customer insight report 2012 - emap

Customer Insight Report 2012

In association with

2

customerinsightrePort I foreword

C ustomers can be fickle. And particularly now they can access a constant stream of information about possible products and easily find special offers, not just while they are sat at a computer but also on their smartphones, fashion retailers sometimes despair at how to build relationships with them.

But build relationships they can, and must, if they are smart about building profiles of their customers and using what they learn to react to demand. This is as true for large mid-market fashion chains as it is for the value players or high-end boutiques.

The good news is that consumers are increasingly confident in interacting with retailers and fashion brands in a variety of ways, and in this research they have provided a clear indication of some of the initiatives that retailers can invest in, in order to make them more likely to choose to shop with them.

However, if the findings of this report are to deliver any bad news, it is that the problems consumers face when they are trying to make purchases are the same old ones – such as not having the right sizes in stock. Lack of sizing availability came up in several places in the research, and yet consumers are willing to share sizing information if it leads to better availability in store and online.

Many retailers are beginning to ask their customers for more information, but they must remember that those customers expect something in return, whether it be discounts, operational improvements or a more personalised service.

Joanna Perry, Special Projects Editor, Drapers

‘Consumers are willing to share sizing information if it leads to better availability’

In association with

Tel: 0207 000 0000 Email: [email protected] Web: www.drapersonline.com

3

customerinsightrePort I sponsor foreword

M anthan Systems are delighted to have sponsored the Drapers Customer Insight Report as we believe it is of great importance for retailers to have an in-depth understanding of how customers are reacting to the rapidly evolving omnichannel retail environment.

While it may be comforting to know that ‘word of mouth’ is still the most important influencer in the shopping decision, the way it is now communicated is very different and at warp speed compared with only a few years ago. The generation game is also a major factor in how retailers need to relate to and communicate with their customers – the research shows younger people are more likely to provide mobile numbers and be positive towards contacts provided they are not intrusive. However, it is interesting to also note that older customers are still positive towards email contacts and more likely to read them, possibly because they have more time to do so.

At Manthan we believe that what is most important is that retailers know their customers, know how they are reacting to the various promotions and communications you send and gain an analysis and understanding of what works and does not work for your customers, and there may be many segments of customer and channels. Better decisions can be taken if you have timely, easily understandable and accurate information linked to your overall company performance. Manthan’s ARC Retail & Customer Analytics suite can add significantly to a retailer’s capability to gain this competitive edge and succeed in this rapidly evolving and changing environment.

Andrew Blatherwick, president, Manthan Systems Europe

‘Word of mouth is still the most important influencer in the shopping decision’

In association with

4

customerinsightrePort I methodology

D rapers has created this piece of research to help our readers understand how consumers want to engage with them and how they can use customer information and feedback to improve different aspects of their offer and operation.

We’ve asked consumers that shop for clothing online and in stores both directly about their views on engaging with retailers, and for feedback on what they would like to see retailers improve and do more of.

Drapers commissioned OnePoll Research to carry out the survey, which took place in May 2012. More than 2,000 respondents provide a representative split of UK adults. We have also segmented the answers by gender, age and income, which creates some interesting insights.

In association with

5

customerinsightrePort I executive summary

C onsumers are becoming used to retailers collecting information on them and using it. But how much, and what type of information is it acceptable to collect, and how can you use it?

Our latest piece of consumer research sets out to answer these questions, providing a clear direction for fashion

retailers who want to develop and strengthen the relationships they have with their customers.

ThE good news is that though pricing and special offers are always going to influence consumers when they are considering and making clothing purchases, there are many other triggers that can influence them. For instance, 25% of consumers choose their favourite clothing retailer based primarily on the quality of the products.

And a further 9% do so based on the proximity of the store to where they live, highlighting that despite the growth of online sales, store location can still be critical.

Consumers are willing to interact with retailers in a wide variety of manners, highlighting both how technologically sophisticated many have become, as well as how tried and tested methods remain popular. When we asked consumers how they like to interact with their favourite fashion retailers, 33% like to receive emails from them, which was the most the popular choice. Meanwhile, 22% like to be a member of a loyalty scheme, and 15% like to receive invites to VIP evenings in store.

Email has become a standard part of many fashion retailers’ marketing strategies. One of the most interesting aspects of the results is the number of fashion retailers consumers receive emails from, and how many they open in general. It’s useful for retailers to consider how many competitors are also emailing their customers. And while they can measure their own open rates, our questions went beyond this, asking how many they open and actually look at overall.

Most consumers are signed up for a handful of fashion retailers’ emails. You must work hard to make their list – 42% are signed up for one to three emails, and a further 22% for four to six emails. And even when you make the shortlist, you must continue to work hard to keep the content compelling, particularly the subject lines that help consumers make snap decisions about whether to look at an email or not. Only 35% open three quarters or more of the emails they receive from fashion retailers. And 24% open less than one quarter of them.

In association with

6

customerinsightrePort I executive summary

PErsonalisaTion is one way that retailers are improving their email communciations, and consumers are open to data being used in this way for other types of interactions too. Some 18% said personalised special offers would encourage them to shop more with particular retailers or fashion brands.

And when we asked about the different ways they would be interested in fashion retailers personalising their offer to them less than a third were not interested in any kind of personalisation. In fact, 34% would like more personalised emails with products most likely to appeal to them; and the same number said personalised special offers and discounts depending on what they buy.

Going further than this, 19% would like fashion retailers’ websites to display content in a personalised manner, again showing products most relevant to them. And 14% would like product ranges in stores to be tailored to the area and demographic of the local customer base.

In order to achieve this, consumers are willing to share a significant amount of information on themselves and their likes, such as size, age, favourite styles and purchase history.

ThErE is a limiT to the way consumers are prepared to interact with retailers when it comes to mobile phones. The majority of consumers do not want to give their mobile number to fashion retailers. However, the breakdown of results by age also gives some indication as to how this might change over the next few years, as the younger age groups are more likely to be positive about it. Only 47% of 18 to 24 year olds do not give their mobile phone numbers to retailers compared with 77% of the over-55 age group; while 26% of 18 to 24 year olds are willing to give out their mobile number in return for receiving discount coupons to their phone.

The trends in how consumers are willing to be interacted with, and engaged, are changing. The following results help to highlight current thinking and some of the likely changes that will take place in the next few years.

In association with

In association with

7

customerinsightrePort I results

0

20

40

60

80

100 ■ Fashion chain stores■ Fashion chain stores' websites■ Department stores■ Department stores' websites■ Independent fashion boutiques■ Independent fashion boutiques' websites■ Online-only fashion retailers (such as Asos)■ Other online retailers (such as Amazon or eBay)■ Supermarkets■ Supermarkets' websites■ Market stalls■ Charity shops■ Second-hand/vintage fashion retailers■ Other■ I do not buy clothes

69.94%73.68%

50.12%

43.52%

34.99%

24.3%

1.53%

59.29%

34.01%

22.82%

34.15%

41.2%

24.89%

6.9%

19.81%

1. Where do you buy fashion clothing from?

In association with

8


30.5%

17.3%

8.35%

21.65%

28.2%33.7%

21.95%24.8%

0

20

40

60

80

100 ■ Fashion magazines■ Newspapers■ Fashion bloggers■ Fashion retailers' websites■ Fashion stores■ Friends■ Family■ Other

2a. Where do you get inspiration for your fashion clothing purchases from?

In association with

9


Female Male0

20

40

60

80

100■ Fashion magazines■ Newspapers■ Fashion bloggers■ Fashion retailers' websites■ Fashion stores■ Friends■ Family■ Other

39.39%

25.02%

15.20%

34.75%37.72%

20.11%22.80%

8.34%

20.09% 17.70%19.76% 20.52%

28.99%24.10%

27.14%

8.36%

2b. Where do you get inspiration for your fashion clothing purchases from? Split by gender

In association with

10


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Fashion magazines

Newspapers Fashion bloggers

Fashion retailers' websites

Fashion stores

Friends Family Other

0

20

40

60

80

100

36.1

8%

23.8

4%

34.1

0%

23.1

7%

24.6

9%

19.0

9% 21.6

3%

12.2

1% 13.7

5% 17.2

8%

11.4

0%

10.1

8%

5.23

%

4.04

%

31.6

9%

19.0

9% 21.6

3%

21.8

0%

19.2

8%

32.1

0%

31.9

1%

26.4

6%

26.1

6%

26.9

1%

47.7

4%

39.8

9%

31.5

5%

31.4

0%

21.8

1%

16.8

1% 18.5

8% 21.5

1%

26.9

1%

16.0

5% 19.0

9%

21.1

2%

28.2

0% 31.3

9%

27.8

0%

46.0

9%

2c. Where do you get inspiration for your fashion clothing purchases from? Split by age

In association with

11


Fashion magazines

Newspapers Fashion bloggers

Fashion retailers' websites

Fashion stores

Friends Family Other0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

27.9

9%

34.4

4%

31.3

3%

40.2

9%

13.5

6%

26.1

7%

18.2

3%

20.1

4%

5.77

%

15.4

3%

8.85

%

7.91

%

22.2

2%

22.8

7%

21.5

9% 24.4

6%

33.4

8%

26.7

2%

28.6

7%

17.9

9%

36.3

6%

33.0

6%

35.4

0%

19.4

2% 23.8

1%

22.8

7%

21.5

9%

12.9

5%

28.5

7%

13.2

2%

23.7

2%

11.5

1%

2d. Where do you get inspiration for your fashion clothing purchases from? Split by income

In association with

12


9.35%6.9%

11.6%

28.7%25.45%

2.9% 1.7%5.8%

0.85%

6.75%

0

20

40

60

80

100■ It's close to where I live■ Great website■ Best fashion trends■ Price of products■ Quality of products■ The customer service■ The atmosphere in store■ It stocks my favourite fashion brands■ My friends go there■ Other

3a. Thinking about your favourite fashion clothing retailer, what’s the main reason you buy from them?

In association with

13


Female Male0

20

40

60

80

100 ■ It's close to where I live■ Great website■ Best fashion trends■ Price of products■ Quality of products■ The customer service■ The atmosphere in store■ It stocks my favourite fashion brands■ My friends go there■ Other

8.34%

29.84%

7.32%

24.56%

2.22% 1.67%

6.77%

0.74%

6.95%10.53%

6.41%

27.36%

11.62%

26.49%

3.69%1.74%

4.67%0.98%

6.51%

11.58%

3b. Thinking about your favourite fashion clothing retailer, what’s the main reason you buy from them? Split by gender

In association with

14


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

It's close to where I live

Great website

Best fashion trends

Price of products

Quality of products

The customer service

The atmosphere

in store

It stocks my favourite fashion brands

My friends go there

Other0

20

40

60

80

100

25.9

3%

12.9

8%15.3

8%

9.01

%

4.93

%8.64

%

5.85

%

10.5

4%

6.40

%

5.23

%

6.17

% 8.65

%

9.69

% 12.2

1%

9.27

%

27.5

7% 30.5

3%

31.3

4%

25.2

9% 28.4

0%

18.5

2%

24.6

8%

16.2

4%

26.1

6%

32.8

8%

2.47

%

2.80

%

3.70

%

3.49

%

2.39

%

1.23

%

1.27

%

1.99

%

2.33

%

1.64

% 4.12

%

4.33

%

3.70

%

8.43

%

7.03

%

0.41

%

1.27

%

0.85

%

1.16

%

0.60

%

4.94

% 7.63

%

6.55

%

5.52

% 7.62

%

3c. Thinking about your favourite fashion clothing retailer, what’s the main reason you buy from them? Split by age

In association with

15


It's close to where I live

Great website

Best fashion trends

Price of products

Quality of products

The customer service

The atmosphere

in store

It stocks my favourite fashion brands

My friends go there

Other0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

11.2

6%

5.51

%9.03

%

7.19

%

7.07

%

9.92

%

6.73

%

3.60

% 9.24

%

18.1

8%

10.0

9%

23.0

2%

33.3

3%

23.9

7%

30.8

0%

15.1

1%

23.9

5%

26.1

7%

26.7

3%

28.0

6%

1.15

% 4.68

%

3.54

%

5.76

%

1.15

%

2.75

%

0.71

% 5.04

% 6.06

%

4.68

%

7.08

%

4.32

%

0.43

%

0.28

%

0.18

% 5.04

%

6.35

%

3.86

%

5.13

%

2.88

%

3d. Thinking about your favourite fashion clothing retailer, what’s the main reason you buy from them? Split by income

In association with

16


10.05%

37.15%

54.55%

17.55%

26%

11.8%9.25%

4.3%

0

20

40

60

80

100 ■ Weekly email ■ Loyalty card■ Money-off vouchers■ Personalised special offers■ They had more stock I liked in my size in store■ Their website was easier to navigate■ Other■ Nothing

4a. What might encourage you to shop more with a particular retailer or brand?

In association with

17


Female Male0

20

40

60

80

100■ Weekly email■ Loyalty card■ Money-off vouchers■ Personalised special offers■ They had more stock I liked in my size in store■ Their website was easier to navigate■ Other■ Nothing

9.64%

18.81%

42.35%

31.23%

10.38%

5%8.90%

59.59%

10.53%

16.07%

31.05%

19.87%

7.93%3.47%

15.20%

48.64%

4b. What might encourage you to shop more with a particular retailer or brand? Split by gender

In association with

18


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Weekly email

Loyalty card Money-off vouchers

Personalised special offers

They had more stock I liked in my size in store

Their website was easier to navigate

Other Nothing 0

20

40

60

80

100

16.0

5%

11.2

0%

12.2

5%

7.85

%

7.17

%

22.2

2%

15.7

8%18.2

3%

15.1

2% 17.7

9%

23.4

6%

22.6

5%

19.0

9%

25.8

7%

32.5

9%

9.47

%

9.41

%

9.97

%

6.98

% 9.87

%

5.35

%

6.11

%

4.27

%

4.36

%

2.84

%

7%

8.65

%

5.13

%

12.5

0%

18.5

4%

40.7

4%

40.9

7%

39.8

9%

35.1

7%

33.1

8%

58.0

2%

57.2

5%59.2

6%

52.9

1%

50.0

7%

4c. What might encourage you to shop more with a particular retailer or brand? Split by age

In association with

19


Weekly email

Loyalty card Money-off vouchers


They had more stock I liked in my size in

store

Their website was

easier to navigate

Other Nothing 0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

7.50

%

14.3

3%

10.8

0%

19.4

2%

33.9

1%

42.7

0%

42.8

3%

27.3

4%

29.5

8%

21.4

9%26.3

7%

17.9

9%

9.67

%

9.09

%

10.6

2%

6.47

%

17.3

2%

18.1

8%

20.1

8%

12.9

5%

59.4

5%

52.8

9%57.7

0%

37.4

1%

5.19

%

2.75

%

3.01

%

3.60

%

13.2

8%

5.79

%9.91

%

5.76

%

4d. What might encourage you to shop more with a particular retailer or brand? Split by income

In association with

20


24.55%

14.0% 15.05%

34.65%

11.75%

0

20

40

60

80

100■ A blanket short-term discount, such as 20% off across all stock for one day■ A discount if I spend a minimum amount, such as £10 off if you spend £75■ A large discount on certain types of products, such as 30% off all dresses■ A giftcard/voucher to spend at a later date if I spend a certain amount today, such as a £5 giftcard for the retailer to use next month if I spend £20 today■ A mix-and-match discount for buying multiple products, such as three pairs of socks for £10 that normally cost £5 each

5a. What’s your preferred type of discount/special offer from fashion clothing retailers?

In association with

21


Female Male0

20

40

60

80

100■ A blanket short-term discount, such as 20% off across all stock for one day■ A discount if I spend a minimum amount, such as £10 off if you spend £75■ A large discount on certain types of products, such as 30% off all dresses■ A giftcard/voucher to spend at a later date if I spend a certain amount today, such as a £5 giftcard for the retailer to use next month if I spend £20 today■ A mix-and-match discount for buying multiple products, such as three pairs of socks for £10 that normally cost £5 each

34.38%

15.29%10.19%

13.62%

26.51%

34.96%

12.49%13.57%16.72%

22.26%

5b. What’s your preferred type of discount/special offer from fashion clothing retailers? Split by gender

In association with

22


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

A blanket short-term discount, such as 20% off across all stock for

one day

A discount if I spend a minimum amount,

such as £10 off if you spend £75

A large discount on certain types of

products, such as 30% off all dresses

A giftcard/voucher to spend at a later date if I spend a certain amount

today, such as a £5 giftcard for the retailer to use next month if I spend £20 today

A mix-and-match discount for buying

multiple products, such as three pairs of socks for £10 that normally

cost £5 each

0

20

40

60

80

100

30.4

5%

35.6

2%

30.7

7% 32.8

5%

38.5

7%

12.3

5%

12.9

8%

10.5

4%

11.9

2%

11.3

6%

28.8

1%

23.1

6%

24.5

0% 27.6

2%

22.2

7%

12.3

5% 14.2

5%

17.9

5%

12.7

9%

13%

16.0

5%

13.9

9%16.2

4%

14.8

3%

14.8

0%

5c. What’s your preferred type of discount/special offer from fashion clothing retailers? Split by age

In association with

23


A blanket short-term discount, such as 20% off across all stock

for one day

A discount if I spend a minimum amount, such as £10 off if you

spend £75

A large discount on certain types of products, such as 30% off all

dresses

A giftcard/voucher to spend at a later date if I spend a certain amount today, such as a £5

giftcard for the retailer to use next month if I spend £20 today

A mix-and-match discount for buying multiple products, such as three pairs of socks for £10

that normally cost £5 each

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

10.3

9% 14.0

5%

13.9

8%

8.63

%

20.2

0%

31.6

8%

25.8

4%

23.7

4%

39.8

3%

29.2

0%34.1

6%

27.3

4%

13.2

8%

14.8

8%

13.9

8%

23.0

2%

16.3

1%

10.1

9%

12.0

4% 17.2

7%

5d. What’s your preferred type of discount/special offer from fashion clothing retailers? Split by income

In association with

24


32.55% 32.15%

14.6% 15.9%

22.45%

6.7%3.25% 2.15%

29.7%

0

20

40

60

80

100■ Receive emails from them■ Receive special offers and discounts as a valued customer■ Receive invites to VIP evenings in store■ Receive a copy of their fashion magazine■ Be a member of their loyalty scheme ■ Like them on Facebook■ Write reviews of their products I've bought■ Other■ None - I do not interact with them

6a. How do you like to interact with your favourite fashion clothing retailers?

In association with

25


Female Male0

20

40

60

80

100 ■ Receive emails from them■ Receive special offers and discounts as a valued customer■ Receive invites to VIP evenings in store■ Receive a copy of their fashion magazine■ Be a member of their loyalty scheme■ Like them on Facebook■ Write reviews of their products I've bought■ Other■ None - I do not interact with them

36.05%

19.09%

36.98%

26.69%

8.53%4.45% 2.32%

28.45%26.49%

13.14%12.16%

17.48%

4.56%1.85% 1.95%

34.31%

25.76%

15.85%

6b. How do you like to interact with your favourite fashion clothing retailers? Split by gender

In association with

26


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Receive emails from

them

Receive special offers and discounts as a valued customer

Receive invites to VIP evenings in

store

Receive a copy of their fashion

magazine

Be a member of their loyalty

scheme

Like them on

Facebook

Write reviews of their

products I've bought

None - I do not interact with them

Other0

20

40

60

80

100

35.3

9%

34.6

1%

32.7

6%

32.8

5%

30.0

4% 33.7

4%

34.6

1%

30.2

0%

31.6

9%

31.3

9%

18.5

2%

13.2

3%

19.0

9%

14.5

3%

11.6

6%

20.5

8%

17.8

1%

13.9

6% 15.7

0%

14.2

0%

23.8

7%

21.3

7%

19.3

7%

22.9

7%

23.9

2%

16.4

6%

6.87

%

11.4

0%

3.49

%

2.24

%

3.29

%

2.54

%

2.85

%

2.91

%

4.04

%

2.47

%

1.27

%4.27

%

1.16

%

1.94

%

23.4

6% 25.7

0%

21.0

8%

31.1

0%

38.1

2%

6c. How do you like to interact with your favourite fashion clothing retailers? Split by age

In association with

27


Receive emails from

them

Receive special offers and

discounts as a valued customer

Receive invites to VIP evenings

in store

Receive a copy of their

fashion magazine

Be a member of their loyalty

scheme

Like them on Facebook

Write reviews of their products

I've bought

Other None - I do not interact with them

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

33.0

4% 38.0

2%

32.5

7% 36.6

9%

11.2

6%

18.4

6%

16.6

4%

23.0

2%

15.0

1% 18.1

8%

18.2

3%

7.91

%

23.2

3%

21.7

6%26.9

0%

12.2

3%

31.8

9% 36.6

4%

33.8

1%

30.9

4%

2.89

%

3.03

%

4.78

%

1.44

%

1.30

%

0%2.12

%

1.44

%

37.9

5%

17.3

6%

26.3

7%

9.35

%

8.14

%

7.36

%

4.32

%

4.68

%

6d. How do you like to interact with your favourite fashion clothing retailers? Split by income

In association with

28


42.15%

21.70%

5.20% 3.70%

27.25%

0

20

40

60

80

100 ■ 0■ 1-3■ 4-6■ 7-9■ 10+

7a. How many different fashion clothing retailers do you regularly receive emails from?

In association with

29


Female Male0

20

40

60

80

100■ 0■ 1-3■ 4-6■ 7-9■ 10+

21.78%

5.56%

45.78%

4.26%

33.66%37.89%

20.63%

4.78% 3.04%

22.61%

7b. How many different fashion clothing retailers do you regularly receive emails from? Split by gender

In association with

30


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

0 1-3 4-6 7-9 10+0

20

40

60

80

100

45.68%

40.20%

38.46% 40.70%

44.69%

20.58% 22.90%

21.08%

30.23% 33

.93%

21.40%

25.45%27.92%

20.93%

16.74%

6.58%

6.36%7.98%

4.65%

2.84% 5.76%

5.09%

4.56%

3.49%

1.79%

7c. How many different fashion clothing retailers do you regularly receive emails from? Split by age

In association with

31


0 1-3 4-6 7-9 10+0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

35.93%

15.43%

24.07%

7.91%

46.75%

33.61%

48.67%

23.74%

14.72%

38.57%

20.88%

29.50%

1.44%

8.82%

4.07%

24.46%

1.15%

3.58%

2.30%

14.39%

7d. How many different fashion clothing retailers do you regularly receive emails from? Split by income

In association with

32


14.50%20.14%

25.22%

16.43%

23.71%

0

20

40

60

80

100 ■ All■ Three quarters or more■ Between half and three quarters■ Between one quarter and half■ Less than one quarter

8a. What percentage of the emails you receive from fashion clothing retailers do you open and look at properly?

In association with

33


Female Male0

20

40

60

80

100■ All■ Three quarters or more■ Between half and three quarters■ Between one quarter and half■ Less than one quarter

15.64% 17.42%19.55%

24.53%22.87%

12.93%15.06%

20.95% 22.59%

28.48%

8b. What percentage of the emails you receive from fashion clothing retailers do you open and look at properly? Split by gender

In association with

34


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

All Three quarters or more

Between half and three quarters

Between one quarter and half

Less than one quarter

0

20

40

60

80

100

5.70

%

11.2

2%

6.86

%

12.9

2%

26.2

4%

19.6

9% 21.1

2%

21.6

6%

20.4

2%

18.5

5%

23.3

2%

32.0

1%

31.0

5%

24.5

8%

18.1

0% 20.2

1%

15.5

1%

14.4

4%

18.7

5%

15.3

8%

31.0

9%

20.1

3%

25.9

9%

23.3

3%

21.7

2%

8c. What percentage of the emails you receive from fashion clothing retailers do you open and look at properly? Split by age

In association with

35


All Three quarters or

more

Between half and three quarters

Between one quarter

and half

Less than one quarter

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

20.0

5%

8.47

%

14.9

2%

7.81

%

21.8

5%

16.9

4%

25.8

7%

9.38

%

18.4

7%

40.7

2%

22.8

4%

35.9

4%

14.4

1% 19.8

7%

15.3

8%

26.5

6%

25.2

3%

14.0

1%

20.9

8%

20.3

1%

8d. What percentage of the emails you receive from fashion clothing retailers do you open and look at properly? Split by income

In association with

36


61.80%

15.60%12.10% 10.50%

0

20

40

60

80

100■ I do not give my mobile number to retailers■ I would be happy to if it gave me a benefit like coupons on my phone■ I would be happy to provided they only contact me on it by SMS■ None of the above

9a. How do you feel about giving fashion clothing retailers your mobile phone number?

In association with

37


Female Male0

20

40

60

80

100■ I do not give my mobile number to retailers■ I would be happy to if it gave me a benefit like coupons on my phone■ I would be happy to provided they only contact me on it by SMS■ None of the above

63.39%

10.29%

15.76%

59.93%

15.42% 13.90%10.75%10.57%

9b. How do you feel about giving fashion clothing retailers your mobile phone number? Split by gender

In association with

38


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

I do not give my mobile number to retailers

I would be happy to if it gave me a benefit like coupons on my phone

I would be happy to provided they only contact me on it by SMS

None of the above

0

20

40

60

80

100

47.3

3%

54.9

6%

47.2

9%

65.1

2%

76.9

8%

25.9

3%

16.0

3%

23.6

5%

12.2

1%

9.12

%

13.1

7%

18.0

7%

15.3

8%

12.5

0%

6.28

%

13.5

8%

10.9

4%13.6

8%

10.1

7%

7.62

%

9c. How do you feel about giving fashion clothing retailers your mobile phone number? Split by age

In association with

39


I do not give my mobile number to

retailers

I would be happy to if it gave me a benefit like coupons on my phone

I would be happy to provided they only

contact me on it by SMS

None of the above

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

74.3

1%

61.4

2%

46.0

1%

31.6

5%

10.9

7%

21.5

9%

22.8

7%

12.2

3%

6.64

% 10.0

9%

24.5

2% 29.5

0%

8.08

%

6.90

%

6.61

%

26.6

2%

9d. How do you feel about giving fashion clothing retailers your mobile phone number? Split by income

In association with

40


17.55% 15.50%

7.35%2.05%

64.70%

0

20

40

60

80

100■ Price comparisons for fashion items■ Showing your friends how you look in a garment■ Contacting a fashion retailer■ Allowing a fashion retailer to contact you with offers while you are in the store■ None of the above

10a. Do you use your mobile phone for any of the following?

In association with

41


Female Male0

20

40

60

80

100■ Price comparisons for fashion items■ Showing your friends how you look in a garment■ Contacting a fashion retailer■ Allowing a fashion retailer to contact you with offers while you are in the store■ None of the above

15.20%

2.04%

15.48%

68.40%

20.30%15.53%

8.47%

2.06%

60.37%

6.39%

10b. Do you use your mobile phone for any of the following? Split by gender

In association with

42


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

0

20

40

60

80

100

Price comparisons for fashion items

Showing your friends how you look in a

garment

Contacting a fashion retailer

Allowing a fashion retailer to contact you with offers while you are in the store

None of the above

26.7

5%

22.6

5%

28.7

7%

13.3

7%

7.47

%

27.1

6%

18.0

7%

25.9

3%

8.72

%

7.77

%

12.3

5%

11.2

0%

9.12

%

5.23

%

1.79

3.29

%

2.29

%3.99

%

1.74

%

0.60

%

44.8

6%

54.7

1%

46.1

5%

73.5

5%

82.9

6%

10c. Do you use your mobile phone for any of the following? Split by age

In association with

43


Price comparisons for fashion items

Showing your friends how you

look in a garment

Contacting a fashion retailer

Allowing a fashion retailer to contact you with offers while you are in the store

None of the above

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

4.76

%

13.7

7%

8.50

%

7.91

%

1.15

%

2.75

%

2.65

%

3.60

%9.09

%

23.9

7%

17.3

5%

30.9

4%

10.5

3%

25.6

2%

19.1

2%

34.5

3%

79.9

4%

44.9

0%

60.5

3%

29.5

0%

10d. Do you use your mobile phone for any of the following? Split by income

In association with

44


8.50%

63.80%

2.60%

13.20% 11.90%

0

20

40

60

80

100 ■ Yes, regularly■ Yes, occasionally■ Only if I have a really bad experience■ Only if I have a really good experience■ No

11a. Do you chat on social networking sites about your shopping experience and the clothes you have bought or seen?

In association with

45


Female Male0

20

40

60

80

100 ■ Yes, regularly■ Yes, occasionally■ Only if I have a really bad experience■ Only if I have a really good experience■ No

2.04%

8.16%

14.74%

65.43%

3.26%

11.40%14.55%

8.90%

61.89%

9.64%

11b. Do you chat on social networking sites about your shopping experience and the clothes you have bought or seen? Split by gender

In association with

46


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

0

20

40

60

80

100

Yes, regularly Yes, occasionally Only if I have a really bad experience

Only if I have a really good experience

No

20.9

9%

15.5

2%19.0

9%

9.30

%

7.92

%

19.3

4%

16.5

4%

17.6

6%

10.7

6%

4.04

%

3.29

%

3.82

%

3.99

%

1.74

%

1.35

%

11.9

3%

9.41

%11.9

7%

7.56

%

5.38

%

44.4

4%

54.7

1%

47.2

9%

70.6

4%

81.3

2%

11c. Do you chat on social networking sites about your shopping experience and the clothes you have bought or seen? Split by age

In association with

47


Yes, regularly

Yes, occasionally

Only if I have a really bad experience

Only if I have a really good experience

No0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

12.8

4%

14.3

3%

17.7

0%

7.19

%

3.75

%

1.65

%

2.48

%

2.16

% 6.06

%

23.4

2%

12.5

7%

24.4

6%

4.33

%

12.6

7%

6.73

%

27.3

4%

73.0

2%

47.9

3%

60.5

3%

38.8

5%

11d. Do you chat on social networking sites about your shopping experience and the clothes you have bought or seen? Split by income

In association with

48


48.05%

24.10%18.40%

10.70% 12.90%

32.45%

0

20

40

60

80

100 ■ Discount on their products■ Personalised special offers■ Early access to sale stock online■ Invites to VIP evenings in store■ Invites to sample sales■ None of the above

12a. Which of the following rewards/incentives might encourage you to share some basic information about yourself - such as your birthday and favourite clothing trends - with a fashion clothing retailer or fashion clothing brand?

In association with

49


Female Male0

20

40

60

80

100■ Discount on their products■ Personalised special offers■ Early access to sale stock online■ Invites to VIP evenings in store■ Invites to sample sales■ None of the above

51.81%

11.21%

25.67%

17.05%

30.58%

21.41%

43.65%

10.10%

22.26%

8.03%

34.64%

14.88%

12b. Which of the following rewards/incentives might encourage you to share some basic information about yourself - such as your birthday and favourite clothing trends - with a fashion clothing retailer or fashion clothing brand? Split by gender

In association with

50


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Discount on their products


Early access to sale stock

online

Invites to VIP evenings in store

Invites to sample sales

None of the above

0

20

40

60

80

100

56.3

8%

56.2

3%

56.4

1%

43.0

2%

38.4

2%

38.2

7%

24.1

7%28.2

1%

19.4

8%

19.1

3%

21.8

1%

21.8

8%

20.2

3%

18.0

2%

14.3

5% 17.2

8%

10.4

3%

10.5

4%

9.88

%

8.97

%

15.6

4%

11.9

6%

13.3

9%

11.9

2%

12.7

1% 16.0

5%

21.6

3%

21.0

8%

38.3

7%

47.6

8%

12c. Which of the following rewards/incentives might encourage you to share some basic information about yourself - such as your birthday and favourite clothing trends - with a fashion clothing retailer or fashion clothing brand? Split by age

In association with

51


Discount on their products


Early access to sale stock

online

Invites to VIP evenings in

store

Invites to sample sales

None of the above

0

20

40

60

80

100■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

47.9

1% 52.8

9%

46.5

5%

59.7

1%

20.4

9%

31.9

6%

30.0

9%

16.5

5%

17.7

5%

20.3

9%

20.8

8%

15.8

3%

10.6

8%

12.1

2%

11.8

6%

8.63

%

15.1

5%

11.8

5%

12.7

4%

7.91

%

39.3

9%

18.7

3%

28.5

0%

17.2

7%

12d. Which of the following rewards/incentives might encourage you to share some basic information about yourself - such as your birthday and favourite clothing trends - with a fashion clothing retailer or fashion clothing brand? Split by income

In association with

52


42.50%

51.75%

33.15%29.10%

24.45% 22.95%

9.50%

0

20

40

60

80

100 ■ Age■ Clothing and shoe size■ Favourite colours■ Favourite styles■ Favourite celebrities■ Your purchase history for products bought in store and online■ None of the above

13a. Which pieces of information are you happy for fashion clothing retailers you buy from to know, as long as it improves their service and products?

In association with

53


Female Male0

20

40

60

80

100 ■ Age■ Clothing and shoe size■ Favourite colours■ Favourite styles■ Favourite celebrities■ Your purchase history for products bought in store and online■ None of the above

47.36%

34.01%

57.65%

11.31%

26.78%

20.11%

37.35% 36.81%

23.34%

44.84%

7.38%

21.72%26.28%28.23%

13b. Which pieces of information are you happy for fashion clothing retailers you buy from to know, as long as it improves their service and products? Split by gender

In association with

54


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Age Clothing and shoe size

Favourite colours

Favourite styles

Favourite celebrities

Your purchase history for products bought in store and

online

None of the above

0

20

40

60

80

100

47.7

4%

40.7

1%

44.1

6%

40.4

1% 41.8

5%

57.2

0%

53.4

4%

52.9

9%

47.9

7% 50.0

7%

43.6

2%

31.8

1%

36.1

8%

33.4

3%

28.4

0%

42.8

0%

29.2

6%

33.6

2%

24.1

3%

24.2

2%

23.8

7%

9.16

%

13.9

6%

5.23

%

4.33

%

25.9

3%

21.3

7%

26.2

1%

23.2

6% 25.4

1%

13.9

9%

19.0

8%

15.3

8%

27.0

3% 30.3

4%

13c. Which pieces of information are you happy for fashion clothing retailers you buy from to know, as long as it improves their service and products? Split by age

In association with

55


Age Clothing and shoe size

Favourite colours

Favourite styles

Favourite celebrities

Your purchase history for products bought in

store and online

None of the above

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

46.7

5%

39.3

9%42.4

8%

51.8

0% 55.7

0%

58.1

3%

55.0

4%

29.5

0% 35.3

5%

31.6

8%37.3

5%

27.3

4%

33.6

2%

31.6

8%

28.6

7%

14.3

9%

11.4

0%

9.37

%

9.91

%

4.32

%

27.8

5%

23.9

7%

26.5

5%

15.1

1%

26.1

2%

11.5

7%

19.4

7%

8.63

%

13d. Which pieces of information are you happy for fashion clothing retailers you buy from to know, as long as it improves their service and products? Split by income

In association with

56


18.30%

47.55%

34.15%

0

20

40

60

80

100 ■ Yes■ No■ I don't mind

14a. Do you expect fashion clothing retailers and fashion clothing brands to have access to the same information about you whether you are in one of the stores, online or speaking to their call centre?

In association with

57


Female Male0

20

40

60

80

100■ Yes■ No■ I don't mind

18.91%

46.15%

17.59%

49.19%

33.22%34.94%

14b. Do you expect fashion clothing retailers and fashion clothing brands to have access to the same information about you whether you are in one of the stores, online or speaking to their call centre? Split by gender

In association with

58


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Yes No I don't mind 0

20

40

60

80

100

21.8

1%

20.6

1%

21.9

4%

15.7

0%

15.1

0%

36.6

3%

46.0

6%

41.8

8%

51.1

6% 53.5

1%

41.5

6%

33.3

3%36.1

8%

33.1

4%

31.3

9%

14c. Do you expect fashion clothing retailers and fashion clothing brands to have access to the same information about you whether you are in one of the stores, online or speaking to their call centre? Split by age

In association with

59


Yes No I don't mind 0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

19.1

9%

20.9

4%

20.1

8%

12.2

3%

48.0

5%

44.6

3%48.6

7%

28.7

8% 32.7

6%

34.4

4%

31.1

5%

58.9

9%

14d. Do you expect fashion clothing retailers and fashion clothing brands to have access to the same information about you whether you are in one of the stores, online or speaking to their call centre? Split by income

In association with

60


34.35% 33.65% 31.45%

19.30%13.90%

0

20

40

60

80

100 ■ Personalised emails showing products likely to appeal to me■ Personalised special offers/discounts based on what I buy and how much I spend with particular retailers■ Websites where the most relevant products for me are given more prominence■ Product ranges in my local stores tailored to the area/kind of people who shop there■ None of the above

15a. Fashion clothing retailers are interested in personalising their websites, communications and offers that customers receive. How would you like to see this done?

In association with

61


Female Male0

20

40

60

80

100■ Personalised emails showing products likely to appeal to me■ Personalised special offers/discounts based on what I buy and how much I spend with particular retailers■ Websites where the most relevant products for me are given more prominence■ Product ranges in my local stores tailored to the area/kind of people who shop there■ None of the above

35.96%

15.48%

37.53%

29.56%32.46%

29.10%

17.92%

12.05%

33.66%

20.48%

15b. Fashion clothing retailers are interested in personalising their websites, communications and offers that customers receive. How would you like to see this done? Split by gender

In association with

62


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Personalised emails showing products likely

to appeal to me

Personalised special offers/discounts based on what I buy and how

much I spend with particular retailers

Websites where the most relevant products for me

are given more prominence

Product ranges in my local stores tailored to the area/kind of people

who shop there

None of the above

0

20

40

60

80

100

38.2

7%

37.9

1%40.1

7%

30.2

3%

29.9

0%

46.9

1%

34.6

1%

40.7

4%

29.6

5%

26.6

1%

25.1

0%

21.6

3%

18.2

3%

16.8

6%

17.6

4%

13.1

7% 15.7

8%

7.12

%

13.6

6% 16.7

4%

23.0

5%

23.9

2%

25.0

7%

38.3

7%

38.7

1%

15c. Fashion clothing retailers are interested in personalising their websites, communications and offers that customers receive. How would you like to see this done? Split by age

In association with

63


Personalised emails showing products likely to appeal to me

Personalised special offers/discounts based on what I buy and how much I spend with

particular retailers

Websites where the most relevant products for me are

given more prominence

Product ranges in my local stores tailored to the

area/kind of people who shop there

None of the above

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

33.6

2%

56.8

3%

32.0

4%

39.9

4%

33.4

8%

28.0

6%

35.4

0% 38.5

7%

19.6

2%

11.5

1%

21.2

4% 23.9

7%

16.0

2%

10.0

7%14.6

9%

10.7

4%

37.0

9%

13.6

7%

28.1

4%

17.9

1%

15d. Fashion clothing retailers are interested in personalising their websites, communications and offers that customers receive. How would you like to see this done? Split by income

In association with

64


23.05%

11.30% 12.60%

22.30%

9.00% 9.35%

3.05%

9.35%

0

20

40

60

80

100 ■ They don't have enough of the right sizes■ They run out of the most popular products too quickly■ Poor customer service in the store■ Prices aren't competitive enough■ Hard to tell what is good value with so many different discounts/Sales■ They never seem to have the right products in stock when I want them ie, selling coats in August and sandals in March■ Other■ None

16a. What’s the biggest failing you see in fashion clothing stores when you are out shopping?

In association with

65


Female Male0

20

40

60

80

100 ■ They don't have enough of the right sizes■ They run out of the most popular products too quickly■ Poor customer service in the store■ Prices aren't competitive enough■ Hard to tell what is good value with so many different discounts/Sales■ They never seem to have the right products in stock when I want them ie, selling coats in August and sandals in March■ Other■ None

27.25%

17.05%13.99%

8.06%10.47%

3.89%7.14%

12.14%

18.13%

28.45%

8.14%10.10%

8.03%

2.06%

11.94%13.14%

16b. What’s the biggest failing you see in fashion clothing stores when you are out shopping? Split by gender

In association with

66


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

They don't have enough of the right

sizes

They run out of the most popular products

too quickly

Poor customer service in the store

Prices aren't competitive enough

Hard to tell what is good value with so

many different discounts/Sales

They never seem to have the right products in stock

when I want them ie, selling coats in August and sandals in March

Other None0

20

40

60

80

100

20.9

9%

21.6

3%

19.9

4% 23.2

6% 26.1

6%

11.1

1%

11.7

0%

11.1

1%

13.3

7%

10.1

6% 11.9

3% 13.7

4%

14.5

3%

10.7

6%

12.1

1%

25.9

3%

24.9

4%

23.3

6%

23.8

4%

18.0

9%

9.47

%

9.41

%

9.97

%

8.72

%

8.22

%

6.58

% 8.40

%

8.26

%

6.69

%

12.8

6%

4.12

%

2.04

%3.70

%

3.78

%

2.54

%

9.88

%

8.14

%

9.12

%

9.59

%

9.87

%

16c. What’s the biggest failing you see in fashion clothing stores when you are out shopping? Split by age

In association with

67


They don't have enough of the right

sizes

They run out of the most popular

products too quickly

Poor customer service in the store

Prices aren't competitive enough

Hard to tell what is good value with so

many different discounts/Sales

They never seem to have the right

products in stock when I want them ie,

selling coats in August and sandals in March

Other None0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

28.1

4%

18.1

8%

25.3

1%

11.5

1%

10.3

9%

9.92

%15.0

4%

6.47

% 11.5

4% 17.0

8%

12.7

4%

7.19

%

19.4

8% 25.0

7%

21.7

7%

41.7

3%

6.06

%

14.8

8%

7.96

%

16.5

5%

9.09

%

8.82

%

9.38

%

9.35

%

3.32

%

1.10

%

2.12

%

1.44

%

11.9

8%

4.96

%

5.66

%

5.76

%

16d. What’s the biggest failing you see in fashion clothing stores when you are out shopping? Split by income

In association with

68


10.40%15.25% 13.85%

34.30%

3.25%7.95%

15.00%

0

20

40

60

80

100■ It's hard to find the products I am interested in■ I can't tell what's stocked in my local stores by looking on the website■ There isn't enough product information to help me make purchase decisions■ I can't tell whether products will fit me based on the pictures and sizing information■ Other■ None■ I do not use fashion websites

17a. What’s the biggest failing you see on fashion clothing retailers’ websites?

In association with

69


Female Male0

20

40

60

80

100■ It's hard to find the products I am interested in■ I can't tell what's stocked in my local stores by looking on the website■ There isn't enough product information to help me make purchase decisions■ I can't tell whether products will fit me based on the pictures and sizing information■ Other■ None■ I do not use fashion websites

9.82%

36.89%

13.53%17.52%

3.15%7.60%

11.49% 11.07%

31.27%

14.22%12.60%

3.37%8.36%

19.11%

17b. What’s the biggest failing you see on fashion clothing retailers’ websites? Split by gender

In association with

70


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

It's hard to find the products I am interested in

I can't tell what's stocked in my local stores by looking on

the website

There isn't enough product information

to help me make purchase decisions

I can't tell whether products will fit me

based on the pictures and sizing information

Other None I do not use fashion

websites

0

20

40

60

80

100

12.3

5%

9.92

%

9.97

% 12.5

0%

9.12

%

18.9

3%

15.5

2%19.6

6%

13.0

8%

12.5

6% 13.9

9% 16.7

9%19.0

9%

13.9

5%

9.27

%

35.3

9%

37.1

5%

30.7

7% 33.4

3%

34.5

3%

3.70

%

5.09

%

3.70

%

4.36

%

1.20

%

9.05

%

6.62

%9.40

%

7.27

%

7.92

%

6.58

% 8.91

%

7.41

%

15.4

1%

25.4

1%

17c. What’s the biggest failing you see on fashion clothing retailers’ websites? Split by age

In association with

71


It's hard to find the products I am interested in

I can't tell what's stocked in my local stores by

looking on the website

There isn't enough product information to

help me make purchase decisions

I can't tell whether products will fit me based on the

pictures and sizing information

Other None I do not use fashion

websites

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

16.8

8%

18.7

3%

15.9

3%

2.88

%

13.5

6%

7.44

%

8.32

%

9.35

%

31.7

5% 36.3

6%

36.4

6%

51.0

8%

1.73

%

2.75

%

2.65

% 7.91

%

9.81

%

6.06

%

5.66

%

7.19

%

18.4

7%

5.51

%

12.5

7%

6.47

%

7.79

%

23.1

4%

18.4

1%

15.1

1%

17d. What’s the biggest failing you see on fashion clothing retailers’ websites? Split by income

In association with

72


30.00%

14.60%

32.20%34.80%

16.10%

0

20

40

60

80

100■ Encourage feedback to be emailed to them■ Encourage feedback to be sent by text message■ Provide a website where I can give feedback■ Allow ratings and reviews of products on their website■ Other

18a. How would you like fashion clothing retailers to gather feedback on how satisfied you are with the products and service they provide?

In association with

73


Female Male0

20

40

60

80

100■ Encourage feedback to be emailed to them■ Encourage feedback to be sent by text message■ Provide a website where I can give feedback■ Allow ratings and reviews of products on their website■ Other

31.88%

39.76%

12.42% 14.09%

34.11%

27.80% 28.99%

17.16% 18.46%

29.97%

18b. How would you like fashion clothing retailers to gather feedback on how satisfied you are with the products and service they provide? Split by gender

In association with

74


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Encourage feedback to be emailed to

them

Encourage feedback to be sent by text

message

Provide a website where I can give

feedback

Allow ratings and reviews of products on their

website

Other0

20

40

60

80

100

26.3

4%

33.5

9%

31.3

4%

29.0

7%

29%

20.5

8%

18.3

2%

22.7

9%

11.9

2%

7.32

%

33.3

3%

34.8

6%

30.4

8%

34.0

1%

30.1

9%

31.2

8%

32.3

2%35.9

0%

35.1

7% 36.7

7%

13.9

9%

11.9

6%

12.5

4%

17.4

4% 20.4

8%

18c. How would you like fashion clothing retailers to gather feedback on how satisfied you are with the products and service they provide? Split by age

In association with

75


Encourage feedback to be emailed to them

Encourage feedback to be sent by text message

Provide a website where I can give feedback

Allow ratings and reviews of products on their website

Other0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

25.6

9%

36.9

1%

31.3

3%

50.3

6%

8.37

%

24.5

2%

18.2

3% 21.5

8%

36.6

5%

34.1

6%

32.7

4%

20.1

4%

40.1

2%

28.6

5%

34.5

1%

5.11

%

17.4

6%

8.82

%13.9

8%

5.76

%

18d. How would you like fashion clothing retailers to gather feedback on how satisfied you are with the products and service they provide? Split by income

In association with

76


12.65%

22.24%

28.41%23.82%

12.88%

0

20

40

60

80

100 ■ Fashion retailers do a good job bearing in mind there is limited space in their stores■ Fashion retailers have a good range of products in their stores, but not always in the right sizes■ I sometimes see products online that I wish were stocked in stores■ I often see products online that I wish were stocked in stores■ None of the above

19a. What do you think about the range of products in your local fashion clothing stores compared with what’s available online?

In association with

77


Female Male0

20

40

60

80

100■ Fashion retailers do a good job bearing in mind there is limited space in their stores■ Fashion retailers have a good range of products in their stores, but not always in the right sizes■ I sometimes see products online that I wish were stocked in stores■ I often see products online that I wish were stocked in stores■ None of the above

12.46%

22.72%23.77%

11.20% 12.89%

20.27%

26.58% 25.23%

15.03%

29.84%

19b. What do you think about the range of products in your local fashion clothing stores compared with what’s available online? Split by gender

In association with

78


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Fashion retailers do a good job bearing in mind there is limited space in their stores

Fashion retailers have a good range of products in their stores, but not

always in the right sizes

I sometimes see products online that I wish were stocked

in stores

I often see products online that I wish were

stocked in stores

None of the above

0

20

40

60

80

100

13.2

2%

10.3

4%

5.54

%

16.8

4%

16.2

3%

15.4

2%

21.7

9%

26.1

5%

20.6

2% 24.0

5%

32.1

6%

31.5

6%

26.7

7%

25.7

7% 27.0

5%

26.4

3%

24.0

2%

25.5

4%

24.7

4%

20.8

4%

12.7

8%

12.2

9%16%

12.0

3%

11.8

2%

19c. What do you think about the range of products in your local fashion clothing stores compared with what’s available online? Split by age

In association with

79


Fashion retailers do a good job bearing in mind there is limited

space in their stores

Fashion retailers have a good range of products in their stores, but not always in the right sizes

I sometimes see products online that I wish were stocked in stores

I often see products online that I wish were stocked in stores

None of the above

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

16.6

4%

8.45

%14.3

7%

3.85

%

24.2

5%

20.4

1%25.5

1%

9.23

%

27.0

8% 33.2

4%

31.3

8%

18.4

6% 20%

27.9

9%

19.2

3%

51.5

4%

12.0

4%

9.91

%

9.51

%

16.9

2%

19d. What do you think about the range of products in your local fashion clothing stores compared with what’s available online? Split by income

In association with

80


24.20%

38.05% 37.75%

0

20

40

60

80

100■ Bigger stores, even if this means there are fewer of them■ Smaller stores if this means there are more stores that are local to me■ No preference

20a. Would you rather that fashion clothing retail chains and department stores had fewer stores that are bigger and stock more products, or more smaller stores that are local to you?

In association with

81


Female Male0

20

40

60

80

100■ Bigger stores, even if this means there are fewer of them■ Smaller stores if this means there are more stores that are local to me■ No preference

22.71%

40.50%

25.95%

35.18%38.87%36.79%

20b. Would you rather that fashion clothing retail chains and department stores had fewer stores that are bigger and stock more products, or more smaller stores that are local to you? Split by gender

In association with

82


■ 18-24■ 25-34■ 35-44■ 45-54■ 55+

Bigger stores, even if this means there are

fewer of them

Smaller stores if this means there are more

stores that are local to me

No preference

0

20

40

60

80

100

29.6

3%

27.4

8%

25.9

3%

24.4

2%

19.2

8%

40.3

3%

36.9

0%

37.8

9%

36.3

4% 38.8

6%

30.0

4%

35.6

2%

36.1

8% 39.2

4% 41.8

5%

20c. Would you rather that fashion clothing retail chains and department stores had fewer stores that are bigger and stock more products, or more smaller stores that are local to you? Split by age

In association with

83


Bigger stores, even if this means there are fewer of them

Smaller stores if this means there are more stores that are local to me

No preference

0

20

40

60

80

100 ■ £29,999 or less■ £30,000-£49,999■ £50,000-£79,999■ £80,000 or more

26.8

4%

28.3

7%

25.1

3%

15.1

1%

35.6

4%

44.0

8%

43.1

9%

27.3

4%

37.5

2%

27.5

5%31.6

8%

57.5

5%

20d. Would you rather that fashion clothing retail chains and department stores had fewer stores that are bigger and stock more products, or more smaller stores that are local to you? Split by income

customer insight report 2012 - emap

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