Although discount stores, specialty shops and the Internet seem to be increasing their share of shoppers'dollars at the expense of department stores, a new study shows that the traditional department store remains the dominant shopping destination in apparel.
According to Opinion Research Corp. (Princeton, N.J.), 40 percent of all Americans buy most of their own clothing at department stores. This preference far outdistances such other shopping destinations as discount stores (26 percent), specialty stores (17 percent) and factory outlets (8 percent). The Internet currently accounts for only 2 percent of respondents'purchases.
While preference for department stores prevailed among all age groups, there were some generational differences in the results. Among young adults (18-34 years of age), mall specialty stores were the strong second choices (28 percent), discount stores are a distant third (18 percent). For adults over 35, discount stores ranked second (29 percent), more than twice as popular as mall specialty stores (13 percent).
The question was framed as: “At which of the following do you buy MOST of your own clothing?”