GFK Fashion Report July 2012: Incorporating Data From The Sunday Times Fashion Study and Other GFK Research

GfK Fashion Report July 2012
Incorporating data from The Sunday Times Fashion Study and other GfK research
Helen Roberts / Lisa Luckhurst GfK NOP, Consumer and Retail GfK 2012 | GfK Fashion Report | July 2012
Contents
1. 2. Background and objectives of the Sunday Times Research Consumer Mindsets from other GfK data 3 5
3.
4. 5. 6. 7. 8.
Shopping for clothes

How the 7 brands performed Quality, Price & Value Design Overall performance Appendix GfK Consumer & Retail The Sunday Times Fashion Study GfK Roper Consulting GfK Savvy Shopper GfK Womens Clothing Study
15
18 22 26 29 35 36 40 43 47 48 54
2
9.
Contacts
GfK 2012 | GfK Fashion Report | July 2012
Background and Objectives
Why did we do it?
What did we want to find out? What else do we know? How was it done?
Background to the project

The research was conducted for the Sunday Times who were keen to understand current consumer perceptions of quality, price and value for clothes from a number of leading retailers Brands evaluated 7 UK fashion retailers were included in the test: Products tested 5 items were tested from each retailer: chinos, cargo pants, shirt, blouse and a polo shirt Survey method The research comprised 2 simultaneous hall tests, with a total of 82 respondents assessing 35 products. Further details of the method are contained in the appendix Other GfK data sources This report also draws on three other GfK data sources to add context and depth to the analysis: 1. The Consumer Confidence Barometer, conducted by GfK for the European Commission 2. Roper Reports Worldwide (Mood of World Factbook) 3. GfK Savvy Shopper 4. GfK Womens Clothing Study
GfK 2012 | GfK Fashion Report | July 2012 4
Consumer Mindsets
Hows Consumer Confidence?

What are we worried about?
Are we cutting back?

How are we saving money?
The mood of the nation is short on economic optimism!

We are worried about the economic situation
Its affecting how we think
Its impacting what we do
Confidence is almost as low as during the banking crisis of 2008
More worried about how well maintain our lifestyle
Cutting back more than ever
We are increasingly targeting clothing as an area to cut back spending
Consumers view of the economic situation has stabilised (at a low level) since the end of 2011
General Economic situation of the Country May 2012
Better
2008 Banking crisis The Consumer Confidence Barometer

Research carried out by GfK on behalf of the European Commission
Q3 How do you think the general economic situation in this country has changed over the last 12 months? Got a lot better = 1 / Got a little better = 0.5 / Stayed the same = 0 / Got a little worse -0.5 / Got a lot worse = -1 Q4 How do you expect the general economic situation in this country to develop over the next 12 months? Get a lot better = 1 / Get a little better = 0.5 / Stay the same = 0 / Get a little worse -0.5 / Get a lot worse = -1 GfK 2012 | GfK Fashion Report | July 2012
Worse
The economic situation, particularly the Euro crisis remains a concern and confidence in those in charge continues to fall
Agree Completely or Somewhat that%
68
57 56
68
71
71
Jun-10 Late 2010
31 25 15 16
Late 2011 May-12
n.a.
The economy is in good hands Economic situation will get worse before it gets better Euro crisis will have a major impact on UK recovery
Q18. Now, thinking about the economic outlook for the next 12 months, how much do you agree with the following statements?
Source: GfK Savvy Shopper

Consumers remain negative about their own financial situation, though some optimism that next year will be better than last
Personal Financial Situation of Household May 2012
Last 12 Months
Next 12 Months
Better
17 15 13 11 9 7 5 3 1 -1 -3 -5 -7 -9 -11 -13 -15 -17 -19 -21 -23 -25
June
June
June
June
June
Feb-04
Feb-05
Feb-06
Feb-07
Feb-08
Feb-09
Feb-10
Feb-11
June
Jun
Jun
Apr
Apr
August
Aug
Aug
Aug
Aug
Aug
Aug
April
April
April
April
April
Aug
April
The Consumer Confidence Barometer

Research carried out by GfK on behalf of the European Commission
Q2 How do you expect the financial position of your household to change over the next 12 months? Get a lot better = 1 / Get a little better = 0.5 / Stay the same = 0 / Get a little worse -0.5 / Get a lot worse = -1 Q1 How has the financial situation of your household changed over the last 12 months? Got a lot better = 1 / Got a little better = 0.5 / Stayed the same = 0 / Got a little worse -0.5 / Got a lot worse = -1 GfK 2012 | GfK Fashion Report | July 2012
Worse
April
Dec
Dec
Dec
Dec
Dec
Dec
Dec
Dec
Oct
Oct
Oct
Oct
Oct
Oct
Oct
Oct
Feb
Spending money and lifestyle are of more concern than job loss or debt
63 59 51 43 45 40
Agree Completely or Somewhat that%
Jun-10 Late 2010
25 24 23 23
Late 2011
18 20 17 18
May-12
Current downturn will have Concerned about how I will direct effect on money I can maintain lifestyle in coming spend year
I believe I will have more debt this time next year
I am concerned I may lose my job in next 6-12 months
Q18. Now, thinking about the economic outlook for the next 12 months, how much do you agree with the following statements?
10
Consumers continue to feel unwilling to commit to major purchases

Climate for major purchases is now the right time to buy?
Major purchases Annual moving average
Right time
32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 0 -2 -4 -6 -8 -10 -12 -14 -16 -18 -20 -22 -24 -26 -28 -30 -32 -34 -36 -38 -40 -42
Jun
Aug
Jun
Aug
Aug
Aug
Aug
Aug
Aug
April
April
April
April
April
April
Dec
June
June
June
June
June
Feb-11
June
August
Dec-04
Dec-05
Dec-06
Dec-07
Dec-08
Dec-09
Dec-10
Q8 In view of the general economic situation, do you think now is the right time for people to make major purchases such as furniture or electrical goods? Yes, now is the right time = 1 / It is neither the right time nor the wrong time = 0 / No, it is the wrong time = -1
Wrong time
April
Feb
Feb
Feb
Feb
Feb
Feb
Feb
Feb
Apr
Apr
Oct
Oct
Oct
Oct
Oct
Oct
Oct
Oct
11
The trend towards cutting back on clothing spend has grown more than other categories, suggesting increasing frugal behaviour in the category
GfK Savvy Shopper Purchase intent Next 12 months
Euros/ Olympics effect?
% I will spend less on minus % I will spend more on

May-12
37 31 31 32 32 31 33 37
Late 2011
37 39 36
Late 2010
40 37 41 43 43
49 45 45 46 43
24 18
26
28 25
29
Entertaining at home
Saving
Buying new clothes
Donating to charity
Planning more holidays/short breaks
Eating out
Going out drinking
Buying new furniture
Buying a large electrical item such as a TV
= positive significant difference at 95% confidence level = negative significant difference at 95% confidence level
Q16. Which of these do you think you will be spending more or less on over the next 12 months? Source: GfK Savvy Shopper
Clothing and Shoes are 3rd in a list of 26 areas of expenditure that people in the UK have cut back on
Roper Reports Worldwide 2011 and 2012 | Mixed-mode trend, core 25 countries
% who have cut back on things in past 12 months
Source: GfK Roper Reports Worldwide

Cutting back involves the use of multiple money saving techniques and shopping carefully for essentials including clothes is the 2nd most widely taken action
Roper Reports Worldwide 2012 (mixed-mode trend, core 25 countries),
% who have done activity in the past 12 months
Source: GfK Roper Reports Worldwide

Shopping for clothes
Whats important?
Style? Quality?
How do we choose what to buy?

Price?
Value?
15
We are conservative when it comes to buying clothes!

We are not driven purely by the latest trend when buying clothes
Most are far more concerned about quality and value (and getting a bargain). The Savvy Shopper mindset is strong when shopping for clothes
Range & Style My Kind of Store The Shopping Experience
The decision on where to shop for clothes is shaped by this core Savvy mindset and then influenced by the clothing range on offer and the retail experience
Ethics Value for Money, My Kind of Clothes
Source: GfK Green Clothing study
16
Fashion shopping behaviour

Its clear that getting a bargain is important to respondents but aside from this, buying quality items and brand loyalty are important. Perhaps unsurprisingly, given the typical Middle England profile of the sample, having the latest fashion is lower in their list of priorities when buying clothing
I like to seek out a bargain I always buy high quality clothes I like to stick to the same brands The brand of clothes I wear matters I am happy to pay a price premium just to have in-fashion items I always try to buy the latest fashion Fashion is more important to me than quality
77% 44% 41% 30% 20% 15% 10%
Source: the Sunday Times Fashion Study GfK 2012 | GfK Fashion Report | July 2012 17
How the 7 brands performed
Whos the best?

Whos worst?
What are their strengths?

How can they improve?
18
Key findings
Positive takeouts
Rated best products overall in blind test, particularly on cut of fabric, design and quality of buttons/zips Ranked top in terms of preference and likelihood to purchase (although currently used for everyday purchases by just 17% of sample) Rated best value for money Placed 2nd overall in blind test, with quality of fabric and stitching Blouse design was particularly popular
Negative takeouts
Ranked 5th out of 7 in terms of good value
Quality of buttons/zips was relatively low compared with other retailers
Very close overall ranking to Primark, performing particularly well in terms of quality and design of its Polo Shirt Middle ranking overall but with 2nd highest rating on quality of Cargo Pants and Polo Shirt
Poor performance on value for money, ranking 6th out of 7
Source: The Sunday Times Fashion Study GfK 2012 | GfK Fashion Report | July 2012
Very poor performance in terms of value for money, Perception of quality and design of Cotton Shirt was very poor in blind test Lowest ranked in terms of likelihood to purchase and preference and not currently used for everyday purchases by any of the sample 19
Key findings
Positive takeouts Negative takeouts
Ranks 3rd on good value for money
Poorest performance in terms of overall design in blind test
Used for everyday purchases by 1 in 4 respondents 2nd highest ranking in terms of preference and likelihood to purchase Blouse quality was considered to be particularly high
Ranked 6th out of 7 overall in blind test 40% of respondents expected products to be low priced based on evaluation of quality and design
Ranks 2nd on good value for money
Poorest performance overall in blind test Products least likely to be considered high priced based on evaluation of quality and design (8%) Ranked 6th out of 7 on brand preference and likelihood to purchase and
Source: The Sunday Times Fashion Study GfK 2012 | GfK Fashion Report | July 2012 20
Brand preference and likelihood to purchase

Respondents were given a list of the 7 brands and were asked to rank in order of preference and likelihood to purchase. Next , H&M and Marks & Spencer are the clear favourites, with Boden receiving the lowest rating for both
% typically buying everyday clothes from each retailer
26%
23%
23%
5%
2%
17%
7 6 5 4 3
Ranking in order of preference and likelihood to purchase
Likely to buy Preferred
2
1 H&M Primark M&S TU (Sainsbury) F+F (Tesco) Boden Next
21 Q1. Can you tell me where you typically buy everyday clothes for yourself and/or your family? Q10. Here is a list of clothing brands. Please rank them in order of a)Preference b)How likely you are to buy? Base: All respondents (82) GfK 2012 | GfK Fashion Report | July 2012
Quality, Price & Value
Who has the best quality?

Who has the best price?
Who is the best value?
22
Product quality T2B ranking summary

Taking all product categories into consideration, Next and Marks & Spencer rated highest in terms of quality. Boden falls in the middle with very similar ratings for all quality questions and, somewhat surprisingly, below Primark.
Next Marks & Spencer Primark

Buttons/zips
Boden Tu (Sainsbury) H&M F+F (Tesco)

0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80%
Stitching Fabric
100%
Q3. Please tell me, for each of the clothing items on the table, what you think of the quality of the fabric using a scale of 1-5 where 5 = excellent and 1 = very poor;? Q4. And what you think of the quality of the stitching/workmanship?; Q7. What you think of the quality of buttons, zips fastenings etc.? Base: All respondents (82) GfK 2012 | GfK Fashion Report | July 2012 23
Quality %T2B summary by product category

Looking at the quality at product level, Bodens cargo pants and polo shirts are rated highly compared with the majority of other brands but their cotton shirt, which is actually their most expensive item, is considered poorer quality than any of the other brands. Respondents had a similarly poor opinion of their chinos and blouse. H&M, generally a poor performer across the board, received a very positive rating of the blouse evaluated Cargo pants (50) Next Marks & Spencer Primark Boden TU (Sainsburys) H&M F+F (Tesco) 54% 35% 41% 50% 24% 35% 18% Chinos (48) 49% 23% 44% 29% 42% 32% 29% Blouse (48) 35% 27% 37% 25% 28% 43% 23% Polo shirt (48) 49% 58% 42% 56% 24% 29% 28% Cotton shirt (48) 50% 42% 42% 28% 45% 36% 37%
Q3. Please tell me, for each of the clothing items on the table, what you think of the quality of the fabric using a scale of 1-5 where 5 = excellent and 1 = very poor;? Q4. And what you think of the quality of the stitching/workmanship?; Q7. What you think of the quality of buttons, zips fastenings etc.? Base: All evaluating GfK 2012 | GfK Fashion Report | July 2012 24
Price (average across all categories)

Of all products evaluated, respondents were most split by Boden items, with c.one third each saying the price should be low, medium and high. Next clothing was considered the most likely to be expensive and Tesco items the cheapest. Based on the actual price of each item, Bodens were rated by far the least value for money and Primark the best.
Estimated price ranking (de-branded evaluation)
Good value for money (de-branded evaluation) %T2B
Next Primark M&S
21%
44%
34%
54%
21%
30%
49%
88% 41% 20% 65%

12%
27%
47%
26%
Boden
TU (Sainsbury)
38%
32%
30%
40%
39%
21%
H&M
F+F (Tesco)
40%
51%
61% 71%
45%
46%
8%
Low
Medium
High
Q8. Thinking now about cost, please rank each item according to whether you think the price would be low, medium or high. Q9. Given the actual price, to what extent do you agree that the item is good value? Base: All respondents (82) GfK 2012 | GfK Fashion Report | July 2012 25
Design
Who has the best design?
Does it vary by product?
26
Product design T2B ranking summary

The design of the items from Next was the most popular amongst the selection reviewed and Boden is mid-range as was the case for its quality (although, interestingly it is less popular on both aspects amongst 35-64 year old respondents). Primark performs favourably again, achieving second place and Tesco clothing once again is least popular. Next Primark
Marks & Spencer

Boden H&M Tu (Sainsbury) F+F (Tesco)
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Cut of fabric Design
Q5. How would you rate the design of each item?;Q6. And how would you rate the cut of the fabric of each item? Base: All evaluating GfK 2012 | GfK Fashion Report | July 2012 27
Product design T2B summary by product category

At category level, the design of both Marks & Spencer and Bodens polo shirts is rated most favourably while the cotton shirt from Boden, which received a poor rating for quality, is also given a poor rating for its design.
Cargo pants (50) Next Primark Marks & Spencer Boden H&M TU (Sainsburys) F+F (Tesco) 53% 36% 25% 31% 30% 32% 14%
Chinos (48) 51% 37% 26% 23% 27% 25% 23%
Blouse (48) 25% 42% 25% 21% 18% 16% 23%
Polo shirt (48) 42% 24% 43% 43% 18% 26% 22%
Cotton shirt (48) 59% 40% 36% 26% 38% 28% 33%
Q5. How would you rate the design of each item?;Q6. And how would you rate the cut of the fabric of each item? Base: All evaluating GfK 2012 | GfK Fashion Report | July 2012 28
Overall performance
What have we learnt?

What are the opportunities
What could be better?

Whats good?
29
Overall Product T2B ranking summary

Taking all product attributes into consideration, Next rated highest Overall. Primark is slightly ahead of Marks & Spencer, predominantly due to the quality and cut of the fabric and the design of the items. Boden falls in the middle with similar ratings for most attributes
Next Primark Marks & Spencer

Cut of fabric
Boden Tu (Sainsbury) H&M F+F (Tesco)

0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Design Buttons/zips Stitching Fabric
Q3; Q4; Q5; Q6; Q7 Base: All respondents (82) GfK 2012 | GfK Fashion Report | July 2012 30
Overall Product T2B ranking summary by product category
Cargo pants (50) Next Primark Marks & Spencer Boden TU (Sainsburys) H&M F+F (Tesco) 54% 39% 31% 42% 27% 33% 16%
Chinos (48) 50% 41% 36% 27% 35% 30% 27%
Blouse (48) 31% 39% 26% 23% 23% 33% 23%
Polo shirt (48) 46% 35% 52% 51% 25% 24% 25%
Cotton shirt (48) 53% 41% 40% 27% 38% 37% 35%
Q3; Q4; Q5; Q6; Q7 Base: All respondents (82) GfK 2012 | GfK Fashion Report | July 2012 31
Findings from the Sunday Times research, highlight opportunities for all fashion retailers
There is inconsistency within brands across the different products tested For many shopping for clothes remains a pleasure/leisure activity (despite the financial pressure)
This must cause some stress for shoppers instore if quality varies between products
It is vital that the shopping experience is good regardless of channel (in-store, on-line, on TV, via catalogue etc.)
Retailers should strive to deliver consistent quality across their range, having understood customers quality expectations across product categories
Focus on ensuring that the whole shopping experience is great for the customer in order to maximise satisfaction and drive repeat purchase and recommendation
32
Consistently meeting customer requirements for quality and value will drive brand loyalty
Primark delivers to todays shopper needs
It delivers on quality and value leading to a higher proportion of Loyal Advocates than Marks and Spencer who generally deliver on quality but not always on value*
* Since the LoyaltyPlus analysis was conducted M&S have introduced a wider Fashion Value range
33
Findings from the Sunday Times research, highlight opportunities for all fashion retailers
The power of the brand cannot be underestimated
Boden did not perform well among this group of people who were generally not Boden customers
Some very successful and respected brands did not perform very well in this test
We tested using full-prices for items, but Boden do sell predominantly on deal (multi-buy and/or 25%+ discount), so loyal customers may have a different perception of price
Brand image and reputation can clearly help to drive sales, but no-one should be complacent as quality and value are ever-more important
Care should be taken that aggressive offer-based selling, whilst helping to retain existing customers, doesnt alienate those new to the brand who are not aware of the regularly reduced prices
34
Appendix
The Sunday Times Study

Roper Reports Worldwide GfK Womens clothing study
GfK Savvy Shopper

Consumer Confidence Barometer
35
GfK Consumer & Retail
Who do I talk to?
How do I find out more?
36
GfK Group Company Profile

Sales 2011: 1.2 billion, +6.2% growth YOY 4th largest research company, worldwide Employees 11,000+ full-time staff Over 1,000 in the U.K.; approximately 80% outside Germany Services Custom Research, Media, Retail & Technology Comprehensive information services on consumer goods, healthcare, media and services markets Global Coverage Operating in over 100 countries
37
Consumer and Retail an overview

Quantitative & Qualitative
Omnibus
NPD & Innovation
U&A / Segmentation Strategic Innovation Ideation
Brand & Comms

Brand Health Brand Positioning
Retail & Shopper

Customer Management (Satisfaction & Loyalty) Shopper Savvy Shopper Decision Trees Category layout Shopper Segmentation
Consumer Healthcare
OTC Claims Testing
Travel and Leisure

Customer Management (Satisfaction & Loyalty)
Concept Screening
Product Pack Price Promotion
Ad and Brand Tracking

Ad Pre-testing Ad Health Emotional Connection
Brand & Comms

Switch Rx to OTC Pharma Shopper Insight Health Trends HCP Recommendation
Tourism
Other specialist Consumer Services

Environmental Regulatory
Local & Global

Values we share
Genuine sector expertise
understanding the challenges our clients face
Business impact
generating insights that bring about real change
Creative and innovative

utilising industry leading research techniques
Quality
delivering high quality work, on time, every time
Passionate
caring about our clients and the work we do for them
The Sunday Times Fashion Study
How was the study done?
Who did we talk to?
40
Hall test process

In-street recruitment to complete interview in hall (Uxbridge and Nottingham) C. 30 minute interview during which, each respondent assessed products from all 7 brands The majority of questions used a 5 point rating scale (very poor excellent) to indicate opinion of a range of attributes such as quality of fabric, stitching, fastenings, overall design etc. Each respondent evaluated 3 product categories in total from the following range, resulting in 48-50 evaluations per category Cargo pants Chinos Blouse Polo shirt Cotton Shirt Respondents were never informed of which item corresponded to which brand but they were asked to rank the brands separately in terms of preference and likelihood to purchase at the end of the test At the end of each evaluation, respondents were advised of the actual price of each item (still de-branded) and asked whether they thought the item to be good value or not Following the completion of the evaluations, respondents were given a list of the brands and asked to rank them in order of preference and likelihood to purchase
All fieldwork was conducted in accordance with the Market Research Society Code of Conduct
Survey details
Demographic profile
Uxbridge Nottingham Male Female 18-34 35-54 55-64 AB C1 C2
%
50% 50% 38% 62% 62% 27% 11% 38% 57% 5%
Fieldwork
82 interviews were completed across 2 locations Uxbridge and Nottingham, on Saturday 9th June 2012. Each respondent assessed products from all 7 brands Each respondent evaluated 3 product categories from the following range, resulting in 48-50 evaluations per category Cargo pants Chinos Blouse Polo shirt Cotton Shirt
42
GfK Roper Consulting
Who did we talk to?
43
GfK Roper Reports Worldwide | Introduction

GfK Roper Consulting interviews more than 37,500 global consumers each year about a broad range of topics. Using this robust data source, we develop powerful and actionable insights about global consumers in order to help our clients to own the future. GLOBAL REGIONAL LOCAL MICRO
Big picture stories on what the world looks like
Regional comparisons to the world as a whole
Local level insight informed by market expertise
Detailed focus on your key groups of consumers
44
GfK Roper Reports Worldwide | unrivalled coverage

Conducted annually for 15 years 37,500+ consumers each year 1,500 consumers per market 25+ countries Consumers aged 15+ Covering c.83% global GDP Western Europe France Germany Italy Spain Sweden UK Central/Eastern Europe Czech Republic Poland Russia The Americas USA Canada Argentina Brazil Mexico Developed Asia Australia Japan South Korea Taiwan
Developing Asia China Indonesia India Thailand
Interviews with approximately 1,500 consumers aged 15+ in each market

Middle East / Africa South Africa Egypt Turkey

45
GfK Roper Reports Worldwide | Topic Coverage

Mood of the Nation Leisure & Lifestyle Personal Values Attitudes Towards Life Economy Green Behaviour Information Flow Health & Wellness Retail Financial attitudes Automotive Consumption
Technology
Demographics
46
Some retail questions we can help to answer:
Do shoppers feel now is a good time to buy or wait? How often do consumers around Europe go shopping for non-grocery items?
Which consumers are very interested in personal appearance/fashion/beauty? How have your target consumers been saving money in the past year? Which consumers agree that it is better to buy well-known brands because of their quality? Where do we find deal hunters who say that I feel really satisfied with myself, even excited when I get a really good deal Who goes shopping to overcome stress? What types of consumers believe shopping is a chore and who finds shopping to be a pleasure?
47
GfK Savvy Shopper
Who did we talk to?
48
What is Savvy Shopper?

The study began in 2009 with the aim of understanding how the recession was impacting consumer behaviour and spending. It continues to measure how consumer concerns are evolving through the double dip recession. Savvy Shopper is a twice yearly study commissioned and managed by GfK NOP. Each wave updates core measures regarding consumer confidence and spending behaviour and also includes topical bespoke issues The 6 monthly ad hoc study is supplemented by data from GfKs Consumer Confidence Barometer commissioned by the European Commission Savvy Shopper is conducted amongst a nationally representative sample of 1000 people aged 16+ in the UK for each wave. Quotas were placed on gender, region, age and social grade to achieve this.
Objective
What is included?
Who was interviewed?
How was the research done?
Research is conducted using an online methodology, using GfK NOPs online panel Wave 6 was conducted May 23rd - May 30th 2012
49
GfK Womens Clothing Study
Who did we talk to?
50
Study Objectives
To explore women's attitudes to ethical issues (Fair Trade and Organic) in the context of the clothes they buy for themselves:
o there is much talk of ethical brands, recycling, carbon footprints, food miles etc. Evidence from our own research shows we care and try to buy ethical in a variety of categories food, cosmetics etc. but do we apply those same morals when buying our next outfit?
To explore customer loyalty within the high street fashion sector o using the GfK LoyaltyPlus model we explore the extent to which customers are loyal to individual retailers, what drives that loyalty and how best retailers could encourage great loyalty
On-line study conducted among 1000 women in 2007
51
Questionnaire Content
Behaviour Retailers browsed in Retailers purchased from Retailers intending to buy from Total personal clothing spend Share of spend at each retailer used Main store for each type of clothing (casual clothing, underwear, formalwear etc.) Opinions Reasons for choice of retailer Overall satisfaction Importance of retailer attributes Advocacy Recommendation Word of mouth (positive and negative)
Green Issues Awareness and understanding of ethical issues (Fair Trade/organic) Importance and consideration of ethical products Purchase behaviour current and intended Willingness to pay a price premium for ethical products
Demographics Age Lifestage Employment status Income
52
Retail brands included
53
Contacts
Who do I talk to?
How do I find out more?
54
Want to know more?

For further information on the sources contained in this report: The Sunday Times Fashion Study Roper Reports Worldwide The Consumer Confidence Barometer GfK Savvy Shopper
Or to find out more about how GfK can help you grow your retail business
Contact: Helen Roberts Senior Director GfK Consumer & Retail +44 (0) 7770 991 961 or +44 (0)207 890 9266 helen.roberts@gfk.com
55

GFK Fashion Report July 2012: Incorporating Data From The Sunday Times Fashion Study and Other GFK Research

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GfK Fashion Report July 2012

Shopping for clothes

GfK 2012 | GfK Fashion Report | July 2012

Background and Objectives

Why did we do it?

GfK 2012 | GfK Fashion Report | July 2012

Background to the project

Hows Consumer Confidence?

Are we cutting back?

GfK 2012 | GfK Fashion Report | July 2012

The mood of the nation is short on economic optimism!

Its affecting how we think

Its impacting what we do

Confidence is almost as low as during the banking crisis of 2008

More worried about how well maintain our lifestyle

Cutting back more than ever

We are increasingly targeting clothing as an area to cut back spending

GfK 2012 | GfK Fashion Report | July 2012

2008 Banking crisis The Consumer Confidence Barometer

Jun-10 Late 2010

Late 2011 May-12

Source: GfK Savvy Shopper

The Consumer Confidence Barometer

Agree Completely or Somewhat that%

Jun-10 Late 2010

I believe I will have more debt this time next year

I am concerned I may lose my job in next 6-12 months

GfK 2012 | GfK Fashion Report | July 2012

Consumers continue to feel unwilling to commit to major purchases

GfK 2012 | GfK Fashion Report | July 2012

% I will spend less on minus % I will spend more on

Buying new clothes

Planning more holidays/short breaks

Going out drinking

Buying new furniture

Buying a large electrical item such as a TV

% who have cut back on things in past 12 months

Source: GfK Roper Reports Worldwide

% who have done activity in the past 12 months

Source: GfK Roper Reports Worldwide

Shopping for clothes

How do we choose what to buy?

GfK 2012 | GfK Fashion Report | July 2012

We are conservative when it comes to buying clothes!

Ethics Value for Money, My Kind of Clothes

GfK 2012 | GfK Fashion Report | July 2012

Source: GfK Green Clothing study

Fashion shopping behaviour

77% 44% 41% 30% 20% 15% 10%

How the 7 brands performed

Whos the best?

What are their strengths?

GfK 2012 | GfK Fashion Report | July 2012

Quality of buttons/zips was relatively low compared with other retailers

Poor performance on value for money, ranking 6th out of 7

Ranks 3rd on good value for money

Poorest performance in terms of overall design in blind test

Ranks 2nd on good value for money

Brand preference and likelihood to purchase

Ranking in order of preference and likelihood to purchase

Likely to buy Preferred

Quality, Price & Value