A great bag and perfect-fitting denim tops the must-have lists of female consumers shopping for back-to-school. Teen Vogue and the International Council of Shopping Centers (ICSC) conducted an online survey to explore how US-based females ages 13-29 intend to shop in the upcoming back-to-school season.
Overall, 84 percent of consumers said they plan to spend the same or more this year on back-to-school purchases. Activewear and technology generate a lot of buzz, but casual clothing, footwear and bags are the three most important categories, according to the 1,000 females surveyed.
Retailers should be busy through September, as 47 percent of those surveyed said they will start shopping before school starts and continue into the fall. Brick-and-mortar locations will remain popular shopping destinations, with 59 percent of respondents stating they will primarily shop in-store for their back-to-school purchases. Thirty-five percent will shop a combination of brick-and-mortar and online, meanwhile just six percent will shop exclusively online. Malls in particular will continue to be go-to shopping destinations for their broad assortment, in-store promotions and social attributes.
Social media’s influence is palpable, with 75 percent of respondents saying they look for style ideas on social networks. Instagram and Snapchat are the most influential. While they are plugged in, 68 percent will research deals and promotions, and 43 percent will visit the store or brand’s website.