Activities done, by demographics, November 2012

Appendix – Trade Associations

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