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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
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.
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18 22 26 29 35 36 40 43 47 48 54
2
9.
Contacts
What did we want to find out? What else do we know? How was it done?
Consumer Mindsets
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
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
31 25 15 16
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?
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
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
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
Q18. Now, thinking about the economic outlook for the next 12 months, how much do you agree with the following statements?
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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
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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?
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
Donating to charity
Eating out
= 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
GfK 2012 | GfK Fashion Report | July 2012 12
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
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),
Whats important?
Style? Quality?
Value?
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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
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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
Source: the Sunday Times Fashion Study GfK 2012 | GfK Fashion Report | July 2012 17
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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
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
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
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
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
26%
23%
23%
5%
2%
17%
7 6 5 4 3
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
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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
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
21%
44%
34%
54%
21%
30%
49%
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
26
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
Cargo pants (50) Next Primark Marks & Spencer Boden H&M TU (Sainsburys) F+F (Tesco) 53% 36% 25% 31% 30% 32% 14%
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
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Q3; Q4; Q5; Q6; Q7 Base: All respondents (82) GfK 2012 | GfK Fashion Report | July 2012 30
Cargo pants (50) Next Primark Marks & Spencer Boden TU (Sainsburys) H&M F+F (Tesco) 54% 39% 31% 42% 27% 33% 16%
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
GfK 2012 | GfK Fashion Report | July 2012
Focus on ensuring that the whole shopping experience is great for the customer in order to maximise satisfaction and drive repeat purchase and recommendation
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Consistently meeting customer requirements for quality and value will drive brand loyalty
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
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Findings from the Sunday Times research, highlight opportunities for all fashion retailers
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
GfK 2012 | GfK Fashion Report | July 2012
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
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Appendix
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Omnibus
NPD & Innovation
U&A / Segmentation Strategic Innovation Ideation
Consumer Healthcare
OTC Claims Testing
Concept Screening
Product Pack Price Promotion
Tourism
Values we share
Genuine sector expertise
understanding the challenges our clients face
Business impact
generating insights that bring about real change
Quality
delivering high quality work, on time, every time
Passionate
caring about our clients and the work we do for them
GfK 2012 | GfK Fashion Report | July 2012 39
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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
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Technology
Demographics
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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?
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Objective
What is included?
Research is conducted using an online methodology, using GfK NOPs online panel Wave 6 was conducted May 23rd - May 30th 2012
49
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
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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
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Contacts
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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
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