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Introduction

Verdict Research: How Britain Shops 2008: 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

A thorough analysis of the way customers shop in the clothing sector, complete with profiles on the following retailers:

Asda (George), Bhs, Debenhams, M&S, Matalan, New Look, Next, Primark, River Island, Tesco and TK Maxx.

Each profile provides visitor and main user shares, conversion rates, loyalty rates with reasons, and key competitors.

Data are segmented regionally and by demographic and socio-economic group. Five year historic data are provided so trends can be analysed further.

Highlights

Clothing shoppers are getting much harder to please. The share of the population shopping for clothing declined for the second year running and clothing shoppers are less likely to become main users and are less loyal this year.

Shoppers expect more. Though range and price continue to be the two main drivers of loyalty, shoppers are putting more emphasis on quality and convenience to decide their loyalty. Price is no longer a key differentiator despite the rapid rise of Primark consumers are looking for other factors to add value as well.

One in three shoppers uses Marks & Spencer for clothing. The market leader has attracted a significantly increased number of clothing shoppers this year to lengthen its lead over Next in second place to 5.7 percentage points.

Reasons to Purchase

How Britain Shops is one of the most comprehensive studies of its kind, drawing on a nationwide survey of 6,000 shoppers.

Use this report to understand what drives your clothing customers' loyalty and find out where else they shop.

Channel investment for maximum return by knowing which aspects of your retail proposition most need improving according to your customers.

CHAPTER 1 INTRODUCTION 6
What is cDNA? 6
CHAPTER 2 EXECUTIVE SUMMARY 7
Key Findings 7
Retailer Highlights 10
Profile of Clothing Shoppers 14
Penetration of Clothing Shoppers 18
Retailer Usage 20
Main User Share by Region 25
Conversion Rates 26
Shopping Around 28
Loyalty 30
Drivers of Loyalty/Disloyalty 34
Drivers of Loyalty/Disloyalty 34
CHAPTER 3 ASDA (GEORGE) 39
Key Findings 39
Visitors 41
Main Users 42
Conversion Rates 44
Loyalty 45
Competitors 49
CHAPTER 4 BHS 51
Key Findings 51
Visitors 53
Main Users 54
Conversion Rates 56
Loyalty 57
Competitors 61
CHAPTER 5 DEBENHAMS 63
Key Findings 63
Visitors 65
Main Users 66
Conversion Rates 68
Loyalty 69
Competitors 73
CHAPTER 6 MARKS & SPENCER 75
Key Findings 75
Visitors 77
Main Users 78
Conversion Rates 80
Loyalty 81
Competitors 85
CHAPTER 7 MATALAN 87
Key Findings 87
Visitors 89
Main Users 90
Conversion Rates 92
Loyalty 93
Competitors 97
CHAPTER 8 NEW LOOK 99
Key Findings 99
Visitors 101
Main Users 102
Conversion Rates 104
Loyalty 105
Competitors 109
CHAPTER 9 NEXT 111
Key Findings 111
Visitors 113
Main Users 114
Conversion Rates 116
Loyalty 117
Competitors 121
CHAPTER 10 PRIMARK 123
Key Findings 123
Visitors 125
Main Users 126
Conversion Rates 128
Loyalty 129
Competitors 133
CHAPTER 11 RIVER ISLAND 135
Key Findings 135
Visitors 137
Main Users 138
Conversion Rates 140
Loyalty 141
Competitors 145
CHAPTER 12 TESCO 147
Key Findings 147
Visitors 149
Main Users 150
Conversion Rates 152
Loyalty 153
Competitors 157
CHAPTER 13 TK MAXX 159
Key Findings 159
Visitors 161
Main Users 162
Conversion Rates 164
Loyalty 165
Competitors 169
CHAPTER 14 APPENDIX 171
Basic methodology 171
The selection of parliamentary constituencies 173
Metropolitan county 173
Other 100% urban 173
Mixed urban/rural 173
Rural 174
The selection of enumeration districts 174
The selection of respondents 175
Post survey weighting 175
List of Tables
Table 1: Profile of clothing shoppers by region 2008 14
Table 2: % of active clothing shoppers regularly using each retailer 2004-2008 20
Table 3: Share of active clothing shoppers using a given retailer as their main store 2004-2008 21
Table 4: Share of active clothing shoppers naming a retailer as their main store by TV region 2008 25
Table 5: Average rate of conversion from visitor to main user by TV region 2008 26
Table 6: Average number of other stores used - by TV region 2008 28
Table 7: % of clothing shoppers that are loyal to their main store - by TV region 2008 31
Table 8: Detailed drivers of loyalty (%) 2008 35
Table 9: Clothing loyalty scores by retailer 2004-2008 36
Table 10: Clothing disloyalty scores by retailer 2004-2008 37
Table 11: What disloyal users preferred about other clothing stores 2004-2008 38
Table 12: Visitor share by region 2008 42
Table 13: Main user share by region 2008 43
Table 14: Conversion rates by region 2008 45
Table 15: Loyalty by region 2008 46
Table 16: Drivers of loyalty 2008 47
Table 17: Drivers of disloyalty 2008 47
Table 18: Potential change 2008 48
Table 19: Top retailers used in other sectors 2008 49
Table 20: Other clothing stores used 2004-2008 50
Table 21: Visitor share by region 2008 54
Table 22: Main user share by region 2008 55
Table 23: Conversion rates by region 2008 57
Table 24: Loyalty by region 2008 58
Table 25: Drivers of loyalty 2008 59
Table 26: Drivers of disloyalty 2008 59
Table 27: Potential change 2008 60
Table 28: Top retailers used in other sectors 2008 61
Table 29: Other clothing stores used 2004-2008 62
Table 30: Visitor share by region 2008 66
Table 31: Main user share by region 2008 67
Table 32: Conversion rates by region 2008 69
Table 33: Loyalty by region 2008 70
Table 34: Drivers of loyalty 2008 71
Table 35: Drivers of disloyalty 2008 71
Table 36: Potential change 2008 72
Table 37: Top retailers used in other sectors 2008 73
Table 38: Other clothing stores used 2004-2008 74
Table 39: Visitor share by region 2008 78
Table 40: Main user share by region 2008 79
Table 41: Conversion rates by region 2008 81
Table 42: Loyalty by region 2008 82
Table 43: Drivers of loyalty 2008 83
Table 44: Drivers of disloyalty 2008 83
Table 45: Potential change 2008 84
Table 46: Top retailers used in other sectors 2008 85
Table 47: Other clothing stores used 2004-2008 86
Table 48: Visitor share by region 2008 90
Table 49: Main user share by region 2008 91
Table 50: Conversion rates by region 2008 93
Table 51: Loyalty by region 2008 94
Table 52: Drivers of loyalty 2008 95
Table 53: Drivers of disloyalty 2008 95
Table 54: Potential change 2008 96
Table 55: Top retailers used in other sectors 2008 97
Table 56: Other clothing stores used 2004-2008 98
Table 57: Visitor share by region 2008 102
Table 58: Main user share by region 2008 103
Table 59: Conversion rates by region 2008 105
Table 60: Loyalty by region 2008 106
Table 61: Drivers of loyalty 2008 107
Table 62: Drivers of disloyalty 2008 107
Table 63: Potential change 2008 108
Table 64: Top retailers used in other sectors 2008 109
Table 65: Other clothing stores used 2004-2008 110
Table 66: Visitor share by region 2008 114
Table 67: Main user share by region 2008 115
Table 68: Conversion rates by region 2008 117
Table 69: Loyalty by region 2008 118
Table 70: Drivers of loyalty 2008 119
Table 71: Drivers of disloyalty 2008 119
Table 72: Potential change 2008 120
Table 73: Top retailers used in other sectors 2008 121
Table 74: Other clothing stores used 2004-2008 122
Table 75: Visitor share by region 2008 126
Table 76: Main user share by region 2008 127
Table 77: Conversion rates by region 2008 129
Table 78: Loyalty by region 2008 130
Table 79: Drivers of loyalty 2008 131
Table 80: Drivers of disloyalty 2008 131
Table 81: Potential change 2008 132
Table 82: Top retailers used in other sectors 2008 133
Table 83: Other clothing stores used 2004-2008 134
Table 84: Visitor share by region 2008 138
Table 85: Main user share by region 2008 139
Table 86: Conversion rates by region 2008 141
Table 87: Loyalty by region 2008 142
Table 88: Drivers of loyalty 2008 143
Table 89: Drivers of disloyalty 2008 143
Table 90: Potential change 2008 144
Table 91: Top retailers used in other sectors 2008 145
Table 92: Other clothing stores used 2004-2008 146
Table 93: Visitor share by region 2008 150
Table 94: Main user share by region 2008 151
Table 95: Conversion rates by region 2008 153
Table 96: Loyalty by region 2008 154
Table 97: Drivers of loyalty 2008 155
Table 98: Drivers of disloyalty 2008 155
Table 99: Potential change 2008 156
Table 100: Top retailers used in other sectors 2008 157
Table 101: Other clothing stores used 2004-2008 158
Table 102: Visitor share by region 2008 162
Table 103: Main user share by region 2008 163
Table 104: Conversion rates by region 2008 165
Table 105: Loyalty by region 2008 166
Table 106: Drivers of loyalty 2008 167
Table 107: Drivers of disloyalty 2008 167
Table 108: Potential change 2008 168
Table 109: Top retailers used in other sectors 2008 169
Table 110: Other clothing stores used 2004-2008 170
Table 111: Sample sizes by sector 2008 172
List of Figures
Figure 1: Clothing share of shopper 2004-2008 (%) 14
Figure 2: Profile of clothing shoppers by gender 2004-2008 (%) 15
Figure 3: Profile of clothing shoppers by age bracket 2004-2008 (%) 16
Figure 4: Profile of clothing shoppers by socio-economic class 2004-2008 17
Figure 5: % of consumers who shop for clothing - by demographics 2008 18
Figure 6: % of consumers who shop for clothing - by TV region 2008 19
Figure 7: Concentration of main user share of Top Five retailers 2006 22
Figure 8: Concentration of main user share of Top Five retailers 2007 23
Figure 9: Concentration of main user share of Top Five retailers 2008 24
Figure 10: Average rate of conversion from visitor to main user 2004-2008 (%) 26
Figure 11: Rate of conversion from visitors to main users by retailer 2008 (%) 27
Figure 12: Average number of other stores used 2004-2008 28
Figure 13: Average number of other stores used by retailer 2008 29
Figure 14: % of clothing shoppers that are loyal to their main store 2004-2008 30
Figure 15: % of clothing shoppers that are loyal to their main store - by demographic group 2008 31
Figure 16: % of clothing shoppers that are loyal to their main store - by retailer 2008 32
Figure 17: Percentage point change in loyalty rates since last year by retailer 2008 33
Figure 18: % of loyal main users identifying drivers of loyalty 2004-2008 34
Figure 19: Visitor share 2004-2008 % 41
Figure 20: Visitor share by demographic group 2008 % 41
Figure 21: Main user share 2004-2008 % 42
Figure 22: Main user share by demographic group 2008 % 43
Figure 23: Conversion rates 2004-2008 % 44
Figure 24: Conversion rates by demographic group 2008 % 44
Figure 25: Loyalty 2004-2008 % 45
Figure 26: Loyalty by demographics 2008 % 46
Figure 27: Preference stores 2008 % 48
Figure 28: Shopping around 2004-2008 49
Figure 29: Visitor share 2004-2008 % 53
Figure 30: Visitor share by demographic group 2008 % 53
Figure 31: Main user share 2004-2008 % 54
Figure 32: Main user share by demographic group 2008 % 55
Figure 33: Conversion rates 2004-2008 % 56
Figure 34: Conversion rates by demographic group 2008 % 56
Figure 35: Loyalty 2004-2008 % 57
Figure 36: Loyalty by demographics 2008 % 58
Figure 37: Preference stores 2008 % 60
Figure 38: Shopping around 2004-2008 61
Figure 39: Visitor share 2004-2008 % 65
Figure 40: Visitor share by demographic group 2008 % 65
Figure 41: Main user share 2004-2008 % 66
Figure 42: Main user share by demographic group 2008 % 67
Figure 43: Conversion rates 2004-2008 % 68
Figure 44: Conversion rates by demographic group 2008 % 68
Figure 45: Loyalty 2004-2008 % 69
Figure 46: Loyalty by demographics 2008 % 70
Figure 47: Preference stores 2008 % 72
Figure 48: Shopping around 2004-2008 73
Figure 49: Visitor share 2004-2008 % 77
Figure 50: Visitor share by demographic group 2008 % 77
Figure 51: Main user share 2004-2008 % 78
Figure 52: Main user share by demographic group 2008 % 79
Figure 53: Conversion rates 2004-2008 % 80
Figure 54: Conversion rates by demographic group 2008 % 80
Figure 55: Loyalty 2004-2008 % 81
Figure 56: Loyalty by demographics 2008 % 82
Figure 57: Preference stores 2008 % 84
Figure 58: Shopping around 2004-2008 85
Figure 59: Visitor share 2004-2008 % 89
Figure 60: Visitor share by demographic group 2008 % 89
Figure 61: Main user share 2004-2008 % 90
Figure 62: Main user share by demographic group 2008 % 91
Figure 63: Conversion rates 2004-2008 % 92
Figure 64: Conversion rates by demographic group 2008 % 92
Figure 65: Loyalty 2004-2008 % 93
Figure 66: Loyalty by demographics 2008 % 94
Figure 67: Preference stores 2008 % 96
Figure 68: Shopping around 2004-2008 97
Figure 69: Visitor share 2004-2008 % 101
Figure 70: Visitor share by demographic group 2008 % 101
Figure 71: Main user share 2004-2008 % 102
Figure 72: Main user share by demographic group 2008 % 103
Figure 73: Conversion rates 2004-2008 % 104
Figure 74: Conversion rates by demographic group 2008 % 104
Figure 75: Loyalty 2004-2008 % 105
Figure 76: Loyalty by demographics 2008 % 106
Figure 77: Preference stores 2008 % 108
Figure 78: Shopping around 2004-2008 109
Figure 79: Visitor share 2004-2008 % 113
Figure 80: Visitor share by demographic group 2008 % 113
Figure 81: Main user share 2004-2008 % 114
Figure 82: Main user share by demographic group 2008 % 115
Figure 83: Conversion rates 2004-2008 % 116
Figure 84: Conversion rates by demographic group 2008 % 116
Figure 85: Loyalty 2004-2008 % 117
Figure 86: Loyalty by demographics 2008 % 118
Figure 87: Preference stores 2008 % 120
Figure 88: Shopping around 2004-2008 121
Figure 89: Visitor share 2004-2008 % 125
Figure 90: Visitor share by demographic group 2008 % 125
Figure 91: Main user share 2004-2008 % 126
Figure 92: Main user share by demographic group 2008 % 127
Figure 93: Conversion rates 2004-2008 % 128
Figure 94: Conversion rates by demographic group 2008 % 128
Figure 95: Loyalty 2004-2008 % 129
Figure 96: Loyalty by demographics 2008 % 130
Figure 97: Preference stores 2008 % 132
Figure 98: Shopping around 2004-2008 133
Figure 99: Visitor share 2004-2008 % 137
Figure 100: Visitor share by demographic group 2008 % 137
Figure 101: Main user share 2004-2008 % 138
Figure 102: Main user share by demographic group 2008 % 139
Figure 103: Conversion rates 2004-2008 % 140
Figure 104: Conversion rates by demographic group 2008 % 140
Figure 105: Loyalty 2004-2008 % 141
Figure 106: Loyalty by demographics 2008 % 142
Figure 107: Preference stores 2008 % 144
Figure 108: Shopping around 2004-2008 145
Figure 109: Visitor share 2004-2008 % 149
Figure 110: Visitor share by demographic group 2008 % 149
Figure 111: Main user share 2004-2008 % 150
Figure 112: Main user share by demographic group 2008 % 151
Figure 113: Conversion rates 2004-2008 % 152
Figure 114: Conversion rates by demographic group 2008 % 152
Figure 115: Loyalty 2004-2008 % 153
Figure 116: Loyalty by demographics 2008 % 154
Figure 117: Preference stores 2008 % 156
Figure 118: Shopping around 2004-2008 157
Figure 119: Visitor share 2004-2008 % 161
Figure 120: Visitor share by demographic group 2008 % 161
Figure 121: Main user share 2004-2008 % 162
Figure 122: Main user share by demographic group 2008 % 163
Figure 123: Conversion rates 2004-2008 % 164
Figure 124: Conversion rates by demographic group 2008 % 164
Figure 125: Loyalty 2004-2008 % 165
Figure 126: Loyalty by demographics 2008 % 166
Figure 127: Preference stores 2008 % 168
Figure 128: Shopping around 2004-2008 169