Identify how main players in clothing drive loyalty and which stores are favoured by disloyal customers to improve your own shopper penetration

1. How Britain Shops for Clothing 2012
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
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Features and Benefits
 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
Major points covered in Table of Contents of this report include:
EXECUTIVE SUMMARY
 Verdict view
 Key findings
 Main conclusions
o Fewer UK consumers are shopping for clothing for the third consecutive year
o 25–54s shop less for clothing

2. o Males and more mature shoppers have become more loyal
o Range remains the key driver of loyalty in 2012, though price and quality have gained
importance
o Store environment has become more important to shoppers
 Retailer highlights
o Bonmarché's visitor share is up for the second consecutive year
o Conversion rate success for male shoppers at H&M
o Competitor expansion threatens New Look
o Tesco is appealing more to older shoppers
o A rise in ABs and C1s has led to an increase in main user share, ranking Debenhams
in fifth place
o Efforts to improve fashionability result in a small uplift in younger shopper penetration
at M&S
o Next's visitor share has fallen, but the retailer has hung onto second place
o Primark has moved into second place in terms of main user share, boosted by a rise in
male shoppers
o River Island has opportunities to gain from its footwear offer
o Matalan has improved conversion rates
o Price remains the key loyalty driver for TK Maxx
o Asda appeals to younger shoppers
Appendix
List of Figures
List of Tables
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Report Details:
Published: April 2012
No. of Pages: 62
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