3. The High-End Fashion Presentation
Commuters key audience for high-end fashion
brands
Source: Connected Commuter High-End Fashion Survey, November 2012
4. The High-End Fashion Presentation
Commuters more likely to visit stores to purchase
high end brands
92%
shop for high end brands
in-store…
…compared to 79% who
buy them online
Source: Connected Commuter High-End Fashion Survey, November 2012
5. The High-End Fashion Presentation
High streets popular shopping destinations for
purchasing high end fashion products
63% 33% 39%
Buy high end Buy high end Buy high end
brands on the high brands in shopping brands high end
street* malls department stores
Source: Connected Commuter High-End Fashion Survey, November 2012
Amongst those who shop for high end brands in-store
*London High Streets such as Regent St, Bond St, Oxford St etc.
6. The High-End Fashion Presentation
Spend on high end fashion brands high amongst
commuters
Source: Connected Commuter High-End Fashion Survey, November 2012
7. The High-End Fashion Presentation
Quality and uniqueness key motivations for
commuters to buy high end fashion brands
Top 3 motivations to buy high end….
Better quality: 76%
Something special: 73%
More unique: 51%
Source: Connected Commuter High-End Fashion Survey, November 2012
% of people who put statements in top 3
8. The High-End Fashion Presentation
What defines and "investment piece" to you?
“It is also likely to have been something which was
limited in production, so I have like 1 of only 300 pieces”
“An investment piece would “I see an investment piece as
be one which would something that may be
increase in value, ideally expensive or cost a little more
even after I had worn it” than you may wish to spend
on, but that you will be able to
use time and time again and
will keep its worth”
“A good investment is
something I will get as a
profit in years to come on “A good investment is
my given article” something that will never go
out of fashion”
Source: Connected Commuter High-End Fashion Forum , November 2012
9. The High-End Fashion Presentation
Rail environment key for reinforcing high end
product choice
61% 51% 48%
Would be reinforced Would be reinforced Would be reinforced
by rail advertising by magazine by TV advertising
(41% digital screens) advertising
Source: Connected Commuter High-End Fashion Survey, November 2012
% of people who put statements in top 3
10. The High-End Fashion Presentation
Advertising key method of communicating new
high end fashion products
44% 44% 36%
Alerted to new Alerted to new Alerted to new
products by products by press products friends and
advertising articles family
Source: Connected Commuter High-End Fashion Survey, November 2012
11. The High-End Fashion Presentation
Commuters feel it would be appropriate for a high
end brand to have a station store
Source: Connected Commuter High-End Fashion Survey, November 2012
% of people who put statements in top 3
12. The High-End Fashion Presentation
Advertising strong method of alerting commuters
to a new store opening
Source: Connected Commuter High-End Fashion Survey, November 2012
13. The High-End Fashion Presentation
Why might “high end” brands open a station store?
“I think that some brands would make it very well at the train
station: brands such as Ted Baker, Karen Millen and French
Connection all have appeal to the general flow through
Central London, and I think it could be very successful”
“Stores should open on train
stations definitely, many times “As a lot of mainline
I've arrived at a station & stations in London are
thought "I didn't get a present"” quite large and receive a
lot of customer traffic
everyday and city
“They can find stations attracting a lot of
commuters that have business personnel”
money but not time”
“Plenty of footfall”
Source: Connected Commuter High-End Fashion Forum , November 2012
14. The High-End Fashion Presentation
Commuters also likely to receive high end fashion
brands as gifts – particularly jewellery
76%
Have received a high end
fashion item as a gift
Watches: 48% Jewellery: 42%
Clothing: 39% Sunglasses: 31%
Shoes: 26% Handbag: 22%
Source: Connected Commuter High-End Fashion Survey, November 2012
16. The High-End Fashion Presentation
Commuters likely to be frequent purchasers of
high end clothing brands
2.3
Average high end
clothing purchases per
year
Almost 1 in 4
Commuters buy high
end clothing at least 4
times a year
Source: Connected Commuter High-End Fashion Survey, November 2012
17. The High-End Fashion Presentation
High end clothing brands sit well amongst
commuters
Top clothing brands….
76%
of those who use
designer goods wear
high end clothing brands
Source: Connected Commuter High-End Fashion Survey, November 2012
19. The High-End Fashion Presentation
On average, commuters make 2 high end
accessory purchases a year
2
Average high end accessory purchases per year
Source: Connected Commuter High-End Fashion Survey, November 2012
20. The High-End Fashion Presentation
Commuters have bought from a variety of high
end accessory brands…
78%
of those who use designer
goods have bought high
end accessories
Source: Connected Commuter High-End Fashion Survey, November 2012
21. The High-End Fashion Presentation
…with future consideration also high
78%
Would consider buying high end accessories
Source: Connected Commuter High-End Fashion Survey, November 2012
23. The High-End Fashion Presentation
Commuters make almost 2 high end jewellery
purchases a year
1.7
Average high end jewellery purchases per year
Source: Connected Commuter High-End Fashion Survey, November 2012
*Jewellery inc. watches
24. The High-End Fashion Presentation
Tiffany and Links of London popular jewellery
brands amongst commuters
71%
of those who use designer
goods have bought high
end jewellery/watches
Source: Connected Commuter High-End Fashion Survey, November 2012
25. The High-End Fashion Presentation
Consideration high for premium jewellery and
watch brands amongst commuters
71%
Would consider buying high end jewellery/watches
Source: Connected Commuter High-End Fashion Survey, November 2012
