Abstract
Overview
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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