College Headwear Trends

Examples of results

• Hat buyers prefer the primary or letter mark first, followed by the mascot, and then the school or team name.

• Raised embroidery is the #1 indicator of quality by consumers

• After team colors the most popular hat color is black, (61%) followed by white, grey, and then pop colors.

• 35% of hat buyers buy their hats in hat stores, 34% in sports related stores, 24% online, (7% other)

• 42% of hat buyers wear a hat everyday

• 47% of hat buyers have over 20 hats

• The largest hat buying demographic is 15-24. This segment makes up 70% of all hat sales. In 1998 it represented 82%.

• When given the choice consumers want the same hat in fitted over stretch 70% of the time. Stretch fit hats being in nearly every type of store has diluted the appeal of that style.

• 67% of college hat buyers buy only their team while the other 33% buy multiple teams.

• In 2008 32% of hat buyers bought hats to hookup with shoes or clothes rather than by team loyalty. – In 2010 the number was 46%

Examples of results

Urban trends have the greatest impact on headwear sales

2007 –Began Urban college strategy

Urban connections, focus groups, and product development.

Snapback Culture

What makes snapbacks sell: Authenticity

In August of 2010 of hat collectors surveyed 25% thought snapbacks Were the latest thing

In February of 2011 of hat buyers, 69% thought snapbacks Were the latest thing

By February of 2011 hat buyers prefered snapbacks over Fitted 2-1 and over stretch fitted hats 5-1

Conclusion

• Hats are being bought more and more often by color and style rather than just team.

• Flat bill hats are by far the most popular hats for the largest segment of hat buyers 15-24.

• Stretch fit hats are a retailers solution to a consumers demand for fitted and are not perceived as equally authentic.

• Curve bill hats are still strong but in a older demographic where less money is spent on headwear.

• College is finally getting traction in the urban market

• Snapbacks are THE most wanted style across the country and especially in the cities.

Questions?