How Britain Shops for Clothing 2012 | Verdict Retail Consumer Report

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How Britain Shops for Clothing 2012 | Verdict Retail Consumer
Report
Published on April 2012

Report Summary

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.Identify how main
players in clothing drive loyalty and which stores are favoured by disloyal customers to improve your own shopper
penetrationUnderstand which strategies are most effective at driving customer loyalty in clothing and justify your own business
investmentsData is segmented regionally and by demographic and socio-economic group to enable you to identify which customer
groups offer the most opportunitiesThe 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 shopWith 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 moneyPrimark 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 positionHow 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'

Table of Content

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

How Britain Shops for Clothing 2012 | Verdict Retail Consumer Report (From Slideshare) Page 1/14


- 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 disloyalty 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: 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: 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




Companies mentioned
Apple Inc., Caterpillar Logistics Services, Inc., CMS Energy Corporation, Currys, Hutchison 3G UK Limited, Industria de Diseno Textil,
S.A., Intek SpA, J Sainsbury plc, Kesa Electricals Plc, Kingfisher Plc, Marks and Spencer Group plc, Publicis Groupe SA, The TJX
Companies, Inc.


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