A quarter of Britons are turning to supermarkets to get their fashion fix, posing a threat to retailers on the high street, according to new research.
The study, conducted by marketing expert Tradedoubler, shows that one in four consumers buy their clothing and intimate apparel from fashion brands such as Tesco’s F&F, Asda’s George and Sainsbury’s TU, due to increasing quality and competitive pricing.
‘Performance Marketing: A New Catwalk for Fashion Brands’ also states that high street stores will have to compete against the growing threat of what Tradedoubler is calling “retail store abandonment”.
The research shows that 70% of connected shoppers use their mobiles to research the best possible price, driving 55% to abandon the store they are in to buy at an alternative, and 60% to go online to shop.
Tradedoubler regional director Dan Cohen said the latest research could be seen as a cause for major concern for Britain’s high street fashion outlets, but “now’s not the time to panic”.
“Fashion followers need to be given what they really want: great value, expert advice and easy to use online and mobile services. Fashion retailers must provide consumers with a reason to visit every week, just as they do in the best supermarkets,” he advised.
“Across Europe over £22bn is spent purchasing fashion online and 69% of shoppers are turning to fashion websites and blogs for inspiration and advice on what to wear. So, it’s only by implementing an effective multi-channel approach via blogs, social media, email marketing, microsites and a strong presence on affiliate platforms to support their high street presence that fashion stores are going to be able to compete with the fast turnaround, high value and quality that the supermarkets now provide.”