PURDUE
TRADEMARKS & LICENSING
APPAREL & MERCHANDISE SURVEY
2015-16
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
INDEX
Page
Metric
3
Background
4
Demographics Information
5
Satisfaction Level
6-13
Shopping Preferences and Habits
14-19
Color, Logo, Wordmark, Nickname Preferences
20-21
Methods of Seeking Purdue Information
22-23
General Findings
24
Contact Information
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
BACKGROUND INFORMATION
 This report consists of findings Purdue Trademarks & Licensing
merchandise survey conducted in November and December 2015 .
 The link to the survey was distributed by Gold and Black Illustrated, The
Purdue Alumnus, Purdue Today, the Journal & Courier, National Football
Foundation, Hammer and Rails, and Boiled Sports.
 1,767 surveys were started and 1,334 were completed.
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
DEMOGRAPHIC INFORMATION
Gender
Responses % response
Age
Responses
% response
Male
1,254
72%
15
1%
Female
491
28%
Under
18
18-22
188
11%
23-40
730
42%
41-60
579
33%
60+
237
14%
Purdue
relationship
Responses
% response
Student
193
11%
Alum
1,267
74%
Neither
262
15%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
PURDUE APPAREL AND MERCHANDISE SATISFACTION LEVEL
Overall
Alumni
9%
Male
8%
7% 6%
28%
25%
64%
66%
66%
Student
8%
Very satisfied
Somewhat satisfied
Not satisfied
75%
18%
Female
18%
10%
72%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
PURDUE APPAREL AND MERCHANDISE SHOPPING FREQUENCY
Overall
Alumni
4%
7%
15%
24%
19%
31%
8%
17%
26%
3%
15%
31%
Student
8% 3%
Once a week
Once a month
Once every 2-3 months
Once every 6 months
Once a year
Once every few years
15%
34%
6%
7%
Male
4%
16%
19%
23%
30%
6%
Female 2%
15%
18%
25%
33%
34%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
OUTLETS USED TO BUY PURDUE MERCHANDISE
100%
90%
80%
70%
Overall
60%
Students
50%
Alumni
40%
Male
30%
Female
20%
10%
0%
Off-campus stores
On-campus stores
Online
7
0%
Walmart
University Spirit
University Bookstore
TJ Maxx
The Purdue Shop…
Target
Purdue Team Store
Meijer
Lids/Hat World
Kohl’s
JCPenney
Gordman’s
Follett’s
Finish Line
Discount Den
Dick’s Sporting Goods
Bed Bath & Beyond
Amazon
PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
RETAILERS WHERE RESPONDANTS SHOP/BUY PURDUE APPAREL
80%
70%
60%
50%
Shopped at in
last year
40%
30%
20%
Bought Purdue
apparel at in
last year
10%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
PURDUE MERCHANDISE PURCHASING FACTORS
Overall
Factor
1
2
3
4
5
Mean
Price
25%
35%
25%
12%
2%
2.32
Style
67%
26%
6%
1%
0%
1.42
Color
3%
28%
41%
23%
5%
2.98
Brand
5%
9%
18%
34%
35%
3.85
Store
1%
2%
10%
30%
58%
4.43
Students
1 = Most Important
Factor
5 = Least Important
factor
Alumni
Factor
1
2
3
4
5
Mean
Factor
1
2
3
4
5
Mean
Price
43%
33%
15%
8%
2%
1.92
Price
21%
36%
27%
14%
3%
2.42
Style
49%
40%
8%
2%
1%
1.65
Style
71%
22%
6%
1%
0%
1.37
Color
0%
16%
56%
22%
6%
3.18
Color
4%
31%
39%
21%
5%
2.91
Brand
7%
10%
16%
44%
24%
3.67
Brand
4%
9%
19%
35%
34%
3.87
Store
2%
1%
5%
25%
68%
4.57
Store
0%
2%
9%
30%
58%
4.43
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
PURDUE MERCHANDISE PURCHASING FACTORS
Overall
Factor
1
2
3
4
5
Mean
Price
25%
35%
25%
12%
2%
2.32
Style
67%
26%
6%
1%
0%
1.42
Color
3%
28%
41%
23%
5%
2.98
Brand
5%
9%
18%
34%
35%
3.85
Store
1%
2%
10%
30%
58%
4.43
Male
1 = Most Important
Factor
5 = Least Important
factor
Female
Factor
1
2
3
4
5
Mean
Factor
1
2
3
4
5
Mean
Price
21%
33%
26%
16%
3%
2.47
Price
34%
41%
21%
4%
0%
1.95
Style
69%
24%
7%
1%
0%
1.41
Style
63%
31%
5%
1%
0%
1.44
Color
3%
31%
37%
23%
6%
2.96
Color
2%
21%
53%
22%
3%
3.03
Brand
6%
10%
21%
35%
28%
3.67
Brand
0%
5%
10%
33%
52%
4.31
Store
0%
2%
9%
26%
63%
4.49
Store
0%
2%
12%
41%
45%
4.27
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
PURDUE APPAREL BOUGHT [CATEGORY]
100%
90%
80%
70%
60%
50%
40%
Overall
Students
30%
Alumni
20%
Male
10%
Female
0%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
PURDUE MERCHANDISE BOUGHT [CATEGORY]
60%
50%
Overall
40%
Students
30%
Alumni
Male
20%
Female
10%
0%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
TIMING OF WEARING PURDUE APPAREL
100%
90%
80%
70%
60%
Overall
50%
Students
40%
Alumni
30%
Male
20%
Female
10%
0%
Class
Lounging Work
Going
out
Sporting Working Other
events
out
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
PURDUE GOLD PREFERENCE
Alumni
PURDUE GOLD PREFERENCE
Male
Overall
39%
38%
38%
62%
61%
62%
Student
34%
38%
66%
Athletic Gold
Campus Gold
Female
62%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
PURDUE APPAREL COLOR PREFERENCE
Overall
8%
4%
11%
Alumni
Male
6%
6%
12%
7%
13%
11%
7%
58%
61%
11%
11%
74%
Student
13%
Black
Athletic Gold
Campus Gold
Grey
White
8%
37%
17%
19%
Female
12%
8%
14%
58%
14%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
WORDMARK VS. LOGO PREFERENCE
Alumni
PURDUE GOLD PREFERENCE
Male
Overall
28%
74%
72%
72%
26%
28%
Student
Female
31%
31%
Wordmarks
Logos
69%
69%
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PURDUE TRADEMARKS & LICENSING APPARAL SURVEY 15-16
PURDUE APPAREL LOGO PREFERENCE
Overall
10%
4%
4%
4%
13%
9%
9%
8%
11%
10%
63%
Male
Alumni
63%
14%
15%
63%
7%
Female
Student
Griffin
14%
Motion P
19%
Purdue Pete
Train
Vintage marks
66%
14%
2%
6%
62%
2%
8%
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PURDUE TRADEMARKS & LICENSING APPARAL SURVEY 15-16
PURDUE APPAREL WORDMARK PREFERENCE
Overall
6%
5% 5%
Alumni
4%
25%
28%
3%
5%
Student
29%
5%
Female
5%
25%
33%
59%
4%
62%
65%
63%
Male
5%
65%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
PURDUE NICKNAME PREFERENCE
PURDUE GOLD PREFERENCE
Male
Alumni
Overall
26%
76%
74%
74%
24%
26%
Student
Female
23%
Boilers
Boilermakers
77%
31%
69%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
METHODS OF SEEkING PURDUE INFORMATION (WEB/SOCIAL MEDIA)
19%
18%
47%
Instagram
Facebook
Purdue sports blogs
20%
37%
8%
12%
52%
6%
13%
7%
5%
4%
15%
6%
10%
Gold and Black Illustrated
Daily
Once every few days
Weekly
Monthly
Rarely
Never
8%
5% 4%
Twitter
6%
11%
59%
11%
26%
44%
10%
16%
11%
8%
2%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
METHODS OF SEEKING PURDUE INFORMATION (TRADITIONAL MEDIA)
Purdue Alumni Magazine
Radio
The Exponent
1% 1% 2%
32%
34%
7%
41%
20%
44%
10%
11%
7%
22%
30%
Journal & Courier
TV
Daily
Once every few days
Weekly
Monthly
Rarely
Never
8%
9%
8%
12%
29%
14%
18%
6%
38%
12%
10%
9%
14%
20%
8%
22%
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
GENERAL FINDINGS
•
•
•
•
•
•
Consumers are frustrated with an overall lack of variety and selection in the
marketplace. “Not enough options” and “limited selection” were frequent
responses.
Consumers are upset with a lack of apparel tailored for middle-aged women
in style and fit. The perception is that all women’s clothes are designed for
“young, skinny” women.
Consumers desire more fashion apparel that can be worn to work or a
professional setting. Consumers believe there are not enough “nice” or
“sophisticated” options such as dress shirts, sweaters, and polos compared to
the sweatshirt and t-shirt offering.
Consumers complain about a lack of appealing and current styles and designs.
Consumers would like to see more affordable Purdue apparel and
merchandise made available.
Consumers believe Purdue apparel is not available in enough stores in Indiana,
especially compared to Indiana, Notre Dame, and Butler. They struggle to find
the Purdue items they are looking for.
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
GENERAL FINDINGS
• Consumers see a need for more Big & Tall and plus size options for Purdue apparel.
• Consumers do not like the shades of gold in the marketplace or the fact that there
are multiple shades of gold in general. They miss “Old Gold”.
• Consumers are not happy with the current train logo implemented by Nike in 2012.
• Consumers see a lack of high-quality apparel.
• Consumers desire more vintage and retro logo apparel.
• Consumers would like to see a wider variety of basketball and football jerseys
made available.
• Consumers are interested in more options for Purdue winter coats.
• Consumers like to buy Purdue sports collectibles, from trophies to bobbleheads to
helmets.
• Consumers have been pleased with the Nike, t-shirt, and performance options in
the marketplace in the last year. Other popular items include the spirit jerseys, knit
hats, Ugly Christmas Sweaters, and Old Oaken Bucket replica.
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PURDUE TRADEMARKS & LICENSING APPAREL SURVEY 15-16
QUESTIONS?
For questions, feedback or suggestions on this year’s survey or
improving next year’s, contact Trademarks & Licensing Graduate
Assistant Travis Baugh at tbaugh@purdue.edu.
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