Aug

Aarkstore Enterprise – Britain Shops: Clothing -Aarkstore Enterprise Market Research

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Aarkstore, Britain, Clothing, Enterprise, Market, Research, Shops

Aarkstore Enterprise – Britain Shops: Clothing -Aarkstore Enterprise Market Research

Table of Contents :

Introduction 1
Summary 1
The proportion of consumers regularly shopping for clothing has fallen. 1
Consumers aged 25-44 have cut back the most. 1
Male shoppers have been deterred by the recession more than females. 1
Mid-market players are fighting for main user share. 1
Conversion rates have continued to slide as shopping around increases. 1
Loyalty has risen across all demographics to reach record levels. 1
Quality, convenience and service have become increasingly important loyalty drivers. 1
M&S continues to succeed, despite the recession. 1
TK Maxx is struggling to keep up. 1
The convenience of buying clothing from grocers has reduced the level of shopping around. 1
Executive Summary 2
Key findings 2
The proportion of consumers regularly shopping for clothing has fallen 2
Consumers in the 25-44 age bracket have been feeling the pinch 2
Male shoppers have been deterred by the recession more than females 2
As price becomes more important, mid-market retailers have fought back 2
Conversion rates have continued to slide as shopping around increases 2
Loyalty has risen across all demographics to reach record levels 3
Quality, convenience and service have become increasingly important loyalty drivers 3
Retailer highlights 3
M&S continues to succeed, despite the recession 3
New Look’s main users shop around the most, as price has become increasingly important 3
Grocers’ main users shop around less than their competitors’ 3
TK Maxx is struggling to keep up 3
Debenhams’ ‘Designer’ ranges have helped to boost its visitor and main user shares 4
Primark has made gains in terms of main user share, due to increased concerns over price 4
Table of Contents 5
Table of figures 5
Sector Summary 7
Share of shoppers 7
Consumers have cut back on discretionary items 7
Penetration of clothing shoppers 12
Male shopper numbers have fallen 12
Retailer Usage 14
M&S stays on top 14
Main user share by TV region 19
Conversion Rates 20
Conversion rates have slipped for the third consecutive year 20
Shopping Around 23
New Look’s users shop around most 23
Loyalty 25
Loyalty has improved across all demographics 25
Drivers of loyalty/disloyalty 29
Quality has seen the largest rise in importance 29
Asda 37
The recession has helped to boost the number of Asda’s main users 37
Asda faces a growing threat from other value clothing retailers 37
Asda has benefitted from an increase in recession-hit consumers 37
Asda’s efforts to improve quality have not been recognised by its main users 37
Price continues to be the main driver of loyalty, while range disappoints Asda’s disloyal main users 37
Visitors 38
Asda’s range continues to appeal to young family shoppers 38
Main users 40
Asda’s main user share has grown, as AB and C1 shoppers have been forced to trade down 40
Conversion rates 42
The convenience of one-stop shopping continues to convert male visitors into main users 42
Loyalty 44
Customer loyalty to Asda has increased for the third successive year 44
Competitors 48
Asda remains a favourite in other product sectors 48
Bonmarché 50
Bonmarché must focus on its core target market to avoid spreading itself too thinly 50
Bonmarché’s visitor and main user shares have both declined 50
The 65-plus demographic should be Bonmarché’s primary focus 50
A more youthful range has done little to excite younger customers 50
Initiatives to improve customer loyalty have paid off 50
Visitors 51
Bonmarché’s visitor share across all demographics has declined, bar one 51
Main users 53
Bonmarché’s main user share has declined as competition has intensified 53
Conversion rates 55
Bonmarché continues to improve the conversion rate of DEs 55
Loyalty 57
Range and price have driven an increase in loyalty 57
Competitors 61
Bonmarché’s main users have stuck to what they know 61
Debenhams 63
Debenhams’ broad appeal has helped boost its visitor and main user share 63
Debenhams’ ranges appeal to all socioeconomic groups 63
New designer ranges will help increase the number of Debenhams’ younger main users 63
Male shoppers continue to have a higher conversion rate 63
Customer loyalty has declined, as shoppers look for cheaper alternatives 63
Visitors 64
Debenhams’ visitor share continues to rise, particularly among older shoppers 64
Main users 66
Debenhams’ main user share has risen 1.7 percentage points in two years 66
Conversion rates 68
Conversion rates have improved across most demographics, apart from the 65-plus and DE segments 68
Loyalty 70
Customer loyalty has declined among both male and female main users 70
Competitors 74
Shopping around has risen again after a drop in 2009 74
Marks & Spencer 76
The clothing market leader continues to impress 76
Older visitors boost M&S’ overall visitor share 76
M&S’ main user share remains the highest 76
Customer loyalty has improved across every demographic 76
Visitors 77
Older shoppers boost M&S’ visitor share 77
Main users 79
M&S’ main user share has risen by 0.5 percentage points 79
Conversion rates 81
M&S has the best conversion rate among all profiled retailers 81
Loyalty 83
Customer loyalty has improved across all demographics 83
Competitors 87
Shopping around has remained low 87
Matalan 89
Matalan is struggling to keep up with Primark and Asda/George 89
Matalan’s new sub-brand has done little to attract 16-24 year olds 89
A decline in main user share has knocked Matalan out of the top five 89
An increase in shopping around has pushed Matalan to just below average 89
Visitors 90
Matalan’s visitor share has fallen 0.5 percentage points, as value competitors have expand their presence 90
Main users 92
Matalan’s core C2 and DE target groups have increased in terms of main user share 92
Conversion rates 94
Matalan’ conversion rate has fallen by 0.6 percentage points 94
Loyalty 96
AB and C1 loyalty has improved 96
Competitors 100
Matalan’s main users are searching for value for money across more retailers 100
New Look 102
New Look’s value fashion ranges continue to drive footfall 102
New Look’s visitor share has risen across all socioeconomic segments 102
Despite further developments in its menswear range, New Look’s male main user share remains the same 102
Price has overtaken range to become the main driver of loyalty 102
New Look’s main users continue to shop around 102
Visitors 103
New Look’s visitor share has risen once more after a dip in 2009 103
Main users 105
New Look’s male main user share remains stagnant, while its female share continues to grow 105
Conversion rates 107
New Look has struggled to convert footfall into high-spending customers 107
Loyalty 109
Main user loyalty has risen by 3.1 percentage points 109
Competitors 113
Among all other profiled retailers, New Look’s main users shop around the most 113
Next 115
Next has felt the mid-market squeeze, and has recorded a decline in its main user share 115
Next’s visitor and main user shares have fallen 115
Next’s fashion sub-brand Runway is yet to attract younger shoppers 115
Customer loyalty among all demographics has improved, apart from C1s 115
Store refurbishments have helped to improve drivers of loyalty 115
Visitors 116
Next’s visitor share has dropped across male and female visitors 116
Main users 118
Next’s main user share has dropped after holding steady in 2009 118
Conversion rates 120
Next’s male conversion rate has jumped by 6.5 percentage points, while the female rate has declined 120
Loyalty 122
Customer loyalty has risen across all demographics, bar one 122
Competitors 126
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