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Q: Resort Wear/Target Demographics ( Answered,   0 Comments )
Subject: Resort Wear/Target Demographics
Category: Business and Money > Small Businesses
Asked by: beachgurl76-ga
List Price: $100.00
Posted: 10 Jul 2006 11:19 PDT
Expires: 09 Aug 2006 11:19 PDT
Question ID: 744982
I am looking to start a small business focused on women?s casual
Resort Wear Company. Possibly targeting ages 25-45. The clothing would
be casual, but fun bold colorful (and beautiful) prints and patterns.
I might want to layer on accessories such as a canvas beach bag or a
sarong or two as well as the ready to wear items.

I would like to gather some research and demographics about:

1.	Where resort wear sells the most. Specific states and town names
would be helpful but also names of stores or department stores would
be helpful too.
2.	 What is the market for this type of business and what would be the
best demographic to target. I would appreciate the most information
anyone can find of this subject.

Thank you.
Subject: Re: Resort Wear/Target Demographics
Answered By: belindalevez-ga on 06 Aug 2006 03:59 PDT

Where resort wear sells.

Resort apparel is more important in the sunbelt and Florida.

American resort wear customers want fun, casual clothes that fall into
a unique market category missed by European designers who ofer only
more formal early spring clothes.

Source: SA?s chance to star; retailer see fluid silhouettes from U.S.
firms leading the way for resort.

The sunbelt is the southern and western part of the United States
focused on Arizona, California, Florida, Georgia, Louisiana, Nevada,
New Mexico and Texas. This site shows a map highlighing the sunbelt
Source: Wikipedia.

Florida stores carry resort wear year-round.
Source: Resort: Bigger and Better.

Resort collections were historically devoted to ladies who summer in
Nantucket, winter in Palm Beach, and spend Christmas on the slopes at
Big Bear.Their wardrobe needs, and therefore the collections, were
limited to swimsuits, breezy nautical looks, sporty separates, and

Today resort is aimed at every fashion-conscious consumer. Modern
resort collections are the widest ranging of all the collections, and
include traditional warm-weather looks, plus suits, holiday cocktail
attire, knitwear, and denim. The only thing the collections don't
include is new trends.

Resort collections stay on the selling floor for the longest length of
time at full price ? nearly seven months ? arriving in stores in
November and only going on sale around Memorial Day.

Fashion houses say they have seen a rise in their resort earnings,
including Oscar de la Renta, which also held its first resort runway
show in June. The vice president of Bill Blass, Jean-Claude Huon, said
resortwear comprised 40% of the company's overall spring business in
2000; now it's 60%.

Retailers such as Bloomingdale's and Saks Fifth Avenue say they are
experiencing similar results.

The rising importance of resort lines signals significant cultural
shifts. The original resort customer has changed. Resortwear was
initially intended for women living a jetset lifestyle. Now, plenty of
fashion-forward women these days have wardrobe needs that are not
dissimilar to the society swans' ? they also holiday in St Barth's,
attend swanky holiday soirees, and buy new work clothes year-round.

Source: The Third Season. By Rebecca Cascade.

Cruise and resort apparel occupy designers between their fall and
spring shows. The rising significance of resort wear has little to do
with whether more people are signing up for cruises in the sun or
spending more time at Florida beaches; it has more to do with the
growth of the sunbelt where winters pass almost unnoticed, and the
need for stores to ofer fresh merchandise before bona fide spring
styles start arriving. Not just for resorts.
Source: Review/Fashion; lighthearted elegance in resort collections.
By Bernadine Morris.
Demographics and spending.

In the 12 months ended June 2004, NPD Group found Boomer women
accounted for $ 30.8 billion, or 36 percent, of the $ 86.1 billion
spent on apparel by three cohorts, including Gen Xers, ages 27-36, who
expended $ 16.5 billion on clothing, and the Millennials, ages 9-26,
who shelled out $ 38.8 billion. Those dollar figures translate into
consumption of 2.6 billion units of apparel by Baby Boomers in the
12-month period, 1.3 billion units by Gen X, and 3.4 billion units by
the Millennials.

The largest share of Boomer apparel spending in the June year-to-date
occurred in department stores, which accounted for 24 percent of
spending on women's apparel, or roughly $ 7.4 billion, followed by
specialty stores, representing 22.5 percent, or about $ 6.9 billion;
national chains, 15 percent, or approximately $ 4.6 billion, and mass
merchants, 15 percent, or $ 4.6 billion.

A third of women who shop in department stores are aged 25 to 55.
Source: Cotton Inc.

Women aged 45 to 64 spend more on clothing per capita than any other group.
Source: Apparel & Textile Trends. Linda Heaton.

Women born between 1946 and 1964 racked up 39 percent of all women?s
apparel purchases. Women ages 41 to 59 are ?the greatest marketing
opportunity today? according to Mary Brown founder of Imago Creative.
There are almost 80 million boomers in the United States today.

Older boomers spend 13% more than average on women?s apparel.
Source: The many faces of the baby boomers. Kim Campbell.

Resort wear retailers Chico?s and Coldwater Creek have found success
in targetting the affluent 35 plus market.

Chico?s stores sell resort wear that cater to the 35 plus market. They
have introduced a wrinkle free collection for female travellers.
According to the Travel Industry of America, 72 million women in the
U.S. took at least one trip last year. The average adventurer traveler
is 47 years old and wears a size 12 dress. Women also made up half of
all business travellers last year spending $175 billion.
Source: Why Chico?s Continues to Lead.

Chico's targets women of relatively high income and over 35 years of
age. The growing demographic of the aging baby boomer has been a
goldmine for the chain, which designs its clothes to suit plumper
figures and relaxed but not flamboyant tastes. The company designs and
sells its own lines exclusively. Chico's saw double-digit growth in
the late 1990s, even at a time when the retail environment as a whole
was flat or shrinking.

Chico's' core consumer base was the aging baby boomer. These women had
come of age in the 1960s and were now in their prime. They had money
to spend and appreciated comfort, style, natural fibers, and a certain
lack of stodginess. Chico's had been enormously appealing to this
class of customer when it first opened, and it pursued the market now
almost unopposed. Other successful chain apparel retailers such as The
Gap and The Limited were aimed at younger women. Talbots, Inc, a
longtime merchandiser of resort wear and other apparel, projected a
more conservative image.

Coldwater Creek targets women between the ages of 35 and 60 with an
average income of $75,000.
Source: Coldwater Creek to Pamper Customers with Spa. By George Anderson.

Marketing resort collections.
Cruise or resort collections are usually presented in a modest manner.
Store buyers and fashion editors are invited to come by a showroom, be
seated in front of racks of clothing with a single model available to
put on a few styles for evaluation.
Some designers put on a runway-style showing. But these are rare and
hardly comparable to elaborate catwalk presentations staged for the
spring and fall collections during biannual fashion weeks.
Source: Gucci line shows return to pattern. By Rober Janjigian.

Resort collections were shown on Seventh Avenue with somewhat less
brouhaha than accompanies the introduction of clothes for fall. They
are presented in designers' showrooms. Sometimes there is no formal
show at all; store buyers are invited to see the clothes on the racks,
with a few models available to try on the styles.

The growth of the Sun Belt, with its shorter winters and need for
lightweight clothes, has spurred the development of the resort season.
Called ''cruise and resort''. The increase in business and industry in
the southern and southwestern part of the country has led to a demand
for more formal day clothes as well. So resort collections now include
clothes to wear to work as well as those for play.
Source: Resort Wear: Lighthearted and Clorouful. By Bernadine Morris.

Resort collections are shown to store buyers in New York and other
wholesale centres like Dallas in August.
Source: Resort collections: Pick of Season. Bernadine Morris.
Trade shows

The Florida Fashion Show.
Held in August. Exhibits include ladies resort wear.

Florida Fashion Show ? exhibitors contract.
Costs associated with this show are:
Initiation fee - $300
Membership - $100
There is a range of prices for stands starting at  $1,170 for a stand
measuring 8? x 12? up to $2,2220 for
a stand measuring 8? x 40?.

SGH Sunglass Hut Swim Shows.
Presented annually, this event will provide a runway platform for
swimwear and resort collections and will coincide with the swimwear
industry?s largest trade show event. Raleigh Hotel, 1775 Collins Ave.,
Miami Beach, FL 33139, Tel: 305-461-9264

The Dallas Women's & Children's Apparel and Accessories Market.
This show is held in August. The venue offers permanent showrooms and
temporary exhibits.

Miamipolomoda will present a new show to show resort wear starting in May 2007.
Contact info:
5151 Collins Avenue
Ste 234
Miami Beach
Florida, FL 33140
Phone +1 305 864 8597
Fax +1 305 868 9030

Source: MPM

Moda Manhattan
Juried ready to wear upscale trade show includes resort wear.
Contact info:
185 Madison Avenue, 5th floor, New York, NY 10016
Phone 212 686 4412
Fax 212 686 6821

Department stores


Federated Department Stores Inc.

FDS ? vendor information
Federated Department Stores Inc has a special program for buying
merchandise from women-owned enterprises. In 2003 FDS purchases
amounted to  $365.4 million.


Macy?s merchandising group.
Macy?s Merchandising Group (MMG) is responsible for conceptualizing,
designing, sourcing, and marketing private label and private branded
goods sold at Macy?s and, in some cases, at Bloomingdale?s
MMG also manages core vendor relationships.
11 Penn Plaza, New York, NY 10001
Telephone 212 494 6000



Gottschalks ? vendor information

JCPenny ? Supplier programs.

JCPenny ? The buying process
This explains key points about doing business with JCPenny.

Sears has a supplier diversity program buying from women-owned enterprises.
Instructions on how you can get your merchandise considered are given here.

This site has a directory of  department stores in the United States.
Source: Wikipedia


U.S. Apparel Industry posts growth second year in a row.
Women?s apparel reached $101 billion in 2005, a three percent increase from 2004.
Source: NPD.

This store selling resort wear has found that it is more profitable to
cater to 30 plus shoppers.
Source: Surf?s down. Devanie Angel.

Start up designer.
This sculptor-turned-fashion-designer studied with industry icons such
as Richard Tyler and started her own line of clothes out of her
apartment seven years ago. Today she designs day, event and resort
collections, employs 12 people and Nordstrom, Bloomingdale's and
upscale boutiques around the country carry her creations.
Source: Ladies who launch.

Company profile
The great bulk, 85 percent, of Tori Richard?s business is outside of
Hawaii and is sold in 2,500 department and specialty stores throughout
the world.

Tori Richard sold almost 2 million units of clothing at both retail
and wholesale rates. Average retail prices range from $80 to $200 an
Source: Patterns of Success. By Lisa Ro.

Profile of resortwear designer Debbie Katz who went form zero to 200
plus speciality chain and boutique accounts in less than a year.
Source: Beginners?s pluck. By Rebecca Kleinman>

<Search strategy:>

<"resort collections">

<"trade shows" resort collections>

<"resort wear" market>

<"resort collections" market>

<Hope this helps.>
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