Consumers shopping habits are changing, according to retail research
agency Verdict’s latest clothing survey, which reveals that British
shoppers are demanding items they can see now, buy now and wear now.
According to Verdict’s survey, 85.6 percent of UK clothing shoppers said
that they like to buy clothing that they can wear straight away for the
current weather, while 51.4 percent stated they do not like to buy clothing
well in advance for the season ahead, such as buying summer clothing in
March/April when retailers launch their new spring/summer collections.
Highlighting that traditional retail buying cycles are no longer in sync
with the way consumers are liking to shop for clothes.
Verdict senior analyst Nivindya Sharma, said: “While unpredictable
weather patterns have rendered seasonal drops obsolete, social media has
shortened fashion cycles, and created a see now, buy now, wear now
mentality while generating constant desire for new products.”
However, Verdict notes that the problem of weak sales isn’t down to the
limited choice of clothing but more to do with the retailers’ marketing
strategies, as 75.6 percent of the survey participants agreed that the
majority of retailers do offer a wide variety of product, including
trans-seasonal items.
“The problem of weak sales is not down to limited choice but is more to
do with retailers’ marketing and merchandising strategies which have
traditionally been aligned towards peak seasons. A quick glance at
retailers’ current store propositions, which are showcasing new
autumn/winter coats, fur, and jumpers while the weather remains relatively
warm, highlights why this system is counterintuitive,” Sharma added.
This is currently being highlighted as the UK is enjoying one of its
hottest, sunniest summers in recent years, major retailers are already
showcasing autumn/winter collections, placing pieces including coats and
jumpers in prominent positions in the store, over more currently needed
summer clothing.
The report notes that to ensure sales are “less vulnerable to
unpredictable weather” that retailers need to ensure that in-store and
online merchandising is reflective of the current weather, and window
displays showcase outfits that can be worn straight away, to draw shoppers
in and drive impulse purchases.
Verdict highlights that high street retailer Zara is able to use its
vertical supply chain to be weather-responsive through reactive product
drops and frequent changes of the stores’ visual merchandising, while
Superdry’s core offer is mostly made up of trans-seasonal and can be
adapted to any season.
In addition, it adds that retailers should looks to promote trends
rather than seasons, a practice used by online retailers Asos and Boohoo,
as a way to drive sales.
The see-now-buy-now model has been a debate recently across luxury
brands, pushed into the spotlight when Burberry announced it would be
making its collections “seasonless” and in September it would be showcasing
a buy-now collection as opposed to a traditional spring/summer collection.
Image: courtesy of Burberry