How Britain Shops 2007: Clothing : Market Research Report

How Britain Shops 2007: Clothing

Published: Apr. 13, 2007 - 197 Pages

CHAPTER 1 INTRODUCTION: What is cDNA?
CHAPTER 2 EXECUTIVE SUMMARY: Key Findings; Profile of Clothing Shoppers; Penetration of Clothing Shoppers; Retailer Usage; Main User Share by Region; Conversion Rates; Shopping Around; Drivers of Loyalty/Disloyalty
CHAPTER 3 ASDA (GEORGE): Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 4 BHS: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 5 DEBENHAMS: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 6 MARKS & SPENCER: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 7 MATALAN: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 8 NEW LOOK: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 9 NEXT: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 10 PRIMARK: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 11 RIVER ISLAND: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 12 TESCO: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 13 TK MAXX: Key Findings; Visitors; Main Users; Conversion Rates; Loyalty; Competitors
CHAPTER 14 APPENDIX: Basic Methodology; Selection of Parliamentary Constituencies; Metropolitan County; Other 100% Urban; Mixed Urban/Rural; Rural; Selection of Enumeration Districts; Selection of Respondents; Post Survey Weighting
LIST OF TABLES: Table 1: Profile of clothing shoppers by region 2007; Table 2: Share of active clothing shoppers regularly using each retailer (%) 2003-2007; Table 3: Share of active clothing shoppers using a given retailer as their main store (%) 2003-2007; Table 4: Share of active clothing shoppers naming a retailer as their main store by TV region (%) 2007; Table 5: Average rate of conversion from visitor to main user by TV region (%) 2007; Table 6: Average number of other stores used by TV region 2007; Table 7: % of clothing shoppers loyal to their main store - by TV region 2007; Table 8: Detailed drivers of loyalty (%) 2007; Table 9: Loyalty scores by retailer (%) 2003-2007; Table 10: Disloyalty scores by retailer (%) 2003-2007; Table 11: What disloyal users preferred about other stores (%) 2003-2007; Table 12: Visitor share by region - percentage of all clothing shoppers in each TV region visiting Asda (George) 2007; Table 13: Main user share by region - percentage of all clothing shoppers in each TV region mainly using Asda (George) 2007; Table 14: Conversion rates by region - percentage of Asda (George) visitors who are also main users in each region 2007; Table 15: Loyalty by region - percentage of Asda (George) main users in each region who are loyal 2007; Table 16: Drivers of loyalty 2007; Table 17: Drivers of disloyalty 2007; Table 18: Potential change - Asda (George) main user gains and losses % if preferences were played out 2007; Table 19: Other retailers used - stores most used by Asda (George) customers in other sectors 2007; Table 20: Other clothing stores used - stores visited by Asda (George) clothing main users 2003-2007; Table 21: Visitor share by region - percentage of all clothing shoppers in each TV region visiting Bhs 2007; Table 22: Main user share by region - percentage of all clothing shoppers in each TV region mainly using Bhs 2007; Table 23: Conversion rates by region - percentage of Bhs visitors who are also main users in each region 2007; Table 24: Loyalty by region - percentage of Bhs main users in each region who are loyal 2007; Table 25: Drivers of loyalty 2007; Table 26: Drivers of disloyalty 2007; Table 27: Potential change - Bhs main user gains and losses % if preferences were played out 2007; Table 28: Other retailers used - sores most used by Bhs customers in other sectors 2007; Table 29: Other clothing stores used - stores visited by Bhs clothing main users 2003-2007; Table 30: Visitor share by region - percentage of all clothing shoppers in each TV region visiting Debenhams 2007; Table 31: Main user share by region - percentage of all clothing shoppers in each TV region mainly using Debenhams 2007; Table 32: Conversion rates by region - percentage of Debenhams visitors who are also main users in each region 2007; Table 33: Loyalty by region - percentage of Debenhams main users in each region who are loyal 2007; Table 34: Drivers of loyalty 2007; Table 35: Drivers of disloyalty 2007; Table 36: Potential change - Debenhams main user gains and losses % if preferences were played out 2007; Table 37: Other retailers used - stores most used by Debenhams customers in other sectors 2007; Table 38: Other clothing stores used - stores visited by Debenhams clothing main users 2003-2007; Table 39: Visitor share by region - percentage of all clothing shoppers in each TV region visiting Marks & Spencer 2007; Table 40: Main user share by region - percentage of all clothing shoppers in each TV region mainly using M&S 2007; Table 41: Conversion rates by region - percentage of Marks & Spencer visitors who are also main users in each region 2007; Table 42: Loyalty by region - percentage of Marks & Spencer main users in each region who are loyal 2007; Table 43: Drivers of loyalty 2007; Table 44: Drivers of disloyalty 2007; Table 45: Potential change - Marks & Spencer main user gains and losses % if preferences were played out 2007; Table 46: Other retailers used - stores most used by Marks & Spencer customers in other sectors 2007; Table 47: Other clothing stores used - stores visited by Marks & Spencer clothing main users 2003-2007; Table 48: Visitor share by region - percentage of all clothing shoppers in each TV region visiting Matalan 2007; Table 49: Main user share by region - percentage of all clothing shoppers in each TV region mainly using Matalan 2007; Table 50: Conversion rates by region - percentage of Matalan visitors who are also main users in each region 2007; Table 51: Loyalty by region - percentage of Matalan main users in each region who are loyal 2007; Table 52: Drivers of loyalty 2007; Table 53: Drivers of disloyalty 2007; Table 54: Potential change - Matalan main user gains and losses % if preferences were played out 2007; Table 55: Other retailers used - stores most used by Matalan customers in other sectors 2007; Table 56: Other clothing stores used - stores visited by Matalan clothing main users 2003-2007; Table 57: Visitor share by region - percentage of all clothing shoppers in each TV region visiting New Look 2007; Table 58: Main user share by region - percentage of all clothing shoppers in each TV region mainly using New Look 2007; Table 59: Conversion rates by region - percentage of New Look visitors who are also main users in each region 2007; Table 60: Loyalty by region - percentage of New Look main users in each region who are loyal 2007; Table 61: Drivers of loyalty 2007; Table 62: Drivers of disloyalty 2007; Table 63: Potential change - New Look main user gains and losses % if preferences were played out 2007; Table 64: Other retailers used - stores most used by New Look customers in other sectors 2007; Table 65: Other clothing stores used - stores visited by New Look clothing main users 2003-2007; Table 66: Visitor share by region - percentage of all clothing shoppers in each TV region visiting Next 2007; Table 67: Main user share by region - percentage of all clothing shoppers in each TV region mainly using Next 2007; Table 68: Conversion rates by region - percentage of Next visitors who are also main users in each region 2007; Table 69: Loyalty by region - percentage of Next main users in each region who are loyal 2007; Table 70: Drivers of loyalty 2007; Table 71: Drivers of disloyalty 2007; Table 72: Potential change - next main user gains and losses % if preferences were played out 2007; Table 73: Other retailers used - stores most used by Next customers in other sectors 2007; Table 74: Other clothing stores used - stores visited by Next clothing main users 2003-2007; Table 75: Visitor share by region - percentage of all clothing shoppers in each TV region visiting Primark 2007; Table 76: Main user share by region - percentage of all clothing shoppers in each TV region mainly using Primark 2007; Table 77: Conversion rates by region - percentage of Primark visitors who are also main users in each region 2007; Table 78: Loyalty by region - percentage of Primark main users in each region who are loyal 2007; Table 79: Drivers of loyalty 2007; Table 80: Drivers of disloyalty 2007; Table 81: Potential change - Primark main user gains and losses % if preferences were played out 2007; Table 82: Other retailers used - stores most used by Primark customers in other sectors 2007; Table 83: Other clothing stores used - stores visited by Primark clothing main users 2003-2007; Table 84: Visitor share by region - percentage of all clothing shoppers in each TV region visiting River Island 2007; Table 85: Main user share by region - percentage of all clothing shoppers in each TV region mainly using River Island 2007; Table 86: Conversion rates by region - percentage of River Island visitors who are also main users in each region 2007; Table 87: Loyalty by region - percentage of River Island main users in each region who are loyal 2007; Table 88: Drivers of loyalty 2007; Table 89: Drivers of disloyalty 2007; Table 90: Potential change - River Island main user gains and losses % if preferences were played out 2007; Table 91: Other retailers used - stores most used by River Island customers in other sectors 2007; Table 92: Other clothing stores used - stores visited by River Island clothing main users 2003-2007; Table 93: Visitor share by region - percentage of all clothing shoppers in each TV region visiting Tesco 2007; Table 94: Main user share by region - percentage of all clothing shoppers in each TV region mainly using Tesco 2007; Table 95: Conversion rates by region - percentage of Tesco visitors who are also main users in each region 2007; Table 96: Loyalty by region - percentage of Tesco main users in each region who are loyal 2007; Table 97: Drivers of loyalty 2007; Table 98: Drivers of disloyalty 2007; Table 99: Potential change - Tesco main user gains and losses % if preferences were played out 2007; Table 100: Other retailers used - stores most used by Tesco customers in other sectors 2007; Table 101: Other clothing stores used - stores visited by Tesco clothing main users 2003-2007; Table 102: Visitor share by region - percentage of all clothing shoppers in each TV region visiting TK Maxx 2007; Table 103: Main user share by region - percentage of all clothing shoppers in each TV region mainly using TK Maxx 2007; Table 104: Conversion rates by region - percentage of TK Maxx visitors who are also main users in each region 2007; Table 105: Loyalty by region - percentage of TK Maxx main users in each region who are loyal 2007; Table 106: Drivers of loyalty 2007; Table 107: Drivers of disloyalty 2007; Table 108: Potential change - TK Maxx main user gains and losses % if preferences were played out 2007; Table 109: Other retailers used stores most used by TK Maxx customers in other sectors 2007; Table 110: Other clothing stores used stores visited by TK Maxx clothing main users 2003-2007; Table 111: Sample sizes by sector 2007
LIST OF FIGURES: Figure 1: Share of shoppers (%) 2003-2007; Figure 2: Profile of clothing shoppers by gender (%) 2003-2007; Figure 3: Proportion of clothing shoppers by age bracket (%) 2003-2007; Figure 4: Profile of clothing shoppers by socio-economic class (%) 2003-2007; Figure 5: Proportion of consumers who shop for clothing by demographics (%) 2007; Figure 6: Proportion of consumers who shop for clothing by TV region (%) 2007; Figure 7: Concentration of main user share of Top Five retailers 2005; Figure 8: Concentration of main user share of Top Five retailers 2006; Figure 9: Concentration of main user share of Top Five retailers 2007; Figure 10: Average rate of conversion from visitor to main user (%) 2003-2007; Figure 11: Rate of conversion from visitors to main users - by retailer (%) 2007; Figure 12: Average number of other stores used 2003-2007; Figure 13: Average number of other stores used - by retailer 2007; Figure 14: % of clothing shoppers loyal to their main store 2003-2007; Figure 15: % of clothing shoppers loyal to their main store - by demographic group 2007; Figure 16: Proportion of clothing main users who are loyal to their main store (%) 2007; Figure 17: Percentage point change in loyalty rates since last year by retailer 2007; Figure 18: Proportion of loyal main users identifying drivers of loyalty (%) 2003-2007; Figure 19: Visitor share - percentage of all clothing shoppers visiting Asda (George) 2003-2007; Figure 20: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting Asda (George) 2007; Figure 21: Main user share - percentage of all clothing shoppers who mainly use Asda (George) 2003-2007; Figure 22: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using Asda (George) 2007; Figure 23: Conversion rates - percentage of Asda (George) visitors who are also main users 2003-2007; Figure 24: Conversion rates by demographic group - percentage of Asda (George) visitors who are also main users in each demographic segment 2007; Figure 25: Loyalty - percentage of Asda (George) main users who are loyal 2003-2007; Figure 26: Loyalty by demographics - percentage of Asda (George) main users in each demographic segment who are loyal 2007; Figure 27: Preference stores - main stores preferred by disloyal main users of Asda (George) in clothing 2007; Figure 28: Shopping around - number of other stores used in addition to main store 2003-2007; Figure 29: Visitor share - percentage of all clothing shoppers visiting Bhs 2003-2007; Figure 30: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting Bhs 2007; Figure 31: Main user share - percentage of all clothing shoppers who mainly use Bhs 2003-2007; Figure 32: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using Bhs 2007; Figure 33: Conversion rates - percentage of Bhs visitors who are also main users 2003-2007; Figure 34: Conversion rates by demographic group - percentage of Bhs visitors who are also main users in each demographic segment 2007; Figure 35: Loyalty - percentage of Bhs main users who are loyal 2003-2007; Figure 36: Loyalty by demographics - percentage of BHS main users in each demographic segment who are loyal 2007; Figure 37: Preference stores - main stores preferred by disloyal main users of Bhs in clothing 2007; Figure 38: Shopping around - number of other stores used in addition to main store 2003-2007; Figure 39: Visitor share - percentage of all clothing shoppers visiting Debenhams 2003-2007; Figure 40: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting Debenhams 2007; Figure 41: Main user share - percentage of all clothing shoppers who mainly use Debenhams 2003-2007; Figure 42: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using Debenhams 2007; Figure 43: Conversion rates - percentage of Debenhams visitors who are also main users 2003-2007; Figure 44: Conversion rates by demographic group - percentage of Debenhams visitors who are also main users in each demographic segment 2007; Figure 45: Loyalty - percentage of Debenhams main users who are loyal 2003-2007; Figure 46: Loyalty by demographics - percentage of Debenhams main users in each demographic segment who are loyal 2007; Figure 47: Preference stores - main stores preferred by disloyal main users of Debenhams in clothing 2007; Figure 48: Shopping around - number of other stores used in addition to main store 2003-2007 91; Figure 49: Visitor share - percentage of all clothing shoppers visiting Marks & Spencer 2003-2007 96; Figure 50: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting Marks & Spencer 2007; Figure 51: Main user share - percentage of all clothing shoppers who mainly use Marks & Spencer 2003-2007; Figure 52: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using Marks & Spencer 2007; Figure 53: Conversion rates - percentage of Marks & Spencer visitors who are also main users 2003-2007; Figure 54: Conversion rates by demographic group - percentage of Marks & Spencer visitors who are also main users in each demographic segment 2007; Figure 55: Loyalty - percentage of Marks & Spencer main users who are loyal 2003-2007; Figure 56: Loyalty by demographics - percentage of Marks & Spencer main users in each demographic segment who are loyal 2007; Figure 57: Preference stores - main stores preferred by disloyal main users of Marks & Spencer in clothing 2007; Figure 58: Shopping around - number of other stores used in addition to main store 2003-2007; Figure 59: Visitor share - percentage of all clothing shoppers visiting Matalan 2003-2007; Figure 60: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting Matalan 2007; Figure 61: Main user share - percentage of all clothing shoppers who mainly use Matalan 2003-2007; Figure 62: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using Matalan 2007; Figure 63: Conversion rates - percentage of Matalan visitors who are also main users 2003-2007; Figure 64: Conversion rates by demographic group - percentage of Matalan visitors who are also main users in each demographic segment 2007; Figure 65: Loyalty - percentage of Matalan main users who are loyal 2003-2007; Figure 66: Loyalty by demographics - percentage of Matalan main users in each demographic segment who are loyal 2007; Figure 67: Preference stores - main stores preferred by disloyal main users of Matalan in clothing 2007; Figure 68: Shopping around - number of other stores used in addition to main store 2003-2007; Figure 69: Visitor share - percentage of all clothing shoppers visiting New Look 2003-2007; Figure 70: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting New Look 2007; Figure 71: Main user share - percentage of all clothing shoppers who mainly use New Look 2003-2007; Figure 72: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using New Look 2007; Figure 73: Conversion rates - percentage of New Look visitors who are also main users 2003-2007; Figure 74: Conversion rates by demographic group - percentage of New Look visitors who are also main users in each demographic segment 2007; Figure 75: Loyalty - percentage of New Look main users who are loyal 2003-2007; Figure 76: Loyalty by demographics - percentage of New Look main users in each demographic segment who are loyal 2007; Figure 77: Preference stores - main stores preferred by disloyal main users of New Look in clothing 2007; Figure 78: Shopping around - number of other stores used in addition to main store 2003-2007; Figure 79: Visitor share - percentage of all clothing shoppers visiting Next 2003-2007; Figure 80: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting Next 2007; Figure 81: Main user share - percentage of all clothing shoppers who mainly use Next 2003-2007; Figure 82: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using Next 2007; Figure 83: Conversion rates - percentage of Next visitors who are also main users 2003-2007; Figure 84: Conversion rates by demographic group - percentage of Next visitors who are also main users in each demographic segment 2007; Figure 85: Loyalty - percentage of Next main users who are loyal 2003-2007; Figure 86: Loyalty by demographics - percentage of Next main users in each demographic segment who are loyal 2007; Figure 87: Preference stores - main stores preferred by disloyal main users of Next in clothing 2007; Figure 88: Shopping around - number of other stores used in addition to main store 2003-2007; Figure 89: Visitor share - percentage of all clothing shoppers visiting Primark 2003-2007; Figure 90: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting Primark 2007; Figure 91: Main user share - percentage of all clothing shoppers who mainly use Primark 2003-2007; Figure 92: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using Primark 2007; Figure 93: Conversion rates - percentage of Primark visitors who are also main users 2003-2007; Figure 94: Conversion rates by demographic group - percentage of Primark visitors who are also main users in each demographic segment 2007; Figure 95: Loyalty - percentage of Primark main users who are loyal 2003-2007; Figure 96: Loyalty by demographics - percentage of Primark main users in each demographic segment who are loyal 2007; Figure 97: Preference stores - main stores preferred by disloyal main users of Primark in clothing 2007; Figure 98: Shopping around - number of other stores used in addition to main store 2003-2007; Figure 99: Visitor share - percentage of all clothing shoppers visiting River Island 2003-2007; Figure 100: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting River Island 2007; Figure 101: Main user share - percentage of all clothing shoppers who mainly use River Island 2003-2007; Figure 102: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using River Island 2007; Figure 103: Conversion rates - percentage of River Island visitors who are also main users 2003-2007; Figure 104: Conversion rates by demographic group - percentage of River Island visitors who are also main users in each demographic segment 2007; Figure 105: Loyalty - percentage of River Island main users who are loyal 2003-2007; Figure 106: Loyalty by demographics - percentage of River Island main users in each demographic segment who are loyal 2007; Figure 107: Preference stores - main stores preferred by disloyal main users of River Island in clothing 2007; Figure 108: Shopping around - number of other stores used in addition to main store 2003-2007; Figure 109: Visitor share - percentage of all clothing shoppers visiting Tesco 2003-2007; Figure 110: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting Tesco 2007; Figure 111: Main user share - percentage of all clothing shoppers who mainly use Tesco 2003-2007; Figure 112: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using Tesco 2007; Figure 113: Conversion rates - percentage of Tesco visitors who are also main users 2003-2007; Figure 114: Conversion rates by demographic group - percentage of Tesco visitors who are also main users in each demographic segment 2007; Figure 115: Loyalty - percentage of Tesco main users who are loyal 2003-2007; Figure 116: Loyalty by demographics - percentage of Tesco main users in each demographic segment who are loyal 2007; Figure 117: Preference stores - main stores preferred by disloyal main users of Tesco in clothing 2007; Figure 118: Shopping around - number of other stores used in addition to main store 2003-2007; Figure 119: Visitor share - percentage of all clothing shoppers visiting TK Maxx 2003-2007; Figure 120: Visitor share by demographic group - percentage of all clothing shoppers in each demographic segment visiting TK Maxx 2007; Figure 121: Main user share - percentage of all clothing shoppers who mainly use TK Maxx 2003-2007; Figure 122: Main user share by demographic group - percentage of all clothing shoppers in each demographic segment mainly using TK Maxx 2007; Figure 123: Conversion rates - percentage of TK Maxx visitors who are also main users 2003-2007; Figure 124: Conversion rates by demographic group - percentage of TK Maxx visitors who are also main users in each demographic segment 2007; Figure 125: Loyalty - percentage of TK Maxx main users who are loyal 2003-2007; Figure 126: Loyalty by demographics - percentage of TK Maxx main users in each demographic segment who are loyal 2007; Figure 127: Preference stores - main stores preferred by disloyal main users of TK Maxx in clothing 2007; Figure 128: Shopping around - number of other stores used in addition to main store 2003-2007

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How Britain Shops 2007: Clothing

Table of Contents

Abstract