Marketing Forecast from Ad-ology

Business in the fashion accessories market appears to be on the rise, according to new research from The NPD Group. First quarter 2010 fashion accessories sales were up 17%, indicating that consumers “are selectively reaching back into the fashion accessories business to begin their return to spending.” A closer look at the results shows that some of the drivers behind the growth can be found in the sales of handbags with an average price of $100. Sales of those bags comprised 46% of the total dollar sales in the handbag market. “Women are going to be the key to getting the accessories business thriving again…as go women so goes the fashion accessories market,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.

Teen girls tend to vary the ways they share brand information with each other, according to Youth Markets Alert. Half pass it along via text message, 28% use the phone, 5% rely on Facebook, and another 5% use IM. One in two teen girls typically shop at stores near their home, with 47% saying music and atmosphere at a retail store are important factors in their shopping experience. Teen girls tend to look to celebrities rather than peers for advice on style. Nearly six in 10 (57%) tell others when they discover a new brand or trend.

Consumers are getting used to seeing digital video in public places. But exactly how many people are watching these videos? And how does place-based video compare with the reach of other media formats. Marketers need answers to these questions to help them shape future future media allocation plans.

The Android operating system (OS) continued to shake up the U.S. mobile phone market in the first quarter (Q1) of 2010, moving past Apple to take the number-two position among smartphone operating systems, according to The NPD Group. Carrier distribution and promotion continue to play a crucial role in determining smartphone market share. “Recent previews of BlackBerry 6, the recently announced acquisition of Palm by HP, and the pending release of Windows Phone 7 demonstrates the industry’s willingness to make investments to address consumer demand for smartphones and other mobile devices,” said Ross Rubin, executive director of industry analysis for NPD. “Carriers continue to offer attractive pricing for devices, but will need to present other data-plan options to attract more customers in the future.”

As the economy continues to slowly rebound, Americans plan to spend slightly more this year on Father’s Day. According to a new survey by the National Retail Federation, the average person will spend $94.32 on dad this year, up from $90.89 in 2009. Total Father’s Day spending is expected to reach $9.8 billion. Shiny new toys for dad will be one of the biggest hits this year, along with special outings, gift certificates and clothing. When it comes to where people will purchase their gifts, discount stores (34.4%) and department stores (34.1%) will see the most traffic. Specialty stores such as greeting card or gift stores (26.4%), online (20.5%) and specialty clothing stores (7.6%) will also be popular shopper destinations.

As consumers continue to emphasize value when they are shopping, many are turning to coupons to help reduce the price of items they want. Marketers should know that it’s not just modest or middle-income consumers who use coupons. Nearly 2 out of 3 consumers with household incomes of $100,000+ also look for coupons according to a Coupon.com study. And another study by The Integer Group and M/A/R/C Research indicates that coupon clipping behavior differs by gender.