Interviews
News Flash
Retail & Brand Landscape Series by NPD
08 Jul '11
4 min read
When purchasing toys, for women it's first about the kids and for men it's about their collections. Both men and women say their number ten reason for making a toy purchase is that it is 'a good gift idea.' Women are more likely to look for value, while men want the latest technology. Those are the two unique requirements on each of their lists.
“Trend and technology are drivers for men, as I would expect,” said Warmath, “The interesting part is that it carries over into toy purchasing as well.”
“We do see universal trends throughout this analysis,” said Warmath, “'Brand you trust' appears on every female list except apparel where it is replaced by 'brands your friends wear.' 'Has a fashionable look' is important to women in every category except toys, while it is important to men only in an athletic footwear purchase. 'Good value' for the money tends to be a cross-category driver for females. For men that requirement is only important when making an apparel purchase, on all the other category lists for men 'has a lot of sales or special deals' is the one requirement that shows up on all four lists,” noted Warmath.
“Over the past several years, we have watched consumers reevaluate their purchasing decisions, moving much more toward an 'investment mentality,'” said Warmath, “The job for retailers and manufacturers now is convincing the consumer that your products are worth them spending money on. Convincing them now will be twice as hard as it's been in the past. Finding ways to address shoppers most important requirements will clearly grant them permission to purchase. And that is critical to your businesses' future performance.”
“Trend and technology are drivers for men, as I would expect,” said Warmath, “The interesting part is that it carries over into toy purchasing as well.”
“We do see universal trends throughout this analysis,” said Warmath, “'Brand you trust' appears on every female list except apparel where it is replaced by 'brands your friends wear.' 'Has a fashionable look' is important to women in every category except toys, while it is important to men only in an athletic footwear purchase. 'Good value' for the money tends to be a cross-category driver for females. For men that requirement is only important when making an apparel purchase, on all the other category lists for men 'has a lot of sales or special deals' is the one requirement that shows up on all four lists,” noted Warmath.
“Over the past several years, we have watched consumers reevaluate their purchasing decisions, moving much more toward an 'investment mentality,'” said Warmath, “The job for retailers and manufacturers now is convincing the consumer that your products are worth them spending money on. Convincing them now will be twice as hard as it's been in the past. Finding ways to address shoppers most important requirements will clearly grant them permission to purchase. And that is critical to your businesses' future performance.”
The NPD Group Inc
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