With consumer confidence almost as low as during the banking crisis of 2008, UK consumers are increasingly targeting clothing as an area to cut back spending. Clothing and shoes are third in a list of 26 areas of expenditure that they have cut back on. GfK conducted a survey for the Sunday Times who were keen to understand current consumer perceptions of quality, price and value for clothes from a number of leading retailers. Getting a bargain proves important to respondents as is buying quality items and brand loyalty. Find out who’s Britain’s favourite brand and what consumers’ perception of quality, price and value for clothes are.

1. GfK Fashion Report July 2012
Incorporating data from The Sunday Times
Fashion Study and other GfK research
Helen Roberts / Lisa Luckhurst
GfK NOP, Consumer and Retail
© GfK 2012 | GfK Fashion Report | July 2012 1

2. Contents
1. Background and objectives of the Sunday Times Research 3
2. Consumer Mindsets – from other GfK data 5
3. Shopping for clothes 15
4. How the 7 brands performed 18
5. Quality, Price & Value 22
6. Design 26
7. Overall performance 29
8. Appendix 35
• GfK Consumer & Retail 36
• The Sunday Times Fashion Study 40
• GfK Roper Consulting 43
• GfK Savvy Shopper 47
• GfK Women’s Clothing Study 48
9. Contacts 54
© GfK 2012 | GfK Fashion Report | July 2012 2

3. Background and Objectives
What did we
Why did we want to find
do it? out?
What else do
How was it
we know?
done?
© GfK 2012 | GfK Fashion Report | July 2012 3

4. Background to the project
The research was conducted for the Sunday Times who were keen to understand current
consumer perceptions of quality, price and value for clothes from a number of leading
retailers
Brands evaluated
7 UK fashion retailers were included in the test:
Products tested
5 items were tested from each retailer: chino’s, cargo pants, shirt, blouse and a polo shirt
Survey method
The research comprised 2 simultaneous hall tests, with a total of 82 respondents assessing
35 products. Further details of the method are contained in the appendix
Other GfK data sources
This report also draws on three other GfK data sources to add context and depth to the
analysis:
1. The Consumer Confidence Barometer, conducted by GfK for the European
Commission
2. Roper Reports Worldwide (Mood of World Factbook)
3. GfK Savvy Shopper
4. GfK Women’s Clothing Study
© GfK 2012 | GfK Fashion Report | July 2012 4

5. Consumer Mindsets
How’s Are we cutting
Consumer back?
Confidence?
What are we How are we
worried about? saving money?
© GfK 2012 | GfK Fashion Report | July 2012 5

6. The mood of the nation is short on economic optimism!
We are worried
about the
economic
situation It’s affecting how
we think
It’s impacting
what we do
Confidence is
almost as low as
during the
More worried
banking crisis of
about how we’ll
2008
maintain our
lifestyle Cutting back We are increasingly
more than ever targeting clothing as
an area to cut back
spending
© GfK 2012 | GfK Fashion Report | July 2012 6

7. Consumers view of the economic situation has stabilised
(at a low level) since the end of 2011
General Economic situation of the Country May 2012
Better
2008
Banking
crisis
The Consumer Confidence Barometer
Research carried out by GfK on behalf of the
European Commission
Q3 How do you think the general economic situation in this country has changed over the last 12 months? Worse
Got a lot better = 1 / Got a little better = 0.5 / Stayed the same = 0 / Got a little worse -0.5 / Got a lot worse = -1
Q4 How do you expect the general economic situation in this country to develop over the next 12 months?
Get a lot better = 1 / Get a little better = 0.5 / Stay the same = 0 / Get a little worse -0.5 / Get a lot worse = -1
© GfK 2012 | GfK Fashion Report | July 2012 7

8. The economic situation, particularly the Euro crisis
remains a concern and confidence in those in
charge continues to fall
Agree Completely or
Somewhat that…%
71 71
68 68
57 56
Jun-10
Late 2010
31 Late 2011
25
May-12
15 16
n.a.
The economy is in good hands Economic situation will get worse Euro crisis will have a major
before it gets better impact on UK recovery
Q18. Now, thinking about the economic outlook for the next 12 months, how much do you agree with the following statements?
Source: GfK Savvy Shopper
© GfK 2012 | GfK Fashion Report | July 2012 8

9. Consumers remain negative about their own financial
situation, though some optimism that next year will be
better than last
Personal Financial Situation of Household – May 2012
Last 12 Months Next 12 Months Better
17
15
13
11
9
7
5
3
1
June -1
June
June
June
June
June
Feb-04
Apr
Jun
Feb-05
Apr
Jun
Feb-06
Feb-07
Feb-08
Feb-09
Feb-10
Feb-11
Aug
Aug
Aug
Aug
Aug
Aug
Aug
August
April
April
April
April
April
April
April
Dec
Dec
Dec
Dec
Dec
Dec
Dec
Dec
Oct
Oct
Oct
Oct
Oct
Oct
Oct
Oct
Feb
-3
-5
-7
-9
-11
The Consumer Confidence Barometer -13
-15
Research carried out by GfK on behalf of the -17
European Commission -19
-21
-23
-25
Q2 How do you expect the financial position of your household to change over the next 12 months?
Get a lot better = 1 / Get a little better = 0.5 / Stay the same = 0 / Get a little worse -0.5 / Get a lot worse = -1 Worse
Q1 How has the financial situation of your household changed over the last 12 months?
Got a lot better = 1 / Got a little better = 0.5 / Stayed the same = 0 / Got a little worse -0.5 / Got a lot worse = -1
© GfK 2012 | GfK Fashion Report | July 2012 9

10. Spending money and lifestyle are of more concern
than job loss or debt
63 Agree Completely or
59 Somewhat that…%
51
43 45
40 Jun-10
Late 2010
Late 2011
25 24 23 23
May-12
18 20 17 18
Current downturn will have Concerned about how I will I believe I will have more I am concerned I may lose
direct effect on money I can maintain lifestyle in coming debt this time next year my job in next 6-12 months
spend year
Q18. Now, thinking about the economic outlook for the next 12 months, how much do you agree with the following statements?
© GfK 2012 | GfK Fashion Report | July 2012 10

11. Consumers continue to feel unwilling to commit to
major purchases
Climate for major purchases – is now the right time to buy?
Right time
Major purchases Annual moving average
32
30
28
26
24
22
20
18
16
14
12
10
8
6
4
2
0
-2
Jun
Aug
Jun
Aug
Aug
Aug
Aug
Aug
Aug
April
April
April
April
April
April
Dec
April
June
June
June
June
June
Feb-11
June
Feb
Apr
Feb
Apr
Feb
Feb
Feb
Feb
Feb
August
Feb
Oct
Dec-04
Oct
Dec-05
Oct
Dec-06
Oct
Dec-07
Oct
Dec-08
Oct
Dec-09
Oct
Dec-10
Oct
-4
-6
-8
-10
-12
-14
-16
-18
-20
-22
-24
-26
-28
-30
-32
-34
-36
-38
-40
-42
Q8 In view of the general economic situation, do you think now is the right time for people to make major purchases such as furniture or electrical goods? Wrong time
Yes, now is the right time = 1 / It is neither the right time nor the wrong time = 0 / No, it is the wrong time = -1
© GfK 2012 | GfK Fashion Report | July 2012 11

12. The trend towards cutting back on clothing spend has
grown more than other categories, suggesting
increasing frugal behaviour in the category
Euros/
GfK Savvy Shopper Purchase intent – Next 12 months Olympics
effect?
% “I will spend less on… minus % ”I will spend more on…”
49
May-12 Late 2011 Late 2010 45 45
46
43 43 43
41
40
39
37 37 37 37
36
33
32 32
31 31 31
29
28
26
25
24
18
Entertaining at home Saving Buying new clothes Donating to charity Planning more Eating out Going out drinking Buying new furniture Buying a large electrical
holidays/short breaks item such as a TV
= positive significant difference at 95% confidence level
= negative significant difference at 95% confidence level
Q16. Which of these do you think you will be spending more or less on over the next 12 months?
Source: GfK Savvy Shopper
© GfK 2012 | GfK Fashion Report | July 2012 12

13. Clothing and Shoes are 3rd in a list of 26 areas of
expenditure that people in the UK have cut back on
Roper Reports Worldwide 2011 and 2012 | Mixed-mode trend, core 25 countries
% who have cut back on things in past 12 months
Source: GfK Roper Reports Worldwide
© GfK 2012 | GfK Fashion Report | July 2012 13

14. Cutting back involves the use of multiple money
saving techniques and shopping carefully for
essentials including clothes is the 2nd most widely
taken action
Roper Reports Worldwide 2012 (mixed-mode trend, core 25 countries),
% who have done activity in the past 12 months
Source: GfK Roper Reports Worldwide
© GfK 2012 | GfK Fashion Report | July 2012 14

15. Shopping for clothes
How do we
What’s
choose what to
important?
buy? Value?
Style? Quality?
Price?
© GfK 2012 | GfK Fashion Report | July 2012 15

16. We are conservative when it comes to buying clothes!
We are not driven purely by the latest trend
when buying clothes
Most are far more concerned about quality
and value (and getting a bargain). The
Savvy Shopper mindset is strong when
shopping for clothes
The Shopping
Range & Style Experience
My Kind of Store
The decision on where to shop for clothes is
shaped by this core Savvy mindset and
then influenced by the clothing range on
Ethics
offer and the retail experience My Kind of
Value for Money, Clothes
© GfK 2012 | GfK Fashion Report | July 2012
Source: GfK Green Clothing study 16

17. Fashion shopping behaviour
It’s clear that getting a bargain is important to respondents but aside from this, buying
quality items and brand loyalty are important. Perhaps unsurprisingly, given the
typical ‘Middle England’ profile
of the sample, having the latest fashion is lower in their list of priorities when buying
clothing
I like to seek out a bargain 77%
I always buy high quality clothes 44%
I like to stick to the same brands 41%
The brand of clothes I wear matters 30%
I am happy to pay a price premium
20%
just to have ‘in-fashion’ items
I always try to buy the latest fashion 15%
Fashion is more important to me
than quality
10%
Source: the Sunday Times Fashion Study
© GfK 2012 | GfK Fashion Report | July 2012 17

18. How the 7 brands performed
What are their
Who’s the
strengths?
best?
Who’s
worst? How can they
improve?
© GfK 2012 | GfK Fashion Report | July 2012 18

19. Key findings
Positive takeouts Negative takeouts
• Rated best products overall in blind test, • Ranked 5th out of 7 in terms of good value
particularly on cut of fabric, design and quality
of buttons/zips
• Ranked top in terms of preference and likelihood
to purchase (although currently used for
everyday purchases by just 17% of sample)
• Rated best value for money • Quality of buttons/zips was relatively low compared with
• Placed 2nd overall in blind test, with quality of other retailers
fabric and stitching
• Blouse design was particularly popular
• Very close overall ranking to Primark, • Poor performance on value for money, ranking 6th out of 7
performing particularly well in terms of quality
and design of it’s Polo Shirt
• Middle ranking overall but with 2nd highest rating • Very poor performance in terms of value for money,
on quality of Cargo Pants and Polo Shirt • Perception of quality and design of Cotton Shirt was very
poor in blind test
• Lowest ranked in terms of likelihood to purchase and
Source: The Sunday Times Fashion Study
preference and not currently used for everyday purchases by
© GfK 2012 | GfK Fashion Report | July 2012
any of the sample 19

20. Key findings
Positive takeouts Negative takeouts
• Ranks 3rd on good value for money • Poorest performance in terms of overall design in blind test
• Ranked 6th out of 7 overall in blind test
• Used for everyday purchases by 1 in 4 respondents • 40% of respondents expected products to be low priced
• 2nd highest ranking in terms of preference and based on evaluation of quality and design
likelihood to purchase
• Blouse quality was considered to be particularly high
• Ranks 2nd on good value for money • Poorest performance overall in blind test
• Products least likely to be considered ‘high priced’ based
on evaluation of quality and design (8%)
• Ranked 6th out of 7 on brand preference and likelihood to
purchase and
Source: The Sunday Times Fashion Study
© GfK 2012 | GfK Fashion Report | July 2012 20

21. Brand preference and likelihood to purchase
Respondents were given a list of the 7 brands and were asked to rank in order of
preference and likelihood to purchase. Next , H&M and Marks & Spencer are the
clear favourites, with Boden receiving the lowest rating for both
% typically buying everyday clothes from each retailer
26% 23% 23% 5% 2% - 17%
Ranking in order of preference and likelihood to purchase
7
6
Likely to
5 buy
Preferred
4
3
2
1
H&M Primark M&S TU (Sainsbury) F+F (Tesco) Boden Next
Q1. Can you tell me where you typically buy everyday clothes for yourself and/or your family?
Q10. Here is a list of clothing brands. Please rank them in order of a)Preference b)How likely you are to buy? Base: All respondents (82)
© GfK 2012 | GfK Fashion Report | July 2012 21

22. Quality, Price & Value
Who is the best
Who has the value?
best quality?
Who has the
best price?
© GfK 2012 | GfK Fashion Report | July 2012 22

23. Product quality – T2B ranking summary
Taking all product categories into consideration, Next and Marks & Spencer rated
highest in terms of quality. Boden falls in the middle with very similar ratings for all
quality questions – and, somewhat surprisingly, below Primark.
Next
Marks & Spencer
Primark
Buttons/zips
Boden Stitching
Fabric
Tu (Sainsbury)
H&M
F+F (Tesco)
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Q3. Please tell me, for each of the clothing items on the table, what you think of the quality of the fabric using a scale of 1-5 where 5 = excellent and 1 = very poor;? Q4. And what you think
of the quality of the stitching/workmanship?; Q7. What you think of the quality of buttons, zips fastenings etc.? Base: All respondents (82)
© GfK 2012 | GfK Fashion Report | July 2012 23

24. Quality – %T2B summary by product category
Looking at the quality at product level, Boden’s cargo pants and polo shirts are rated highly
compared with the majority of other brands but their cotton shirt, which is actually their most
expensive item, is considered poorer quality than any of the other brands. Respondents had
a similarly poor opinion of their chinos and blouse. H&M, generally a poor performer across
the board, received a very positive rating of the blouse evaluated
Cargo pants Chinos Blouse Polo shirt Cotton shirt
(50) (48) (48) (48) (48)
Next 54% 49% 35% 49% 50%
Marks & Spencer 35% 23% 27% 58% 42%
Primark 41% 44% 37% 42% 42%
Boden 50% 29% 25% 56% 28%
TU (Sainsburys) 24% 42% 28% 24% 45%
H&M 35% 32% 43% 29% 36%
F+F (Tesco) 18% 29% 23% 28% 37%
Q3. Please tell me, for each of the clothing items on the table, what you think of the quality of the fabric using a scale of 1-5 where 5 = excellent and 1 = very poor;? Q4. And what you think
of the quality of the stitching/workmanship?; Q7. What you think of the quality of buttons, zips fastenings etc.? Base: All evaluating
© GfK 2012 | GfK Fashion Report | July 2012 24

25. Price (average across all categories)
Of all products evaluated, respondents were most split by Boden items, with c.one third each
saying the price should be low, medium and high. Next clothing was considered the most
likely to be expensive and Tesco items the cheapest. Based on the actual price of each item,
Boden’s were rated by far the least value for money and Primark the best.
Estimated price ranking (de-branded evaluation) Good value for money (de-branded evaluation)
%T2B
Next 21% 44% 34% 54%
Primark 30% 49% 21% 88%
M&S 27% 47% 26% 41%
Boden 38% 32% 30% 20%
TU (Sainsbury) 40% 39% 21% 65%
H&M 40% 51% 12% 61%
F+F (Tesco) 45% 46% 8% 71%
Low Medium High
Q8. Thinking now about cost, please rank each item according to whether you think the price would be ‘low’, ‘medium’ or ‘high’. Q9. Given the actual price, to what extent do you agree that
the item is good value? Base: All respondents (82)
© GfK 2012 | GfK Fashion Report | July 2012 25

26. Design
Does it vary by
Who has the
product?
best design?
© GfK 2012 | GfK Fashion Report | July 2012 26

27. Product design – T2B ranking summary
The design of the items from Next was the most popular amongst the selection reviewed and
Boden is mid-range as was the case for it’s quality (although, interestingly it is less popular
on both aspects amongst 35-64 year old respondents). Primark performs favourably again,
achieving second place and Tesco clothing once again is least popular.
Next
Primark
Marks & Spencer
Cut of fabric
Boden
Design
H&M
Tu (Sainsbury)
F+F (Tesco)
0% 20% 40% 60% 80% 100%0% 20% 40% 60% 80% 100%
Q5. How would you rate the design of each item?;Q6. And how would you rate the cut of the fabric of each item? Base: All evaluating
© GfK 2012 | GfK Fashion Report | July 2012 27

28. Product design – T2B summary by product category
At category level, the design of both Marks & Spencer and Boden’s polo shirts is rated most
favourably while the cotton shirt from Boden, which received a poor rating for quality, is also
given a poor rating for it’s design.
Cargo pants Chinos Blouse Polo shirt Cotton shirt
(50) (48) (48) (48) (48)
Next 53% 51% 25% 42% 59%
Primark 36% 37% 42% 24% 40%
Marks & Spencer 25% 26% 25% 43% 36%
Boden 31% 23% 21% 43% 26%
H&M 30% 27% 18% 18% 38%
TU (Sainsburys) 32% 25% 16% 26% 28%
F+F (Tesco) 14% 23% 23% 22% 33%
Q5. How would you rate the design of each item?;Q6. And how would you rate the cut of the fabric of each item? Base: All evaluating
© GfK 2012 | GfK Fashion Report | July 2012 28

29. Overall performance
What could be
What have we
better?
learnt?
What are the
opportunities What’s good?
© GfK 2012 | GfK Fashion Report | July 2012 29

30. Overall Product T2B ranking summary
Taking all product attributes into consideration, Next rated highest Overall. Primark is slightly
ahead of Marks & Spencer, predominantly due to the quality and cut of the fabric and the
design of the items. Boden falls in the middle with similar ratings for most attributes
Next
Primark
Marks & Spencer
Cut of fabric
Boden
Design
Buttons/zips
Tu (Sainsbury) Stitching
Fabric
H&M
F+F (Tesco)
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Q3; Q4; Q5; Q6; Q7 Base: All respondents (82)
© GfK 2012 | GfK Fashion Report | July 2012 30

31. Overall Product T2B ranking summary by product
category
Cargo pants Chinos Blouse Polo shirt Cotton shirt
(50) (48) (48) (48) (48)
Next 54% 50% 31% 46% 53%
Primark 39% 41% 39% 35% 41%
Marks & Spencer 31% 36% 26% 52% 40%
Boden 42% 27% 23% 51% 27%
TU (Sainsburys) 27% 35% 23% 25% 38%
H&M 33% 30% 33% 24% 37%
F+F (Tesco) 16% 27% 23% 25% 35%
Q3; Q4; Q5; Q6; Q7 Base: All respondents (82)
© GfK 2012 | GfK Fashion Report | July 2012 31

32. Findings from the Sunday Times research, highlight
opportunities for all fashion retailers
For many shopping for clothes remains a
There is inconsistency within brands across
pleasure/leisure activity (despite the financial
the different products tested
pressure)
It is vital that the shopping experience is good
This must cause some stress for shoppers in-
regardless of channel (in-store, on-line, on TV, via
store if quality varies between products
catalogue etc.)
Retailers should strive to deliver consistent Focus on ensuring that the whole shopping
quality across their range, having understood experience is great for the customer in order to
customers quality expectations across product maximise satisfaction and drive repeat purchase
categories and recommendation
© GfK 2012 | GfK Fashion Report | July 2012 32

33. Consistently meeting customer requirements for
quality and value will drive brand loyalty
Primark delivers to today’s
shopper needs
It delivers on quality and value
leading to a higher proportion
of Loyal Advocates than
Marks and Spencer who
generally deliver on quality but
not always on value*
* Since the LoyaltyPlus analysis was conducted M&S
have introduced a wider Fashion Value range
© GfK 2012 | GfK Fashion Report | July 2012 33

34. Findings from the Sunday Times research, highlight
opportunities for all fashion retailers
The power of the brand cannot be under- Boden did not perform well among this group of
estimated people who were generally not Boden customers
We tested using full-prices for items, but Boden
Some very successful and respected brands do sell predominantly on deal (multi-buy and/or
did not perform very well in this test 25%+ discount), so loyal customers may have a
different perception of price
Care should be taken that aggressive offer-based
Brand image and reputation can clearly help to selling, whilst helping to retain existing
drive sales, but no-one should be complacent customers, doesn’t alienate those new to the
as quality and value are ever-more important brand who are not aware of the regularly reduced
prices
© GfK 2012 | GfK Fashion Report | July 2012 34

35. Appendix
GfK Savvy
The Sunday
Shopper
Times Study
Roper Reports
GfK Women’s Consumer
Worldwide
clothing study Confidence
Barometer
© GfK 2012 | GfK Fashion Report | July 2012 35

36. GfK Consumer & Retail
How do I find
Who do I talk out more?
to?
© GfK 2012 | GfK Fashion Report | July 2012 36

37. GfK Group Company Profile
Sales
• 2011: €1.2 billion, +6.2% growth YOY
• 4th largest research company, worldwide
Employees
• 11,000+ full-time staff
• Over 1,000 in the U.K.; approximately 80% outside Germany
Services
• Custom Research, Media, Retail & Technology
• Comprehensive information services on consumer goods, healthcare,
media and services markets
Global Coverage
• Operating in over 100 countries
© GfK 2012 | GfK Fashion Report | July 2012 37

38. Consumer and Retail – an overview
Quantitative & Qualitative
Omnibus
NPD & Innovation Consumer
U&A / Segmentation Brand & Comms Healthcare Travel and Leisure
Retail & Shopper
Strategic Innovation Brand Health OTC Customer Management
Customer Management (Satisfaction & Loyalty)
Ideation Brand Positioning (Satisfaction & Loyalty) Claims Testing
Tourism
Concept Screening Ad and Brand Tracking Shopper Brand & Comms
Savvy Shopper Switch Rx to OTC Other specialist
Product Ad Pre-testing
Consumer Services
Pack Ad Health Decision Trees Pharma Shopper Insight
Environmental
Price Emotional Connection Category layout Health Trends
Regulatory
Promotion Shopper Segmentation HCP Recommendation
Local & Global
© GfK 2012 | GfK Fashion Report | July 2012 38

39. Values we share
Genuine sector expertise
…understanding the challenges our clients face
Business impact
…generating insights that bring about real change
Creative and innovative
…utilising industry leading research techniques
Quality
…delivering high quality work, on time, every time
Passionate
…caring about our clients and the work we do for them
© GfK 2012 | GfK Fashion Report | July 2012 39

40. The Sunday Times Fashion Study
Who did we
How was the
talk to?
study done?
© GfK 2012 | GfK Fashion Report | July 2012 40

41. Hall test process
• In-street recruitment to complete interview in hall (Uxbridge and Nottingham)
• C. 30 minute interview during which, each respondent assessed products from all 7 brands
• The majority of questions used a 5 point rating scale (very poor – excellent) to indicate opinion of a range of attributes such as
quality of fabric, stitching, fastenings, overall design etc.
• Each respondent evaluated 3 product categories in total from the following range, resulting in 48-50 evaluations per category
• Cargo pants
• Chinos
• Blouse
• Polo shirt
• Cotton Shirt
• Respondents were never informed of which item corresponded to which brand but they
were asked to rank the brands separately in terms of preference and likelihood to purchase
at the end of the test
• At the end of each evaluation, respondents were advised of the actual price of each item
(still de-branded) and asked whether they thought the item to be good value or not
• Following the completion of the evaluations, respondents were given a list of the brands
and asked to rank them in order of preference and likelihood to purchase
• All fieldwork was conducted in accordance with the Market Research Society Code of Conduct
© GfK 2012 | GfK Fashion Report | July 2012 41

42. Survey details
Demographic profile % Fieldwork
• 82 interviews were completed across 2 locations –
Uxbridge 50% Uxbridge and Nottingham, on Saturday 9th June 2012.
• Each respondent assessed products from all 7 brands
Nottingham 50%
• Each respondent evaluated 3 product categories from
Male 38% the following range, resulting in 48-50 evaluations per
category
Female 62% • Cargo pants
18-34 62% • Chinos
• Blouse
35-54 27%
• Polo shirt
55-64 11% • Cotton Shirt
AB 38%
C1 57%
C2 5%
© GfK 2012 | GfK Fashion Report | July 2012 42

43. GfK Roper Consulting
Who did we
How was the
talk to?
study done?
© GfK 2012 | GfK Fashion Report | July 2012 43

44. GfK Roper Reports Worldwide | Introduction
GfK Roper Consulting interviews more than 37,500 global consumers each year about a broad range of
topics. Using this robust data source, we develop powerful and actionable insights about global
consumers in order to help our clients to ‘own the future’.
GLOBAL REGIONAL LOCAL MICRO
Big picture stories Regional Local level insight Detailed focus on
on what the world comparisons to the informed by market your key groups of
looks like world as a whole… expertise consumers
© GfK 2012 | GfK Fashion Report | July 2012 44

45. GfK Roper Reports Worldwide | unrivalled coverage
 Conducted annually for 15 years Western Europe Developed Asia
 37,500+ consumers each year • France • Australia
 • Germany
1,500 consumers per market • Japan
• Italy
 25+ countries • South Korea
• Spain
 Consumers aged 15+ • Sweden • Taiwan
 Covering c.83% global GDP • UK
Central/Eastern Europe Developing Asia
• Czech Republic • China
• Poland • Indonesia
• Russia
• India
The Americas • Thailand
• USA
• Canada
• Argentina Middle East / Africa
• Brazil • South Africa
• Mexico • Egypt
Interviews with approximately 1,500
• Turkey
consumers aged 15+ in each market
© GfK 2012 | GfK Fashion Report | July 2012 45

46. GfK Roper Reports Worldwide | Topic Coverage
• Mood of the Nation • Information Flow
• Leisure & Lifestyle • Health & Wellness
• Personal Values • Retail
• Attitudes Towards Life • Financial attitudes
• Economy • Automotive
• Green Behaviour • Consumption
• Technology • Demographics
© GfK 2012 | GfK Fashion Report | July 2012 46

47. Some retail questions we can help to answer:
• Do shoppers feel now is a good time to buy or wait? How often do consumers around Europe go
shopping for non-grocery items?
• Which consumers are very interested in personal
appearance/fashion/beauty?
• How have your target consumers been saving
money in the past year?
• Which consumers agree that “it is better to buy
well-known brands because of their quality”?
• Where do we find deal hunters who say that “I feel really
satisfied with myself, even excited when I get a really good deal”
• Who goes shopping to overcome stress?
• What types of consumers believe shopping is a chore and
who finds shopping to be a pleasure?
© GfK 2012 | GfK Fashion Report | July 2012 47

48. GfK Savvy Shopper
Who did we
How was the
talk to?
study done?
© GfK 2012 | GfK Fashion Report | July 2012 48

49. What is Savvy Shopper?
The study began in 2009 with the aim of understanding how the recession was impacting consumer
behaviour and spending.
Objective It continues to measure how consumer concerns are evolving through the double dip recession.
Savvy Shopper is a twice yearly study commissioned and managed by GfK NOP.
Each wave updates core measures regarding consumer confidence and spending behaviour and also
includes topical bespoke issues
What is
The 6 monthly ad hoc study is supplemented by data from GfK’s Consumer Confidence Barometer
included?
commissioned by the European Commission
Savvy Shopper is conducted amongst a nationally representative sample of 1000 people aged 16+ in the
Who was UK for each wave.
interviewed? Quotas were placed on gender, region, age and social grade to achieve this.
Research is conducted using an online methodology, using GfK NOP’s online panel
Wave 6 was conducted May 23rd - May 30th 2012
How was the
research done?
© GfK 2012 | GfK Fashion Report | July 2012 49

50. GfK Women’s Clothing Study
Who did we
How was the
talk to?
study done?
© GfK 2012 | GfK Fashion Report | July 2012 50

51. Study Objectives
To explore women's attitudes to ethical issues (Fair Trade and Organic) in
the context of the clothes they buy for themselves:
o there is much talk of ethical brands, recycling, carbon footprints,
food miles etc. Evidence from our own research shows we care
and try to buy ethical in a variety of categories – food, cosmetics
etc. – but do we apply those same morals when buying our next
outfit?
To explore customer loyalty within the high street fashion sector
o using the GfK LoyaltyPlus model we explore the extent to which
customers are loyal to individual retailers, what drives that loyalty
and how best retailers could encourage great loyalty
 On-line study conducted among 1000 women in 2007
© GfK 2012 | GfK Fashion Report | July 2012 51

52. Questionnaire Content
Behaviour Green Issues
• Retailers browsed in • Awareness and understanding of ethical issues
• Retailers purchased from (Fair Trade/organic)
• Retailers intending to buy from • Importance and consideration of ethical
• Total personal clothing spend products
• Share of spend at each retailer used • Purchase behaviour – current and intended
• Willingness to pay a price premium for ethical
• Main store for each type of clothing (casual clothing,
products
underwear, formalwear etc.)
Opinions Demographics
• Reasons for choice of retailer • Age
• Overall satisfaction • Lifestage
• Importance of retailer attributes • Employment status
• Income
Advocacy
• Recommendation
• Word of mouth (positive and negative)
© GfK 2012 | GfK Fashion Report | July 2012 52

53. Retail brands included
© GfK 2012 | GfK Fashion Report | July 2012 53

54. Contacts
How do I find
Who do I talk out more?
to?
© GfK 2012 | GfK Fashion Report | July 2012 54