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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 The Shopper Barometer 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 The Shopper Barometer 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 recent purchases 19 % Have a loose budget 15 % Pay more attention to value 15 % -3 % -1 % +4 % -2 % +4 % +7 % Movement since 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 websites 4 sites 11 SHOPS 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 %

The Frugal Fashionista - Attitudes to fashion spend

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Our Shopper Barometer study has identified the current view of the world through the shopper lens, as well as future watching trends and emerging channels to be aware of. Alongside the many shopper challenges highlighted in our main study, a chapter on attitudes towards spend on retail fashion highlights that the recession is still having an impact. When it comes to fashion shoppers are actively spreading their buying power to maximise choice and savings. Check out our infographic on fashion where we identify that whilst shoppers may be making fewer cuts, they are still making an effort to cut costs on clothing and footwear. • Average fashion spend each year • Exactly where shoppers are being selective and making cuts • Awareness towards trends and their impact on decision making • Where the inspiration comes from • The role of online versus in-store • The average number of stores and websites visited For more information and to discuss presenting the Shopper Barometer Fashion in full, please call or email Noreen Kinsey Head of Shopper & Retail on [email protected] or +44(0)1865 336 400

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Page 1: The Frugal Fashionista - Attitudes to fashion spend

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%