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How Britain Shops 2008: Clothing

Published by: Verdict Research Ltd

Published: May. 26, 2008 - 189 Pages


Table of Contents


CHAPTER 1 INTRODUCTION
What is cDNA?
CHAPTER 2 EXECUTIVE SUMMARY
Key Findings
Retailer Highlights
Profile of Clothing Shoppers
Penetration of Clothing Shoppers
Retailer Usage
Main User Share by Region
Conversion Rates
Shopping Around
Loyalty
Drivers of Loyalty/Disloyalty
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
The selection of parliamentary constituencies
Metropolitan county
Other 100% urban
Mixed urban/rural
Rural
The selection of enumeration districts
The selection of respondents
Post survey weighting
List of Tables
Table 1: Profile of clothing shoppers by region 2008
Table 2: % of active clothing shoppers regularly using each retailer 2004-2008
Table 3: Share of active clothing shoppers using a given retailer as their main store 2004-2008
Table 4: Share of active clothing shoppers naming a retailer as their main store by TV region 2008
Table 5: Average rate of conversion from visitor to main user by TV region 2008
Table 6: Average number of other stores used - by TV region 2008
Table 7: % of clothing shoppers that are loyal to their main store - by TV region 2008
Table 8: Detailed drivers of loyalty (%) 2008
Table 9: Clothing loyalty scores by retailer 2004-2008
Table 10: Clothing disloyalty scores by retailer 2004-2008
Table 11: What disloyal users preferred about other clothing stores 2004-2008
Table 12: Visitor share by region 2008
Table 13: Main user share by region 2008
Table 14: Conversion rates by region 2008
Table 15: Loyalty by region 2008
Table 16: Drivers of loyalty 2008
Table 17: Drivers of disloyalty 2008
Table 18: Potential change 2008
Table 19: Top retailers used in other sectors 2008
Table 20: Other clothing stores used 2004-2008
Table 21: Visitor share by region 2008
Table 22: Main user share by region 2008
Table 23: Conversion rates by region 2008
Table 24: Loyalty by region 2008
Table 25: Drivers of loyalty 2008
Table 26: Drivers of disloyalty 2008
Table 27: Potential change 2008
Table 28: Top retailers used in other sectors 2008
Table 29: Other clothing stores used 2004-2008
Table 30: Visitor share by region 2008
Table 31: Main user share by region 2008
Table 32: Conversion rates by region 2008
Table 33: Loyalty by region 2008
Table 34: Drivers of loyalty 2008
Table 35: Drivers of disloyalty 2008
Table 36: Potential change 2008
Table 37: Top retailers used in other sectors 2008
Table 38: Other clothing stores used 2004-2008
Table 39: Visitor share by region 2008
Table 40: Main user share by region 2008
Table 41: Conversion rates by region 2008
Table 42: Loyalty by region 2008
Table 43: Drivers of loyalty 2008
Table 44: Drivers of disloyalty 2008
Table 45: Potential change 2008
Table 46: Top retailers used in other sectors 2008
Table 47: Other clothing stores used 2004-2008
Table 48: Visitor share by region 2008
Table 49: Main user share by region 2008
Table 50: Conversion rates by region 2008
Table 51: Loyalty by region 2008
Table 52: Drivers of loyalty 2008
Table 53: Drivers of disloyalty 2008
Table 54: Potential change 2008
Table 55: Top retailers used in other sectors 2008
Table 56: Other clothing stores used 2004-2008
Table 57: Visitor share by region 2008
Table 58: Main user share by region 2008
Table 59: Conversion rates by region 2008
Table 60: Loyalty by region 2008
Table 61: Drivers of loyalty 2008
Table 62: Drivers of disloyalty 2008
Table 63: Potential change 2008
Table 64: Top retailers used in other sectors 2008
Table 65: Other clothing stores used 2004-2008
Table 66: Visitor share by region 2008
Table 67: Main user share by region 2008
Table 68: Conversion rates by region 2008
Table 69: Loyalty by region 2008
Table 70: Drivers of loyalty 2008
Table 71: Drivers of disloyalty 2008
Table 72: Potential change 2008
Table 73: Top retailers used in other sectors 2008
Table 74: Other clothing stores used 2004-2008
Table 75: Visitor share by region 2008
Table 76: Main user share by region 2008
Table 77: Conversion rates by region 2008
Table 78: Loyalty by region 2008
Table 79: Drivers of loyalty 2008
Table 80: Drivers of disloyalty 2008
Table 81: Potential change 2008
Table 82: Top retailers used in other sectors 2008
Table 83: Other clothing stores used 2004-2008
Table 84: Visitor share by region 2008
Table 85: Main user share by region 2008
Table 86: Conversion rates by region 2008
Table 87: Loyalty by region 2008
Table 88: Drivers of loyalty 2008
Table 89: Drivers of disloyalty 2008
Table 90: Potential change 2008
Table 91: Top retailers used in other sectors 2008
Table 92: Other clothing stores used 2004-2008
Table 93: Visitor share by region 2008
Table 94: Main user share by region 2008
Table 95: Conversion rates by region 2008
Table 96: Loyalty by region 2008
Table 97: Drivers of loyalty 2008
Table 98: Drivers of disloyalty 2008
Table 99: Potential change 2008
Table 100: Top retailers used in other sectors 2008
Table 101: Other clothing stores used 2004-2008
Table 102: Visitor share by region 2008
Table 103: Main user share by region 2008
Table 104: Conversion rates by region 2008
Table 105: Loyalty by region 2008
Table 106: Drivers of loyalty 2008
Table 107: Drivers of disloyalty 2008
Table 108: Potential change 2008
Table 109: Top retailers used in other sectors 2008
Table 110: Other clothing stores used 2004-2008
Table 111: Sample sizes by sector 2008
List of Figures
Figure 1: Clothing share of shopper 2004-2008 (%)
Figure 2: Profile of clothing shoppers by gender 2004-2008 (%)
Figure 3: Profile of clothing shoppers by age bracket 2004-2008 (%)
Figure 4: Profile of clothing shoppers by socio-economic class 2004-2008
Figure 5: % of consumers who shop for clothing - by demographics 2008
Figure 6: % of consumers who shop for clothing - by TV region 2008
Figure 7: Concentration of main user share of Top Five retailers 2006
Figure 8: Concentration of main user share of Top Five retailers 2007
Figure 9: Concentration of main user share of Top Five retailers 2008
Figure 10: Average rate of conversion from visitor to main user 2004-2008 (%)
Figure 11: Rate of conversion from visitors to main users by retailer 2008 (%)
Figure 12: Average number of other stores used 2004-2008
Figure 13: Average number of other stores used by retailer 2008
Figure 14: % of clothing shoppers that are loyal to their main store 2004-2008
Figure 15: % of clothing shoppers that are loyal to their main store - by demographic group 2008
Figure 16: % of clothing shoppers that are loyal to their main store - by retailer 2008
Figure 17: Percentage point change in loyalty rates since last year by retailer 2008
Figure 18: % of loyal main users identifying drivers of loyalty 2004-2008
Figure 19: Visitor share 2004-2008 %
Figure 20: Visitor share by demographic group 2008 %
Figure 21: Main user share 2004-2008 %
Figure 22: Main user share by demographic group 2008 %
Figure 23: Conversion rates 2004-2008 %
Figure 24: Conversion rates by demographic group 2008 %
Figure 25: Loyalty 2004-2008 %
Figure 26: Loyalty by demographics 2008 %
Figure 27: Preference stores 2008 %
Figure 28: Shopping around 2004-2008
Figure 29: Visitor share 2004-2008 %
Figure 30: Visitor share by demographic group 2008 %
Figure 31: Main user share 2004-2008 %
Figure 32: Main user share by demographic group 2008 %
Figure 33: Conversion rates 2004-2008 %
Figure 34: Conversion rates by demographic group 2008 %
Figure 35: Loyalty 2004-2008 %
Figure 36: Loyalty by demographics 2008 %
Figure 37: Preference stores 2008 %
Figure 38: Shopping around 2004-2008
Figure 39: Visitor share 2004-2008 %
Figure 40: Visitor share by demographic group 2008 %
Figure 41: Main user share 2004-2008 %
Figure 42: Main user share by demographic group 2008 %
Figure 43: Conversion rates 2004-2008 %
Figure 44: Conversion rates by demographic group 2008 %
Figure 45: Loyalty 2004-2008 %
Figure 46: Loyalty by demographics 2008 %
Figure 47: Preference stores 2008 %
Figure 48: Shopping around 2004-2008
Figure 49: Visitor share 2004-2008 %
Figure 50: Visitor share by demographic group 2008 %
Figure 51: Main user share 2004-2008 %
Figure 52: Main user share by demographic group 2008 %
Figure 53: Conversion rates 2004-2008 %
Figure 54: Conversion rates by demographic group 2008 %
Figure 55: Loyalty 2004-2008 %
Figure 56: Loyalty by demographics 2008 %
Figure 57: Preference stores 2008 %
Figure 58: Shopping around 2004-2008
Figure 59: Visitor share 2004-2008 %
Figure 60: Visitor share by demographic group 2008 %
Figure 61: Main user share 2004-2008 %
Figure 62: Main user share by demographic group 2008 %
Figure 63: Conversion rates 2004-2008 %
Figure 64: Conversion rates by demographic group 2008 %
Figure 65: Loyalty 2004-2008 %
Figure 66: Loyalty by demographics 2008 %
Figure 67: Preference stores 2008 %
Figure 68: Shopping around 2004-2008
Figure 69: Visitor share 2004-2008 %
Figure 70: Visitor share by demographic group 2008 %
Figure 71: Main user share 2004-2008 %
Figure 72: Main user share by demographic group 2008 %
Figure 73: Conversion rates 2004-2008 %
Figure 74: Conversion rates by demographic group 2008 %
Figure 75: Loyalty 2004-2008 %
Figure 76: Loyalty by demographics 2008 %
Figure 77: Preference stores 2008 %
Figure 78: Shopping around 2004-2008
Figure 79: Visitor share 2004-2008 %
Figure 80: Visitor share by demographic group 2008 %
Figure 81: Main user share 2004-2008 %
Figure 82: Main user share by demographic group 2008 %
Figure 83: Conversion rates 2004-2008 %
Figure 84: Conversion rates by demographic group 2008 %
Figure 85: Loyalty 2004-2008 %
Figure 86: Loyalty by demographics 2008 %
Figure 87: Preference stores 2008 %
Figure 88: Shopping around 2004-2008
Figure 89: Visitor share 2004-2008 %
Figure 90: Visitor share by demographic group 2008 %
Figure 91: Main user share 2004-2008 %
Figure 92: Main user share by demographic group 2008 %
Figure 93: Conversion rates 2004-2008 %
Figure 94: Conversion rates by demographic group 2008 %
Figure 95: Loyalty 2004-2008 %
Figure 96: Loyalty by demographics 2008 %
Figure 97: Preference stores 2008 %
Figure 98: Shopping around 2004-2008
Figure 99: Visitor share 2004-2008 %
Figure 100: Visitor share by demographic group 2008 %
Figure 101: Main user share 2004-2008 %
Figure 102: Main user share by demographic group 2008 %
Figure 103: Conversion rates 2004-2008 %
Figure 104: Conversion rates by demographic group 2008 %
Figure 105: Loyalty 2004-2008 %
Figure 106: Loyalty by demographics 2008 %
Figure 107: Preference stores 2008 %
Figure 108: Shopping around 2004-2008
Figure 109: Visitor share 2004-2008 %
Figure 110: Visitor share by demographic group 2008 %
Figure 111: Main user share 2004-2008 %
Figure 112: Main user share by demographic group 2008 %
Figure 113: Conversion rates 2004-2008 %
Figure 114: Conversion rates by demographic group 2008 %
Figure 115: Loyalty 2004-2008 %
Figure 116: Loyalty by demographics 2008 %
Figure 117: Preference stores 2008 %
Figure 118: Shopping around 2004-2008
Figure 119: Visitor share 2004-2008 %
Figure 120: Visitor share by demographic group 2008 %
Figure 121: Main user share 2004-2008 %
Figure 122: Main user share by demographic group 2008 %
Figure 123: Conversion rates 2004-2008 %
Figure 124: Conversion rates by demographic group 2008 %
Figure 125: Loyalty 2004-2008 %
Figure 126: Loyalty by demographics 2008 %
Figure 127: Preference stores 2008 %
Figure 128: Shopping around 2004-2008


Abstract

Introduction

Verdict Research: How Britain Shops 2008: Clothing, provides a detailed overview of the shopping habits of consumers. It examines, who shops for clothing, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope

A thorough analysis of the way customers shop in the clothing sector, complete with profiles on the following retailers: Asda (George), Bhs, Debenhams, M&S, Matalan, New Look, Next, Primark, River Island, Tesco and TK Maxx. Each profile provides visitor and main user shares, conversion rates, loyalty rates with reasons, and key competitors. Data are segmented regionally and by demographic and socio-economic group. Five year historic data are provided so trends can be analysed further.

Highlights

Clothing shoppers are getting much harder to please. The share of the population shopping for clothing declined for the second year running and clothing shoppers are less likely to become main users and are less loyal this year. Shoppers expect more. Though range and price continue to be the two main drivers of loyalty, shoppers are putting more emphasis on quality and convenience to decide their loyalty. Price is no longer a key differentiator despite the rapid rise of Primark consumers are looking for other factors to add value as well. One in three shoppers uses Marks & Spencer for clothing. The market leader has attracted a significantly increased number of clothing shoppers this year to lengthen its lead over Next in second place to 5.7 percentage points.

Reasons to Purchase

How Britain Shops is one of the most comprehensive studies of its kind, drawing on a nationwide survey of 6,000 shoppers. Use this report to understand what drives your clothing customers' loyalty and find out where else they shop. Channel investment for maximum return by knowing which aspects of your retail proposition most need improving according to your customers.


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