Mercedes-Benz Fashion Week and the American Style Strivers

Models and designers have officially descended upon New York City for the twice annual Mercedes-Benz Fashion Week. This fashion event is critical to retailers around the country as it prepares them for the new styles and trends that will be hitting the streets in the coming months. Equally as important, however, are the consumers who will be appropriating these trends. To help provide retailers some insights on one of their most desirable consumer segment, Scarborough took at look  the six percent of U.S. adults that spent over $500 in the past year on men’s or women’s casual or business clothing and we termed them – America’s Style Strivers.

Style Strivers are 14 percent more likely than all U.S. adults to be women and 37 percent of them are Baby Boomers*. However, Generation X were also a very high fashion consumer group as they were 20 percent more likely than all U.S. adults to be Style Strivers. Style Strivers are also 11 percent more likely to be married and nearly twice as like as all adults to hold a college degree or higher. Forty-four percent of Style Strivers have an annual household income of $100K or higher.

Mercedes-Benz proves to be an ideal sponsor for Fashion Week as Style Strivers say they plan to spend, on average, $6K more than the average U.S. adult on an automobile in the next year. Additionally, Style Strivers are more than three times as likely as all U.S. adults to belong to a household that plans to purchase a luxury vehicle in the next 12 months.

Just because they spend high, however, doesn’t mean Style Strivers are shopping exclusively at high-fashion retailers. The top five stores Style Strivers had shopped for clothing at in the past three months are: Target (42% of Style Strivers had shopped there), Walmart (38%), Macy’s (35%), Kohl’s (33%) and JCPenny (26%). In fact, Style Strivers are committed deal-seekers as they are 76 percent more likely than all U.S. adults to have participated in online daily deals (e.g. Groupon, Living Social, etc.) in the past 30 days and 13 percent more likely to use regular coupons once a week or more.

Designers and advertisers can reach Style Strivers by connecting with them through the media they consumer. Style Strivers are nearly twice as likely as all U.S. adults to watch the E! and Bravo networks on television. Thirty-two percent of Style Strivers listen to the Pop Contemporary Hit radio format. Finally, thirty percent of Style Strivers can be reached via the Fashion section of the daily newspaper.

Where can Style Strivers be found? The first place to check is the home of Mercedes-Benz Fashion Week! New York was the top local market for Style Strivers in the U.S. with 10% of adult New Yorkers spending more than $500 per year on men’s or women’s casual or business clothing. The rest of the top ten local markets for Style Strivers are: Washington, DC (10%); Dallas, TX (10%); San Francisco, CA (9%); Houston, TXC (9%); Philadelphia, PA (8%); Boston, MA (8%); Sacramento, CA (8%); Orlando, FL (8%) and Chicago, IL (8%).

Which designer’s collections are you most looking forward to seeing this week? Are you a Style Striver? Let us know in the comments section!

*Scarborough defines the different American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).

SOURCE: The source for the data in this article is Scarborough USA+ Release 1 2012.

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