I’m working on a couple of fashion led projects (yay!) at the moment and I suppose in fashion more than anywhere else, targeting is a real issue.
Do you design and market aimed at the demographics of your current core target audience? Target the younger end of your audience because that might attract in the next generation of brand loyalists? Or target at the older end because that’s where the spending power is?
Problem is, you’re always going to upset somebody, somewhere. I read a great piece recently (god knows where…) pointing out that all the 18 year olds would like Topshop back please because its full of 30-somethings who spent their teens shopping there and aren’t ready to give it up quite yet.
I would definitely categorise myself as ‘too old for Topshop’ (google the phrase and you get 7,000+ results), I also don’t have the legs for Karen Millen or the bank account for Reiss. And as the Telegraph puts it, Dorothy Perkins has its moments – but the last, alas, was in 2002.
Where’s a girl to shop? Like (it seems) every other not-very-funky thirtysomething I end up hitting the yummy mummy brands – Boden and Monsoon. Add in some bling from Designers at Debenhams and basics from Next, Gap & M&S and you might not have the world’s most inspiring wardrobe, but at least it fits and flatters. On the other hand, I saw the most amazing dress on ASOS this morning…
So I suppose all this leads me to concluding that fashion brand allegiance is more about mindset, finances and body shape than age – but that’s very hard for brands to put into a database.
I keep being asked at work to have a stab at predicting consumer attitudes and behaviours in three, six or even twelve months time. Since no-one seems to be sure whether we are in a W or V shaped recession, this is a tad challenging to say the least.
I am fairly sure about a few things:
When economic recovery does appear, it will be mild
Gordon Brown will try very hard not to call an election until the economy (and with it, consumer confidence) picks up a bit
But conversely, the election itself might be the catalyst for consumer confidence in new beginnings
We will still be Staycationing next year, but sales of overseas holidays will be up on 2009 as the Staycationers that got rained off fly away in search of guaranteed sunshine
Staying In will still be the new Going Out in 2010, but the ‘dine in for £10’ type offers will start to focus on ‘semi scratch’ cooking rather than ready meals
Christmas 2009 will be all about Savvy Shopping – holding out until the retailers give in and start their sales early, searching online for discount codes and the best deals, practical present giving – and trying hard not to stick it all on the credit card
Like many other Planners I suspect, I’ve been pulling together a lot of insight pieces for work recently looking at the effect of the downturn economy on buying behaviour.
Since it’s proper paid-for-by-my-employer stuff drawing on all the groups and depths the research team have been doing with mums recently, I can’t really share it in full here, but one of the most interesting things that came out is about the broadening definition of what ‘value’ means for UK shoppers – and it’s NOT just about cheaper prices:
- for many hardcore premium supermarket shoppers, it’s still about the store delivering value via a less stressful shopping experience (no screaming kids or muzak)
- value is getting tied into brands providing a rationale for purchase, ‘ammunition’ to justify spending money on non-essentials while other people are skint
- value can also mean a reassurance of quality (which is where big brands still have a role to play), or can be about delivering quantity (a dozen Value loo rolls) or even minimal packaging – mums seem to have finally woken up to the fact that they have been paying over the odds for overpackaged goods
- value can even be delivered via advice, in terms of how to use up leftovers or quick and healthy meal ideas
- when it comes down to it, value is now all about delivering an acceptable compromise to conflicted mums struggling with tight budgets
I went into Leeds yesterday to try and find a suitable uni-mate’s-imminent-wedding-outfit, a sartorial minefield if ever there was one.
The city centre was absolutely heaving – queues to get into the cars parks, lines 10 deep at every Starbucks/Costa Coffee/Café Nero, massive hold-ups at the changing rooms and an audience gathered four deep around some experiential Nokia promotional stuff.
But no-one was actually buying anything.
OK, I exaggerate slightly, but there certainly weren’t queues at the tills and everyone wasn’t staggering round weighed down by shopping bags. There were far too many shop assistants milling round the tills looking bored.
My analysis is that everyone was still ‘shopping’ as a leisure activity – browsing, trying things on and stopping for a coffee. They just weren’t parting with any cash.
I suppose in these uncertain times it’s easy to treat yourself to a three quid latte and a wander round the shops and feel like nothing has changed. When in fact it’s looking increasingly likely that almost everything has already changed in some small way.
I’ve been struck by the number of black 4x4s with tinted windows I see on the way to work in every morning. No, its not a drug dealer’s convention – it’s the school run. When did Leeds get so upmarket?
I know everyone made a fuss when Harvey Nicks moved in eleven years ago, but now according to rumours, a very-well-known-and-expensive-shoe-designer is to join Jo Malone, Louis Vuitton, Vivienne Westwood and Nicky Clarke in parting (the apparently not all that tight-fisted after all) Yorkshire folk from their brass.
Its not as if we even have a premiership football team whose WAGS might provide some spending power.