(Princeton, NJ; Nov. 7, 2002; PRNewswire) Although discount stores, specialty shops and the Internet are increasing their share of shoppers' dollars, the traditional department store remains the dominant shopping destination in at least one consumer category: clothing.

According to a recent study by Opinion Research Corporation, 40% of all Americans buy most of their own clothing at department stores. This preference far outdistances such other shopping destinations as discount stores (26%), specialty stores (17%) and factory outlets (8%). Trailing the list of clothing sources is the Internet, preferred by only 2% of respondents.

While department stores are the fashion preference for shoppers young and old, generational differences appear in respondents' second source for clothes shopping. Among young adults (18-34 years of age), mall specialty stores are strong second choices (28%), while discount stores are a distant third (18%). Conversely, for other adults (age 35+) discount stores (29%) are their second preference, being more than twice as popular as mall specialty stores (13%) for this age group.

 

    "At which of the following do you buy MOST of your own clothing from?"
   
                                      TOTAL           18-34           35+
   
    Department Stores                   40%             37%           42%
   
    Discount Stores                     26%             18%           29%
   
    Mall Specialty Stores               17%             28%           13%
   
    Factory Outlets                      8%             11%            6%
   
    Catalogs                             5%              2%            6%
   
    The Internet                         2%              2%            2%
   
    Don't Know/None of These             3%              3%            2%
   

The "Clothing Shopping" study was conducted by Opinion Research Corporation's CARAVAN among a nationally representative sample of 1,029 adults August 9-12, 2002. The study has a margin of error of +/- 3% at the 95% confidence level.

Opinion Research Corporation, founded in 1938, is a global research, consulting and information services firm that helps organizations worldwide -- in both the private and public sectors -- make a definitive difference in their performance and program effectiveness. Our unified approach creates teams of strategists, researchers and implementation experts who work with clients to develop and carry out an action plan, tailored for success, customized to their organization and the audiences they serve. This process -- a singular combination of fact-based intelligence, strategic advisory service and information technology -- gives our clients a rich understanding of their customers and other constituencies to measure their actions and progress. The firm's website is located at http://www.opinionresearch.com.