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How Britain Shops for Clothing | Verdict Consumer Report

How Britain Shops for Clothing | Verdict Consumer Report


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Executive Summary

Overall average conversion rates have risen to 28.8% from 28.0% in 2013, the highest level in five years. As consumers become more demanding, improvements are being made by retailers to encourage consumers to repeatedly visit. High street retailers continue to grow their product ranges and respond quickly to market trends, ensuring regular newness- driving traffic and in turn conversion rates.

Key Findings

Identify how main players in clothing drive loyalty and which stores are favored by disloyal customers to improve your own shopper penetration

Understand which strategies are most effective at driving customer loyalty in clothing and justify your own business investments

Data is segmented regionally and by demographic and socio-economic group to enable you to identify which customer groups offer the most opportunities

Synopsis

This year the percentage of the population who shop for clothing has risen 1.6 percentage points to 74.6%, boosted by personal tax allowances increasing, GDP growth and a recovery in employment levels. These economic factors have allowed consumers to increase their spend on discretionary purchases- driving footfall into clothing stores.

The percentage of males shopping for clothing has increased to 69.3% from 68.3% in 2013, driven by men paying more attention to their appearance. Retailers are responding to this by growing their fashion-led offer and dedicating more space to menswear in stores, which is aiding growth in the UK menswear market.

Overall loyalty has risen 0.3 percentage points to 80.4% in 2014, with loyalty among 65+s increasing 2.6 percentage points to 84.8%. A gradual shift in consumers making more considered purchases and wanting better value for money through quality, shopping experience and product design has resulted in price falling as a key driver for consumers.

Reasons To Buy

How has the profile of the consumers shopping at the main clothing players changed over the past year and what has caused this?

What drives consumers to shop for clothing at both you and your competitors? What makes them disloyal?

How many other stores do your shoppers use for clothing and what stores are these? Will these be a threat going forward?

1 Overview

2 Main Conclusions

2.1 Potential to increase clothing penetration among male shoppers

2.2 Growth in value segment will boost penetration among C2 and DE demographics

2.3 Marks & Spencer most visited retailer by clothing shoppers

2.4 Primark comes out top for conversion

2.5 Of all value players in the top 10, Asda shoppers are the least likely to shop around

2.6 New Look has the highest proportion of frequent shoppers

2.7 Value for money is the most important driver of spend

3 Sector Analysis

3.1 Sector summary

3.1.1 Despite an improving economy, 27.0% of shoppers feel worse off compared to last year

3.2 Shopping frequency

3.2.1 Frequent newness essential as 36.4% of shoppers shop for clothes more than once a month

3.3 Channel spend

3.3.1 Instore experience remains vital with 89.6% of shoppers shopping instore

3.4 Penetration of shoppers

3.4.1 Six out of the top 10 most visited retailers are value players

3.5 Conversion

3.5.1 Tailored recommendations and better customer service can improve clothing conversion

3.6 Shopping around

3.6.1 M&ss improved offer and quality credentials make its shoppers the least likely to shop around

4 Retailer Ratings

4.1 Importance of shopping drivers

4.1.1 Clothing remains area of discretionary spend as shoppers demand more from the products they purchase

4.2 Retailer ratings

4.2.1 Primark only retailer to exceed customer expectations of price

5 Methodology

5.1 Access to additional data

6 Appendix

6.1 About Verdict Retail

6.2 Disclaimer

Figure 1: How much better off clothing shoppers feel compared to last year (%), 2015

Figure 2: How much extra clothing shoppers feel they are spending compared to last year (%), 2015

Figure 3: Clothing share of shoppers (%), 2015

Figure 4: Demographic profile of clothing shoppers (%), 2015

Figure 5: Frequency of clothing shopping trips (%), 2015

Figure 6: Channels used in the last year by clothing shoppers (%), 2015

Figure 7: Percentage of consumers who shop for clothing by demographics (%), 2015

Figure 8: Percentage of consumers who shop for clothing by region (%), 2015

Figure 9: Percentage of clothing shoppers visiting the top 10 retailers (%), 2015

Figure 10: Percentage of clothing shoppers purchasing from the top 10 retailers (%), 2015

Figure 11: Proportion of shoppers who are frequent or occasional shoppers at the top 10 clothing retailers (%), 2015

Figure 12: Average rate of conversion for all sectors (%), 2015

Figure 13: Top 10 retailers conversion for clothing (%), 2015

Figure 14: Average number of clothing retailers each shopper visited and purchased from in the last year, 2015

Figure 15: Average number of clothing retailers each shopper purchased from by region, 2015

Figure 16: Average number of other clothing retailers purchased from for the top 10 retailers, 2015

Figure 17: Importance of shopping drivers to clothing shoppers (rated out of 10), 2015

Table 1: Frequency of clothing shopping trips by region (%), 2015

Table 2: Frequency of clothing shopping trips by region (%), 2015

Table 3: Channels used in the last year by clothing shoppers by region (%), 2015

Table 4: Channels used in the last year by clothing shoppers by demographics (%), 2015

Table 5: Top 10 retailers share of regional clothing shoppers (%), 2015

Table 6: Average conversion of clothing retailers by region (%), 2015

Table 7: Clothing retailer ratings for shopping drivers (rated out of 10), 2015

Table 8: Clothing retailer ratings for shopping drivers (rated out of 10), 2015

Table 9: Clothing retailer ratings for shopping drivers (rated out of 10), 2015

Table 10: Clothing retailer ratings versus driver importance, 2015

Table 11: Clothing retailer ratings versus driver importance, 2015

Table 12: Clothing retailer ratings versus driver importance, 2015

Table 13: Sample sizes by sector, 2015

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