High Street Fashion
Operating successfully in the high street fasion market has
become increasingly exacting and competitive for retailers and
brands. Consumers are demanding more - in style, value, and
availability for instance - and they have more choices too in terms
of brands, product offer and services. This applies to online
clothing retailing in particular, as the number of transactional
sites has grown and expanded, from established bricks and mortar
retailers, pure play specialists, and brands selling direct.
At same time, the slide into recession put more pressure on
retailers, squeezing margins and, in some cases, forcing closures.
Consumers too reined in spending. Yet many consumers have been
unaffected by tighter economic conditions, and some retailers have
continued to experience growth in sales, if not in profits.
The picture is not all one of gloom, and will not be even if the
recession proves more long-lived than was estimated in late 2009.
At this pivotal point, YouGov SixthSense's study looks at the wider
framework of consumers' shopping habits and how their attitudes are
likely to shape their choices.
Approximately 20 questions were asked in total, covering the
following topics: Frequency of purchase
- Items of clothing last bought
- How much spent Reasons for purchase
- Where shoppers shop
- Brand aspirations
- When do shoppers shop
- How they select between shops
- Personal style
- Attitudes to clothing and appearance
- Children's clothing: items of clothing last bought
- How much spent
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