How Britain Shops for Clothing 2012 - Verdict Retail Consumer Report
Verdict Research Limited, April 2012, Pages: 278
Since 2009, the percentage of the population that shops for clothing has fallen by 8.9 percentage points to 73.2%. 2011 was another tough year for consumers, limiting spending power and the volume of discretionary clothing items purchased. How Britain Shops Clothing examines who shops for clothing, where they shop and whether they are satisfied with their current store.
Scope
- Identify how main players in clothing drive loyalty and which stores are favoured 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.
Highlights
- The percentage of clothing shoppers in the 25–54 age bracket declined in 2012, while the share of 16–24s and 65+s increased. Despite increased university fees and low employment levels, there are more young clothing shoppers in this year's survey with the greater availability of value retailers and online fashion players encouraging them to shop.
- With purchases becoming far more considered due to limited disposable incomes restricting discretionary purchases, it has become even more important for retailers to ensure that prices are competitive and that price points are justified through product quality and convenience to make customers believe their purchases provide good value for money.
- Primark is now the most preferred store cited by New Look's disloyal customers. This is an issue for New Look, as the value player continues to widen its presence in the UK. The same also applies to the second most preferred store H&M. They are becoming more fashionable and offer similar price points to New Look – threatening its market position
Reasons to Purchase
- 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?
Based on a representative survey of 6,000 adults, this report provides unique data and detailed analysis of consumer trends, drivers of customer loyalty and disloyalty, and shopper profiles for 12 key players in the UK Clothing sector.
EXECUTIVE SUMMARY
Verdict Retail view
Key findings
Main conclusions
- Fewer UK consumers are shopping for clothing for the third consecutive year
- 25–54s shop less for clothing
- Males and more mature shoppers have become more loyal
- Range remains the key driver of loyalty in 2012, though price and quality have gained importance
- Store environment has become more important to shoppers
Retailer highlights
- Bonmarché's visitor share is up for the second consecutive year
- Conversion rate success for male shoppers at H&M
- Competitor expansion threatens New Look
- Tesco is appealing more to older shoppers
- A rise in ABs and C1s has led to an increase in main user share, ranking Debenhams in fifth place
- Efforts to improve fashionability result in a small uplift in younger shopper penetration at M&S
- Next's visitor share has fallen, but the retailer has hung onto second place
- Primark has moved into second place in terms of main user share, boosted by a rise in male shoppers
- River Island has opportunities to gain from its footwear offer
- Matalan has improved conversion rates
- Price remains the key loyalty driver for TK Maxx
- Asda appeals to younger shoppers
SECTOR SUMMARY
Share of shoppers
- Shopping for clothing declines in 2012
Penetration of clothing shoppers
- All demographic groups shop less for clothing
Retailer usage
- H&M and Bonmarché grow visitor and main user share in 2012
- Main user share by region
Conversion rates
- Retailers become more successful in converting footfall into high spending customers
Shopping around
- Shopping around falls in 2012
Loyalty
- Males and mature shoppers become more loyal
Drivers of loyalty/ disloyalty
- Price and quality become more important to clothing shoppers
ASDA
Despite a fall in visitor share, Asda's conversion rate and loyalty have improved
- Footfall declines
- Asda appeals to younger shoppers
- Loyalty is driven by price
Visitors
- Asda has recorded the greatest loss in visitor share out of all profiled retailers
Main users
- Asda's overall main user share has declined
Conversion rates
- Asda has recorded improvements in terms of younger shopper conversion
Loyalty
- Asda has the fourth highest loyalty score of all retailers profiled
Competitors
- Primark and Matalan continue to threaten
BONMARCHÉ
Attracting new visitors, but struggling to convert them into high-spending customers
- Bonmarché's visitor share is up for the second consecutive year
- Conversion rates have fallen as Bonmarché's main user share only marginally improves
- Loyalty has slipped, caused by a drop in range and price satisfaction
Visitors
- Bonmarché's visitor share has returned to the level recorded in 2009
Main users
- Despite a marginal improvement, Bonmarché's main user share remains the lowest of all HBS clothing retailers
Conversion rates
- Struggles to convert visitors into high spending shoppers
Loyalty
- Bonmarché's loyalty score has fallen, as has its ranking
Competitors
- Main users are shopping around less in 2012
DEBENHAMS
Designer collections have boosted Debenhams' share and loyalty of more affluent shoppers
- Debenhams' visitor share has fallen for the second consecutive year…
- …but a rise in ABs and C1s has led to an increase in main user share, ranking it in fifth place
- Debenhams' loyalty score has risen by 5.2 percentage points, driven by improvements in price and quality
Visitors
- Debenhams' visitor share has fallen for the second consecutive year
Main users
- Debenhams' main user share has risen, ranking it fifth overall
Conversion rates
- Debenhams achieved the fourth best conversion rate in 2012
Loyalty
- Main user loyalty has risen by 5.2 percentage points to 81.3%
Competitors
- Customers shop around more in 2012
H&M
H&M has gained record levels of visitors and main users
- H&M has made the highest gains in footfall, but ranks second from bottom
- Highest penetration of main users are 16–24s
- Conversion rate success for male shoppers
- Loyalty falls marginally
Visitors
- H&M is ranked top in terms of visitor share growth
Main users
- H&M's main user share hits a new high
Conversion rates
- Conversion rates are higher for male shoppers
Loyalty
- H&M's loyalty score has fallen, but it remains top of clothing retailers
Competitors
- Shopping around has increased, as M&S and Primark threaten
MARKS & SPENCER
M&S is under pressure as its competitors make advances
- M&S's visitor share has fallen by 0.9 percentage points in 2012, but the retailer retains the top spot
- There has been a slight improvement in main user penetration after a 1.3 percentage point drop in 2011
- M&S's loyalty score has shrunk, but DEs have become more loyal to the retailer's clothing offer
- M&S's department store competitors are the preferred stores for its disloyal main users
Visitors
- M&S's visitor share has dropped off for the second year
Main users
- M&S has made little headway in regaining main user share
Conversion rates
- M&S has improved its success rate in converting visitors to high-spending customers
Loyalty
- The loyalty of M&S' main users has declined, with the retailer falling two places to rank third
Competitors
- Shopping around has increased in 2012
MATALAN
Matalan's main user share remains level, resulting from improved conversion rates
- Matalan's footfall has decreased marginally
- Higher conversion rates
- Loyalty towards Matalan has increased above the sector average
- An opportunity in footwear remains
Visitors
- Footfall has risen among 16–24 year olds
Main users
- Matalan's main user share had remained level from 2011
Conversion rates
- Conversion rates rebound slightly
Loyalty
- Matalan ranks second, behind H&M, in terms of loyalty in 2012
Competitors
- Argos is most used for homewares among Matalan's main users
NEW LOOK
New Look has lost footfall as the competition has intensified in the value market
- The retailer's visitor share has decreased for the first time since 2009
- New Look must focus on its menswear offer
- Price has become a key driver of loyalty
- Competitor expansion threatens
Visitors
- Footfall is down across all age groups
Main users
- New Look has lost female main users
Conversion rates
- New Look's conversion rate has fallen for the third consecutive year
Loyalty
- New Look's loyalty score has dipped for the first time in five years
Competitors
- Shopping around continues to fall
NEXT
Intensifying competition has made it tough for Next to improve its visitor and main user share
- Next's visitor share has fallen, but the retailer has hung onto second place
- Next's main user share has dropped to 7.4%, but penetration among younger shoppers has improved
- Range has become a more important driver of loyalty
- Next's scores for service should improve
Visitors
- Next's visitor share fell for the fourth consecutive year
Main users
- Next's main user share has fallen, resulting in the retailer losing second place to Primark
Conversion rates
- Next has found it tough to convert visitors into high-spending shoppers
Loyalty
- Loyalty has declined in 2012, with Next falling from fourth place to ninth
Competitors
- Next's main users use fewer retailers for clothing
PRIMARK
Younger shoppers have become less loyal to Primark
- Primark's visitor share has declined, despite a store rollout
- Primark has moved into second place in terms of main user share, boosted by a rise in male shoppers
- Loyalty has dropped, particularly across younger shoppers
- Disloyal users favour Peacocks the most, but Primark could stand to benefit from this
Visitors
- Primark's visitor share has fallen for the second consecutive year
Main users
- Primark's main user share has risen, claiming second place from Next
Conversion rates
- Primark has succeeded in converting visitors into high-spending shoppers
Loyalty
- Primark's main users' loyalty has declined for the third consecutive year
Competitors
- Shopping around has declined among Primark's main users
RIVER ISLAND
River Island's customer base has dwindled but 16–24s have become more loyal
- River Island's visitor share has fallen across all age groups
- Overall loyalty has declined, but 16-24s have become more loyal to River Island
- Opportunities to gain from footwear offer
Visitors
- Both male and female visitor shares declined in 2012 for River Island
Main users
- River Island's share has declined among younger shoppers
Conversion rates
- River Island's conversion rates have rebounded, but have not reached 2010's level
Loyalty
- Loyalty has risen among 16–24 year olds
Competitors
- River Island's main users shop around more
TESCO
Tesco has built loyalty among mature shoppers
- Tesco has recorded its lowest visitor share of the five-year period
- The retailer's conversion rate has risen, driven by female shoppers
- Tesco is appealing more to older shoppers
- Loyalty has dipped but price remains the key driver
Visitors
- Tesco's visitor share has fallen to its lowest level in five years
Main users
- Tesco recorded its biggest losses in terms of main user share among 16–34 year olds
Conversion rates
- Tesco's conversion rate has risen above the 2010 level
Loyalty
- Price remains the major loyalty driver for Tesco
Competitors
- Shopping around has decreased
TK MAXX
TK Maxx has gained resonance among young shoppers
- TK Maxx's visitor and main user shares have declined
- The retailer's overall conversion rate has fallen, but increased among 16–24 year olds
- Price remains the key loyalty driver for TK Maxx
Visitors
- TK Maxx's visitor share dropped for under 45s but increased for 45–64 year olds
Main users
- TK Maxx's share has risen among 16–24 year olds
Conversion rates
- The conversion rate has increased marginally across both male and female visitors
Loyalty
- Female main users drive loyalty
Competitors
- Opportunities in footwear
APPENDIX
Methodology
- Selection of parliamentary constituencies
- Selection of enumeration districts
- Selection of respondents
- Post survey weighting
Ask the analyst
Global Retail FreeView
Verdict Retail Research consulting
Disclaimer
TABLES
Table: Profile of clothing shoppers – by region 2012
Table: Percentage of active clothing shoppers regularly using each retailer, 2008–12
Table: Percentage of active clothing shoppers regularly using each retailer, 2008–12
Table: Share of active clothing shoppers naming a retailer as their main store (%), by TV region, 2012
Table: Average rate of conversion from visitor to main user, by TV region, 2012
Table: Average number of other stores used, by TV region, 2012
Table: Percentage of clothing shoppers that are loyal to their main store, by TV region, 2012
Table: Detailed drivers of loyalty, 2012
Table: Clothing loyalty score, 2008–12
Table: Clothing loyalty score, 2008–12
Table: Clothing disloyalty score, 2008–12
Table: Clothing loyalty score, 2008–12
Table: What disloyal users preferred about other clothing stores, 2008–12
Table: What disloyal users preferred about other clothing stores, 2008–12
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2011
Table: Main user share by region 2011
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Visitor share by region 2012
Table: Main user share by region 2012
Table: Conversion rates by region 2012
Table: Loyalty by region 2012
Table: Drivers of loyalty 2012
Table: Drivers of disloyalty 2012
Table: Potential changes 2012
Table: Other clothing stores used 2008–12
Table: Retailers most used in other sectors 2012
Table: Sample sizes by sector 2012
FIGURES
Figure: Clothing share of shoppers 2008–12
Figure: Profile of clothing shoppers (%) by gender, 2008–12
Figure: Profile of clothing shoppers (%) by age bracket, 2008–12
Figure: Profile of clothing shoppers (%) by socioeconomic class, 2008–12
Figure: Percentage of consumers who shop for clothing, by demographics, 2012
Figure: Percentage of consumers who shop for clothing, by TV region, 2012
Figure: Concentration of main user share of top five retailers in 2010
Figure: Concentration of main user share of top five retailers in 2011
Figure: Concentration of main user share of top five retailers in 2012
Figure: Average rate of conversion from visitor to main user (%), 2008–12
Figure: Rate of conversion from visitor to main user (%), by retailer 2012
Figure: Average number of other stores used, by retailer, 2012
Figure: Average number of other stores used, 2012
Figure: Percentage of clothing shoppers that are loyal to their main store, 2008–12
Figure: Percentage of clothing shoppers that are loyal to their main store, by demographic group, 2012
Figure: Percentage of clothing shoppers that are loyal to their main store, by retailer, 2012
Figure: Percentage point change in loyalty rates since last year, by retailer, 2012
Figure: Percentage of loyal main users identifying drivers of loyalty, 2008–12
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
Figure: Visitor share 2008–12
Figure: Visitor share by demographic group 2012
Figure: Main user share 2008–12
Figure: Main user share by demographic group 2012
Figure: Conversion rates 2008–12
Figure: Conversion rates by demographic group 2012
Figure: Loyalty 2008–12
Figure: Loyalty by demographic group 2012
Figure: Preference stores 2012
Figure: Shopping around 2012
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