MidBritain panel on High Street fashion
Read what MidBritons have to say on High Street fashion
Economic instability and consumer confidence has had an impact on the High Street. With a surge in clothing sales in the Spring, followed by ongoing declines, it is clear that we are in a highly volatile market. However this is not a main concern for MidBritons, as there are numerous other factors i.e. Fuel prices which are of greater importance to them. In these tough times, there is evidence that MidBritons are making small changes (rather than major) in order to maintain their lifestyle and shopping habits!
MidBritons on average have spent just over £400 on clothes in the last 12 months
- Total spend on clothes in the last 12 months for Midbritons comes to almost £8.5 billion
- The top 5 most frequently (monthly) visited clothes shops are: Marks and Spencer, Reiss, Florence & Fred at Tesco, George at Asda and New Look. Proving they are mixing low cost clothing brands with high street names
MidBritons have strong connections to brands
- MidBritons have high awareness of all high street retail stores
- Just over half of MidBritons have seen advertising for fashion retailers and have taken action as a result of it ie. visited a store and considered purchasing a product
MidBritons love a ‘pic and mix’ of value for money and quality type stores
- Every day and basic clothing amounts to over half of their total spend on clothes
- Almost a third of their spend is on clothes for ‘going out’ and ‘special occasions’
Shopping logistics
- MidBritons like to shop for themselves as well as for others (Highest response for shopping with partner/wife/husband and for children and grand children)
- The high street is the most popular place for MidBritons to go shopping. Although frequency of shop (monthly) is high for clothes shopping in supermarkets and online too
- Over a half of MidBritons ‘love a good bargain’ and just under a third ‘love a good sale’
Typologies – Heavy, Medium and Light shoppers
- There are 3 main types of MidBritons: "Spontaneous Shopaholics" (28%), "Sensible stylists" (25%), "Functional Planners" (47%).
- Each segment has different characteristics:
- Heavy shoppers are spontaneous, fashion and image conscious. They love shopping and are emotionally engaged in it
- Medium shoppers like shopping but not quite to the same extent as the heavy segment. They are also in to style but love to go after a really good bargain
- Light shoppers are at the other end of the scale. They plan their purchases well in advance and tend to shop more out of necessity.
Please contact us for further information to understand each of these typologies
Source: BMRB; Base: 1,935 MidBritain Readers (Mail and Non Mail); Survey date: August ‘07
