A few days ago, the reporter learned from the lifestyle surveys and retail surveys conducted by the American Cotton Corporation that the clothing consumption in the United States has been declining in recent years, and cheap stores are trying to stimulate consumption. Since the recession to date, American consumers have become increasingly aware of the ways and places of consumption. They also prefer to buy clothing at cheap retail stores, hoping for more discounts.

U.S. consumers are happy to bargain at discounted stores, such as Target, the US cheap department store, and Walmart, a well-known US chain retailer. Low prices for consumers always mean that there is no need to choose between clothing and necessities. “The trend seen by all major retailers is that low- and low- and middle-income consumers rank essentials as a priority for purchases, whether they are large or small items.” Greg, editor-in-chief of Retailer Magazine Jacobson said, “So when we talk about the gradual increase in sales of essential items such as Walmart or Family Dollar, we can see that clothing and home decoration stores are struggling. For consumers, like clothing and family Seasonal expenses for soft furnishings have become dispensable purchase items in many cases."

US apparel consumption has fallen year after year The American Cotton Lifestyle Survey conducts monthly online surveys of US consumer attitudes and behaviors on other topics such as apparel, fashion, home furnishings, and fiber preferences. According to its survey, U.S. consumers spend $54 per month on clothes for clothing in 2011. This figure has been declining compared with $77 in 2008, $63 in 2009, and $60 in 2010. It fell about 30% for three consecutive years.

“U.S. consumers have reduced their consumption and reduced their spending. To achieve this goal, 56% of consumers reduce their spending while shopping, and 53% of consumers are away from shops and resist the temptation to over-consume, of which 62% are women. "Candace Corlett, president of strategic retailing at WSL, said. Corlett also mentioned that “there is a bargain-shop on the list that needs to be far away from the store. Consumers only need to go when they need to buy, but avoid going around without a destination.” Lifestyle survey found that there are consumers who plan to buy clothing. A significant increase. In 2008, 65% of consumers had planned shopping, which increased to 71% in 2011. At the same time, the percentage of impulse shopping dropped from 35% in 2008 to 29% in 2011.

Ted Vaughn, a partner at BDO Seidman, a retail and consumer company based in Dallas, Texas, said: “With lower family income, low-income consumers are facing pressure to purchase food and fuel, as well as the challenges of traveling and shopping. The unemployment continues to Consumers with low household incomes have an impact. Compared with department stores, this has made Target and Walmart more impactful stores."

According to the lifestyle survey data, the parity store is still the most popular retail route for clothing purchase, although the percentage decreased from 28% in 2009 to 25% in 2010 and then decreased to 2011. 24% of the year.

Rosenne Morrison, Doneger Group’s fashion director, said: “Each level of consumers is more cautious when considering spending, and prioritizes spending. Consumers start conscious consumption and carefully consider the end use of the goods they buy. Excessive consumption.” Morrison added that consumers consider the longevity of the purchased goods and value higher quality than quantity. Because of the increase in retail prices due to the increase in the cost of goods and production, the low prices are not really necessary. Although the price has always been concerned about, the quality is better than the quantity, and it has become an important factor for people to consider buying.

Cheap stores try to stimulate consumption From 2009 to 2011, American consumers said that Walmart was their favorite clothing purchase site from 10% to 6%. Vaughn said: "Walmart actively strives for the return of consumers, and the reduction in the flow of people from cheap stores begins with the reduction in the use of ***. Walmart abandoned the instalment shopping method several years ago, and now they are redefining the rules and intend to adopt this shopping method. Make up for the loss of sales reductions. Throughout the holiday shopping season, parents are still trying to buy gifts for their children. By paying in installments, consumers can start buying goods in advance."

Another temptation factor for consumers is limited edition products. Morrison said: "When consumers know they can't buy this product at will, this is a huge driving force to buy. Many retailers mentioned that they regularly adjust the goods, rather than providing the goods invariably, because many consumers carefully study their buying. The goods are expected to have uniqueness, so retailers increase their enthusiasm for consuming through special activities in shopping malls.Now, consumers are also more concerned about color, so colors become factors that businesses use to create consumer's buying and happy moods. ."

Corlett said that in today's consumers' cautious consumption, cheap stores try to stimulate consumption. "Our data shows that American consumers like Walmart's improvements and clearly show that they like Target's Missoni brand. However, their income is reduced, consumption is reduced, and the entire consumer market still needs to work hard to adjust to this situation. ”

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