Where We Shop. It’s Not What I Expected For Sure! Second City Style Fashion Blog

Fountain of 30

April 26, 2007 • Shopping


I was initially excited to read WWD’s "Updating Their Wardrobes" by Cecily Hall today. I expected to see, Nordstrom, Saks and Neiman’s on this top 10 list. Needless to say, I was shocked! At least I’m assured I have a job for a good while. Our work is cut out here at Second City Style.

Scarborough Research (New York), surveyed women about where they’ve shopped for
apparel in the past three months. Some of the biggest spring apparel trends are shaping up to be
printed baby-doll dresses, silk jerseys, multicolored tunics,
cap-sleeved blouses, peasant-style blouses and wide-leg pants (so expect everyone to appear heavy).

Here is the list of the Top 10:

1. WAL-MART – 51%

2. TARGET – 38%

3. J.C. PENNEY – 34%
Penney’s five-year plan: inspiring customers with merchandise and services, [leading] in
developing style and quality at a smart price and also [improving]
merchandise relevancy. Penney’s sells a variety of private label
brands, such as Worthington and a.n.a., and plenty of well-known names
like Liz & Co., Levi’s and Sag Harbor.

4. KOHL’S – 26%
The retailer’s exclusive or private label lines
that feature women’s apparel include Daisy Fuentes, apt. 9 and Sonoma;
Sag Harbor, Nine & Co., Gloria Vanderbilt and soon…Simply Vera (Wang).

5. OLD NAVY – 26%
Popular items this spring for women are gauzy
crepe tops, floral eyelet camis, printed baby-doll dresses, strapless
seersucker dresses and wide-leg capris.


6. KMART – 23%
Kmart will soon show its younger side
and begin focusing on teen and contemporary customers (ones who might
typically choose Target or Wal-Mart before thinking of Kmart). Back-to
school will feature suede-toe ballet shoes in a variety of colors,
messenger and shoulder bags, and T-shirts with skeleton symbols (way to be on the forefront of a trend there).

7. SEARS – 21%


In addition lingerie and sleepwear pieces, the
brand sells plenty of women’s clothing: An array of spring dresses,
skirts, career and casual pants, jeans, jackets and blazers are all
currently available. Victoria’s Secret also offers shoes, swimwear,
fragrances and beauty products.

9. MACY’S – 14%
Popular brands that the department store chain sells are
O Oscar by Oscar de la Renta, Betsey Johnson, Calvin Klein, Lauren by
Ralph Lauren and Baby Phat. In March, Macy’s announced a new marketing
push that targets college women to promote its American Rag apparel
brand for young women.

10. GAP – 13%
GAP made headlines last week with the launch of the limited edition collection of exclusive pieces from 2006 CFDA Award-winning
designers Rodarte, Thakoon and Doo.Ri. Last week, Gap also said that
Gary Muto had returned to the company as president of Gap Adult and
GapBody. After parent Gap Inc. shuts its Forth & Towne concept this
June, the Gap plans to target shoppers over the age of
35. Until now, it had been focused on 18- to 35-year-olds.

Read the whole article here

What are your thoughts? Were you surprised? How many of these stores do you shop at? I can only claim 3. 

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