Ad Inserts Highly Influential in Fashion Decisions among Four Key Consumer Segments.

New Vertis Communications Customer Focus([R])/RISC Study Analyzes the Motivating Factors Behind Where Consumers Shop

BALTIMORE -- Vertis Communications today announced the results of its proprietary Customer Focus([R])/RISC: Fashion study, which reveals that 51 percent of adults use advertising inserts or circulars to decide where to shop for clothing items. The study analyzed the shopping habits of four core attitudinal groups identified through RISCAmeriscan - "Movers and Shapers," "Daredevils," "Guardians" and "Wannabes" - and the motivating factors influencing how and where these groups shop for their fashion items.

"The four groups analyzed through the study show that, despite demographic similarities, consumers are unique individuals with different values and personalities influencing their habits," said Jim Litwin, vice president of market insights at Vertis Communications. "In order to connect with consumers on a personal level, it is important for marketers to understand these groups and their motivations; this will help them develop relevant and effective advertising and marketing collateral."

Consumers who are part of the "Movers and Shapers" category are often described as open-minded individuals in constant pursuit of new things from clothing to careers. They are a high-energy group that does not like to be controlled or limited, but seeks the acceptance and companionship of others.

"Daredevils" are known for their competitive nature and constant need for recognition from others. Often times they accomplish this by being risk-takers or through unorthodox behavior. These individuals value status, which is often reflected by their physical appearance and purchase selections.

"Wannabes" often aspire to be like other groups who have what they want and know how to enjoy life. These adults use their energy and activity to achieve the entertainment they seek and are often attracted to unique and different experiences. This group has a difficult time connecting with others.

Of all the groups, "Guardians" are least likely to accept change and often plan ahead to avoid unexpected situations. Close, personal relationships are important to this group, which values tradition and routine. They are least likely to become leaders, but will always follow others.

The Vertis Communications Customer Focus([R])/RISC: Fashion study, which surveyed respondents for the first time via the telephone and Web, also revealed the following:

Shopping Behaviors of Adults

* 58 percent of Daredevils and 50 percent of Guardians research by circular and then purchase at store (See Figure A)

* In comparison, 21 percent of Movers and Shapers research by circular online and then purchase at store

* According to the study, 13 percent of Daredevils research by circular online and then purchase online, compared to 10 percent of Wannabes and Movers and Shapers

* 8 percent of Guardians and 8 percent of Wannabes research by circular and then purchase online

Discount Stores Are Shopping Preference for Movers and Shapers

* 40 percent of Movers and Shapers surveyed shop at discount stores most often for their fashion items, compared to 18 percent of Wannabes (See Figure B)

* Although 16 percent of Movers and Shapers shop at department stores, this group is most likely to shop at stores where they can get the best value for their money

* Movers and Shapers are busy individuals and 18 percent are attracted to stores where they can get items for the entire family

* 37 percent of consumers in this group have a combined household income of less than $30,000

Wannabes Seek Specialty Stores for their Unique Shopping Needs

* 21 percent of Wannabes shop at specialty stores for their fashion items, compared to 1 percent who shop using catalogs

* When selecting where to shop, 38 percent of Wannabes look for stores with clothes that fit them, compared to 11 percent who shop at locations carrying the latest fashion (See Figure C)

* 50 percent of Wannabes have a combined household income of $50,000

* Of the women 23-54 surveyed, 44 percent are classified as Wannabes

Daredevils Frequently Visit Value Retailers For Fashion Needs

* According to the study, 33 percent of Daredevils shop at value retailers for fashion items (See Figure D)

* For 32 percent of adults classified as Daredevils, "best value" is the most important factor in selecting where to shop, while 29 percent shop at stores with clothes that fit them

* Daredevils are least interested in stores carrying the latest trends, with only 6 percent of respondents stating this is important when selecting where to shop

* 38 percent of Daredevils have a combined household income of $50,000, while 34 percent have an income of less than $30,000

* 30 percent of women 50 and older are categorized as Daredevils, compared to 8 percent of women 18-34

Guardians Find Fashion Needs at Department Stores

* 27 percent of Guardians shop at department stores for their fashion needs

* Out of the four groups studied, Guardians are most likely to shop using catalogs, with 9 percent of respondents using this shopping tool

* For 33 percent of Guardians, best value is a motivating factor when selecting where to shop for fashion

* 37 percent of women 50 and older and 20 percent of women 65 and older are classified as Guardians (See Figure E)

About Customer Focus

Customer Focus is Vertis Communications' proprietary annual study tracking consumer behavior across a wide variety of industry segments Co home improvement, furniture, grocery, sporting goods, home electronics, optical, insurance, credit cards, nonprofit, financial, retail, office supplies, and discount stores Co and media including advertising inserts, direct marketing, and the Internet. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.

Since its inception, Customer Focus has proven to be one of the nation's most comprehensive examinations of consumer behavior. The survey of 3,000 adults Co conducted via phone and Web by one of the nation's leading field research companies in August/September 2005 Co measures both general and industry-specific shopping trends, and Vertis provides the significant data as a value-added service to its clients.

Each Customer Focus survey includes data from RISC Ameriscan, a 30 question socio-cultural examination of consumers developed by the Research Institute on Social Change. Vertis utilizes RISC AmeriScan studies to help anticipate the purchase behavior of customer segments and apply that knowledge to creative execution.

To acquire a customized Customer Focus([R])/RISC: Fashion study or speak to a Vertis executive, please contact Emily Agan or Maria Amor at [phone].

About Vertis Communications

Vertis Communications serves as marketing partner to many of today's Fortune 500 companies. Vertis Communications leverages its vast experience in managing large, complex, time-sensitive assignments to turn its clients' marketing ideas into realities. Headquartered in Baltimore with more than 100 locations nationwide, Vertis Communications offers world-class consulting, creative, research, direct, media, technology, and production services. In 2005, Vertis was recognized as one of the "Most Admired Companies" in Marketing and Advertising by Fortune magazine. To learn more, visit www.vertisinc.com.

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