Traditional in-store shopping has the benefit of being able to provide a tangible shopping experience
It’s all about getting a sense of what you are buying
61% 57% 56%
Most commonly used stores
FRUGAL FASHIONISTA 2013 saw our rise from the recessionary ashes but Shoppers did not
feel the love and continued to watch their pennies. Our 2014 Shopper Barometer study shows the extent to which behaviours have changed forever with Shoppers actively spreading their purse for maximum choice and savings.Savvy shoppers are spreading their buying power across an average of 11 retailers!
The
The Shopper Barometer study was conducted in December 2013 with 1,200 primary household shoppers, including 600 fashion shoppers.
For further information please contact Noreen Kinsey, Head of Shopper Insight T: 01865 336 400 E: [email protected]
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
TheShopperBarometer innovation intelligence inspiration
As with other categories, over half of shoppers are looking to make cut backs when it comes to clothing. However, this figure is lower than 2013
TheShopperBarometer
The Shopper has travelled far in the past 5 years and optimism about the UK economy is starting to bloom, with the first increase we’ve seen in positivity for 5 years!
Shoppers are being selective in how they make cuts and less are sticking to a budget
Stick to a budget 28%
Don’t have a budget 26%
Pay more attention to price 26%
Cut costs on recentpurchases 19%
Have a loosebudget 15%
Pay more attention to value 15%
-3%
-1%
+4%
-2%
+4%
+7%
Mov
emen
t si
nce
2013
The average fashion
Shopper spends
£472 each year
£342
£130
Fewer cuts have been made this year (compared to last year), but money
saving tactics are still being employed
Not buying until specifically
needed
43%
Make do with last year’s
40%
Buy supermarket
brands
31%
Postpone until I find the
perfect product
25%
Shop in charity shops / jumble
sales
23%
Postpone purchases until
sale time
22%
(-5%) (-7%) (-12%) (-7%) (-3%) (-11%)
78% of fashion
Shoppers don’t have
a celebrity icon
Very few stick solely to online or in-store shopping
74% combine in-store
and online shopping
3%
Online only
23%
In-store only
Value
66%
Convenient location
29%
Low cost
35%
Quality
42%
Wide range
46%
Has clothes that suit me
48%
Loyalty to a brand is dependent on providing good value
41% of fashion Shoppers are feeling positive about the UK economy
67% have made a change in order to cut costs on clothing and footwear
15% of fashion Shoppers would not consider making any cuts in spending
Most commonly used online sites / Apps
31% 29%
26%
...however, despite the benefits we’re not seeing a wholesale move online for fashion shopping
On average, Shoppers
have a repertoire of 11
stores and 4 websites4 sites
11SHOPS
63%
In-store
34%
Online
25%
Other people on the street
20%
Catalogues
11%
Fashion magazines - Grazia, Vogue etc
It seems we mostly like to be individual and make our own style, with 70% fitting into this category.
Since price is a key factor, most can’t afford to buy fashion labels and will mainly look for inspiration in store
Ahead of the fashion
curve
Clothes are always the
latest fashion
Follow trends but not all
clothes are the latest fashion
Aware of trends but stick to my own style
Aware of trends but can’t afford the real deal
Don’t follow fashion at all
41%
2%
6%
17%
5%29%
The benefits of online vs. in-store differ with shoppers happy to use both methods depending on situation or product
With price acting as the driving force, shoppers visit a range of stores in order to find the best value for them
Shoppers see online as the convenient option while looking to find the best deals...
Convenience 60%
Cheaper 39%
Search the whole internet 33%
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