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Consumer preferences in the winter outerwear market continue to evolve, with a growing emphasis on functionality, style, and value for money – all emerging in the past few years.
Revuze’s latest Winter Outerwear Report analyzes 29,776 reviews collected from leading U.S. retailers such as Amazon, Dick’s Sporting Goods, Kohl’s, and Footlocker between December 2022 and November 2024. By focusing on organic reviews (19,415 in total), this report provides an in-depth look at the factors driving consumer sentiment in both men’s and women’s outerwear segments.
Methodology: Jacket/Coat Hierarchy
Incentivized: 34.8% of the outerwear category is incentivized
Total Average Sentiment: 77%
Star Rating Driver: 4.4
The report explores key purchase motivations, brand performance, and shifting trends in consumer discussions. By identifying the key drivers behind consumer satisfaction—including materials, comfort, price-value perception, and product durability—this report provides actionable insights for brands seeking to optimize their product offerings and align with evolving market demands.
The following analysis is based on unique reviews written for the US Men and Women’s Winter/Outwear, Jacket segments between Jan’ 2022 and Nov’ 2024. We also take a closer look at the differentiation between the incentivized and organic review landscape. The report addresses the following questions:
In Women’s Jackets/Winter Outerwear, Lululemon dominates in share of reviews (47% share), with TekGear and The North Face accounting for only a 3% share of reviews in this segment. (31% of them incentivized).
Germany (DE) 
Spain (ES) 
Italy (IT) 
France (FR) 
