I was recently invited to an engaging panel discussion on the topic of the impact of African American women on fashion and retail. As a breathtakingly beautiful brown bombshell (I kid. I kid) uber consumer extraordinaire, I squealed at the opportunity to attend the exclusive luncheon and learn how women like myself impact fashion, brands, retail, etc. ESSENCE, the premier lifestyle, fashion and beauty magazine for African American women, sponsored the event. The spirited panel was moderated by ESSENCE Fashion Director Billie Causieestko.
Meet the illustrious panel:
The iconic Robin Givhan, Fashion Editor of The Washington Post, and Legendary Style Expert/self proclaimed “wild card” Bevy Smith, covered all bases fashion and style. Rochelle Udel, SVP Creative Director for Chico’s, and Bernice A. Clark, SVP Merchandise Marketing for Macy’s Inc, shared insights from the retailer point of view.
In between dainty bites of my delectable three-course meal (and I do mean “delectable”…the roasted chicken was to die), I took copious notes. Robin Givhan and Bevy Smith provided thought provoking perspective on fashion, style, the impact of African American women on retail, and how African American women use personal style to project confidence, goals, aspirations, etc. The retail executives from Macy’s and Chico’s focused on the opportunity that exists for retailers and what brands can do to enhance the shopping experience of African American women.
Prior to the panel discussion, we were presented with findings from a recent online survey of 600 African American women (AAW) and over 400 Majority Market (MM) women 18-64 years old.
The top line is this: African American women collectively wield tremendous buying power. Against the Majority Market, African American women consume, value, and interpret fashion at a higher rate. The survey found that AAW communicate their goals and aspirations through fashion. African American women create their own personal style and regard brands as symbols of her confidence and success. Having said that, this customer segment is willing to pay more for brands she holds dear. AAW also place high value on the overall shopping experience.
Both Bevy Smith and Robin Givhan pointed out that historically AAW own their style and their moment in fashion. Clothing/ fashion is perceived as a vehicle for branding and asserting one’s identity. Robin Givhan says AAW view fashion as a formal way to announce themselves and set the tone. Fashion is seen as a tool for defining one’s self. Bevy Smith and Robin Givhan both spoke to the personal style of first lady, Mrs. Michelle Obama. Bevy admires the level of risk taking that Mrs. O has brought back (not seen since Jackie O) to the White House. Robin Givhan added that the first lady has opened the fashion industry for women who feel “aged out” of the fashion system. Michelle Obama ushers in “timeless classics” in a way that is fresh and modern, not stale and frumpy.
The survey further revealed that AAW are comfortable shopping places that recognize them as valued consumers and make them feel good. Execs for both Chico’s and Macy’s Inc agree that retailers are presented with a tremendous opportunity to provide quality service and grow their business through this savvy fashion conscious customer segment. The retail execs also agree that brands have the power to create unique customer experiences that endear the shopper to the brand. Bevy Smith adds that it is imperative that retailers properly train their staff on the importance of courteous service and customer acknowledgment. After a courteous greeting/appropriate acknowledgment, Bevy prefers to be left to her own devices until she needs assistance. I must add that I am very much the same way. I want to be welcomed, acknowledged, then perhaps asked if I need something in particular. If I do not have a specific conquest in mind, just tell me where you’ll be when/if I need help. Works for me!
For brands/retailers who might be reading my itty bitty bloggy woggy (Gratzie!) — Feast your eyes on these facts and figures! Bottom line driven “bosses” can not argue the business case.
- 70% AAW plan to purchase luxury apparel and shoes in the near future (VS. 53% MM)
- 63% AAW will pay more for quality brands (VS. 53% MM)
- 75% AAW like to shop to keep current on latest fashions (VS. 65% MM)
- 49% AAW like to be first to take a look and make it their own (VS. 34% MM)
On a final note, the survey revealed that AAW have a wide array of style influencers….trend, goals, friends, social settings, etc…but the three main influencers are magazines (35% vs 27%MM), internet (29% VS. 20%MM), and designers (26% VS. 17% MM). Among online shoppers, AAW out-shopped MM women nearly 2 to 1 in 2009.
Kudos to ESSENCE for conducting the survey and getting the conversation started! I hope to see the discussion grow and create opportunities for brands and the growing segment of influential African American women.
Follow the folks/brand mentioned in this article:
- @bevysmith @bevysays
- @robingivhan
- @essenceonline
- @macysinc
- @lovechicos
