By Susan Reda - Nov 2010
The style-conscious could be retailers’ ticket to a sales lift in the months to come, as these fashionistas tend to spend three times more than the average consumer on apparel, accessory and beauty purchases.
Before rushing out to jam the racks with the latest runway “musts,” however, merchants may want to delve into “Why She Shops: The 2010 Fashion and Beauty Study.”
The study, conducted by Bain & Company in cooperation with Vogue, surveyed more than 5,000 female shoppers in June 2010 and yielded some key changes from a year ago -- the most notable being a shift away from price vigilance to a renewed focus on quality and value. The study reveals that style-conscious women are still skeptical about paying full price and are explicitly seeking durability; 80 percent agreed with the statement, “I am willing to pay more for clothing and accessories that will last more than one season.” As a result, fashionistas are disproportionately investing in “classic” styles, with 65 percent saying they spent on those brands.
Bain & Company Study
quality & value are the future of retailing... we can educate consumers that timeless style is an investment in their own future
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