How Britain Shops: Clothing 2010

Verdict Research Limited, April 2010, Pages: 183

How Britain Shops 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 of the following 11 retailers:

- Asda, Bonmarché, Debenhams, Marks & Spencer, Matalan, New Look, Next, Primark, River Island, Tesco, TK Maxx.

- How Britain Shops reports include visitor and main user share data, conversion rates, customer loyalty rates and reasons for loyalty/disloyalty.

- Data is segmented regionally and by demographic and socio-economic group. Historic data are provided and can be analysed over a four year period.

Highlights:

Consumers in the 2544 age bracket have been feeling the pinch, being some of the worst impacted in the UK by the economic downturn. This is the typical age to be rearing a family, which usually implies significant financial constraints; therefore, shopping for clothing will not be a priority for these consumers.

For the third consecutive year, conversion rates have fallen, with 2010 seeing the steepest drop . It has become much harder for retailers to convert visitors into main users, as competition has intensified.

Range and price continue to be the most important drivers of loyalty for consumers in 2010. However, other factors such as quality, service and convenience are growing in importance to customers. Retailers must ensure they consider these in order to differentiate from competitors and encourage return visits.

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 the loyalty of your customers and find out where else they are shopping - and why

- Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers

OVERVIEW
Introduction
Summary

The proportion of consumers regularly shopping for clothing has fallen
Consumers aged 25-44 have cut back the most
Male shoppers have been deterred by the recession more than females
Mid-market players are fighting for main user share
Conversion rates have continued to slide as shopping around increases
Loyalty has risen across all demographics to reach record levels
Quality, convenience and service have become increasingly important loyalty drivers
M&S continues to succeed, despite the recession
TK Maxx is struggling to keep up
The convenience of buying clothing from grocers has reduced the level of shopping around

EXECUTIVE SUMMARY
Key findings
The proportion of consumers regularly shopping for clothing has fallen
Consumers in the 25-44 age bracket have been feeling the pinch
Male shoppers have been deterred by the recession more than females
As price becomes more important, mid-market retailers have fought back
Conversion rates have continued to slide as shopping around increases
Loyalty has risen across all demographics to reach record levels
Quality, convenience and service have become increasingly important loyalty drivers

RETAILER HIGHLIGHTS
M&S continues to succeed, despite the recession
New Look's main users shop around the most, as price has become increasingly important
Grocers' main users shop around less than their competitors'
TK Maxx is struggling to keep up
Debenhams' 'Designer' ranges have helped to boost its visitor and main user shares
Primark has made gains in terms of main user share, due to increased concerns over price
Table of Contents
Table of figures
Sector Summary

Share of shoppers
Consumers have cut back on discretionary items
Penetration of clothing shoppers
Male shopper numbers have fallen

Retailer Usage
M&S stays on top
Main user share by TV region

Conversion Rates
Conversion rates have slipped for the third consecutive year

Shopping Around
New Look's users shop around most

Loyalty
Loyalty has improved across all demographics
Drivers of loyalty/disloyalty
Quality has seen the largest rise in importance

ASDA
The recession has helped to boost the number of Asda's main users
Asda faces a growing threat from other value clothing retailers
Asda has benefitted from an increase in recession-hit consumers
Asda's efforts to improve quality have not been recognised by its main users
Price continues to be the main driver of loyalty, while range disappoints Asda's disloyal main users
Visitors
Asda's range continues to appeal to young family shoppers
Main users
Asda's main user share has grown, as AB and C1 shoppers have been forced to trade down
Conversion rates
The convenience of one-stop shopping continues to convert male visitors into main users
Loyalty
Customer loyalty to Asda has increased for the third successive year
Competitors
Asda remains a favourite in other product sectors

BONMARCHÉ
Bonmarché must focus on its core target market to avoid spreading itself too thinly
Bonmarché's visitor and main user shares have both declined
The 65-plus demographic should be Bonmarché's primary focus
A more youthful range has done little to excite younger customers
Initiatives to improve customer loyalty have paid off
Visitors
Bonmarché's visitor share across all demographics has declined, bar one
Main users
Bonmarché's main user share has declined as competition has intensified
Conversion rates
Bonmarché continues to improve the conversion rate of DEs
Loyalty
Range and price have driven an increase in loyalty
Competitors
Bonmarché's main users have stuck to what they know

DEBENHAMS
Debenhams' broad appeal has helped boost its visitor and main user share
Debenhams' ranges appeal to all socioeconomic groups
New designer ranges will help increase the number of Debenhams' younger main users
Male shoppers continue to have a higher conversion rate
Customer loyalty has declined, as shoppers look for cheaper alternatives
Visitors
Debenhams' visitor share continues to rise, particularly among older shoppers
Main users
Debenhams' main user share has risen 1.7 percentage points in two years
Conversion rates
Conversion rates have improved across most demographics, apart from the 65-plus and DE segments
Loyalty
Customer loyalty has declined among both male and female main users
Competitors
Shopping around has risen again after a drop in 2009

MARKS & SPENCER
The clothing market leader continues to impress
Older visitors boost M&S' overall visitor share
M&S' main user share remains the highest
Customer loyalty has improved across every demographic
Visitors
Older shoppers boost M&S' visitor share
Main users
M&S' main user share has risen by 0.5 percentage points
Conversion rates
M&S has the best conversion rate among all profiled retailers
Loyalty
Customer loyalty has improved across all demographics
Competitors
Shopping around has remained low

MATALAN
Matalan is struggling to keep up with Primark and Asda/George
Matalan's new sub-brand has done little to attract 16-24 year olds
A decline in main user share has knocked Matalan out of the top five
An increase in shopping around has pushed Matalan to just below average
Visitors
Matalan's visitor share has fallen 0.5 percentage points, as value competitors have expand their presence
Main users
Matalan's core C2 and DE target groups have increased in terms of main user share
Conversion rates
Matalan' conversion rate has fallen by 0.6 percentage points
Loyalty
AB and C1 loyalty has improved
Competitors
Matalan's main users are searching for value for money across more retailers

NEW LOOK
New Look's value fashion ranges continue to drive footfall
New Look's visitor share has risen across all socioeconomic segments
Despite further developments in its menswear range, New Look's male main user share remains the same
Price has overtaken range to become the main driver of loyalty
New Look's main users continue to shop around
Visitors
New Look's visitor share has risen once more after a dip in 2009
Main users
New Look's male main user share remains stagnant, while its female share continues to grow
Conversion rates
New Look has struggled to convert footfall into high-spending customers
Loyalty
Main user loyalty has risen by 3.1 percentage points
Competitors
Among all other profiled retailers, New Look's main users shop around the most

NEXT
Next has felt the mid-market squeeze, and has recorded a decline in its main user share
Next's visitor and main user shares have fallen
Next's fashion sub-brand Runway is yet to attract younger shoppers
Customer loyalty among all demographics has improved, apart from C1s
Store refurbishments have helped to improve drivers of loyalty
Visitors
Next's visitor share has dropped across male and female visitors
Main users
Next's main user share has dropped after holding steady in 2009
Conversion rates
Next's male conversion rate has jumped by 6.5 percentage points, while the female rate has declined
Loyalty
Customer loyalty has risen across all demographics, bar one
Competitors
Shopping around has remained steady in 2010

PRIMARK
Primark continues to draw in new customers
The recession has boosted Primark's visitor and main user growth
Primark appeals to all socioeconomic segments
Price is the main driver of disloyal main users
Shopping around has increased by 0.3 percentage points
Visitors
Primark's steady growth pattern has continued
Main users
Primark's male and female main user shares have both increased
Conversion rates
ABs and C1s are the most difficult to convert
Loyalty
Customer loyalty has fallen by 3.1 percentage points
Competitors
Shopping around has increased in 2010

RIVER ISLAND
River Island's well-differentiated product offering has driven footfall
River Island has attracted older consumers through its broad product ranges
The retailer has benefited from consumers trading both up and down
River Island's young core market comes with advantages and disadvantages
River Island's proposition must be appealing to tempt male shoppers
Visitors
River Island has seen its highest visitor share in over seven years
Main users
River Island's appeal has broadened, but 16-24 year olds remain its key customer base
Conversion rates
Despite a rise, River Island's low conversion rate places it in the bottom three
Loyalty
Customer loyalty has declined, especially among AB and C1 main users
Competitors
River Island's main users shop around much more than the average

TESCO
Tesco's improved fashion credentials have boosted its visitor share
Tesco's new website has helped to increase its share of much-needed younger visitors
Despite increasing by 0.1 percentage point, shopping around remains low
A 4.2 percentage point rise in loyalty is a sign of improvement
Visitors
Tesco's visitor share has risen as its clothing offering moves online
Main users
Tesco's share of both male and female main users has fallen
Conversion rates
Tesco has the second lowest conversion rate of all profiled retailers
Loyalty
Customer loyalty has risen by 4.2 percentage points
Competitors
Tesco's comprehensive product offering prevents main users from shopping elsewhere

TK MAXX
Cheaper alternatives have tempted consumers away from TK Maxx
TK Maxx's visitor and main user shares have declined
TK Maxx has been unable to compete with value retailers in terms of price
TK Maxx's buying tactics benefited from the recession in 2009
Visitors
TK Maxx's visitor share has fallen as value competition intensifies
Main users
TK Maxx's main user share has declined across all demographics, apart from in the 55-plus age groups
Conversion rates
Older shoppers have proved to be easier to convert
Loyalty
Loyalty has dropped an alarming 8.0 percentage points
Competitors
Shopping around among TK Maxx's main users has declined

METHODOLOGY
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, 2010
Table 2: Percentage of active clothing shoppers regularly using each retailer, 2006-2010
Table 3: Percentage of active clothing shoppers regularly using each retailer, 2006-2010
Table 4: Share of active clothing shoppers naming a retailer as their main store (%), by TV region, 2010
Table 5: Average rate of conversion from visitor to main user, by TV region, 2010
Table 6: Average number of other stores used, by TV region, 2010
Table 7: Percentage of clothing shoppers that are loyal to their main store, by TV region, 2010
Table 8: Detailed drivers of loyalty (%), 2010
Table 9: Clothing loyalty score, by retailer, 2006-2010
Table 10: Clothing loyalty score, by retailer, 2006-2010
Table 11: Clothing disloyalty score, by retailer, 2006-2010
Table 12: Clothing disloyalty score, by retailer, 2006-2010
Table 13: What disloyal users preferred about other clothing stores, 2006-2010
Table 14: What disloyal users preferred about other clothing stores, 2006-2010
Table 15: Visitor share, by TV region, 2010
Table 16: Main user share, by TV region, 2010
Table 17: Conversion rates, by TV region, 2010
Table 18: Loyalty, by TV region, 2010
Table 19: Drivers of loyalty, 2010
Table 20: Drivers of disloyalty, 2010
Table 21: Potential changes, 2010
Table 22: Other clothing stores used, 2006-2010
Table 23: Other retailers used, 2010
Table 24: Visitor share, by TV region, 2010
Table 25: Main user share, by TV region, 2010
Table 26: Conversion rates, by TV region, 2010
Table 27: Loyalty, by TV region, 2010
Table 28: Drivers of loyalty, 2010
Table 29: Drivers of disloyalty, 2010
Table 30: Potential changes, 2010
Table 31: Other clothing stores used, 2006-2010
Table 32: Other retailers used, 2010
Table 33: Visitor share, by TV region, 2010
Table 34: Main user share, by TV region, 2010
Table 35: Conversion rates, by TV region, 2010
Table 36: Loyalty, by TV region, 2010
Table 37: Drivers of loyalty, 2010
Table 38: Drivers of disloyalty, 2010
Table 39: Potential changes, 2010
Table 40: Other clothing stores used, 2006-2010
Table 41: Other retailers used, 2010
Table 42: Visitor share, by TV region, 2010
Table 43: Main user share, by TV region, 2010
Table 44: Conversion rates, by TV region, 2010
Table 45: Loyalty, by TV region, 2010
Table 46: Drivers of loyalty, 2010
Table 47: Drivers of disloyalty, 2010
Table 48: Potential changes, 2010
Table 49: Other clothing stores used, 2006-2010
Table 50: Other retailers used, 2010
Table 51: Visitor share, by TV region, 2010
Table 52: Main user share, by TV region, 2010
Table 53: Conversion rates, by TV region, 2010
Table 54: Loyalty, by TV region, 2010
Table 55: Drivers of loyalty, 2010
Table 56: Drivers of disloyalty, 2010
Table 57: Potential changes, 2010
Table 58: Other clothing stores used, 2006-2010
Table 59: Other retailers used, 2010
Table 60: Visitor share, by TV region, 2010
Table 61: Main user share, by TV region, 2010
Table 62: Conversion rates, by TV region, 2010
Table 63: Loyalty, by TV region, 2010
Table 64: Drivers of loyalty, 2010
Table 65: Drivers of disloyalty, 2010
Table 66: Potential changes, 2010
Table 67: Other clothing stores used, 2006-2010
Table 68: Other retailers used, 2010
Table 69: Visitor share, by TV region, 2010
Table 70: Main user share, by TV region, 2010
Table 71: Conversion rates, by TV region, 2010
Table 72: Loyalty, by TV region, 2010
Table 73: Drivers of loyalty, 2010
Table 74: Drivers of disloyalty, 2010
Table 75: Potential changes, 2010
Table 76: Other clothing stores used, 2006-2010
Table 77: Other retailers used, 2010
Table 78: Visitor share, by TV region, 2010
Table 79: Main user share, by TV region, 2010
Table 80: Conversion rates, by TV region, 2010
Table 81: Loyalty, by TV region, 2010
Table 82: Drivers of loyalty, 2010
Table 83: Drivers of disloyalty, 2010
Table 84: Potential changes, 2010
Table 85: Other clothing stores used, 2006-2010
Table 86: Other retailers used, 2010
Table 87: Visitor share, by TV region, 2010
Table 88: Main user share, by TV region, 2010
Table 89: Conversion rates, by TV region, 2010
Table 90: Loyalty, by TV region, 2010
Table 91: Drivers of loyalty, 2010
Table 92: Drivers of disloyalty, 2010
Table 93: Potential changes, 2010
Table 94: Other clothing stores used, 2006-2010
Table 95: Other retailers used, 2010
Table 96: Visitor share, by TV region, 2010
Table 97: Main user share, by TV region, 2010
Table 98: Conversion rates, by TV region, 2010
Table 99: Loyalty, by TV region, 2010
Table 100: Drivers of loyalty, 2010
Table 101: Drivers of disloyalty, 2010
Table 102: Potential changes, 2010
Table 103: Other clothing stores used, 2006-2010
Table 104: Other retailers used, 2010
Table 105: Visitor share, by TV region, 2010
Table 106: Main user share, by TV region, 2010
Table 107: Conversion rates, by TV region, 2010
Table 108: Loyalty, by TV region, 2010
Table 109: Drivers of loyalty, 2010
Table 110: Drivers of disloyalty, 2010
Table 111: Potential changes, 2010
Table 112: Other clothing stores used, 2006-2010
Table 113: Other retailers used, 2010
Table 114: Sample sizes, by sector, 2010

LIST OF FIGURES:

Figure 1: Clothing share of shopper, 2006-2010
Figure 2: Profile of clothing shoppers (%), by gender, 2006-2010
Figure 3: Profile of clothing shoppers (%),by age bracket, 2006-2010
Figure 4: Profile of clothing shoppers (%), by socioeconomic class, 2006-2010
Figure 5: Percentage of consumers who shop for clothing, by demographics, 2010
Figure 6: Percentage of consumers who shop for clothing, by TV region, 2010
Figure 7: Concentration of main user share of top five retailers in 2008
Figure 8: Concentration of main user share of top five retailers in 2009
Figure 9: Concentration of main user share of top five retailers in 2010
Figure 10: Average rate of conversion from visitor to main user (%), 2006-2010
Figure 11: Rate of conversion from visitors to main users (%), by retailer, 2010
Figure 12: Average number of other stores used, by retailer, 2010
Figure 13: Average number of other stores used, 2006-2010
Figure 14: Percentage of clothing shoppers that are loyal to their main store, 2006-2010
Figure 15: Percentage of clothing shoppers that are loyal to their main store, by demographic group, 2010
Figure 16: Percentage of clothing shoppers that are loyal to their main store, by retailer, 2010
Figure 17: Percentage point change in loyalty rates since last year, by retailer, 2010
Figure 18: Percentage of loyal main users identifying drivers of loyalty, 2006-2010
Figure 19: Visitor share, 2006-2010
Figure 20: Visitor share, by demographic group, 2010
Figure 21: Main user share, 2006-2010
Figure 22: Main user share, by demographic group, 2010
Figure 23: Conversion rates, 2006-2010
Figure 24: Conversion rates, by demographic group, 2010
Figure 25: Loyalty, 2006-2010
Figure 26: Loyalty, by demographics, 2010
Figure 27: Preference stores, 2010
Figure 28: Shopping around, 2010
Figure 29: Visitor share, 2006-2010
Figure 30: Visitor share, by demographic group, 2010
Figure 31: Main user share, 2006-2010
Figure 32: Main user share, by demographic group, 2010
Figure 33: Conversion rates, 2006-2010
Figure 34: Conversion rates, by demographic group, 2010
Figure 35: Loyalty, 2006-2010
Figure 36: Loyalty, by demographics, 2010
Figure 37: Preference stores, 2010
Figure 38: Shopping around, 2010
Figure 39: Visitor share, 2006-2010
Figure 40: Visitor share, by demographic group, 2010
Figure 41: Main user share, 2006-2010
Figure 42: Main user share, by demographic group, 2010
Figure 43: Conversion rates, 2006-2010
Figure 44: Conversion rates, by demographic group, 2010
Figure 45: Loyalty, 2006-2010
Figure 46: Loyalty, by demographics, 2010
Figure 47: Preference stores, 2010
Figure 48: Shopping around, 2010
Figure 49: Visitor share, 2006-2010
Figure 50: Visitor share, by demographic group, 2010
Figure 51: Main user share, 2006-2010
Figure 52: Main user share, by demographic group, 2010
Figure 53: Conversion rates, 2006-2010
Figure 54: Conversion rates, by demographic group, 2010
Figure 55: Loyalty 2006-2010
Figure 56: Loyalty, by demographics, 2010
Figure 57: Preference stores, 2010
Figure 58: Shopping around, 2010
Figure 59: Visitor share, 2006-2010
Figure 60: Visitor share, by demographic group, 2010
Figure 61: Main user share, 2006-2010
Figure 62: Main user share, by demographic group, 2010
Figure 63: Conversion rates, 2006-2010
Figure 64: Conversion rates, by demographic group, 2010
Figure 65: Loyalty 2006-2010
Figure 66: Loyalty, by demographics, 2010
Figure 67: Preference stores, 2010
Figure 68: Shopping around, 2010
Figure 69: Visitor share, 2006-2010
Figure 70: Visitor share, by demographic group, 2010
Figure 71: Main user share, 2006-2010
Figure 72: Main user share, by demographic group, 2010
Figure 73: Conversion rates, 2006-2010
Figure 74: Conversion rates, by demographic group, 2010
Figure 75: Loyalty, 2006-2010
Figure 76: Loyalty, by demographics, 2010
Figure 77: Preference stores, 2010
Figure 78: Shopping around, 2010
Figure 79: Visitor share, 2006-2010
Figure 80: Visitor share, by demographic group, 2010
Figure 81: Main user share, 2006-2010
Figure 82: Main user share, by demographic group, 2010
Figure 83: Conversion rates, 2006-2010
Figure 84: Conversion rates, by demographic group, 2010
Figure 85: Loyalty, 2006-2010
Figure 86: Loyalty, by demographics, 2010
Figure 87: Preference stores, 2010
Figure 88: Shopping around, 2010
Figure 89: Visitor share, 2006-2010
Figure 90: Visitor share, by demographic group, 2010
Figure 91: Main user share, 2006-2010
Figure 92: Main user share, by demographic group, 2010
Figure 93: Conversion rates, 2006-2010
Figure 94: Conversion rates, by demographic group, 2010
Figure 95: Loyalty, 2006-2010
Figure 96: Loyalty, by demographics, 2010
Figure 97: Preference stores, 2010
Figure 98: Shopping around, 2010
Figure 99: Visitor share, 2006-2010
Figure 100: Visitor share, by demographic group, 2010
Figure 101: Main user share, 2006-2010
Figure 102: Main user share, by demographic group, 2010
Figure 103: Conversion rates, 2006-2010
Figure 104: Conversion rates, by demographic group, 2010
Figure 105: Loyalty, 2006-2010
Figure 106: Loyalty, by demographics, 2010
Figure 107: Preference stores, 2010
Figure 108: Shopping around, 2010
Figure 109: Visitor share, 2006-2010
Figure 110: Visitor share, by demographic group, 2010
Figure 111: Main user share, 2006-2010
Figure 112: Main user share, by demographic group, 2010
Figure 113: Conversion rates, 2006-2010
Figure 114: Conversion rates, by demographic group, 2010
Figure 115: Loyalty, 2006-2010
Figure 116: Loyalty, by demographics, 2010
Figure 117: Preference stores, 2010
Figure 118: Shopping around, 2010
Figure 119: Visitor share, 2006-2010
Figure 120: Visitor share, by demographic group, 2010
Figure 121: Main user share, 2006-2010
Figure 122: Main user share, by demographic group, 2010
Figure 123: Conversion rates, 2006-2010
Figure 124: Conversion rates, by demographic group, 2010
Figure 125: Loyalty, 2006-2010
Figure 126: Loyalty, by demographics, 2010
Figure 127: Preference stores, 2010
Figure 128: Shopping around, 2010

- Asda

- Bonmarché

- Debenhams

- Marks & Spencer

- Matalan

- New Look

- Next

- Primark

- River Island

- Tesco

- TK Maxx

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