Apparel discount tennis woman

It's Chains for Jeans

Nationwide DSN Report

To a majority of consumers, both men and women, discount department stores are not considered a major source for men's wear, especially "dressier" clothing.

According to a special consumer men's wear study conducted for Discount Store News by Leo J. Shapiro & Associates, Chicago, discount department stores trail upscale department stores, specialty clothing stores, and national mass merchandise chains like Sears, JCPenney and Montgomery Ward, as the stores in which shoppers would most likely purchase each of six popular items of men's apparel.

However, among the six products mentioned in the survey, the propensity to purchase at a discount department store is highest for jeans (11 percent), tennis shirts (8 percent) and cotton slacks (8 percent).

They are less likely to purchase dress slacks at a discount store (4 percent vs. 44 percent at an upscale department store), and dress shirts (6 percent vs. 41 percent at an upscale department store).

The study also found that the majority of American males already own a dress shirt (87 percent), dress slacks (84 percent) and jeans (84 percent). Just over half (55 percent) own shorts. Fewer own cotton slacks (42 percent) and tennis shirts (41 percent).

Of the types of clothing studied, men are most likely to shop for jeans (64 percent) and dress shirts (62 percent) in the coming 12 months, according to the survey. Their color preferences will be white for tops (tennis shirts, dress shirts) and blue for bottoms (shorts, dress slacks, jeans), except for cotton slacks (men prefer tan).

A comparison of the current sampling with a similar survey conducted in 1986 reveals only minor changes in consumer attitudes toward men's wear in the past three years.

For example, tennis shirts are owned by 41 percent of U.S. men now, compared with 43 percent in 1986. The intent to purchase a tennis shirt is also virtually unchanged: 23 percent expect to buy one in 1989 compared with 21 percent in 1986.

Slightly more men own a pair of shorts in 1989 (55 percent) than in 1986 (52 percent). Nike, the preferred brand of 11 percent of probable purchasers, overtook Adidas (9 percent) as the preferred brand since 1986.

A smaller percentage of men said they would buy their shorts at a discount department store in 1989 (6 percent) than in 1986 (8 percent).

In contrast to the problem that adversely affected women's wear business last year, most consumers are happy with the styles available in men's clothing, according to the report.

Of note, women, who purchase a significant percentage of men's apparel, are particularly pleased with the current men's styles. When asked how they feel about the styles in men's wear, 41 percent of women surveyed and 34 percent of men said the fashions are better. Their reasons: different styles (cited by 21 percent) and brighter/variety of colors (18 percent).

However, the baggy look appears to have passed its peak. Among consumers who feel styles are worse this year (12 percent of the total), one-third (33 percent) complained that the clothes are too baggy.

As previously reported in Discount Store News (see DSN, March 6, page 33), casual cotton slacks are rapidly gaining favor among consumers. Forty-two percent of men currently own cotton slacks (described in the survey as "slacks for men that are more for casual wear but are a bit dressier than jeans, often coming in all cotton and having pleats in front"). Nearly one-third of the survey population said they might be buying a pair in the coming 12 months and 8 percent said they would expect to buy them at a discount department store.

Given that these "Dockers-style" slacks bridge the gap between jeans (the strongest men's wear category for discount stores) and dress slacks (the weakest), discount department stores, especially upscale discounters, may be able to capitalize on this growing trend.

Men and women surveyed said they expect to spend the most on dress slacks ($35 for a pair) and the least on shorts ($16). They would expect to pay $28 for cotton slacks, $25 for jeans, $24 for a dress shirt and $22 for a tennis shirt.

This year's men's wear study was conducted during the first quarter with a national sample of 450 U.S. households, alternating between "the man and the woman of the house." Some questions were asked only of men.

Table : 1989 Men's Wear Study

Table : Tennis Shirts

Table : Men's Shorts