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How Britain Shops for Clothing | Verdict Consumer Report

How Britain Shops for Clothing | Verdict Consumer Report

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
Summary

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?


  • Overview
  • Main Conclusions
    • Potential to increase clothing penetration among male shoppers
    • Growth in value segment will boost penetration among C2 and DE demographics
    • Marks & Spencer most visited retailer by clothing shoppers
    • Primark comes out top for conversion
    • Of all value players in the top 10, Asda shoppers are the least likely to shop around
    • New Look has the highest proportion of frequent shoppers
    • Value for money is the most important driver of spend
  • Sector Analysis
    • Sector summary
      • Despite an improving economy, 27.0% of shoppers feel worse off compared to last year
    • Shopping frequency
      • Frequent newness essential as 36.4% of shoppers shop for clothes more than once a month
        • Table Frequency of clothing shopping trips by region (%), 2015
        • Table Frequency of clothing shopping trips by region (%), 2015
    • Channel spend
      • Instore experience remains vital with 89.6% of shoppers shopping instore
        • Table Channels used in the last year by clothing shoppers by region (%), 2015
        • Table Channels used in the last year by clothing shoppers by demographics (%), 2015
    • Penetration of shoppers
      • Six out of the top 10 most visited retailers are value players
        • Table Top 10 retailers' share of regional clothing shoppers (%), 2015
    • Conversion
      • Tailored recommendations and better customer service can improve clothing conversion
        • Table Average conversion of clothing retailers by region (%), 2015
    • Shopping around
      • M&S's improved offer and quality credentials make its shoppers the least likely to shop around
  • Retailer Ratings
    • Importance of shopping drivers
      • Clothing remains area of discretionary spend as shoppers demand more from the products they purchase
    • Retailer ratings
      • Primark only retailer to exceed customer expectations of price
        • Table Clothing retailer ratings for shopping drivers (rated out of 10), 2015
        • Table Clothing retailer ratings for shopping drivers (rated out of 10), 2015
        • Table Clothing retailer ratings for shopping drivers (rated out of 10), 2015
        • Table Clothing retailer ratings versus driver importance, 2015
        • Table Clothing retailer ratings versus driver importance, 2015
        • Table Clothing retailer ratings versus driver importance, 2015
  • Methodology
    • Table Sample sizes by sector, 2015
    • Access to additional data
  • Appendix
    • About Verdict Retail
    • Disclaimer

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