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THE
INDEXin partnership
with
INTRODUCING THE INDEX. TRACKING THE BRANDS, CHANNELS AND INFLUENCES THAT DRIVE THE WAY THE UK SHOPS FOR FASHION
THE DATA DRIVING FASHION
Fashion retail is changing at speed; the business media is full, on a daily basis, of stories about closing stores, the ascendency of online retail, the drop in consumer confidence due to economic and political forces, along with the impact of sustainability concerns and, of course, social media on the nation’s fashion shopping habits.
Often, however, what is missing from these reports is direct input from the consumers themselves. You will no doubt be very aware of
what your customers think of you, but do you know what they think of all your rivals?
“You can track movements in the market as they happen and adjust your strategies accordingly”
We decided to ask 2,000 consumers – every month – where they are shopping from a list of 100 of the biggest fashion retail names
operating the in UK right now, from value players and online only retailers to luxury groups and sports specialists.
Each month we will tell you:
All of these metrics will be updated every month so you can track movements in the market as they happen and adjust your
strategies accordingly.
Whether your brand is directly tracked in The Index or your rivals are, you will be able to see how consumers are responding to brands
and market forces in a completely unique and unbiased study, which, in time will include month on month, quarter on quarter and year
on year comparisons.
Think of this as your Fashion FTSE100 but, instead of how brands are valued by the investors, here they are ranked by how they are
viewed by the consumer. Like the FTSE100 we will continue to assess the brands we track. Those that perform well will remain in the list
and, again through consulting consumers, those that don’t perform well will be replaced.
Over the coming pages, we’ve highlighted some of the most insightful findings of our first every study. We hope you find this helpful
and insightful and we also hope you will consider becoming a member of TheIndustry.fashion so that you can benefit from more of this
exclusive intelligence along with a host of other benefits.
Enjoy this exclusive look at the first ever version of The Index.
Lauretta Roberts, Co-founder and Editor in Chief
Visit us at www.theindustry.fashion
ABOUT THE INDEX
which stores and websites they have visited.
which stores and websites they have shopped with and via
which channel/s.
which formats they prefer from malls to retail parks to
mobile apps.
which brands they have
heard positive and negative
sentiments about.
what motivated them to spend (new product,
discounts, special occasions and
so on).
what are their intentions when
it comes to future spend.
Which of the following have you shopped for fashion (including accessories and footwear) in the past 3 months?
Online-only retailer e.g. ASOS, Amazon, Boohoo
Premium fashion retailer (either online or in-store) e.g. Jigsaw, John Lewis, Ted Baker
OV
ER
AL
L
MA
LE
FE
MA
LE
GENDER AGE REGIONS SEG
16-2
4
25
-34
35
-44
45
-54
55
-64
65
+
NO
RT
H
MID
LA
ND
S
SO
UT
H
LO
ND
ON
AB
C1
C2
DE
39% 36%41%
48% 47% 45%40%
32%27%
42%40%39%37%44%
34%
OV
ER
AL
L
MA
LE
FE
MA
LE
GENDER AGE REGIONS SEG
16-2
4
25
-34
35
-44
45
-54
55
-64
65
+
NO
RT
H
MID
LA
ND
S
SO
UT
H
LO
ND
ON
AB
C1
C2
DE
20% 22%18%
26%30%
21%19%
15%13%
34%
19%17% 18%
20%
12%
Each month, we will reveal to you which types of retailers are attracting which types of consumer. Does the younger consumer prefer online and sports retailer, as we’ve been led to believe, or is the picture more nuanced. The charts over these two pages tell the story. Our data can also break down preferences by region, gender and socio-economic status.
FROM ONLINE ONLY TO SPORTS SPECIALISTS:
WHICH TYPE OF RETAILER IS DRAWING IN THE CUSTOMER?
High street/mainstream fashion retailer (either online or in-store) e.g. Topshop, Marks & Spencer, Next
Sports/active retailer (either online or in-store) e.g. JD Sports, Sports Direct, Nike
Value store/supermarket (either online or in-store) e.g. George at Asda, Matalan, Primark
Luxury retailer (either online or in-store) e.g. Net-A-Porter, Harvey Nichols, Selfridges
OV
ER
AL
L
MA
LE
FE
MA
LE
GENDER AGE REGIONS SEG
16-2
4
25
-34
35
-44
45
-54
55
-64
65
+
NO
RT
H
MID
LA
ND
S
SO
UT
H
LO
ND
ON
AB
C1
C2
DE
60% 56% 65% 60% 66%57% 56% 56%
65% 64%62%59% 59% 67%54%
OV
ER
AL
L
MA
LE
FE
MA
LE
GENDER AGE REGIONS SEG
16-2
4
25
-34
35
-44
45
-54
55
-64
65
+
NO
RT
H
MID
LA
ND
S
SO
UT
H
LO
ND
ON
AB
C1
C2
DE
40%46%
35%
52% 53% 54%
45%
32%
18%
50%
37%42%
38%45%
36%
OV
ER
AL
L
MA
LE
FE
MA
LE
GENDER AGE REGIONS SEG16
-24
25
-34
35
-44
45
-54
55
-64
65
+
NO
RT
H
MID
LA
ND
S
SO
UT
H
LO
ND
ON
AB
C1
C2
DE
59%51%
66%
51%61% 62% 61% 61%
55% 51%55%59%65%
55%62%
OV
ER
AL
L
MA
LE
FE
MA
LE
GENDER AGE REGIONS SEG
16-2
4
25
-34
35
-44
45
-54
55
-64
65
+
NO
RT
H
MID
LA
ND
S
SO
UT
H
LO
ND
ON
AB
C1
C2
DE
11% 12% 11%
21% 20%
14%
10%
4% 5%
23%
10%10% 9%
17%
6%
“ Our data can breakdown shopping preferences by age, region, gender and socio-economic status”
Get paid upfront while your customers pay later.Join the thousands of UK retailers already putting their customers in control - letting them pay when and how they want.
Klarna.com/uk | @klarna.uk
The ultimate accessory(For your business)
Which online only brand or retailer have you purchased fashion from in the past three months?
AM
AZ
ON
AS
OS
VE
RY
.CO
.UK
BO
OH
OO
/B
OO
HO
OM
AN
LIT
TL
EW
OO
DS
.CO
M
JD
WIL
LIA
MS
MIS
SG
UID
ED
PR
ET
TY
LIT
TL
E T
HIN
GS
SIM
PL
Y B
E
JA
CA
MO
ISA
WIT
FIR
ST
ZA
LA
ND
O
TH
RE
AD
20% 16%
23%
19%14%
16%
13%
7%
10%
7%
13%
5%
12%
6%
9%
5%
7%
3%
6% 6%
4%
12%
69%
Visited online but didn’t buy
KEY
Visited online and bought
FROM AMAZON TO ZALANDO, WHO RULES ONLINE?
When it comes to pureplay online retailers the preferred fashion destination (by a huge margin) of Britons is not a fashion specialist at all, but Amazon. Some 69% of those surveyed who bought fashion at a pureplay online retailer bought it from Amazon. Our data also reveals the ages, location, gender and socio-economic background of those who replied for each brand in our 100-strong list, enabling companies to benchmark themselves against their nearest competitors for their target demographics. But whichever market you are target Amazon is likely to be your biggest rival, scoring highly across all groups, which underlines the importance of service (Prime is likely to be a big factor), choice and convenience.
As well as analysing which brands and retailers are the most popular when it comes to visits, we will also be attributing each brand a “Buzz Score” (exclusively available to view in our online report) to show how they are performing when it comes to positive and negative consumer sentiment.
“ Analyse which online retailers are attracting visitor and converting them to buyers”
Despite the challenges it, and others, have faced on what have been the toughest high street trading conditions for a decade, Marks & Spencer remains our respondent’s favourite shopping destination for fashion. Followed by Next and Debenhams, the latter of which has also had a torrid time. A deeper dive into our data will reveal that M&S still has work to do in attracting a new generation of shopper but is one of only a very few retailers (across all market segments) attracting the lucrative 55-plus consumer. Examples such as this will help brands, whether they are tracked or not, to identify potential new opportunities.
Which high street fashion retailer have you visited and shopped online or in-store over the past three months?
THE BATTLE OF THE HIGH STREETM
AR
KS
&S
PE
NC
ER
13%
7%
33
%10
%6
%
NE
XT
18%
9%
19%
8%
7%
DE
BE
NH
AM
S
16%
9%
19%
6%
1%
H&
M
14%
7%
15%
5%
4%
NE
W L
OO
K
14%
6%
15%
6%
3%
CL
AR
KS
13%
8%
13%
4%
1%
RIV
ER
ISL
AN
D
12%
6%
11%
6%
1%
TO
PS
HO
P/
TO
PM
AN
12%
6%
10%
4%
1%
DO
RO
TH
YP
ER
KIN
S
11%
6%
9%
4%
1%
HO
US
E O
FF
RA
ZE
R
10%
7%
6%
2%
2%
ZA
RA
8%
7%
6%
4%
1%
GA
P
8%
5%
5%
4%
1%
BU
RT
ON
7%
5%
5%
4%
1%
SH
UH
6%
6%
5%
2%
1%
MO
NS
OO
NA
CC
ES
SO
RIZ
E
7%
4%
6%
3%
1%
FR
EN
CH
CO
NN
EC
TIO
N
6%
5%
4%
5%
1%
SE
LE
CT
6%
4%
5%
4%
1%
OA
SIS
6%
5%
4%
3%
1%
WA
LL
IS
5%
5%
5%
4%
1%
MIS
SS
EL
FR
IDG
E
6%
6%
2%
2%
2%
OF
FIC
E
5%
4%
5%
2%
2%
WA
RE
HO
US
E
5%
5%
5%
2%
1%
DR
MA
RT
EN
’S
6%
6%
3%
2%
1%
EV
AN
S
5%
4%
4%
4%
1%
JA
CK
&J
ON
ES
5%
4%
4%
3%
1%
QU
IZ
5%
4%
4%
4%
1%
YO
UR
S
1%5
%5
%3
%1%
MA
NG
O
5%
1%4
%1\
1%
MO
SS
BR
OS
5%
4%
1\1\
1%
5%
4%
1\1\
1%
4%
4%
1\1\
1%
4%
4%
1%3
%1%
UN
IQL
O
WE
EK
DA
Y
DU
NE
PU
LL
&B
EA
R
4%
4%
3%
4%
1%
US
C
5%
4%
4%
1\1%
BE
ST
SE
LL
ER
1%4
%4
%1\
1%
MA
RK
S &
SP
EN
CE
R
13%
7%
33
%10
%6
%
NE
XT
18%
9%
19%
8%
7%
DE
BE
NH
AM
S
16%
9%
19%
6%
1%
H&
M
14%
7%
15%
5%
4%
NE
W L
OO
K
14%
6%
15%
6%
3%
CL
AR
KS
13%
8%
13%
4%
1%
RIV
ER
ISL
AN
D
12%
6%
11%
6%
1%
TO
PS
HO
P/
TO
PM
AN
12%
6%
10%
4%
1%
DO
RO
TH
YP
ER
KIN
S
11%
6%
9%
4%
1%
HO
US
E O
FF
RA
ZE
R
10%
7%
6%
2%
2%
ZA
RA
8%
7%
6%
4%
1%
GA
P
8%
5%
5%
4%
1%
BU
RT
ON
7%
5%
5%
4%
1%
SH
UH
6%
6%
5%
2%
1%
MO
NS
OO
NA
CC
ES
SO
RIZ
E
7%
4%
6%
3%
1%
FR
EN
CH
CO
NN
EC
TIO
N
6%
5%
4%
5%
1%
SE
LE
CT
6%
4%
5%
4%
1%
OA
SIS
6%
5%
4%
3%
1%
WA
LL
IS
5%
5%
5%
4%
1%
MIS
SS
EL
FR
IDG
E
6%
6%
2%
2%
2%
OF
FIC
E
5%
4%
5%
2%
2%
WA
RE
HO
US
E
5%
5%
5%
2%
1%
DR
MA
RT
EN
’S
6%
6%
3%
2%
1%
EV
AN
S
5%
4%
4%
4%
1%
JA
CK
&J
ON
ES
5%
4%
4%
3%
1%
QU
IZ
5%
4%
4%
4%
1%
YO
UR
S
1%5
%5
%3
%1%
MA
NG
O
5%
1%4
%1\
1%
MO
SS
BR
OS
5%
4%
1\1\
1%
5%
4%
1\1\
1%
4%
4%
1\1\
1%
4%
4%
1%3
%1%
UN
IQL
O
WE
EK
DA
Y
DU
NE
PU
LL
&B
EA
R
4%
4%
3%
4%
1%
US
C
5%
4%
4%
1\1%
BE
ST
SE
LL
ER
1%4
%4
%1\
1%
= visited online and bought
= visited in-store but didn’t buy
= visited online but didn’t buy
= visited in-store and bought
= visited in-store and online bought via both channels
KEY
“ See which retailers are attracting shoppers via physical and digital channels, track conversions and changes in fortunes over time. Our online version will also attribute ‘buzz scores’ based on consumer sentiment”
Our analysis includes a deep dive into the upper and lower end of the price point scale from Primark (surprisingly not a run-away winner in its sector with George at Asda equally popular) to the premium players. Many of the players in the premium sector have endured challenges of late from Ted Baker to Superdry, but they still remain popular with shoppers. However, our Buzz Scores for brands (which will appear exclusively in our online report) do show that “bad press”, as well as good press, does penetrate into the customer psyche; as The Index develops over time we will see if this translates into a change in behaviour.
FROM PRIMARK TO PREMIUM
HOW THE UPPER END AND LOWER END OF PRICE POINTS PLAY OUT
Which value fashion brands/stores have you visited online or in-store in the past three months?
GE
OR
GE
AS
DA
PR
IMA
RK
MA
TA
LA
N
F&
F A
T T
ES
CO
S
TU
AT
SA
INS
BU
RY
’S
TK
MA
XX
PE
AC
OC
KS
BO
NM
AR
CH
E
16% 14% 15% 19% 18% 20% 18%9%
7%
7%
3%
5%
15%
4%
5%
15%
7%
20%
5%
4%
8%
23%
7%
25%
4%
4%
5%
50%
6%
5%
41%
9%
5%
Which of these premium fashion retailers have you visited online or in store over the past three months?
JO
HN
LE
WIS
TE
D B
AK
ER
SU
PE
RD
RY
FA
T F
AC
E
HO
LL
IST
ER
JA
CK
WIL
LS
KU
RT
GE
IGE
R
JIG
SA
W
JO
UL
ES
KA
RE
N M
ILL
EN
RE
ISS
HO
BB
S
& O
TH
ER
ST
OR
IES
CR
EW
CL
OT
HIN
G C
O
FE
NW
ICK
/B
EN
TA
LL
S
BO
DE
N
MIN
T V
EL
VE
T
MA
SS
IMO
DU
TT
I
WH
IST
LE
S
LK
BE
NN
ET
T
HA
CK
ET
T
CO
S
SA
ND
RO
MA
JE
ED
INB
UR
GH
WO
OL
LE
N M
ILL
14% 12% 14%
12%
17%
11%
5%
13%8% 9% 8% 10% 8% 9% 9% 9% 8% 9%
6% 8% 7% 8% 7% 6% 7% 6% 6% 5% 5%
7%
8%
5%
5%
9%
3%
6%
5%
7%
7%
7%
4%
8%
4%
7%
6%
10%
7%
6%
11%
6%
6%
4%
10%
7%
6%
5%
9%
9%
7%
13%
6%
5%
5%
8%
10%
7%
13%
9%
6%
3%
7%
7%
9%
4%
12%
7%
6%
5%
10%
6%
7%
6%
10%
9%
6%
4%
13%
11%
4%
3%
11%
10%
6%
5%
12%
8%
5%
5%
11%
9%
9%
5%
9%
11%
8%
6%
9%
17%
6%
6%
12%
14%
7%
3%
16%
18%
13%
6%
13%
28%
17%
7%
“ Despite challenges Ted Baker & Superdry remain popular”
LUCRATIVE NICHE MARKETS:
LUXURY AND SPORTS
Both sports and luxury are growing markets though with 43% of shoppers having visited a sports store in the past three months (vs 11% for luxury), this is by far a more popular area. It is little surprise then that the non-sports specialists are attempting to muscle into the space. Sports is also popular with customers of all ages, though its popularity is at its highest at the younger end of the market, whereas luxury does experience a drop-off in interest the older a customer gets. It is often said that ready-to-wear fashion is losing share to sports and month-on-month The Index will enable you to track that shift.
Which Sports/active retailer have you visited in-store or online in the past three months?
SP
OR
TS
DIR
EC
T
JD
SP
OR
TS
NIK
E
AD
IDA
S
FO
OT
LO
CK
ER
NO
RT
H F
AC
E
SW
EA
TY
BE
TT
Y
12%17%
10% 12% 12%8% 5%
5%
5%
4%12%
10%
4%
11%
9%
4%5%
15%
14%
7%
6%
15%
16%
13%
6%
12%
26%
9%
6%
11%
38%
14%
8%
Which Luxury retailer have you visited in-store or online in the past three months?
SE
LF
RID
GE
S
HA
RV
EY
NIC
HO
LL
S
HA
RR
OD
S
NE
T-A
-PO
RT
ER
.CO
M
LIB
ER
TY
MR
PO
RT
ER
FL
AN
NE
LS
FA
RF
ET
CH
MA
TC
HE
SF
AS
HIO
N.C
OM
BR
OW
NS
FA
SH
ION
.CO
M
MY
TH
ER
ES
A.C
OM
11% 14%12% 9%
14%10% 12%
6% 6% 5% 6%
17%
14%
14%
8%
15%
12%
11%
16%
18%
6%
17%
11%
15%
11%
15%
13%
11%
13%
15%
9%
18%
12%
16%
10%
14%
13%
14%
12%
23%
10%
10%
23%
14%
21%
20%
10%
15%
21%
16%
16%
14%
26%
26%
11%
= visited in-store but didn’t buy
= visited online but didn’t buy
= visited in-store and bought
= visited online and bought
= visited in-store and online bought via both channels
“ Given the popularity of sports retailer it’s little surprise fashion retailers are looking to muscle in on the market”
KEY
Not only will our analysis be able to help you track which specific brands and sector are on the up or in decline but we can also take a deep dive into shoppers’ preferred channels. We can also analyse which channels are preferred by which age groups in which regions helping you to fine tune your retail and tech development strategy to best target your customer. We will be tracking month on month how attitudes are shifting.
CHANNELS:
FROM SHOPPING MALLS TO MOBILE APPS
41%
37%
22%
2%6%
8%
4%
5%
18%
57%
If you shop for fashion in a physical store, which location is your most preferred?
When shopping for fashion, which is your preferred method?
“ See which channels consumers favour and track how that shifts over time.”
High street
Shopping mall
Out of town retail park
KEY
Buying in-store
Buying online via desktop/laptop
Buying online via a tablet using a web browser
Buying online via a tablet using an app
Buying online via a smartphone using a web browser
Buying online via a smartphone using an app
Don’t know
KEY
As well as tracking 100 leading fashion brands and retailers, TheIndustry.fashion has compiled a unique (and growing) database of more than 800 fashion companies. Each profile comprises daily updated data on each company from financial figures, to staff numbers, social followings and website traffic. Also included are key executives, details on delivery and payment options and links to websites and apps, as well as a library of stories from TheIndustry.fashion and other trusted sources.
In addition each month we will deliver an in-depth In Focus report on a current trend or issue, again with the emphasis on the consumer’s response to that be it attitudes to physical vs digital shopping, sustainability or influencers.
The Index and The Intelligence combined bring you an unrivalled package of unbiased data to keep you up to date on movements in the market and customer behaviour. They will help you identify opportunities (whether you are are a brand or retailer or a supplier), benchmark yourself and make better informed decisions.
On top of this our daily update news and analysis section bring you breaking news, in-depth analysis, fashion and business trends along with exclusive interviews, written by one of the most highly experienced B2B fashion writers and editors in the UK. Access to The Insight and our Daily Update newsletter. AND by being a member you can enjoy exclusive savings and VIP invitations to our range of networking and learning events.
THE
INDEXTHE
INTELLIGENCETHE
INSIGHTYOUR COMPLETE DATA, NEWS AND ANALYSIS PACKAGE
+ +
Your member benefits:
• Track yourself, your competitors, your clients and consumer’s shopping behaviour via The Index
• Gain access to a master database of more than 800 companies, complete with vital data, social media followings,
key executives an news archives via The Intelligence
• Deep dive into topical issues, from sustainability to influencers, and how the UK consumer is responding to them
via the In Focus reports
• Keep up to date with daily news, views and interviews via The Insight
• and
• Be inspired, make new contacts and gain expert knowledge through our exclusive event programme, The Insider
You can start enjoying the benefits of all of this TODAY by signing up for ”The Inclusive” membership package
online at www.theindustry.fashion/join-us or email [email protected] to discuss corporate deals.
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An online sale has no physical touchpoint with your customer. No store to explore, no product to feel and no human contact. But when they unbox you have their maximum attention. They are excited, so this is a great time to reinforce your brand messaging – and of course encourage that crucial repeat purchase. There is a huge missed opportunity here, and one that is literally staring your customers in the face.
Hachiko has set out to change all this. Combining Will Dymott’s ecommerce and customer insight experience at the likes of Fat Face, Boden, Figleaves and Lyle & Scott with the print production expertise of Cousin, Hachiko brings the speed and personalised content of a dynamic email into physical form. A Hachikobook uses your customers purchase and browsing behaviour to present an individually curated selection of products that go perfectly with their order. Typically using an A5, 8 page format, the books are printed remotely within the distribution centre and placed in each parcel.
The results speak for themselves. ROI sits around 467%, with ROAS at 19.4 : 1, based on cash margin from AB testing. Response rates increase by 27% and demand by 30%. Being delivered in parcel the postage costs are eliminated, so a Hachiko book is a very cost effective revenue generator. But the point here is customer loyalty, hence the name (Hachiko was a Japanese dog, famed for his remarkable loyalty).
The book itself is flexible to suit an individual brand’s requirements for the level of personalisation, dynamic content, editorial messaging, sizing and paper. Creative is controlled by the brand, with artwork support provided as part of the package. Even the delivery note / invoice can be incorporated, so one paper item is being swapped for another.
If you would like to discover how Hachiko can create a new pipeline for cash generation while increasing customer loyalty and LTV, please do get in touch. Hachiko comes as a zero risk price per print model, with continual optimisation, Test & Learn programmes and transparent reporting.
Will Dymott, Co Founder and Managing Director
Research shows that in the last 5 years the percentage of customers returning to a brand and placing another order has halved. And with customer acquisition getting harder and more expensive, loyal customers are increasingly vital. It takes on average 4 separate purchases before a customer is more likely to return than not, however the faster they return the more likely they are to again. Customer loyalty is the result of a consistently positive emotional experience, built from well-crafted messaging, satisfaction and perceived value of both product and service. With email fatigue forcing read rates down to decimal percentages, how do you cut through the noise and reinforce that positive emotional experience?
[email protected] 816 0886wearehachiko.commadebycousin.com
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