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Introduction
How Britain Shops Clothing provides a detailed overview of the shopping habits of consumers. It examines, who shops for clothing, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope of this report
A thorough analysis of the way customer shop in the clothing sector, complete with profiles of the following retailers:
Asda/George, Bhs, Burton, Debenhams, Marks & Spencer, Matalan, New Look, Next, Primark, River Island, Tesco
Research and analysis highlights
Each How Britain Shops report provides visitor and main user share data, conversion rates, customer loyalty rates, reasons for loyalty and key competitors for all major retailers in the sector. Data is segmented regionally and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Key reasons to read this report
How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers.
Verdict's thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore implications for retailers.

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 3
What is cDNA? 3
What’s available? 3
CHAPTER 2 EXECUTIVE SUMMARY 23
Clothing key findings 24
Profile of clothing shoppers 28
Penetration of clothing shoppers 32
Clothing retailer usage 34
Clothing main user share by region 38
Clothing conversion rates 39
Clothing shopping around 41
Clothing loyalty 43
Clothing drivers of loyalty/disloyalty 47
CHAPTER 3 BHS 52
Bhs key findings 52
Bhs visitors 55
Bhs main users 56
Bhs conversion rates 58
Bhs loyalty 59
Bhs competitors 63
CHAPTER 4 BURTON 65
Burton key findings 65
Burton visitors 67
Burton main users 68
Burton conversion rates 70
Burton loyalty 71
Burton competitors 75
CHAPTER 5 DEBENHAMS 77
Debenhams key findings 77
Debenhams visitors 80
Debenhams main users 81
Debenhams conversion rates 83
Debenhams loyalty 84
Debenhams competitors 88
CHAPTER 6 GEORGE (ASDA) 90
George (Asda) key findings 90
George (Asda) visitors 93
George (Asda) main users 94
George (Asda) conversion rates 96
George (Asda) loyalty 97
George (Asda) competitors 101
CHAPTER 7 MARKS & SPENCER 103
Marks & Spencer key findings 103
Marks & Spencer visitors 106
Marks & Spencer main users 107
Marks & Spencer conversion rates 109
Marks & Spencer loyalty 110
Marks & Spencer competitors 114
CHAPTER 8 MATALAN 116
Matalan key findings 116
Matalan visitors 119
Matalan main users 120
Matalan conversion rates 122
Matalan loyalty 123
Matalan competitors 127
CHAPTER 9 NEW LOOK 129
New Look key findings 129
New Look visitors 132
New Look main users 133
New Look conversion rates 135
New Look loyalty 136
New Look competitors 140
CHAPTER 10 NEXT 142
Next key findings 142
Next visitors 145
Next main users 146
Next conversion rates 148
Next loyalty 149
Next competitors 153
CHAPTER 11 PRIMARK 155
Primark key findings 155
Primark visitors 158
Primark main users 159
Primark conversion rates 161
Primark loyalty 162
Primark competitors 166
CHAPTER 12 RIVER ISLAND 168
River Island key findings 168
River Island visitors 171
River Island main users 172
River Island conversion rates 174
River Island loyalty 175
River Island competitors 179
CHAPTER 13 TESCO 181
Tesco key findings 181
Tesco visitors 184
Tesco main users 185
Tesco conversion rates 187
Tesco loyalty 188
Tesco competitors 192
CHAPTER 14 APPENDIX 194
Basic methodology 194
The selection of parliamentary constituencies 196
Metropolitan county 196
Other 100% urban 196
Mixed urban/rural 196
Rural 197
The selection of enumeration districts 197
The selection of respondents 198
Post survey weighting 198


LIST OF TABLES
Table 1: Profile of clothing shoppers by region 2006 28
Table 2: Share of active clothing shoppers regularly using each retailer 2002-2006 34
Table 3: Share of active clothing shoppers using a given retailer as their main store 2002-2006 34
Table 4: Share of active clothing shoppers naming a retailer as their main store by TV region 2006 38
Table 5: Average rate of clothing conversion from visitor to main user by TV region 2006 39
Table 6: Clothing – average number of other stores used by TV region 2006 41
Table 7: Proportion of clothing shoppers that are loyal to their main store by TV region 2006 44
Table 8: Clothing detailed drivers of loyalty (%) 2006 48
Table 9: Clothing loyalty scores by retailer (%) 2002-2006 49
Table 10: Clothing disloyalty scores by retailer (%) 2002-2006 50
Table 11: What disloyal clothing users preferred about other stores (%) 2002-2006 51
Table 12: Bhs visitor share by region 2006 56
Table 13: Bhs main user share by region 2006 57
Table 14: Bhs conversion rates by region 2006 59
Table 15: Bhs loyalty by region 2006 60
Table 16: Bhs drivers of loyalty 2006 61
Table 17: Bhs drivers of disloyalty 2006 61
Table 18: Bhs potential change 2006 62
Table 19: Bhs – other retailers used 2006 63
Table 20: Bhs – other clothing stores used (%) 2006 64
Table 21: Burton visitor share by region 2006 68
Table 22: Burton main user share by region 2006 69
Table 23: Burton conversion rates by region 2006 71
Table 24: Burton loyalty by region 2006 72
Table 25: Burton drivers of loyalty 2006 73
Table 26: Burton drivers of disloyalty 2006 73
Table 27: Burton potential change 2006 74
Table 28: Burton – other retailers used 2006 75
Table 29: Burton – other clothing stores used (%) 2006 76
Table 30: Debenhams visitor share by region 2006 81
Table 31: Debenhams main user share by region 2006 82
Table 32: Debenhams conversion rates by region 2006 84
Table 33: Debenhams loyalty by region 2006 85
Table 34: Debenhams drivers of loyalty 2006 86
Table 35: Debenhams drivers of disloyalty 2006 86
Table 36: Debenhams potential change 2006 87
Table 37: Debenhams – other retailers used 2006 88
Table 38: Debenhams – other clothing stores used (%) 2006 89
Table 39: George (Asda) visitor share by region 2006 94
Table 40: George (Asda) main user share by region 2006 95
Table 41: George (Asda) conversion rates by region 2006 97
Table 42: George (Asda) loyalty by region 2006 98
Table 43: George (Asda) drivers of loyalty 2006 99
Table 44: George (Asda) drivers of disloyalty 2006 99
Table 45: George (Asda) potential change 2006 100
Table 46: George (Asda) – other retailers used 2006 101
Table 47: George (Asda) – other clothing stores used (%) 2006 102
Table 48: Marks & Spencer visitor share by region 2006 107
Table 49: Marks & Spencer main user share by region 2006 108
Table 50: Marks & Spencer conversion rates by region 2006 110
Table 51: Marks & Spencer loyalty by region 2006 111
Table 52: Marks & Spencer drivers of loyalty 2006 112
Table 53: Marks & Spencer drivers of disloyalty 2006 112
Table 54: Marks & Spencer potential change 2006 113
Table 55: Marks & Spencer – other retailers used 2006 114
Table 56: Marks & Spencer – other clothing stores used (%) 2006 115
Table 57: Matalan visitor share by region 2006 120
Table 58: Matalan main user share by region 2006 121
Table 59: Matalan conversion rates by region 2006 123
Table 60: Matalan loyalty by region 2006 124
Table 61: Matalan drivers of loyalty 2006 125
Table 62: Matalan drivers of disloyalty 2006 125
Table 63: Matalan potential change 2006 126
Table 64: Matalan – other retailers used 2006 127
Table 65: Matalan – other clothing stores used (%) 2006 128
Table 66: New Look visitor share by region 2006 133
Table 67: New Look main user share by region 2006 134
Table 68: New Look conversion rates by region 2006 136
Table 69: New Look loyalty by region 2006 137
Table 70: New Look drivers of loyalty 2006 138
Table 71: New Look drivers of disloyalty 2006 138
Table 72: New Look potential change 2006 139
Table 73: New Look – other retailers used 2006 140
Table 74: New Look – other clothing stores used (%) 2006 141
Table 75: Next visitor share by region 2006 146
Table 76: Next main user share by region 2006 147
Table 77: Next conversion rates by region 2006 149
Table 78: Next loyalty by region 2006 150
Table 79: Next drivers of loyalty 2006 151
Table 80: Next drivers of disloyalty 2006 151
Table 81: Next potential change 2006 152
Table 82: Next – other retailers used 2006 153
Table 83: Next – other clothing stores used (%) 2006 154
Table 84: Primark visitor share by region 2006 159
Table 85: Primark main user share by region 2006 160
Table 86: Primark conversion rates by region 2006 162
Table 87: Primark loyalty by region 2006 163
Table 88: Primark drivers of loyalty 2006 164
Table 89: Primark drivers of disloyalty 2006 164
Table 90: Primark potential change 2006 165
Table 91: Primark – other retailers used 2006 166
Table 92: Primark – other clothing stores used (%) 2006 167
Table 93: River Island visitor share by region 2006 172
Table 94: River Island main user share by region 2006 173
Table 95: River Island conversion rates by region 2006 175
Table 96: River Island loyalty by region 2006 176
Table 97: River Island drivers of loyalty 2006 177
Table 98: River Island drivers of disloyalty 2006 177
Table 99: River Island potential change 2006 178
Table 100: River Island – other retailers used 2006 179
Table 101: River Island – other clothing stores used (%) 2006 180
Table 102: Tesco visitor share by region 2006 185
Table 103: Tesco main user share by region 2006 186
Table 104: Tesco conversion rates by region 2006 188
Table 105: Tesco loyalty by region 2006 189
Table 106: Tesco drivers of loyalty 2006 190
Table 107: Tesco drivers of disloyalty 2006 190
Table 108: Tesco potential change 2006 191
Table 109: Tesco – other retailers used 2006 192
Table 110: Tesco – other clothing stores used (%) 2006 193
Table 111: Sample sizes by sector 195


LIST OF FIGURES
Figure 1: Share of clothing shoppers (%) 2002-2006 28
Figure 2: Profile of clothing shoppers by gender (%) 2002-2006 29
Figure 3: Profile of clothing shoppers by age bracket (%) 2002-2006 30
Figure 4: Profile of clothing shoppers by socio-economic class (%) 2002-2006 31
Figure 5: Proportion of consumers who shop for clothing by demographics (%) 2006 32
Figure 6: Proportion of consumers who shop for clothing by TV region (%) 2006 33
Figure 7: Concentration of main user share of Top Five clothing retailers 2004 35
Figure 8: Concentration of main user share of Top Five clothing retailers 2005 36
Figure 9: Concentration of main user share of Top Five clothing retailers 2006 37
Figure 10: Average rate of clothing conversion from visitor to main user (%) 2006 39
Figure 11: Rate of conversion from visitors to main users by clothing retailer (%) 2006 40
Figure 12: Clothing – average number of other stores used 2002-2006 41
Figure 13: Clothing – average number of other stores used by retailer 2006 42
Figure 14: Proportion of clothing shoppers loyal to main store (%) 2002-2006 43
Figure 15: Proportion of clothing shoppers that are loyal to their main store by demographic group (%) 2006 44
Figure 16: Proportion of clothing shoppers that are loyal to their main store by retailer (%) 2006 45
Figure 17: Percentage point change in loyalty rates since last year by clothing retailer 2006 46
Figure 18: Proportion of loyal clothing main users identifying drivers of loyalty (%) 2002-2006 47
Figure 19: Bhs visitor share (%) 2002-2006 55
Figure 20: Bhs visitor share by demographic group (%) 2006 55
Figure 21: Bhs main user share (%) 2002-2006 56
Figure 22: Bhs main user share by demographic group (%) 2006 57
Figure 23: Bhs conversion rates (%) 2002-2006 58
Figure 24: Bhs conversion rates by demographic group (%) 2006 58
Figure 25: Bhs loyalty (%) 2002-2006 59
Figure 26: Bhs loyalty by demographics (%) 2006 60
Figure 27: Bhs preference stores (%) 2006 62
Figure 28: Bhs shopping around 2006 63
Figure 29: Burton visitor share (%) 2002-2006 67
Figure 30: Burton visitor share by demographic group (%) 2006 67
Figure 31: Burton main user share (%) 2002-2006 68
Figure 32: Burton main user share by demographic group (%) 2006 69
Figure 33: Burton conversion rates (%) 2002-2006 70
Figure 34: Burton conversion rates by demographic group (%) 2006 70
Figure 35: Burton loyalty (%) 2002-2006 71
Figure 36: Burton loyalty by demographics (%) 2006 72
Figure 37: Burton preference stores (%) 2006 74
Figure 38: Burton shopping around 2006 75
Figure 39: Debenhams visitor share (%) 2002-2006 80
Figure 40: Debenhams visitor share by demographic group (%) 2006 80
Figure 41: Debenhams main user share (%) 2002-2006 81
Figure 42: Debenhams main user share by demographic group (%) 2006 82
Figure 43: Debenhams conversion rates (%) 2002-2006 83
Figure 44: Debenhams conversion rates by demographic group (%) 2006 83
Figure 45: Debenhams loyalty (%) 2002-2006 84
Figure 46: Debenhams loyalty by demographics (%) 2006 85
Figure 47: Debenhams preference stores (%) 2006 87
Figure 48: Debenhams shopping around 2006 88
Figure 49: George (Asda) visitor share (%) 2002-2006 93
Figure 50: George (Asda) visitor share by demographic group (%) 2006 93
Figure 51: George (Asda) main user share (%) 2002-2006 94
Figure 52: George (Asda) main user share by demographic group (%) 2006 95
Figure 53: George (Asda) conversion rates (%) 2002-2006 96
Figure 54: George (Asda) conversion rates by demographic group (%) 2006 96
Figure 55: George (Asda) loyalty (%) 2002-2006 97
Figure 56: George (Asda) loyalty by demographics (%) 2006 98
Figure 57: George (Asda) preference stores (%) 2006 100
Figure 58: George (Asda) shopping around 2006 101
Figure 59: Marks & Spencer visitor share (%) 2002-2006 106
Figure 60: Marks & Spencer visitor share by demographic group (%) 2006 106
Figure 61: Marks & Spencer main user share (%) 2002-2006 107
Figure 62: Marks & Spencer main user share by demographic group (%) 2006 108
Figure 63: Marks & Spencer conversion rates (%) 2002-2006 109
Figure 64: Marks & Spencer conversion rates by demographic group (%) 2006 109
Figure 65: Marks & Spencer loyalty (%) 2002-2006 110
Figure 66: Marks & Spencer loyalty by demographics (%) 2006 111
Figure 67: Marks & Spencer preference stores (%) 2006 113
Figure 68: Marks & Spencer shopping around 2006 114
Figure 69: Matalan visitor share (%) 2002-2006 119
Figure 70: Matalan visitor share by demographic group (%) 2006 119
Figure 71: Matalan main user share (%) 2002-2006 120
Figure 72: Matalan main user share by demographic group (%) 2006 121
Figure 73: Matalan conversion rates (%) 2002-2006 122
Figure 74: Matalan conversion rates by demographic group (%) 2006 122
Figure 75: Matalan loyalty (%) 2002-2006 123
Figure 76: Matalan loyalty by demographics (%) 2006 124
Figure 77: Matalan preference stores (%) 2006 126
Figure 78: Matalan shopping around 2006 127
Figure 79: New Look visitor share (%) 2002-2006 132
Figure 80: New Look visitor share by demographic group (%) 2006 132
Figure 81: New Look main user share (%) 2002-2006 133
Figure 82: New Look main user share by demographic group (%) 2006 134
Figure 83: New Look conversion rates (%) 2002-2006 135
Figure 84: New Look conversion rates by demographic group (%) 2006 135
Figure 85: New Look loyalty (%) 2002-2006 136
Figure 86: New Look loyalty by demographics (%) 2006 137
Figure 87: New Look preference stores (%) 2006 139
Figure 88: New Look shopping around 2006 140
Figure 89: Next visitor share (%) 2002-2006 145
Figure 90: Next visitor share by demographic group (%) 2006 145
Figure 91: Next main user share (%) 2002-2006 146
Figure 92: Next main user share by demographic group (%) 2006 147
Figure 93: Next conversion rates (%) 2002-2006 148
Figure 94: Next conversion rates by demographic group (%) 2006 148
Figure 95: Next loyalty (%) 2002-2006 149
Figure 96: Next loyalty by demographics (%) 2006 150
Figure 97: Next preference stores (%) 2006 152
Figure 98: Next shopping around 2006 153
Figure 99: Primark visitor share (%) 2002-2006 158
Figure 100: Primark visitor share by demographic group (%) 2006 158
Figure 101: Primark main user share (%) 2002-2006 159
Figure 102: Primark main user share by demographic group (%) 2006 160
Figure 103: Primark conversion rates (%) 2002-2006 161
Figure 104: Primark conversion rates by demographic group (%) 2006 161
Figure 105: Primark loyalty (%) 2002-2006 162
Figure 106: Primark loyalty by demographics (%) 2006 163
Figure 107: Primark preference stores (%) 2006 165
Figure 108: Primark shopping around 2006 166
Figure 109: River Island visitor share (%) 2002-2006 171
Figure 110: River Island visitor share by demographic group (%) 2006 171
Figure 111: River Island main user share (%) 2002-2006 172
Figure 112: River Island main user share by demographic group (%) 2006 173
Figure 113: River Island conversion rates (%) 2002-2006 174
Figure 114: River Island conversion rates by demographic group (%) 2006 174
Figure 115: River Island loyalty (%) 2002-2006 175
Figure 116: River Island loyalty by demographics (%) 2006 176
Figure 117: River Island preference stores (%) 2006 178
Figure 118: River Island shopping around 2006 179
Figure 119: Tesco visitor share (%) 2002-2006 184
Figure 120: Tesco visitor share by demographic group (%) 2006 184
Figure 121: Tesco main user share (%) 2002-2006 185
Figure 122: Tesco main user share by demographic group (%) 2006 186
Figure 123: Tesco conversion rates (%) 2002-2006 187
Figure 124: Tesco conversion rates by demographic group (%) 2006 187
Figure 125: Tesco loyalty (%) 2002-2006 188
Figure 126: Tesco loyalty by demographics (%) 2006 189
Figure 127: Tesco preference stores (%) 2006 191
Figure 128: Tesco shopping around 2006 192