posted by Hannah
taken from Mintel 2011 Loyalty report - potential opening for new brands in the U.K market

Repertoire: Loyalty is fairly low among clothing shoppers

This section looks at the number of outlets where consumers have bought clothes in the last 12 months, and is an indication of their loyalty.

Loyalty is fairly low among clothing consumers, with nearly 3 in 10 shopping at five or more outlets. This is to be expected especially among younger age groups, and is seen in the promiscuity levels at the young fashion retailers such as Topshop, River Island and H&M (table below).

However the percentage of consumers just shopping 1-3 stores is fairly even and therefore the opportunity to improve loyalty is evident. Many strategies can be employed here – from stock availability to customer service, and these are discussed in the following sections.