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Group A

Type 1 Philip: Youthful Aspiration


Men who want to keep looking young but have a limited
budget
2.30%

Overview

A Key demographics 1
Age 36-45

Overview
Singles and sharers
Low income
B Low-value flats and houses

Shopping behaviour
C Low-value items
Higher number of items
Spend on children
Price is important
D
Favourite shops
JJB Sports
E Burton
Sports Soccer
“I am more interested in fashion than most people Shoefayre

F I know.”

Favourite purchases
Children’s trainers

G Total Males Total Adults


Children’s trousers
Trainers
Boxer shorts

4.99% 2.30% Top Shopping Centres


Ilford
Age 9/20 20/35 Manchester - Central
Spend 10/20 27/35 Birmingham - Central
Spend per item 14/20 17/35 Liverpool - Central

D 5 Spend on children 2/20 15/35


Age 1 = youngest, Spend 1 = highest
Closest Female
Experimental Fashion-conscious
4 Lynn

C Type C11
Low spend

5
High price

3 12
3 4
11

B 2 2 1
10
7
Low price

High spend

Overview 1
6
A 1
13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group A
Type 1 Philip: Youthful Aspiration
Men who want to keep looking young but have a limited
budget
2.30%

Description
Description
A 2
Youthful Aspiration try to keep up with fashion as they want to retain their sense of youth but they do
not have much money to spend on clothes. They buy a higher number of lower priced goods so that

Description
they have a varied wardrobe that has not cost them too much.
B They quite like shopping for clothes, tending to buy when they see something they like, rather than
going out with a specific shopping list. They want to follow fashion and buy trendy clothing and will
also be experimental to a certain extent. They consider themselves more interested in fashion than
people around them, but find it difficult to get fashionable clothing at a price that they can afford

C Price is an important factor when they are out shopping. They will shop around to compare prices and
are unlikely to splash out on something that is beyond their budget. They like discounts and sales as
they are keen to make their money go further. Quality is not a high priority — they are very unlikely to
pay more to get better quality. Purchases are mostly made with cash.

D They are very unlikely to spend any money on the woman in their lives but they do buy things for their
children sometimes.
These men tend to be aged between 36 and 45 and are not in traditional family households (they are
cohabiting, living alone or sharing). A proportion has moved in recent years and a number may not be
living with their children. They live in low-value flats or houses.
E
F
G

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 1 Philip: Youthful Aspiration
Men who want to keep looking young but have a limited
budget
2.30%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
0.00
0.11
Total spend
Average spend
302.23
17.79
36-45 536 92.03 Number of purchases 16.99
46-55 7.76 Men’s spend 67.42
C 56-65
66+
0.11
0.00
Women’s spend
Children’s spend 219
16.23
16.34
Total full price 227.98
Household Total sale price 74.25
D Family household
composition
20.28 Relative price tag
Pseudo family 215 13.52 Least expensive 9.84
Family plus other adults 17.31 2nd expensive 9.77
E Single person household
Home sharers plus other
29.52
19.37
3rd expensive
4th expensive
9.65
10.38
5th expensive 10.41
Address type 6th expensive 10.02
F Flat
Farm
20.77
0.07
7th expensive
8th expensive
10.22
9.62
Named building 1.05 9th expensive 9.11
Numbered 78.10 Most expensive 10.98
G Council tax band Money
A 284 58.46 Cash 59.54
B 23.21 Cheque 1.24
C 12.79 Credit card 15.96
D 3.13 Debit/Switch/Delta 15.45
E 0.47 Store card 3.19
F 0.09
G 0.03 Place of purchase
H 0.00 Catalogues 4.19

D 5 0 50 100 150 200 Edge of town


High street
25.39
55.27

Internet usage
4
C >4 purchases last year
Purchased fashionwear
Researched clothing
15.86
8.87
20.17
3 Researched footwear 11.44

B 2
Broadband at home 31.25

Brands
Retail 35.11

A 1
*Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
38.95
7.27
Denim 3.43
0 50 100 150 200

Fashion Segments
Group A
Type 1 Philip: Youthful Aspiration
Men who want to keep looking young but have a limited
budget
2.30%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.78 Briefs/Knickers 1.08
B Briefs/Pants/Underpants
Casual boots
1.62
0.65
Cardigans
Casual blouses
0.31
0.39
Casual jackets/Gilets 1.04 Casual jackets/Gilets 0.21
Casual shirts 2.80 Casual shoes 0.68
C Casual shoes
Casual trousers
1.73
1.40
Casual trousers
Fitted tops
0.78
0.44
Coats 0.53 Hair accessories 0.96
Fleece jackets/tops 0.48 Jeans 0.81
D Formal shirts
Formal shoes
1.48
1.44
Jumpers
Other tops
0.69
0.36
Formal trousers 0.90 Sandals 0.49
Hats/Caps 0.53 Skirts 0.90
E Jeans
Jogging bottoms
4.15
0.85
Socks
T-shirts
0.62
1.73
Jumpers 1.50 Tights 0.58
Neckties 0.43 Trainers 0.85
F Polo shirts
Pyjamas
0.76
0.33
Underwired bras
Vests/Sun tops
0.66
0.47
Replica football kits 0.89
Sandals 0.32 Children’s
G Shorts
Slippers
1.06
0.33
Jeans
Pyjamas
0.78
0.80
Socks 6.82 Shoes 1.77
Suits - Ready-made 0.40 Socks 1.77
Sweatshirts 0.97 T-shirts 2.59
T-shirts 6.65 Trainers 246 2.82
Trainers 5.33 Trousers 209 2.05
0 50 100 150 200 0 50 100 150 200

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 1 Philip: Youthful Aspiration
Men who want to keep looking young but have a limited
budget
2.30%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 647 1.09 Market Stall 5.16
Aldi 0.17 Marks and Spencer 11.06
B Allsports
Asda
3.99
12.34
Matalan
Monsoon
10.31
1.43
Bewise 214 0.76 Morrisons 0.15
Bonmarché 1.31 Mothercare 1.04
C Boots
Brantano
0.14
1.30
New Look
Next
3.67
13.03
British Home Stores 4.75 Next Directory 0.61
Burton 235 11.39 Peacocks 238 3.39
D Claire’s Accessories
Clarks
0.05
4.09
Primark
QS/Quality Seconds 231
5.12
0.68
Cotton Traders Mail Order 1.04 River Island 2.31
Damart 0.00 Sainsbury’s 0.51
E Daxon
Debenhams
0.00
5.20
Shoefayre
Sports Soccer
322
216
1.53
10.46
Discount Shoezone/Shoe Z 206 0.96 Sports World 2.95
Dorothy Perkins 0.88 Stead & Simpson 0.94
F Edinburgh Woollen Mill
Empire Stores 433
0.27
3.03
TJ Hughes
TK Maxx
2.11
5.48
Etam 0.39 Tesco 4.97
Ethel Austin 0.60 Top Shop 0.62
G Evans
Factory Shop
0.13
1.05
Wallis
Wilkinson
0.06
0.09
Gap 0.33 Woolworths 0.98
Great Universal Stores 460 3.23 Other Department Store 2.30
Hennes (H&M) 1.50 Other Discount Store 2.33
House of Fraser 5.69 Other Mail Order/Catalogue 0.70
Independent Clothing Store 23.47 Other Multiple Clothing Shop 3.83
Independent Shoe Shop 6.38 Other Sports Shop 11.17
JD Sports 7.31 0 50 100 150 200
JD Williams Group 0.56

D 5 JJB Sports
John Lewis
244 26.53
1.24
Kays 1.25
La Redoute 0.15
4
C Lidl
Littlewoods
Littlewoods Mail Order 367
0.29
1.74
5.64
3 Mackays 0.10

B 2
mkone

0 50 100 150 200


0.07

A 1

Fashion Segments
Group A
Type 1 Philip: Youthful Aspiration
Men who want to keep looking young but have a limited
budget
2.30%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 49.91
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
12.15
21.04
I buy clothing that is trendy, in vogue, the latest thing 31.26
Fashion details are very important to me 8.97
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
25.01
42.89
I am more interested in fashion than most people I know 11.51
I look for clothing and shoes that reflect current trends, but in a toned down manner 10.60
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
62.97

I would rather buy one quality item than several at lower quality 27.58
I prefer natural rather than synthetic materials for the clothes and shoes I buy 19.32
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
10.01
19.48
The styling/look of an item is more important than the quality 8.06
I often pay more to get better quality 20.12
F Price is not important if I really like something
I am more concerned about quality than fashion or price
18.35
20.76
It is difficult for me to find fashionable clothing at prices that I am willing to pay 23.31
I tend to buy on impulse, rather than planning in advance 25.73
G I always compare shops for prices

Practicality
37.01

Durability is more important than how fashionable the clothes are 73.33
I buy new shoes or footwear mainly to replace something that has worn out 46.03
Fit/comfort is more important than appearance/styling 33.90
Shoes made of synthetic materials are just as good as those made from leather 15.24
I only buy clothing if I really need it 29.59
I am active in work and require clothes that are fashionable but also functional 12.58
I wear clothes until they wear out 38.76
Style preference

D 5 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
47.90
11.48
I don’t like to wear clothes that make me stand out 27.89
I like classic looks, but only if they are updated to reflect current fashion trends 8.22
4
C I prefer a classic or tailored look
I buy things that are similar to those that I already own
My clothes help me to express my personality
33.42
18.56
15.69
3 I tend to buy items by brands or designers whose styling best expresses my personality 9.59

B 2
I like to make a statement with the clothes and shoes I wear
I’ve become less experimental/more conservative in the clothes I buy
7.02
12.90
I like to experiment with looks and styles 46.20
Attitudes to shopping
A 1
I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
47.01
9.63
I spend as little time shopping for clothing and footwear as possible 58.37
I spend a lot of money on clothing, footwear and accessories 8.39
0 50 100 150 200

Fashion Segments
Group A
Type 2 Malcolm: Any Shirt Will Do
Middle-aged men who do not have strong opinions about
what they wear and want to shop as easily as possible
2.23%

Overview

A Key demographics 1
Age 46-55

Overview
Families with adult
children
B Low-value housing

Shopping behaviour
C Average spend
Some catalogue spend
Don’t spend much time
shopping
D Low interest

Favourite shops
Asda
E Matalan
Market stall
JJB Sports
“I usually buy mainly sale price or discount clothing.”

F Favourite purchases
Fleeces
Polo shirts
G Total Males Total Adults
Jeans
Casual shirts

Top Shopping Centres


4.84% 2.23% Hull
Sunderland
Age 11/20 25/35 Doncaster
Spend 9/20 26/35 Blackpool - Central
Spend per item 11/20 14/35

D 5 Spend on children 7/20 27/35


Age 1 = youngest, Spend 1 = highest
Closest Female
Experimental Fashion-conscious Christine
4
C Type C10
Low spend

5
High price

3 12
3 4
11

B 2 2 1
10
7
Low price

High spend

Overview 1
6
A 1
13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group A
Type 2 Malcolm: Any Shirt Will Do
Middle aged men who do not have strong opinions about
what they wear and want to shop as easily as possible
2.23%

Description
Description
A 2
Any Shirt Will Do do not spend a lot of time considering what to wear. This Type are not particularly
interested in their clothes; buying clothes is a necessary task that needs to be done as quickly as

Description
possible. They are not trying to express themselves through their clothes and they do not enjoy
B shopping — they just have to replace things that are worn out or get new clothes that they need.
They have an average level of spend on clothes for men but tend to buy a higher quantity of items of
cheaper value. They are highly unlikely to buy an item of clothing for their wife and do not usually buy
anything for their children either. They are happy to let their wives make purchases for them as they do

C not mind what they wear as long as it is acceptable.


They like to buy sale or discounted clothing if it is available but will not go out of their way to look for
sale items if it makes the job harder.
Catalogues are attractive to this Type as mail order shopping means less time wasted in clothes

D shops. Because they do not have strong opinions about how they look they do not mind that they can
not try things on before buying them and are unlikely to send things back unless they really do not fit.
Purchases are mostly made with cash from places where prices are good value such as Asda,
Matalan and on market stalls.

E These men are usually aged between 46 and 55, are settled with families with older kids and live in
low-value housing.

F
G

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 2 Malcolm: Any Shirt Will Do
Middle aged men who do not have strong opinions about
what they wear and want to shop as easily as possible
2.23%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
0.00
0.00
Total spend
Average spend
308.00
18.92
36-45 2.00 Number of purchases 16.28
46-55 641 95.11 Men’s spend 76.26
C 56-65
66+
2.89
0.00
Women’s spend
Children’s spend
16.10
7.63
Total full price 212.15
Household Total sale price 95.85
D Family household
composition
15.73 Relative price tag
Pseudo family 3.76 Least expensive 10.00
Family plus other adults 55.14 2nd expensive 9.72
E Single person household
Home sharers plus other
15.14
10.24
3rd expensive
4th expensive
9.94
10.27
5th expensive 10.23
Address type 6th expensive 9.87
F Flat
Farm
10.82
0.51
7th expensive
8th expensive
9.73
9.37
Named building 2.12 9th expensive 9.64
Numbered 86.56 Most expensive 11.24
G Council tax band Money
A 40.06 Cash 57.03
B 34.26 Cheque 1.41
C 16.77 Credit card 21.20
D 4.85 Debit/Switch/Delta 11.73
E 1.13 Store card 3.48
F 0.25
G 0.08 Place of purchase
H 0.01 Catalogues 5.97

D 5 0 50 100 150 200 Edge of town


High street
24.64
53.74

Internet usage
4
C >4 purchases last year
Purchased fashionwear
Researched clothing
12.69
5.74
21.28
3 Researched footwear 11.75

B 2
Broadband at home 31.25

Brands
Retail 35.21

A 1
*Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
33.31
6.47
Denim 3.21
0 50 100 150 200

Fashion Segments
Group A
Type 2 Malcolm: Any Shirt Will Do
Middle aged men who do not have strong opinions about
what they wear and want to shop as easily as possible
2.23%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.86 Briefs/Knickers 0.82
B Briefs/Pants/Underpants
Casual boots
2.01
0.74
Cardigans
Casual blouses
0.44
0.43
Casual jackets/Gilets 1.81 Casual jackets/Gilets 0.54
Casual shirts 5.52 Casual shoes 0.66
C Casual shoes
Casual trousers
2.87
3.67
Casual trousers
Fitted tops
0.72
0.52
Coats 0.72 Hair accessories 0.60
Fleece jackets/tops 0.95 Jeans 0.78
D Formal shirts
Formal shoes
2.86
1.59
Jumpers
Other tops
0.72
0.49
Formal trousers 1.22 Sandals 0.48
Hats/Caps 0.53 Skirts 1.21
E Jeans
Jogging bottoms
4.78
1.12
Socks
T-shirts
0.48
1.64
Jumpers 1.82 Tights 0.47
Neckties 0.59 Trainers 0.57
F Polo shirts
Pyjamas
2.06
0.67
Underwired bras
Vests/Sun tops
0.53
0.49
Replica football kits 0.50
Sandals 0.47 Children’s
G Shorts
Slippers
1.03
0.82
Jeans
Pyjamas
0.49
0.40
Socks 8.23 Shoes 0.60
Suits - Ready-made 0.65 Socks 0.89
Sweatshirts 1.23 T-shirts 1.51
T-shirts 6.94 Trainers 0.65
Trainers 4.07 Trousers 0.70
0 50 100 150 200 0 50 100 150 200

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 2 Malcolm: Any Shirt Will Do
Middle aged men who do not have strong opinions about
what they wear and want to shop as easily as possible
2.23%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 301 0.51 Market Stall 206 6.02
Aldi 0.20 Marks and Spencer 21.19
B Allsports
Asda
1.88
16.10
Matalan
Monsoon
13.92
0.51
Bewise 233 0.83 Morrisons 0.19
Bonmarché 0.44 Mothercare 0.05
C Boots
Brantano
0.16
0.73
New Look
Next
1.82
14.05
British Home Stores 4.38 Next Directory 0.78
Burton 6.67 Peacocks 2.85
D Claire’s Accessories
Clarks
0.03
6.81
Primark
QS/Quality Seconds
3.40
0.27
Cotton Traders Mail Order 2.54 River Island 2.90
Damart 0.04 Sainsbury’s 0.51
E Daxon
Debenhams
0.02
11.19
Shoefayre
Sports Soccer
308 1.47
6.83
Discount Shoezone/Shoe Z 0.78 Sports World 3.41
Dorothy Perkins 0.59 Stead & Simpson 1.05
F Edinburgh Woollen Mill
Empire Stores 839
0.44
5.88
TJ Hughes
TK Maxx
237 2.98
4.07
Etam 0.39 Tesco 4.28
Ethel Austin 281 1.05 Top Shop 0.51
G Evans
Factory Shop
0.75
2.26
Wallis
Wilkinson
0.09
0.12
Gap 0.57 Woolworths 0.63
Great Universal Stores 0.87 Other Department Store 3.64
Hennes (H&M) 0.27 Other Discount Store 1.24
House of Fraser 4.73 Other Mail Order/Catalogue 1.68
Independent Clothing Store 25.56 Other Multiple Clothing Shop 3.54
Independent Shoe Shop 7.56 Other Sports Shop 6.36
JD Sports 4.45 0 50 100 150 200
JD Williams Group 2.02

D 5 JJB Sports
John Lewis
15.85
1.72
Kays 220 1.60
La Redoute 0.05
4
C Lidl
Littlewoods
Littlewoods Mail Order
216

306
0.65
2.34
4.70
3 Mackays 0.83

B 2
mkone

0
248
50 100 150 200
0.72

A 1

Fashion Segments
Group A
Type 2 Malcolm: Any Shirt Will Do
Middle aged men who do not have strong opinions about
what they wear and want to shop as easily as possible
2.23%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 36.74
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
9.80
31.62
I buy clothing that is trendy, in vogue, the latest thing 19.00
Fashion details are very important to me 6.35
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
36.90
52.07
I am more interested in fashion than most people I know 9.17
I look for clothing and shoes that reflect current trends, but in a toned down manner 9.40
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
65.20

I would rather buy one quality item than several at lower quality 27.67
I prefer natural rather than synthetic materials for the clothes and shoes I buy 23.47
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
7.59
21.80
The styling/look of an item is more important than the quality 6.10
I often pay more to get better quality 20.13
F Price is not important if I really like something
I am more concerned about quality than fashion or price
19.03
24.77
It is difficult for me to find fashionable clothing at prices that I am willing to pay 22.28
I tend to buy on impulse, rather than planning in advance 23.57
G I always compare shops for prices

Practicality
34.37

Durability is more important than how fashionable the clothes are 79.85
I buy new shoes or footwear mainly to replace something that has worn out 49.97
Fit/comfort is more important than appearance/styling 46.56
Shoes made of synthetic materials are just as good as those made from leather 14.66
I only buy clothing if I really need it 36.75
I am active in work and require clothes that are fashionable but also functional 10.03
I wear clothes until they wear out 40.42
Style preference

D 5 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
54.42
10.89
I don’t like to wear clothes that make me stand out 32.15
I like classic looks, but only if they are updated to reflect current fashion trends 8.09
4
C I prefer a classic or tailored look
I buy things that are similar to those that I already own
My clothes help me to express my personality
36.99
23.25
13.11
3 I tend to buy items by brands or designers whose styling best expresses my personality 8.23

B 2
I like to make a statement with the clothes and shoes I wear
I’ve become less experimental/more conservative in the clothes I buy
6.51
16.05
I like to experiment with looks and styles 37.03
Attitudes to shopping
A 1
I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
32.05
7.68
I spend as little time shopping for clothing and footwear as possible 64.79
I spend a lot of money on clothing, footwear and accessories 5.55
0 50 100 150 200

Fashion Segments
Group A
Type 3 Lee: Functional Fashion Seekers
Fashion-conscious young men who search out style at a
reasonable price
3.13%

Overview

A Key demographics 1
Age 18-25

Overview
Living with parents or
sharing
B Low-value flats and houses

Shopping behaviour
C Fashion-conscious
Time spent on clothing
Below average spend
Limited budget
D
Favourite shops
JD Sports
E JJB Sports
Burton
“I spend a lot of time and effort getting the Allsports

F right look.”
Favourite purchases
Trainers
Jeans
G Total Males Total Adults
T-shirts
Replica football kits

Top Shopping Centres


6.77% 3.13% Dundee
Plymouth
Age 2/20 4/35 Leicester
Spend 11/20 30/35 Glasgow - Central
Spend per item 4/20 4/35

D 5 Spend on children 12/20 32/35


Age 1 = youngest, Spend 1 = highest
Closest Female
Experimental Fashion-conscious Tammy
4
C Type C9
Low spend

5
High price

3 12
3 4
11

B 2 2 1
10
7
Low price

High spend

Overview 1
6
A 1
13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group A
Type 3 Lee: Functional Fashion Seekers
Fashion-conscious young men who search out style at a
reasonable price
3.13%

Description
Description
A 2
Functional Fashion Seekers are young men who are very fashion-conscious — it is very important to
them that they wear the right brands and have the right look. But they do not see themselves as

Description
fashion victims and they also want their clothes to be functional as well as practical.
B They do not have a huge amount of money to spend on clothes and to get the right look, they spend
the most time of any male type looking for the right clothing. They want to look individual and their
clothes to reflect who they are but with their limited budget they must choose carefully.
Overall their total spend is below average as they buy less items than the average man — but each
C item is carefully selected and is of above average value. Functional Fashion Seekers think they spend
a lot of money on clothes but this is just a reflection of the proportion of their disposable income that
they are spending.
They believe that in order to look good it is important to have an occasional item that is more

D expensive, so while quality in itself is not a driving factor, they will sometimes spend highly on a key
item to get something that looks superior. They do not care about over-spending on an item if it is
something they really want and they have a tendency to be impulsive buyers in this case.
These men buy their clothes with cash and will shop on the high street at places such as Burtons and
sports shops rather than out-of-town retail parks. They also use the internet.
E They are aged between 18 and 25 and are either still living at home with their parents or sharing with
friends in low-value housing.

F
G

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 3 Lee: Functional Fashion Seekers
Fashion-conscious young men who search out style at a
reasonable price
3.13%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
480 90.12
7.76
Total spend
Average spend
269.94
23.13
36-45 0.90 Number of purchases 11.67
46-55 1.18 Men’s spend 76.53
C 56-65
66+
0.05
0.00
Women’s spend
Children’s spend
16.79
6.31
Total full price 204.88
Household Total sale price 65.06
D Family household
composition
5.67 Relative price tag
Pseudo family 4.46 Least expensive 5.60
Family plus other adults 58.98 2nd expensive 7.47
E Single person household
Home sharers plus other
6.21
24.69
3rd expensive
4th expensive
9.35
8.07
5th expensive 9.87
Address type 6th expensive 10.19
F Flat
Farm
15.73
0.19
7th expensive
8th expensive
10.79
10.85
Named building 0.99 9th expensive 11.17
Numbered 83.10 Most expensive 16.63
G Council tax band Money
A 216 44.49 Cash 54.75
B 29.06 Cheque 1.54
C 17.18 Credit card 17.19
D 5.65 Debit/Switch/Delta 20.13
E 1.53 Store card 2.58
F 0.45
G 0.12 Place of purchase
H 0.00 Catalogues 4.35

D 5 0 50 100 150 200 Edge of town


High street
19.03
62.95

Internet usage
4
C >4 purchases last year
Purchased fashionwear
Researched clothing
18.98
11.80
24.50
3 Researched footwear 15.25

B 2
Broadband at home 33.70

Brands
Retail 32.03

A 1
*Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
46.08
11.13
Denim 201 4.50
0 50 100 150 200

Fashion Segments
Group A
Type 3 Lee: Functional Fashion Seekers
Fashion-conscious young men who search out style at a
reasonable price
3.13%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.23 Briefs/Knickers 0.84
B Briefs/Pants/Underpants
Casual boots
1.17
0.63
Cardigans
Casual blouses
0.41
0.30
Casual jackets/Gilets 1.22 Casual jackets/Gilets 0.43
Casual shirts 2.77 Casual shoes 0.76
C Casual shoes
Casual trousers
2.20
1.44
Casual trousers
Fitted tops
0.84
0.65
Coats 0.57 Hair accessories 1.17
Fleece jackets/tops 0.54 Jeans 1.28
D Formal shirts
Formal shoes
2.39
1.25
Jumpers
Other tops
1.06
0.82
Formal trousers 0.76 Sandals 0.82
Hats/Caps 0.49 Skirts 1.85
E Jeans
Jogging bottoms
5.03
1.14
Socks
T-shirts
0.84
2.42
Jumpers 2.28 Tights 1.52
Neckties 0.82 Trainers 1.22
F Polo shirts
Pyjamas
1.22
0.19
Underwired bras
Vests/Sun tops
0.30
0.52
Replica football kits 321 1.60
Sandals 0.41 Children’s
G Shorts
Slippers
0.98
0.30
Jeans
Pyjamas
0.57
0.46
Socks 6.77 Shoes 0.57
Suits - Ready-made 0.46 Socks 1.03
Sweatshirts 0.92 T-shirts 1.33
T-shirts 8.70 Trainers 1.01
Trainers 7.88 Trousers 0.71
0 50 100 150 200 0 50 100 150 200

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 3 Lee: Functional Fashion Seekers
Fashion-conscious young men who search out style at a
reasonable price
3.13%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.06 Market Stall 3.81
Aldi 0.00 Marks and Spencer 6.96
B Allsports
Asda
4.01
5.82
Matalan
Monsoon
5.83
0.00
Bewise 0.29 Morrisons 0.30
Bonmarché 264 3.00 Mothercare 0.24
C Boots
Brantano
0.00
0.63
New Look
Next
2.41
9.97
British Home Stores 3.40 Next Directory 0.00
Burton 8.93 Peacocks 0.86
D Claire’s Accessories
Clarks
0.20
1.72
Primark
QS/Quality Seconds
2.81
0.21
Cotton Traders Mail Order 0.00 River Island 315 10.50
Damart 0.00 Sainsbury’s 0.66
E Daxon
Debenhams
0.00
9.31
Shoefayre
Sports Soccer
232 1.10
7.68
Discount Shoezone/Shoe Z 0.26 Sports World 3.28
Dorothy Perkins 0.92 Stead & Simpson 0.34
F Edinburgh Woollen Mill
Empire Stores
0.66
0.48
TJ Hughes
TK Maxx
0.73
3.40
Etam 0.00 Tesco 2.01
Ethel Austin 0.17 Top Shop 1.00
G Evans
Factory Shop
235 1.21
2.69
Wallis
Wilkinson
0.68
0.11
Gap 1.15 Woolworths 0.57
Great Universal Stores 568 3.99 Other Department Store 2.54
Hennes (H&M) 2.23 Other Discount Store 1.47
House of Fraser 6.53 Other Mail Order/Catalogue 0.25
Independent Clothing Store 19.87 Other Multiple Clothing Shop 3.68
Independent Shoe Shop 6.16 Other Sports Shop 6.17
JD Sports 301 13.11 0 50 100 150 200
JD Williams Group 1.19

D 5 JJB Sports
John Lewis
18.34
3.16
Kays 1.33
La Redoute 0.22
4
C Lidl
Littlewoods
Littlewoods Mail Order 428
0.15
1.04
6.58
3 Mackays 0.66

B 2
mkone

0 50 100 150 200


0.46

A 1

Fashion Segments
Group A
Type 3 Lee: Functional Fashion Seekers
Fashion-conscious young men who search out style at a
reasonable price
3.13%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 68.67
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
216 24.75
17.05
I buy clothing that is trendy, in vogue, the latest thing 227 56.32
Fashion details are very important to me 250 21.09
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
15.19
36.02
I am more interested in fashion than most people I know 14.70
I look for clothing and shoes that reflect current trends, but in a toned down manner 13.24
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
69.09

I would rather buy one quality item than several at lower quality 35.17
I prefer natural rather than synthetic materials for the clothes and shoes I buy 19.26
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
238 31.17
16.56
The styling/look of an item is more important than the quality 10.63
I often pay more to get better quality 29.43
F Price is not important if I really like something
I am more concerned about quality than fashion or price
28.74
19.03
It is difficult for me to find fashionable clothing at prices that I am willing to pay 21.58
I tend to buy on impulse, rather than planning in advance 29.02
G I always compare shops for prices

Practicality
38.14

Durability is more important than how fashionable the clothes are 53.70
I buy new shoes or footwear mainly to replace something that has worn out 39.97
Fit/comfort is more important than appearance/styling 29.23
Shoes made of synthetic materials are just as good as those made from leather 14.48
I only buy clothing if I really need it 20.20
I am active in work and require clothes that are fashionable but also functional 16.84
I wear clothes until they wear out 32.91
Style preference

D 5 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
46.30
20.07
I don’t like to wear clothes that make me stand out 27.81
I like classic looks, but only if they are updated to reflect current fashion trends 13.46
4
C I prefer a classic or tailored look
I buy things that are similar to those that I already own
My clothes help me to express my personality
32.47
20.08
24.99
3 I tend to buy items by brands or designers whose styling best expresses my personality 15.24

B 2
I like to make a statement with the clothes and shoes I wear
I’ve become less experimental/more conservative in the clothes I buy
11.62
10.44
I like to experiment with looks and styles 60.18
Attitudes to shopping
A 1
I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look 225
68.55
22.50
I spend as little time shopping for clothing and footwear as possible 45.48
I spend a lot of money on clothing, footwear and accessories 291 24.52
0 50 100 150 200

Fashion Segments
Group A
Type 4 Jason: Sporty Basics
Young men who want to fit in but who only need a minimal
wardrobe of basics
2.89%

Overview

A Key demographics 1
Age 26-35

Overview
Cohabitees and Sharers
Low-value housing
B
Shopping behaviour
Very low spend
C Low number of items
Prefer casual look
Clothes not a priority

D Favourite shops
JD Sports
Allsports
E Adams Childrenswear
Independent shoe shop
“I always compare shops for prices.”

F Favourite purchases
Children’s trainers
Trainers

G Total Males Total Adults


Jeans
Casual boots

Top Shopping Centres


6.26% 2.89% Stoke-on-Trent - City
Centre (Hanley)
Age 4/20 11/35 Leicester
Spend 15/20 35/35 Luton
Spend per item 8/20 11/35 Wakefield

D 5 Spend on children 4/20 21/35


Age 1 = youngest, Spend 1 = highest
Closest Female
Experimental Fashion-conscious Michelle
4
C Type C8
Low spend

5
High price

3 12
3 4
11

B 2 2 1
10
7
Low price

High spend

Overview 1
6
A 1
13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group A
Type 4 Jason: Sporty Basics
Young men who want to fit in but who only need a minimal
wardrobe of basics
2.89%

Description
Description
A 2
Sporty Basics have the lowest overall spend of any of the male types and they buy the fewest number
of items. This is not to say that they are unaware of fashion — they have not given up totally on their

Description
appearance and will try to keep up to date to a certain extent. They favour a casual, sporty look which
B is easy to wear. They do not want their clothes to make a big statement about who they are, they
simply want to fit in.
Fashion and clothing is not a big priority in their lives but they are young and are influenced by the
styles and preferences of their peers. They have not settled down to have families yet, instead they

C are often living with girlfriends or friends. They do not want to look out of fashion or be boring in the
way they dress, so will often buy something new each season and will try something a bit different
from things they have worn before — especially if they have encouragement from their girlfriends.
They do not actively hate clothes shopping but certainly would not classify it as a leisure activity. They
would rather not bother with shopping in the sales as the extra crowds are far too unpleasant.
D Price is an important factor for this Type as they have low disposable income and certainly do not want
to waste money unnecessarily on clothes. They are very likely to look in different shops to compare
prices; so are keen to shop at locations near to where they live or work and also have their favourite
shops.
E They pay for their purchases in cash and favour sports shops such as JD Sports and Allsports.
These men are aged between 26 and 35 and are cohabiting or sharing with friends in low-value
housing.

F
G

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 4 Jason: Sporty Basics
Young men who want to fit in but who only need a minimal
wardrobe of basics
2.89%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35 529
0.00
99.39
Total spend
Average spend
217.04
20.33
36-45 0.61 Number of purchases 10.68
46-55 0.01 Men’s spend 61.54
C 56-65
66+
0.00
0.00
Women’s spend
Children’s spend
23.74
14.71
Total full price 166.88
Household Total sale price 50.16
D Family household
composition
15.14 Relative price tag
Pseudo family 265 16.65 Least expensive 6.46
Family plus other adults 31.03 2nd expensive 7.77
E Single person household
Home sharers plus other
17.41
19.76
3rd expensive
4th expensive
8.65
9.96
5th expensive 10.42
Address type 6th expensive 9.23
F Flat
Farm
9.09
0.13
7th expensive
8th expensive
9.58
11.51
Named building 0.93 9th expensive 11.51
Numbered 89.85 Most expensive 14.91
G Council tax band Money
A 248 51.11 Cash 56.66
B 30.36 Cheque 1.26
C 13.25 Credit card 17.17
D 3.18 Debit/Switch/Delta 21.22
E 0.53 Store card 1.65
F 0.10
G 0.03 Place of purchase
H 0.00 Catalogues 3.78

D 5 0 50 100 150 200 Edge of town


High street
26.58
55.61

Internet usage
4
C >4 purchases last year
Purchased fashionwear
Researched clothing
19.14
11.67
19.62
3 Researched footwear 11.93

B 2
Broadband at home 34.12

Brands
Retail 32.99

A 1
*Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
40.79
8.85
Denim 2.11
0 50 100 150 200

Fashion Segments
Group A
Type 4 Jason: Sporty Basics
Young men who want to fit in but who only need a minimal
wardrobe of basics
2.89%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.37 Briefs/Knickers 0.66
B Briefs/Pants/Underpants
Casual boots
0.89
0.95
Cardigans
Casual blouses
0.42
0.55
Casual jackets/Gilets 1.48 Casual jackets/Gilets 0.33
Casual shirts 3.30 Casual shoes 1.04
C Casual shoes
Casual trousers
2.04
1.48
Casual trousers
Fitted tops
1.19
0.62
Coats 0.42 Hair accessories 0.97
Fleece jackets/tops 0.24 Jeans 0.89
D Formal shirts
Formal shoes
2.15
1.57
Jumpers
Other tops
0.80
0.73
Formal trousers 0.77 Sandals 0.62
Hats/Caps 0.31 Skirts 1.02
E Jeans
Jogging bottoms
4.45
1.00
Socks
T-shirts
0.64
2.12
Jumpers 1.70 Tights 1.08
Neckties 0.75 Trainers 1.17
F Polo shirts
Pyjamas
0.53
0.29
Underwired bras
Vests/Sun tops
0.27
0.46
Replica football kits 244 1.22
Sandals 0.35 Children’s
G Shorts
Slippers
0.89
0.22
Jeans
Pyjamas
0.89
0.53
Socks 6.26 Shoes 1.66
Suits - Ready-made 0.53 Socks 1.77
Sweatshirts 0.55 T-shirts 2.04
T-shirts 5.75 Trainers 300 3.43
Trainers 6.42 Trousers 1.33
0 50 100 150 200 0 50 100 150 200

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 4 Jason: Sporty Basics
Young men who want to fit in but who only need a minimal
wardrobe of basics
2.89%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 241 0.41 Market Stall 2.83
Aldi 0.00 Marks and Spencer 6.90
B Allsports
Asda
4.68
7.54
Matalan
Monsoon
5.98
0.25
Bewise 0.28 Morrisons 0.06
Bonmarché 1.56 Mothercare 0.40
C Boots
Brantano
0.16
0.47
New Look
Next
1.95
11.48
British Home Stores 1.16 Next Directory 0.65
Burton 3.82 Peacocks 1.46
D Claire’s Accessories
Clarks
0.13
2.95
Primark
QS/Quality Seconds
1.85
0.27
Cotton Traders Mail Order 0.27 River Island 3.93
Damart 0.00 Sainsbury’s 0.12
E Daxon
Debenhams
310 0.74
6.30
Shoefayre
Sports Soccer
247 1.18
6.27
Discount Shoezone/Shoe Z 0.65 Sports World 0.99
Dorothy Perkins 0.43 Stead & Simpson 0.88
F Edinburgh Woollen Mill
Empire Stores
0.49
0.06
TJ Hughes
TK Maxx
0.56
3.17
Etam 325 0.66 Tesco 2.94
Ethel Austin 0.55 Top Shop 1.57
G Evans
Factory Shop
0.39
0.81
Wallis
Wilkinson 252
0.23
0.15
Gap 1.79 Woolworths 249 1.44
Great Universal Stores 0.00 Other Department Store 0.25
Hennes (H&M) 0.56 Other Discount Store 0.86
House of Fraser 0.53 Other Mail Order/Catalogue 0.03
Independent Clothing Store 28.61 Other Multiple Clothing Shop 2.86
Independent Shoe Shop 10.75 Other Sports Shop 4.21
JD Sports 247 10.78 0 50 100 150 200
JD Williams Group 1.53

D 5 JJB Sports
John Lewis
14.39
0.41
Kays 1.24
La Redoute 0.00
4
C Lidl
Littlewoods
Littlewoods Mail Order
0.00
2.38
0.70
3 Mackays 0.43

B 2
mkone

0 50 100 150 200


0.32

A 1

Fashion Segments
Group A
Type 4 Jason: Sporty Basics
Young men who want to fit in but who only need a minimal
wardrobe of basics
2.89%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 47.35
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
11.67
18.96
I buy clothing that is trendy, in vogue, the latest thing 25.03
Fashion details are very important to me 7.00
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
20.49
45.46
I am more interested in fashion than most people I know 7.64
I look for clothing and shoes that reflect current trends, but in a toned down manner 8.94
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
72.95

I would rather buy one quality item than several at lower quality 28.75
I prefer natural rather than synthetic materials for the clothes and shoes I buy 15.38
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
11.37
18.55
The styling/look of an item is more important than the quality 6.23
I often pay more to get better quality 20.02
F Price is not important if I really like something
I am more concerned about quality than fashion or price
19.60
17.54
It is difficult for me to find fashionable clothing at prices that I am willing to pay 21.78
I tend to buy on impulse, rather than planning in advance 22.97
G I always compare shops for prices

Practicality
34.29

Durability is more important than how fashionable the clothes are 69.29
I buy new shoes or footwear mainly to replace something that has worn out 48.12
Fit/comfort is more important than appearance/styling 29.11
Shoes made of synthetic materials are just as good as those made from leather 14.01
I only buy clothing if I really need it 29.38
I am active in work and require clothes that are fashionable but also functional 10.49
I wear clothes until they wear out 34.39
Style preference

D 5 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
49.48
13.02
I don’t like to wear clothes that make me stand out 25.05
I like classic looks, but only if they are updated to reflect current fashion trends 8.51
4
C I prefer a classic or tailored look
I buy things that are similar to those that I already own
My clothes help me to express my personality
28.21
18.15
15.51
3 I tend to buy items by brands or designers whose styling best expresses my personality 8.01

B 2
I like to make a statement with the clothes and shoes I wear
I’ve become less experimental/more conservative in the clothes I buy
7.40
9.81
I like to experiment with looks and styles 40.73
Attitudes to shopping
A 1
I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
50.40
8.45
I spend as little time shopping for clothing and footwear as possible 56.54
I spend a lot of money on clothing, footwear and accessories 7.45
0 50 100 150 200

Fashion Segments
Group A
Type 5 Nathan: Budget Image
Young men with a low budget but a high sense of image

3.14%

Overview

A Key demographics 1
Age 26-45

Overview
Singles and sharers
Urban flats
B High movement

Shopping behaviour
Low spend
C Seeks new trends
Like to make a statement
with clothes
Doesn’t buy in sales
D
Favourite shops
Tesco
E Peacocks
Burton
“I like to make a statement with the clothes and JJB Sports

F shoes I wear.”

Favourite purchases
Shorts

G Total Males Total Adults


Jogging bottoms
Children’s t-shirts
Trainers

6.81% 3.14% Top Shopping Centres


Wood Green
Age 6/20 14/35 Brighton
Spend 14/20 34/35 Exeter
Spend per item 12/20 15/35 York

D 5 Spend on children 5/20 25/35


Age 1 = youngest, Spend 1 = highest

Closest Female
Experimental Fashion-conscious
4
C Stacey
Low spend

5 Type B7
High price

3 12
3 4
11

B 2 2 1
10
7
Low price

High spend

Overview 1
6
A 1
13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group A
Type 5 Nathan: Budget Image
Young men with a low budget but a high sense of image

3.14%

Description
Description
A 2
Budget Image do not have much income to spend on clothes but are conscious of the way they look.
They try to buy clothes that are in fashion and will actively search out new trends. They see their

Description
clothes as a way to make a statement to the world about who they are and do not care if this means
B that they stand out.
However, with their very low budget this means that their options are very restricted. They do not want
to make the effort to shop in sales, so they shop at places that they will be able to afford at full-price
such as Tesco, Peacocks, Burtons and JJB Sports.

C Favourite items are shorts, jogging bottoms and trainers.


Budget Image are mostly aged between 26 and 35 and living alone or sharing in urban flats of low-
value and have a high tendency to move.

D
E
F
G

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 5 Nathan: Budget Image
Young men with a low budget but a high sense of image

3.14%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35 279
17.49
52.47
Total spend
Average spend
253.63
18.81
36-45 22.33 Number of purchases 13.48
46-55 6.48 Men’s spend 69.21
C 56-65
66+
1.22
0.01
Women’s spend
Children’s spend
20.03
10.75
Total full price 195.02
Household Total sale price 58.61
D Family household
composition
6.58 Relative price tag
Pseudo family 10.23 Least expensive 7.04
Family plus other adults 21.61 2nd expensive 7.94
E Single person household
Home sharers plus other 256
24.29
37.29
3rd expensive
4th expensive
8.70
9.62
5th expensive 9.57
Address type 6th expensive 10.28
F Flat
Farm
208 23.03
0.58
7th expensive
8th expensive
10.05
10.95
Named building 5.86 9th expensive 11.30
Numbered 70.54 Most expensive 14.54
G Council tax band Money
A 29.77 Cash 43.00
B 20.77 Cheque 0.76
C 24.87 Credit card 25.76
D 13.16 Debit/Switch/Delta 25.44
E 6.58 Store card 1.82
F 2.08
G 1.31 Place of purchase
H 0.06 Catalogues 4.21

D 5 0 50 100 150 200 Edge of town


High street
24.88
55.96

Internet usage
4
C >4 purchases last year
Purchased fashionwear
Researched clothing
26.59
15.87
24.20
3 Researched footwear 14.17

B 2
Broadband at home 34.74

Brands
Retail 32.94

A 1
*Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
36.84
8.29
Denim 2.64
0 50 100 150 200

Fashion Segments
Group A
Type 5 Nathan: Budget Image
Young men with a low budget but a high sense of image

3.14%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.19 Briefs/Knickers 1.28
B Briefs/Pants/Underpants
Casual boots
1.66
0.69
Cardigans
Casual blouses
0.51
0.20
Casual jackets/Gilets 1.35 Casual jackets/Gilets 0.31
Casual shirts 3.04 Casual shoes 0.59
C Casual shoes
Casual trousers
2.48
1.89
Casual trousers
Fitted tops
0.71
0.59
Coats 0.48 Hair accessories 0.82
Fleece jackets/tops 0.41 Jeans 0.74
D Formal shirts
Formal shoes
2.09
1.68
Jumpers
Other tops
0.74
0.64
Formal trousers 0.77 Sandals 0.77
Hats/Caps 0.79 Skirts 1.35
E Jeans
Jogging bottoms
3.24
1.28
Socks
T-shirts
0.87
1.68
Jumpers 1.51 Tights 0.48
Neckties 0.54 Trainers 0.66
F Polo shirts
Pyjamas
0.82
0.33
Underwired bras
Vests/Sun tops
0.59
0.46
Replica football kits 0.59
Sandals 0.59 Children’s
G Shorts
Slippers
1.61
0.41
Jeans
Pyjamas
230 1.20
0.59
Socks 7.22 Shoes 1.15
Suits - Ready-made 0.84 Socks 1.51
Sweatshirts 0.66 T-shirts 2.88
T-shirts 5.89 Trainers 1.68
Trainers 5.51 Trousers 1.30
0 50 100 150 200 0 50 100 150 200

D 5

4
C
3
B 2

A 1

Fashion Segments
Group A
Type 5 Nathan: Budget Image
Young men with a low budget but a high sense of image

3.14%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.21 Market Stall 2.08
Aldi 0.13 Marks and Spencer 18.63
B Allsports
Asda
1.34
7.37
Matalan
Monsoon
9.66
0.36
Bewise 0.29 Morrisons 0.00
Bonmarché 0.08 Mothercare 0.70
C Boots
Brantano
0.04
1.44
New Look
Next
2.54
13.85
British Home Stores 2.75 Next Directory 0.12
Burton 6.75 Peacocks 2.64
D Claire’s Accessories
Clarks
0.11
6.84
Primark
QS/Quality Seconds
2.57
0.34
Cotton Traders Mail Order 0.65 River Island 1.93
Damart 0.00 Sainsbury’s 0.14
E Daxon
Debenhams
0.14
5.90
Shoefayre
Sports Soccer
0.62
4.82
Discount Shoezone/Shoe Z 0.77 Sports World 2.29
Dorothy Perkins 1.13 Stead & Simpson 0.12
F Edinburgh Woollen Mill
Empire Stores 607
0.69
4.25
TJ Hughes
TK Maxx
1.67
6.45
Etam 0.23 Tesco 6.13
Ethel Austin 0.73 Top Shop 0.46
G Evans
Factory Shop
0.29
0.61
Wallis
Wilkinson
0.59
0.07
Gap 1.98 Woolworths 0.61
Great Universal Stores 0.75 Other Department Store 2.66
Hennes (H&M) 2.08 Other Discount Store 1.78
House of Fraser 0.80 Other Mail Order/Catalogue 0.54
Independent Clothing Store 26.67 Other Multiple Clothing Shop 4.51
Independent Shoe Shop 5.82 Other Sports Shop 9.16
JD Sports 5.72 0 50 100 150 200
JD Williams Group 0.78

D 5 JJB Sports
John Lewis
14.75
0.59
Kays 0.16
La Redoute 1.27
4
C Lidl
Littlewoods
Littlewoods Mail Order
0.38
0.53
0.00
3 Mackays 0.40

B 2
mkone

0 50 100 150 200


0.24

A 1

Fashion Segments
Group A
Type 5 Nathan: Budget Image
Young men with a low budget but a high sense of image

3.14%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 47.82
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
11.58
21.45
I buy clothing that is trendy, in vogue, the latest thing 33.00
Fashion details are very important to me 10.55
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
24.26
41.81
I am more interested in fashion than most people I know 9.50
I look for clothing and shoes that reflect current trends, but in a toned down manner 10.94
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
69.60

I would rather buy one quality item than several at lower quality 30.51
I prefer natural rather than synthetic materials for the clothes and shoes I buy 19.10
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
12.91
17.08
The styling/look of an item is more important than the quality 7.33
I often pay more to get better quality 22.58
F Price is not important if I really like something
I am more concerned about quality than fashion or price
20.71
19.87
It is difficult for me to find fashionable clothing at prices that I am willing to pay 18.19
I tend to buy on impulse, rather than planning in advance 22.71
G I always compare shops for prices

Practicality
29.33

Durability is more important than how fashionable the clothes are 68.10
I buy new shoes or footwear mainly to replace something that has worn out 46.78
Fit/comfort is more important than appearance/styling 29.48
Shoes made of synthetic materials are just as good as those made from leather 13.35
I only buy clothing if I really need it 27.43
I am active in work and require clothes that are fashionable but also functional 12.70
I wear clothes until they wear out 36.04
Style preference

D 5 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
44.25
13.53
I don’t like to wear clothes that make me stand out 22.23
I like classic looks, but only if they are updated to reflect current fashion trends 9.15
4
C I prefer a classic or tailored look
I buy things that are similar to those that I already own
My clothes help me to express my personality
35.65
19.99
19.52
3 I tend to buy items by brands or designers whose styling best expresses my personality 10.24

B 2
I like to make a statement with the clothes and shoes I wear
I’ve become less experimental/more conservative in the clothes I buy
10.89
11.39
I like to experiment with looks and styles 43.73
Attitudes to shopping
A 1
I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
49.29
12.11
I spend as little time shopping for clothing and footwear as possible 58.26
I spend a lot of money on clothing, footwear and accessories 9.00
0 50 100 150 200

Fashion Segments
Group B
Type 6 Stephen: Mainstream Fathers
Fathers with growing families who spend on their children

2.82%

Overview

A Key demographics 1
Age 36-45

Overview
Families
Lower value houses
B
Shopping behaviour
Buys for children
C Like out-of-town stores
Brand not important
Pays by debit card

D Favourite shops
Next
Sports Soccer
E Asda
Debenhams
“The brand name of the clothes and shoes I buy

F is not important.”
Favourite purchases
Children’s shoes
Children’s trousers

G Total Males Total Adults


T-shirts
Children’s t-shirts

Top Shopping Centres


6.10% 2.82% Milton Keynes
Crawley
Age 7/20 17/35 Gloucester
Spend 4/20 20/35 Bluewater
Spend per item 10/20 13/35

D 9 Spend on children 1/20 13/35


Age 1 = youngest, Spend 1 = highest
Closest Female

8 Experimental Fashion-conscious Jane

C Type E14
Low spend

5
High price

3 12
7 4
11

B 6 2 1
10
7
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group B
Type 6 Stephen: Mainstream Fathers
Fathers with growing families who spend on their children

2.82%

Description
Description
A 2
Mainstream Fathers make the highest number of clothing purchases, a significant proportion of which
(15%) are bought for their children. This is an unusual characteristic for a male fashion type. Spend

Description
per purchase is slightly below average reflecting the fact that quality is not a high priority.
B They favour out-of-town shopping centres and probably make trips to retail parks with their family.
Purchases are likely to be made for each family member during these trips. Favourite stores are
places such as Next or sports shops such as Sports Soccer or JJB Sports.
This Type are not experimental in their choice of their own clothes and they are not looking for
C individuality in the clothes that they wear. They do not rate brands or labels importantly when they are
choosing what to buy. They are therefore happy to wander around shops which have their own brand
labels such as Next or Asda to find something that will suit their requirements.
Purchases are usually made by debit or sometimes with a store card.

D This Type tend to be aged between 36–45, living with their wife and children on a pleasant but not
expensive suburban housing estate.

E
F
G

D 9

8
C
7
B 6

Fashion Segments
Group B
Type 6 Stephen: Mainstream Fathers
Fathers with growing families who spend on their children

2.82%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
0.00
0.13
Total spend
Average spend
339.45
18.94
36-45 579 99.44 Number of purchases 17.92
46-55 0.43 Men’s spend 66.17
C 56-65
66+
0.00
0.00
Women’s spend
Children’s spend 208
18.29
15.53
Total full price 258.63
Household Total sale price 80.82
D Family household
composition
46.85 Relative price tag
Pseudo family 11.87 Least expensive 7.14
Family plus other adults 16.81 2nd expensive 7.91
E Single person household
Home sharers plus other
13.07
11.40
3rd expensive
4th expensive
9.46
8.82
5th expensive 9.93
Address type 6th expensive 9.85
F Flat
Farm
6.23
0.41
7th expensive
8th expensive
10.09
10.86
Named building 5.34 9th expensive 11.62
Numbered 88.02 Most expensive 14.33
G Council tax band Money
A 6.82 Cash 33.81
B 23.33 Cheque 2.03
C 37.09 Credit card 28.49
D 20.99 Debit/Switch/Delta 28.43
E 7.23 Store card 5.33
F 1.40
G 0.40 Place of purchase
H 0.00 Catalogues 3.11

D 9 0 50 100 150 200 Edge of town


High street
27.70
51.62

Internet usage
8
C >4 purchases last year
Purchased fashionwear
23.03
11.69

7 Researched clothing
Researched footwear
27.28
12.97

B 6
Broadband at home 37.94

Brands
Retail 37.89

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
32.33
6.72
Denim 2.21
0 50 100 150 200

Fashion Segments
Group B
Type 6 Stephen: Mainstream Fathers
Fathers with growing families who spend on their children

2.82%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 1.51 Briefs/Knickers 1.17
B Briefs/Pants/Underpants
Casual boots
1.79
0.66
Cardigans
Casual blouses
0.45
0.44
Casual jackets/Gilets 1.37 Casual jackets/Gilets 0.65
Casual shirts 2.86 Casual shoes 0.63
C Casual shoes
Casual trousers
2.02
2.25
Casual trousers
Fitted tops
0.73
0.49
Coats 0.36 Hair accessories 0.65
Fleece jackets/tops 0.56 Jeans 0.83
D Formal shirts
Formal shoes
3.05
1.81
Jumpers
Other tops
0.68
0.34
Formal trousers 1.12 Sandals 0.44
Hats/Caps 0.29 Skirts 1.13
E Jeans
Jogging bottoms
3.47
0.79
Socks
T-shirts
0.48
1.72
Jumpers 1.40 Tights 0.31
Neckties 0.75 Trainers 0.95
F Polo shirts
Pyjamas
0.99
0.25
Underwired bras
Vests/Sun tops
0.45
0.60
Replica football kits 0.56
Sandals 0.39 Children’s
G Shorts
Slippers
1.14
0.28
Jeans
Pyjamas
0.87
0.73
Socks 5.54 Shoes 218 1.98
Suits - Ready-made 0.79 Socks 1.60
Sweatshirts 0.90 T-shirts 3.15
T-shirts 7.40 Trainers 1.82
Trainers 4.20 Trousers 1.83
0 50 100 150 200 0 50 100 150 200

D 9

8
C
7
B 6

Fashion Segments
Group B
Type 6 Stephen: Mainstream Fathers
Fathers with growing families who spend on their children

2.82%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 482 0.81 Market Stall 2.81
Aldi 0.16 Marks and Spencer 20.35
B Allsports
Asda
2.80
12.77
Matalan
Monsoon
8.70
0.74
Bewise 0.50 Morrisons 0.13
Bonmarché 0.44 Mothercare 206 1.08
C Boots
Brantano
210
228
0.35
2.74
New Look
Next
3.32
24.90
British Home Stores 3.69 Next Directory 1.36
Burton 8.58 Peacocks 2.00
D Claire’s Accessories
Clarks
0.08
10.62
Primark
QS/Quality Seconds
3.21
0.20
Cotton Traders Mail Order 1.31 River Island 5.32
Damart 0.00 Sainsbury’s 0.48
E Daxon
Debenhams
0.15
17.57
Shoefayre
Sports Soccer 223
0.75
10.81
Discount Shoezone/Shoe Z 0.54 Sports World 2.17
Dorothy Perkins 1.00 Stead & Simpson 1.02
F Edinburgh Woollen Mill
Empire Stores
0.11
0.21
TJ Hughes
TK Maxx
0.81
6.38
Etam 513 1.03 Tesco 4.67
Ethel Austin 0.29 Top Shop 1.31
G Evans
Factory Shop
223 1.15
2.66
Wallis
Wilkinson 205
0.17
0.12
Gap 1.92 Woolworths 236 1.36
Great Universal Stores 1.10 Other Department Store 5.56
Hennes (H&M) 1.06 Other Discount Store 1.77
House of Fraser 4.18 Other Mail Order/Catalogue 2.99
Independent Clothing Store 26.43 Other Multiple Clothing Shop 5.40
Independent Shoe Shop 7.25 Other Sports Shop 8.83
JD Sports 3.70 0 50 100 150 200
JD Williams Group 0.98

D 9 JJB Sports
John Lewis
15.76
1.57
Kays 0.41
8 La Redoute 0.43

C Lidl
Littlewoods
0.35
0.80

7 Littlewoods Mail Order

Mackays
2.28
0.52

B 6
mkone

0
211
50 100 150 200
0.62

Fashion Segments
Group B
Type 6 Stephen: Mainstream Fathers
Fathers with growing families who spend on their children

2.82%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 42.09
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
8.67
21.54
I buy clothing that is trendy, in vogue, the latest thing 23.36
Fashion details are very important to me 7.06
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
26.74
39.66
I am more interested in fashion than most people I know 8.38
I look for clothing and shoes that reflect current trends, but in a toned down manner 9.13
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
72.33

I would rather buy one quality item than several at lower quality 29.00
I prefer natural rather than synthetic materials for the clothes and shoes I buy 22.11
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
9.01
17.84
The styling/look of an item is more important than the quality 5.52
I often pay more to get better quality 21.36
F Price is not important if I really like something
I am more concerned about quality than fashion or price
17.80
15.83
It is difficult for me to find fashionable clothing at prices that I am willing to pay 15.62
I tend to buy on impulse, rather than planning in advance 20.84
G I always compare shops for prices

Practicality
26.54

Durability is more important than how fashionable the clothes are 70.22
I buy new shoes or footwear mainly to replace something that has worn out 45.28
Fit/comfort is more important than appearance/styling 31.13
Shoes made of synthetic materials are just as good as those made from leather 11.14
I only buy clothing if I really need it 25.95
I am active in work and require clothes that are fashionable but also functional 11.12
I wear clothes until they wear out 35.75
Style preference

D 9 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
45.12
9.82
I don’t like to wear clothes that make me stand out 21.66
8 I like classic looks, but only if they are updated to reflect current fashion trends 9.06

C I prefer a classic or tailored look


I buy things that are similar to those that I already own
41.30
18.63

7 My clothes help me to express my personality


I tend to buy items by brands or designers whose styling best expresses my personality
14.50
10.09

B 6
I like to make a statement with the clothes and shoes I wear
I’ve become less experimental/more conservative in the clothes I buy
6.25
10.91
I like to experiment with looks and styles 32.97
Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
40.83
7.84
I spend as little time shopping for clothing and footwear as possible 63.51
I spend a lot of money on clothing, footwear and accessories 6.22
0 50 100 150 200

Fashion Segments
Group B
Type 7 Tim: Professional Look
Career men who look for good quality, formal work attire

1.96%

Overview

A Key demographics 1
Age 36-45

Overview
Families
Middle income
B Pleasant homes

Shopping behaviour
C High spend
Buys for children
High-value items
Spends on credit card
D
Favourite shops
Marks and Spencer
E John Lewis
Other multiples
“I only wear a new fashion look if I am sure it will Next

F suit me.”

Favourite purchases
Ready-made suits

G Total Males Total Adults


Children’s shoes
Formal shoes
Casual boots

4.25% 1.96% Top Shopping Centres


Kingston upon Thames
Age 8/20 19/35 Sutton
Spend 3/20 17/35 Tunbridge Wells
Spend per item 3/20 3/35 Harrow

D 9 Spend on children 3/20 17/35


Age 1 = youngest, Spend 1 = highest

Closest Female
8 Experimental Fashion-conscious

C Annabel
Low spend

5 Type D12
High price

3 12
7 4
11

B 6 2 1
10
7
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group B
Type 7 Tim: Professional Look
Career men who look for good quality, formal work attire

1.96%

Description
Description
A 2
Professional Look are men who need to look respectable for their career jobs and they therefore
spend more on their work clothes than many types. Ready-made suits are a favourite purchase and

Description
are bought from stores such as Marks & Spencer and John Lewis.
B They buy good quality clothes of a high value and in total have the third highest spend of any male
type. They also spend more than average for men on their children. Purchases are often made with
credit cards, as a convenience rather than a necessity.
They are quite conservative in their choice of styles and do not like to wear clothes that make them
C stand out. They like wearing more formal clothes and while they do not disregard fashion, they will
only buy a fashionable look if they are sure it will suit them.
Quality is more important than price and they do not shop around to compare prices. Shopping is done
efficiently and quickly and they do not spend a lot of time trying to find the right clothes. They know

D which shops suit their style and quality requirements and most of the time they stick with them. The
internet is a useful alternative way of obtaining the clothes they want from tried and trusted stores.
Although relatively speaking they spend quite a lot on clothes, this does not represent a large
proportion of their disposable income so they do not consider it excessive. Because price is not an
issue they do not have any problem finding the clothes they want, at a price they can afford.
E This Type are mostly aged between 36 and 45, have mid-range incomes and are living in family
households.

F
G

D 9

8
C
7
B 6

Fashion Segments
Group B
Type 7 Tim: Professional Look
Career men who look for good quality, formal work attire

1.96%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
0.00
3.02
Total spend
Average spend
359.32
24.32
36-45 525 90.08 Number of purchases 14.78
46-55 6.90 Men’s spend 69.08
C 56-65
66+
0.00
0.00
Women’s spend
Children’s spend
18.08
12.84
Total full price 262.16
Household Total sale price 97.16
D Family household
composition
43.98 Relative price tag
Pseudo family 8.17 Least expensive 4.93
Family plus other adults 23.19 2nd expensive 5.60
E Single person household
Home sharers plus other
11.29
13.38
3rd expensive
4th expensive
6.75
8.43
5th expensive 9.02
Address type 6th expensive 10.31
F Flat
Farm
7.03
1.21
7th expensive
8th expensive
11.15
10.98
Named building 14.76 9th expensive 12.86
Numbered 77.00 Most expensive 19.97
G Council tax band Money
A 0.38 Cash 33.44
B 1.10 Cheque 1.15
C 6.85 Credit card 40.85
D 24.11 Debit/Switch/Delta 20.16
E 281 32.63 Store card 2.94
F 332 17.75
G 307 15.06 Place of purchase
H 0.62 Catalogues 4.73

D 9 0 50 100 150 200 Edge of town


High street
23.78
50.73

Internet usage
8
C >4 purchases last year
Purchased fashionwear
33.46
16.98

7 Researched clothing
Researched footwear
33.10
15.68

B 6
Broadband at home 46.08

Brands
Retail 28.14

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
35.59
11.49
Denim 1.59
0 50 100 150 200

Fashion Segments
Group B
Type 7 Tim: Professional Look
Career men who look for good quality, formal work attire

1.96%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 1.23 Briefs/Knickers 0.70
B Briefs/Pants/Underpants
Casual boots
1.15
0.81
Cardigans
Casual blouses
0.67
0.22
Casual jackets/Gilets 1.29 Casual jackets/Gilets 0.64
Casual shirts 3.25 Casual shoes 0.59
C Casual shoes
Casual trousers
1.46
2.61
Casual trousers
Fitted tops
0.95
0.73
Coats 0.39 Hair accessories 214 1.34
Fleece jackets/tops 0.42 Jeans 1.18
D Formal shirts
Formal shoes
3.19
2.24
Jumpers
Other tops
1.04
0.56
Formal trousers 1.15 Sandals 0.42
Hats/Caps 0.34 Skirts 1.85
E Jeans
Jogging bottoms
3.05
0.31
Socks
T-shirts
0.67
1.82
Jumpers 1.37 Tights 0.53
Neckties 1.09 Trainers 0.39
F Polo shirts
Pyjamas
0.50
0.25
Underwired bras
Vests/Sun tops
0.62
0.62
Replica football kits 0.39
Sandals 0.48 Children’s
G Shorts
Slippers
1.12
0.20
Jeans
Pyjamas
0.90
0.92
Socks 5.21 Shoes 238 2.16
Suits - Ready-made 201 1.51 Socks 1.62
Sweatshirts 0.90 T-shirts 2.66
T-shirts 5.77 Trainers 1.43
Trainers 3.50 Trousers 1.32
0 50 100 150 200 0 50 100 150 200

D 9

8
C
7
B 6

Fashion Segments
Group B
Type 7 Tim: Professional Look
Career men who look for good quality, formal work attire

1.96%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.06 Market Stall 1.82
Aldi 0.00 Marks and Spencer 47.82
B Allsports
Asda
2.67
5.21
Matalan
Monsoon 452
8.12
3.31
Bewise 0.07 Morrisons 0.14
Bonmarché 0.21 Mothercare 0.08
C Boots
Brantano 369
0.03
4.43
New Look
Next
205 3.80
16.45
British Home Stores 2.52 Next Directory 240 2.64
Burton 4.98 Peacocks 0.45
D Claire’s Accessories
Clarks
0.14
7.54
Primark
QS/Quality Seconds
2.27
0.14
Cotton Traders Mail Order 0.54 River Island 5.11
Damart 0.00 Sainsbury’s 0.15
E Daxon
Debenhams
0.00
12.65
Shoefayre
Sports Soccer
0.32
8.15
Discount Shoezone/Shoe Z 208 0.97 Sports World 208 4.01
Dorothy Perkins 0.79 Stead & Simpson 0.00
F Edinburgh Woollen Mill
Empire Stores
1.17
0.00
TJ Hughes
TK Maxx
0.36
7.12
Etam 0.03 Tesco 4.17
Ethel Austin 0.20 Top Shop 1.29
G Evans
Factory Shop
0.17
2.31
Wallis
Wilkinson
0.17
0.00
Gap 1.86 Woolworths 0.38
Great Universal Stores 0.00 Other Department Store 0.59
Hennes (H&M) 1.25 Other Discount Store 0.74
House of Fraser 6.01 Other Mail Order/Catalogue 3.40
Independent Clothing Store 43.36 Other Multiple Clothing Shop 230 10.34
Independent Shoe Shop 10.61 Other Sports Shop 10.15
JD Sports 3.00 0 50 100 150 200
JD Williams Group 0.45

D 9 JJB Sports
John Lewis
14.91
5.48
Kays 0.00
8 La Redoute 0.57

C Lidl
Littlewoods
0.13
2.11

7 Littlewoods Mail Order

Mackays
0.21
0.17

B 6
mkone

0 50 100 150 200


0.15

Fashion Segments
Group B
Type 7 Tim: Professional Look
Career men who look for good quality, formal work attire

1.96%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 42.33
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
8.63
22.96
I buy clothing that is trendy, in vogue, the latest thing 23.41
Fashion details are very important to me 6.80
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
28.21
34.16
I am more interested in fashion than most people I know 7.91
I look for clothing and shoes that reflect current trends, but in a toned down manner 9.00
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
75.85

I would rather buy one quality item than several at lower quality 33.78
I prefer natural rather than synthetic materials for the clothes and shoes I buy 28.53
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
10.75
15.06
The styling/look of an item is more important than the quality 5.01
I often pay more to get better quality 22.72
F Price is not important if I really like something
I am more concerned about quality than fashion or price
19.43
17.41
It is difficult for me to find fashionable clothing at prices that I am willing to pay 11.67
I tend to buy on impulse, rather than planning in advance 19.01
G I always compare shops for prices

Practicality
19.14

Durability is more important than how fashionable the clothes are 67.22
I buy new shoes or footwear mainly to replace something that has worn out 40.49
Fit/comfort is more important than appearance/styling 24.96
Shoes made of synthetic materials are just as good as those made from leather 10.90
I only buy clothing if I really need it 19.43
I am active in work and require clothes that are fashionable but also functional 11.56
I wear clothes until they wear out 31.71
Style preference

D 9 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
43.98
9.88
I don’t like to wear clothes that make me stand out 21.57
8 I like classic looks, but only if they are updated to reflect current fashion trends 11.27

C I prefer a classic or tailored look


I buy things that are similar to those that I already own
48.80
18.51

7 My clothes help me to express my personality


I tend to buy items by brands or designers whose styling best expresses my personality
14.63
9.63

B 6
I like to make a statement with the clothes and shoes I wear
I’ve become less experimental/more conservative in the clothes I buy
6.91
11.55
I like to experiment with looks and styles 32.81
Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
40.50
7.22
I spend as little time shopping for clothing and footwear as possible 61.67
I spend a lot of money on clothing, footwear and accessories 5.71
0 50 100 150 200

Fashion Segments
Group B
Type 8 Clive: Mid-range Suitability
Mature men who dress respectably if unimaginatively

3.32%

Overview

A Key demographics 1
Age 46-55

Overview
Families with older children
Suburban
B Comfortable housing

Shopping behaviour
C Buys mid-range clothes
Plans items to buy
Not interested in fashion
Prefers leather shoes
D
Favourite shops
Clarks
E TK Maxx
Debenhams
“I’m not looking for individuality in the clothes I buy.” Mackays

F Favourite purchases
Neckties

G Total Males Total Adults


Formal shirts
Formal trousers
Casual shirts

7.20% 3.32% Top Shopping Centres


Aberdeen
Age 10/20 23/35 Maidstone
Spend 5/20 21/35 Inverness
Spend per item 7/20 9/35 Chester

D 9 Spend on children 6/20 26/35


Age 1 = youngest, Spend 1 = highest

Closest Female
8 Experimental Fashion-conscious

C Marilyn
Low spend

5 Type E15
High price

3 12
7 4
11

B 6 2 1
10
7
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group B
Type 8 Clive: Mid-range Suitability
Mature men who dress respectably if unimaginatively

3.32%

Description
Description
A 2
Mid-range Suitability are considered purchasers who go out to buy specific, planned items and do not
buy on impulse. They are not interested in fashion so do not need to browse through a clothes stores

Description
to see what is available. They are able to plan exactly what they need (such as new trousers and ties
B for work, for example) and then they go out and buy just those things.
This method of shopping means that they are very quick shoppers and do not spend much time at the
shops. As they do not gain any pleasure from shopping, it is simply a necessary job, so they prefer it
to be done as efficiently as possible.

C They like to return to stores where they have previously bought items they like, as they know they will
find the clothes that they want. Department stores such as Debenhams are favourites; they also buy
some things from Matalan and like to get shoes from Clarks.
The primary aim of their clothing is to dress in a suitable manner that is respectable and appropriate.

D This means that individuality and fashion details are not wanted.
They do care about the quality of the items they buy and would be very negative towards cheap
imitations such as synthetic shoes.
Their spend per item is slightly above average and they also buy more items than average — a

E symptom of the fact that they will buy several items, such as shirts, at once which saves another trip to
the shops at a later date.
Purchases are made with a debit or credit card.
Mid-range Suitability are aged between 46 and 55, have comfortable incomes and live within the

F suburbs with their teenage families.

D 9

8
C
7
B 6

Fashion Segments
Group B
Type 8 Clive: Mid-range Suitability
Mature men who dress respectably if unimaginatively

3.32%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
0.00
0.01
Total spend
Average spend
332.24
20.67
36-45 1.82 Number of purchases 16.07
46-55 661 98.16 Men’s spend 69.81
C 56-65
66+
0.01
0.00
Women’s spend
Children’s spend
22.90
7.25
Total full price 238.14
Household Total sale price 94.09
D Family household
composition
21.33 Relative price tag
Pseudo family 2.52 Least expensive 8.44
Family plus other adults 60.22 2nd expensive 7.80
E Single person household
Home sharers plus other
7.75
8.17
3rd expensive
4th expensive
8.50
9.00
5th expensive 10.08
Address type 6th expensive 10.18
F Flat
Farm
5.29
1.41
7th expensive
8th expensive
10.54
10.56
Named building 12.18 9th expensive 11.09
Numbered 81.12 Most expensive 13.82
G Council tax band Money
A 0.81 Cash 33.59
B 6.36 Cheque 1.10
C 27.26 Credit card 36.02
D 28.26 Debit/Switch/Delta 21.65
E 23.16 Store card 4.47
F 7.95
G 3.23 Place of purchase
H 0.00 Catalogues 3.21

D 9 0 50 100 150 200 Edge of town


High street
29.68
53.52

Internet usage
8
C >4 purchases last year
Purchased fashionwear
21.40
9.42

7 Researched clothing
Researched footwear
29.16
14.68

B 6
Broadband at home 38.72

Brands
Retail 34.68

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
28.06
7.25
Denim 1.56
0 50 100 150 200

Fashion Segments
Group B
Type 8 Clive: Mid-range Suitability
Mature men who dress respectably if unimaginatively

3.32%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 1.74 Briefs/Knickers 1.24
B Briefs/Pants/Underpants
Casual boots
1.97
0.40
Cardigans
Casual blouses
0.72
0.71
Casual jackets/Gilets 1.24 Casual jackets/Gilets 0.66
Casual shirts 5.02 Casual shoes 0.57
C Casual shoes
Casual trousers
2.85
3.39
Casual trousers
Fitted tops
1.15
0.76
Coats 0.40 Hair accessories 0.57
Fleece jackets/tops 0.57 Jeans 0.80
D Formal shirts
Formal shoes
3.86
2.02
Jumpers
Other tops
1.15
0.44
Formal trousers 1.29 Sandals 0.73
Hats/Caps 0.45 Skirts 1.32
E Jeans
Jogging bottoms
2.71
0.56
Socks
T-shirts
0.62
2.38
Jumpers 2.09 Tights 0.78
Neckties 1.31 Trainers 0.74
F Polo shirts
Pyjamas
1.46
0.56
Underwired bras
Vests/Sun tops
0.61
0.56
Replica football kits 0.41
Sandals 0.61 Children’s
G Shorts
Slippers
1.47
0.54
Jeans
Pyjamas
0.40
0.40
Socks 7.06 Shoes 0.73
Suits - Ready-made 1.08 Socks 1.04
Sweatshirts 0.84 T-shirts 1.69
T-shirts 6.00 Trainers 0.82
Trainers 3.28 Trousers 0.87
0 50 100 150 200 0 50 100 150 200

D 9

8
C
7
B 6

Fashion Segments
Group B
Type 8 Clive: Mid-range Suitability
Mature men who dress respectably if unimaginatively

3.32%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.18 Market Stall 2.35
Aldi 0.34 Marks and Spencer 40.85
B Allsports
Asda
1.67
8.22
Matalan
Monsoon 240
13.01
1.76
Bewise 0.57 Morrisons 0.25
Bonmarché 0.62 Mothercare 0.47
C Boots
Brantano
0.26
1.97
New Look
Next
1.19
12.25
British Home Stores 5.46 Next Directory 1.78
Burton 2.83 Peacocks 1.56
D Claire’s Accessories
Clarks
0.10
12.31
Primark
QS/Quality Seconds
2.40
0.07
Cotton Traders Mail Order 2.72 River Island 3.18
Damart 0.20 Sainsbury’s 219 1.48
E Daxon
Debenhams
0.00
16.50
Shoefayre
Sports Soccer
0.25
3.61
Discount Shoezone/Shoe Z 0.33 Sports World 1.70
Dorothy Perkins 0.80 Stead & Simpson 0.38
F Edinburgh Woollen Mill
Empire Stores
0.86
0.66
TJ Hughes
TK Maxx
0.88
7.98
Etam 0.25 Tesco 5.24
Ethel Austin 0.20 Top Shop 241 3.25
G Evans
Factory Shop
0.12
3.48
Wallis
Wilkinson
0.27
0.05
Gap 1.98 Woolworths 0.44
Great Universal Stores 0.99 Other Department Store 3.51
Hennes (H&M) 1.57 Other Discount Store 0.99
House of Fraser 2.86 Other Mail Order/Catalogue 3.06
Independent Clothing Store 38.72 Other Multiple Clothing Shop 4.56
Independent Shoe Shop 7.30 Other Sports Shop 11.68
JD Sports 4.40 0 50 100 150 200
JD Williams Group 0.66

D 9 JJB Sports
John Lewis
11.77
4.22
Kays 0.11
8 La Redoute 0.26

C Lidl
Littlewoods
0.34
1.46

7 Littlewoods Mail Order

Mackays 293
0.93
1.68

B 6
mkone

0 50 100 150 200


0.30

Fashion Segments
Group B
Type 8 Clive: Mid-range Suitability
Mature men who dress respectably if unimaginatively

3.32%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 34.84
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
8.09
30.74
I buy clothing that is trendy, in vogue, the latest thing 17.14
Fashion details are very important to me 5.75
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
33.70
43.21
I am more interested in fashion than most people I know 6.84
I look for clothing and shoes that reflect current trends, but in a toned down manner 9.48
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
73.63

I would rather buy one quality item than several at lower quality 31.60
I prefer natural rather than synthetic materials for the clothes and shoes I buy 26.07
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
9.42
15.84
The styling/look of an item is more important than the quality 4.99
I often pay more to get better quality 20.43
F Price is not important if I really like something
I am more concerned about quality than fashion or price
18.86
22.16
It is difficult for me to find fashionable clothing at prices that I am willing to pay 14.94
I tend to buy on impulse, rather than planning in advance 17.81
G I always compare shops for prices

Practicality
23.36

Durability is more important than how fashionable the clothes are 75.28
I buy new shoes or footwear mainly to replace something that has worn out 44.76
Fit/comfort is more important than appearance/styling 35.71
Shoes made of synthetic materials are just as good as those made from leather 9.91
I only buy clothing if I really need it 28.53
I am active in work and require clothes that are fashionable but also functional 11.73
I wear clothes until they wear out 33.82
Style preference

D 9 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
48.52
9.19
I don’t like to wear clothes that make me stand out 26.74
8 I like classic looks, but only if they are updated to reflect current fashion trends 9.53

C I prefer a classic or tailored look


I buy things that are similar to those that I already own
48.50
20.23

7 My clothes help me to express my personality


I tend to buy items by brands or designers whose styling best expresses my personality
14.45
8.04

B 6
I like to make a statement with the clothes and shoes I wear
I’ve become less experimental/more conservative in the clothes I buy
6.05
15.24
I like to experiment with looks and styles 30.81
Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
32.39
6.06
I spend as little time shopping for clothing and footwear as possible 65.53
I spend a lot of money on clothing, footwear and accessories 5.45
0 50 100 150 200

Fashion Segments
Group B
Type 9 Howard: Distinguished Classics
Men who buy high-quality items in a classic but considered
style
1.86%

Overview

A Key demographics 1
Age 46-55

Overview
Families with older children
High income
B
Shopping behaviour
High spend
C Likes sales
Buys good quality
Prefers classic look

D Favourite shops
Independent clothes shops
Marks and Spencer
E House of Fraser
Independent shoe shop
“I prefer a classic tailored look.”

F Favourite purchases
Casual shirts
Casual trousers

G Total Males Total Adults


Casual shoes
Ready-made suits

Top Shopping Centres


4.02% 1.86% Guildford
Watford - Central
Age 12/20 27/35 Knightsbridge
Spend 2/20 16/35 Kingston upon Thames
Spend per item 2/20 2/35

D 9 Spend on children 14/20 34/35


Age 1 = youngest, Spend 1 = highest
Closest Female

8 Experimental Fashion-conscious Virginia

C Type D13
Low spend

5
High price

3 12
7 4
11

B 6 2 1
10
7
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group B
Type 9 Howard: Distinguished Classics
Men who buy high-quality items in a classic but considered
style
1.86%

Description
Description
A 2
Distinguished Classics is a type for whom money is no issue. High-quality clothes are purchased in
exclusive independent clothing stores and high-end department stores such as House of Fraser.

Description
This Type prefers a classic or tailored look but are not necessarily buying just for work. Favourite items
B include casual shirts, trousers and shoes and these will all be items of a high standard with top of the
range brands favoured.
They are not without a sense of fashion and they like their clothes to reflect something of current
trends but only in a toned down manner. They will always choose natural over synthetic materials.
C This Type has two characteristics that make them unusual within the male fashion types. The first is
that they like to buy items for their wife — these may be presents or it may be that they prefer to go
shopping with their wife. The second unusual characteristic for men is that they have a propensity to
shop in the sales. It is certainly not from financial necessity, they must simply like the feeling of

D prudence gained from buying discounted items.


In general, they prefer to plan the items they require in advance rather than buy on impulse. They
spend mostly on credit cards for convenience.
Distinguished Classics are aged between 46 and 65, have a very high income and often have older

E children still living at home.

F
G

D 9

8
C
7
B 6

Fashion Segments
Group B
Type 9 Howard: Distinguished Classics
Men who buy high-quality items in a classic but considered
style
1.86%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
0.00
0.07
Total spend
Average spend
364.66
25.07
36-45 1.79 Number of purchases 14.54
46-55 296 44.01 Men’s spend 65.58
C 56-65
66+
302 44.65
9.48
Women’s spend
Children’s spend
30.68
3.74
Total full price 245.49
Household Total sale price 119.17
D Family household
composition
23.54 Relative price tag
Pseudo family 2.93 Least expensive 4.67
Family plus other adults 46.16 2nd expensive 4.71
E Single person household
Home sharers plus other
14.58
12.79
3rd expensive
4th expensive
5.91
7.59
5th expensive 7.59
Address type 6th expensive 8.93
F Flat
Farm 396
11.01
3.09
7th expensive
8th expensive
10.39
12.22
Named building 388 28.66 9th expensive 15.25
Numbered 57.24 Most expensive 22.73
G Council tax band Money
A 0.47 Cash 22.58
B 0.41 Cheque 2.91
C 1.82 Credit card 60.32
D 6.02 Debit/Switch/Delta 10.13
E 15.65 Store card 2.84
F 410 21.98
G 929 45.64 Place of purchase
H 1623 7.54 Catalogues 4.22

D 9 0 50 100 150 200 Edge of town


High street
25.53
56.19

Internet usage
8
C >4 purchases last year
Purchased fashionwear
22.48
9.99

7 Researched clothing
Researched footwear
26.80
12.01

B 6
Broadband at home 37.84

Brands
Retail 24.84

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
24.37
10.80
Denim 1.25
0 50 100 150 200

Fashion Segments
Group B
Type 9 Howard: Distinguished Classics
Men who buy high-quality items in a classic but considered
style
1.86%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.28 Briefs/Knickers 0.86
B Briefs/Pants/Underpants
Casual boots
2.69
0.60
Cardigans
Casual blouses
1.27
0.67
Casual jackets/Gilets 1.91 Casual jackets/Gilets 0.49
Casual shirts 5.72 Casual shoes 0.71
C Casual shoes
Casual trousers
3.33
4.19
Casual trousers
Fitted tops 212
1.50
1.35
Coats 0.37 Hair accessories 0.26
Fleece jackets/tops 0.41 Jeans 0.90
D Formal shirts
Formal shoes
3.44
1.91
Jumpers
Other tops
1.87
1.08
Formal trousers 1.08 Sandals 0.82
Hats/Caps 0.19 Skirts 2.32
E Jeans
Jogging bottoms
2.24
0.37
Socks
T-shirts
0.93
2.39
Jumpers 1.91 Tights 1.20
Neckties 0.90 Trainers 0.41
F Polo shirts
Pyjamas
1.38
0.71
Underwired bras
Vests/Sun tops
0.71
0.93
Replica football kits 0.00
Sandals 0.67 Children’s
G Shorts
Slippers
1.31
0.30
Jeans
Pyjamas
0.26
0.45
Socks 6.69 Shoes 0.34
Suits - Ready-made 1.05 Socks 0.30
Sweatshirts 0.97 T-shirts 1.38
T-shirts 4.11 Trainers 0.11
Trainers 2.13 Trousers 0.41
0 50 100 150 200 0 50 100 150 200

D 9

8
C
7
B 6

Fashion Segments
Group B
Type 9 Howard: Distinguished Classics
Men who buy high-quality items in a classic but considered
style
1.86%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.00 Market Stall 0.59
Aldi 0.00 Marks and Spencer 63.46
B Allsports
Asda
0.65
5.15
Matalan
Monsoon
9.37
0.00
Bewise 0.04 Morrisons 0.09
Bonmarché 0.00 Mothercare 0.11
C Boots
Brantano
0.16
0.90
New Look
Next
1.16
6.77
British Home Stores 4.31 Next Directory 0.65
Burton 0.80 Peacocks 0.86
D Claire’s Accessories
Clarks
0.12
8.13
Primark
QS/Quality Seconds
3.47
0.06
Cotton Traders Mail Order 2.37 River Island 0.37
Damart 0.17 Sainsbury’s 0.03
E Daxon
Debenhams
0.00
6.04
Shoefayre
Sports Soccer
0.29
1.46
Discount Shoezone/Shoe Z 0.18 Sports World 1.59
Dorothy Perkins 0.81 Stead & Simpson 0.95
F Edinburgh Woollen Mill
Empire Stores
279 4.12
0.00
TJ Hughes
TK Maxx
0.00
6.04
Etam 0.39 Tesco 4.52
Ethel Austin 0.00 Top Shop 221 2.99
G Evans
Factory Shop
0.00
1.15
Wallis
Wilkinson
0.28
0.00
Gap 1.82 Woolworths 0.00
Great Universal Stores 0.00 Other Department Store 7.38
Hennes (H&M) 1.37 Other Discount Store 1.06
House of Fraser 231 10.54 Other Mail Order/Catalogue 3.41
Independent Clothing Store 215 74.11 Other Multiple Clothing Shop 4.89
Independent Shoe Shop 12.67 Other Sports Shop 5.00
JD Sports 0.45 0 50 100 150 200
JD Williams Group 0.55

D 9 JJB Sports
John Lewis
5.48
3.37
Kays 0.00
8 La Redoute 0.27

C Lidl
Littlewoods
0.29
0.22

7 Littlewoods Mail Order

Mackays
0.39
0.53

B 6
mkone

0 50 100 150 200


0.17

Fashion Segments
Group B
Type 9 Howard: Distinguished Classics
Men who buy high-quality items in a classic but considered
style
1.86%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 36.46
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
8.69
30.56
I buy clothing that is trendy, in vogue, the latest thing 19.73
Fashion details are very important to me 6.73
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
34.07
44.01
I am more interested in fashion than most people I know 9.14
I look for clothing and shoes that reflect current trends, but in a toned down manner 13.29
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
71.73

I would rather buy one quality item than several at lower quality 34.87
I prefer natural rather than synthetic materials for the clothes and shoes I buy 39.39
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
10.71
16.24
The styling/look of an item is more important than the quality 5.31
I often pay more to get better quality 25.85
F Price is not important if I really like something
I am more concerned about quality than fashion or price
20.53
23.27
It is difficult for me to find fashionable clothing at prices that I am willing to pay 13.23
I tend to buy on impulse, rather than planning in advance 16.32
G I always compare shops for prices

Practicality
16.94

Durability is more important than how fashionable the clothes are 74.89
I buy new shoes or footwear mainly to replace something that has worn out 39.65
Fit/comfort is more important than appearance/styling 32.54
Shoes made of synthetic materials are just as good as those made from leather 12.52
I only buy clothing if I really need it 24.68
I am active in work and require clothes that are fashionable but also functional 13.28
I wear clothes until they wear out 33.57
Style preference

D 9 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
45.26
14.60
I don’t like to wear clothes that make me stand out 25.52
8 I like classic looks, but only if they are updated to reflect current fashion trends 13.91

C I prefer a classic or tailored look


I buy things that are similar to those that I already own
59.18
26.13

7 My clothes help me to express my personality


I tend to buy items by brands or designers whose styling best expresses my personality
17.41
11.56

B 6
I like to make a statement with the clothes and shoes I wear
I’ve become less experimental/more conservative in the clothes I buy
7.99
20.45
I like to experiment with looks and styles 30.75
Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
34.47
8.47
I spend as little time shopping for clothing and footwear as possible 63.11
I spend a lot of money on clothing, footwear and accessories 6.08
0 50 100 150 200

Fashion Segments
Group C
Type 10 Simon: Quality not Quantity
Men who choose to buy high-quality items in low numbers

3.54%

Overview

A Key demographics 1
Age 26-35

Overview
Cohabitees
Successful
B First homes

Shopping behaviour
C Low number of items
High-value items
Likes quality brands
Pays by debit card
D
Favourite shops
Next
E Other sports shops
Sports World
“I only wear a new fashion look if I am sure it will Hennes (H&M)

F suit me.”

Favourite purchases
Ready-made suits

G Total Males Total Adults


Shorts
Sandals
T-shirts

7.66% 3.54% Top Shopping Centres


Chelmsford
Age 5/20 12/35 Uxbridge
Spend 12/20 31/35 Oxford
Spend per item 5/20 5/35 Reading

D Spend on children 8/20 28/35


Age 1 = youngest, Spend 1 = highest
Closest Female
Experimental Fashion-conscious
Sara
C 12
Low spend

5 Type A4
High price

3 12
4
11 11

B 2 1
10
7
10
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group C
Type 10 Simon: Quality not Quantity
Men who choose to buy high-quality items in low numbers

3.54%

Description
Description
A 2
Quality not Quantity buy a low number of clothing items, but what they do buy is of a high quality and
price. They are not interested in having a wide range of clothes to wear, they simply want good basics

Description
in their wardrobe. In total, their spend on clothes and shoes is relatively low as they make so few
B purchases in number. Because the clothes that they buy are of good quality, they tend to last a
reasonable length of time and this also contributes to the low total number of purchases that they
make.
They are not into the latest fashions and do not have an interest in keeping up with trends. With their

C practical frame of mind they will only buy something in the latest trend if they are sure it will suit them.
On an equally practical note they are unlikely to splash out on an expensive item on a whim.
They do however, have an awareness of brands and will favour labels that they consider to be of high
quality. This choice of good brands is the main way that they see their clothes reflecting their
personality.
D They are not interested in hunting out sales bargains and a low proportion of their purchases are
discounted. They are also very unlikely to buy items for their partners.
They make their purchases by debit card and their favourite shops are Next, Hennes (H&M) Sports
World and other sports shops. Key items are ready-made suits, shorts, sandals and t-shirts.
E Quality not Quantity are likely to be aged between 26 and 35, may well be cohabiting with a girlfriend
and live in urban and suburban houses.

F
G

D
C 12

11
B
10
A

Fashion Segments
Group C
Type 10 Simon: Quality not Quantity
Men who choose to buy high-quality items in low numbers

3.54%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35 505
0.00
94.81
Total spend
Average spend
263.97
22.97
36-45 4.92 Number of purchases 11.49
46-55 0.27 Men’s spend 77.91
C 56-65
66+
0.00
0.00
Women’s spend
Children’s spend
14.83
7.24
Total full price 207.13
Household Total sale price 56.84
D Family household
composition
20.50 Relative price tag
Pseudo family 11.52 Least expensive 4.94
Family plus other adults 40.80 2nd expensive 6.64
E Single person household
Home sharers plus other
11.30
15.88
3rd expensive
4th expensive
7.46
8.11
5th expensive 8.41
Address type 6th expensive 9.00
F Flat
Farm
7.13
0.63
7th expensive
8th expensive
11.58
12.39
Named building 5.85 9th expensive 13.62
Numbered 86.40 Most expensive 17.85
G Council tax band Money
A 3.27 Cash 29.86
B 15.86 Cheque 0.36
C 33.60 Credit card 35.19
D 24.49 Debit/Switch/Delta 29.36
E 14.04 Store card 2.65
F 4.31
G 1.80 Place of purchase
H 0.01 Catalogues 1.93

D 0 50 100 150 200 Edge of town


High street
27.96
56.44

Internet usage

C 12 >4 purchases last year


Purchased fashionwear
Researched clothing
29.45
16.40
26.70
14.04
11 Researched footwear

B Broadband at home 40.40

Brands
10 Retail 34.16

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
36.19
10.39
Denim 1.63
0 50 100 150 200

Fashion Segments
Group C
Type 10 Simon: Quality not Quantity
Men who choose to buy high-quality items in low numbers

3.54%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.17 Briefs/Knickers 0.65
B Briefs/Pants/Underpants
Casual boots
1.44
0.52
Cardigans
Casual blouses
0.30
0.19
Casual jackets/Gilets 1.27 Casual jackets/Gilets 0.52
Casual shirts 4.72 Casual shoes 0.35
C Casual shoes
Casual trousers
2.14
2.50
Casual trousers
Fitted tops
0.71
0.38
Coats 0.35 Hair accessories 0.92
Fleece jackets/tops 0.38 Jeans 0.92
D Formal shirts
Formal shoes
3.36
1.98
Jumpers
Other tops
0.81
0.62
Formal trousers 0.81 Sandals 0.71
Hats/Caps 0.49 Skirts 0.79
E Jeans
Jogging bottoms
3.74
0.54
Socks
T-shirts
0.49
1.82
Jumpers 2.03 Tights 0.22
Neckties 1.17 Trainers 0.38
F Polo shirts
Pyjamas
1.44
0.24
Underwired bras
Vests/Sun tops
0.38
0.41
Replica football kits 0.57
Sandals 0.90 Children’s
G Shorts
Slippers
1.74
0.38
Jeans
Pyjamas
0.43
0.43
Socks 6.67 Shoes 1.33
Suits - Ready-made 1.30 Socks 1.22
Sweatshirts 0.73 T-shirts 1.98
T-shirts 8.11 Trainers 1.49
Trainers 5.21 Trousers 1.00
0 50 100 150 200 0 50 100 150 200

D
C 12

11
B
10
A

Fashion Segments
Group C
Type 10 Simon: Quality not Quantity
Men who choose to buy high-quality items in low numbers

3.54%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.00 Market Stall 1.72
Aldi 0.21 Marks and Spencer 22.59
B Allsports
Asda
3.21
4.90
Matalan
Monsoon
7.77
0.64
Bewise 0.15 Morrisons 0.17
Bonmarché 0.06 Mothercare 1.01
C Boots
Brantano
0.08
1.99
New Look
Next
3.44
18.08
British Home Stores 5.17 Next Directory 237 2.62
Burton 4.10 Peacocks 1.22
D Claire’s Accessories
Clarks
0.14
4.00
Primark
QS/Quality Seconds
1.70
0.04
Cotton Traders Mail Order 1.09 River Island 3.07
Damart 0.00 Sainsbury’s 0.67
E Daxon
Debenhams
0.00
10.29
Shoefayre
Sports Soccer
0.08
4.54
Discount Shoezone/Shoe Z 0.37 Sports World 2.68
Dorothy Perkins 0.52 Stead & Simpson 0.57
F Edinburgh Woollen Mill
Empire Stores
0.24
0.00
TJ Hughes
TK Maxx
0.57
5.63
Etam 0.03 Tesco 2.80
Ethel Austin 0.07 Top Shop 0.45
G Evans
Factory Shop
0.00
1.42
Wallis
Wilkinson
0.54
0.04
Gap 2.00 Woolworths 0.37
Great Universal Stores 0.00 Other Department Store 4.30
Hennes (H&M) 2.02 Other Discount Store 1.00
House of Fraser 4.58 Other Mail Order/Catalogue 1.14
Independent Clothing Store 31.05 Other Multiple Clothing Shop 5.09
Independent Shoe Shop 9.32 Other Sports Shop 10.71
JD Sports 2.48 0 50 100 150 200
JD Williams Group 0.04

D JJB Sports
John Lewis
9.81
3.73
Kays 1.01
La Redoute 0.63

C 12 Lidl
Littlewoods
Littlewoods Mail Order
0.09
1.15
1.17
0.21
11 Mackays

B mkone

0 50 100 150 200


0.37

10
A

Fashion Segments
Group C
Type 10 Simon: Quality not Quantity
Men who choose to buy high-quality items in low numbers

3.54%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 42.93
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
9.64
18.13
I buy clothing that is trendy, in vogue, the latest thing 23.37
Fashion details are very important to me 6.80
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
21.24
38.87
I am more interested in fashion than most people I know 5.83
I look for clothing and shoes that reflect current trends, but in a toned down manner 8.06
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
76.74

I would rather buy one quality item than several at lower quality 29.48
I prefer natural rather than synthetic materials for the clothes and shoes I buy 19.74
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
10.48
15.01
The styling/look of an item is more important than the quality 5.40
I often pay more to get better quality 20.15
F Price is not important if I really like something
I am more concerned about quality than fashion or price
18.23
17.06
It is difficult for me to find fashionable clothing at prices that I am willing to pay 14.53
I tend to buy on impulse, rather than planning in advance 19.88
G I always compare shops for prices

Practicality
23.18

Durability is more important than how fashionable the clothes are 67.87
I buy new shoes or footwear mainly to replace something that has worn out 42.34
Fit/comfort is more important than appearance/styling 25.79
Shoes made of synthetic materials are just as good as those made from leather 10.93
I only buy clothing if I really need it 24.33
I am active in work and require clothes that are fashionable but also functional 11.27
I wear clothes until they wear out 32.35
Style preference

D I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
45.71
11.14
I don’t like to wear clothes that make me stand out 22.77
I like classic looks, but only if they are updated to reflect current fashion trends 8.95

C 12 I prefer a classic or tailored look


I buy things that are similar to those that I already own
My clothes help me to express my personality
35.36
19.07
14.03
7.20
11 I tend to buy items by brands or designers whose styling best expresses my personality

B I like to make a statement with the clothes and shoes I wear


I’ve become less experimental/more conservative in the clothes I buy
6.40
9.26
34.04
10 I like to experiment with looks and styles

Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
43.97
7.33
I spend as little time shopping for clothing and footwear as possible 59.43
I spend a lot of money on clothing, footwear and accessories 7.31
0 50 100 150 200

Fashion Segments
Group C
Type 11 Luke: Brand Boy
Young men for whom brand and image is everything

3.44%

Overview

A Key demographics 1
Age 18-25

Overview
Living with parents
Moderate housing
B
Shopping behaviour
Brand and styling
C important
Above average spend
Buys just for themselves
Enjoy shopping
D
Favourite shops
Next
E House of Fraser
Debenhams
“I tend to buy items by brands or designers Gap

F whose styling best expresses my personality”

Favourite purchases
Jumpers

G Total Males Total Adults


T-shirts
Trainers
Jeans

7.46% 3.44% Top Shopping Centres


Romford
Age 1/20 3/35 Milton Keynes
Spend 7/20 23/35 Exeter
Spend per item 6/20 8/35 Shrewsbury

D Spend on children 10/20 30/35


Age 1 = youngest, Spend 1 = highest
Closest Female
Experimental Fashion-conscious
Katie
C 12
Low spend

5 Type A3
High price

3 12
4
11 11

B 2 1
10
7
10
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group C
Type 11 Luke: Brand Boy
Young men for whom brand and image is everything

3.44%

Description
Description
A 2
Brand Boy is a type for whom brand and styling are extremely important in clothing. They have a
reasonable disposable income as they are likely to still be living at home with their parents, which

Description
means they are able to spend a considerable proportion of their money and time getting the best
B labels they can afford. Because of a high proportion of their income is spent on looking good, they
consider that they spend a lot on clothes.
In actual fact they only have a slightly above average spend compared with other male types. They
buy clothes with the highest price tag they can afford; the very top of the range is still out of the price

C bracket. However, they are unlikely to buy cheap versions of any item of clothing.
They are active fashion followers though they do not necessarily want to be the first to wear something
new. The key thing for them is buying the brands or designers that they feel best express their
personality.

D They enjoy shopping and love finding an outfit that makes a statement about who they are and makes
them stand out from the crowd. They take a lot of care over their appearance and wearing clothes in
the right style is very important.
Purchases are made with a debit card. Favourite stores include House of Fraser and Debenhams, for
finding good labels, and Next. A vast majority of their spending is on themselves as they are unlikely to
E have dependants to buy for.
Favourite looks are casual, which would include good designer versions of jumpers, t-shirts, trainers
and jeans.
Brand Boy is likely to be aged between 18 and 25 and living with his parents in comfortable suburban
F housing.

D
C 12

11
B
10
A

Fashion Segments
Group C
Type 11 Luke: Brand Boy
Young men for whom brand and image is everything

3.44%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
528 99.07
0.14
Total spend
Average spend
323.07
21.43
36-45 0.11 Number of purchases 15.08
46-55 0.67 Men’s spend 75.67
C 56-65
66+
0.00
0.00
Women’s spend
Children’s spend
18.55
5.66
Total full price 246.43
Household Total sale price 76.64
D Family household
composition
5.95 Relative price tag
Pseudo family 1.90 Least expensive 5.61
Family plus other adults 77.12 2nd expensive 6.83
E Single person household
Home sharers plus other
1.03
14.00
3rd expensive
4th expensive
7.63
8.62
5th expensive 9.84
Address type 6th expensive 9.46
F Flat
Farm
5.43
0.68
7th expensive
8th expensive
10.79
12.22
Named building 5.79 9th expensive 12.71
Numbered 88.09 Most expensive 16.27
G Council tax band Money
A 3.35 Cash 46.01
B 14.26 Cheque 2.08
C 34.93 Credit card 18.84
D 26.35 Debit/Switch/Delta 29.76
E 13.88 Store card 1.57
F 2.86
G 1.00 Place of purchase
H 0.00 Catalogues 2.82

D 0 50 100 150 200 Edge of town


High street
22.06
60.41

Internet usage

C 12 >4 purchases last year


Purchased fashionwear
Researched clothing
25.67
14.85
31.35
17.26
11 Researched footwear

B Broadband at home 39.22

Brands
10 Retail 35.00

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
38.48
11.01
Denim 2.67
0 50 100 150 200

Fashion Segments
Group C
Type 11 Luke: Brand Boy
Young men for whom brand and image is everything

3.44%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.76 Briefs/Knickers 1.05
B Briefs/Pants/Underpants
Casual boots
1.28
0.32
Cardigans
Casual blouses
0.44
0.55
Casual jackets/Gilets 1.56 Casual jackets/Gilets 0.48
Casual shirts 3.81 Casual shoes 0.82
C Casual shoes
Casual trousers
1.90
2.19
Casual trousers
Fitted tops
1.31
0.76
Coats 0.67 Hair accessories 0.95
Fleece jackets/tops 0.48 Jeans 0.93
D Formal shirts
Formal shoes
3.33
2.15
Jumpers
Other tops
1.05
0.65
Formal trousers 1.07 Sandals 0.53
Hats/Caps 0.76 Skirts 1.33
E Jeans
Jogging bottoms
4.64
0.88
Socks
T-shirts
0.89
2.30
Jumpers 2.53 Tights 1.14
Neckties 1.01 Trainers 0.46
F Polo shirts
Pyjamas
1.52
0.30
Underwired bras
Vests/Sun tops
0.72
0.89
Replica football kits 0.78
Sandals 0.34 Children’s
G Shorts
Slippers
1.31
0.34
Jeans
Pyjamas
0.53
0.19
Socks 6.09 Shoes 0.63
Suits - Ready-made 0.61 Socks 0.63
Sweatshirts 0.80 T-shirts 0.91
T-shirts 8.34 Trainers 0.70
Trainers 5.61 Trousers 0.61
0 50 100 150 200 0 50 100 150 200

D
C 12

11
B
10
A

Fashion Segments
Group C
Type 11 Luke: Brand Boy
Young men for whom brand and image is everything

3.44%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.05 Market Stall 2.08
Aldi 0.27 Marks and Spencer 20.61
B Allsports
Asda
3.11
9.92
Matalan
Monsoon
7.48
1.16
Bewise 0.25 Morrisons 0.30
Bonmarché 0.88 Mothercare 227 1.19
C Boots
Brantano
0.12
0.78
New Look
Next
1.79
21.97
British Home Stores 3.23 Next Directory 1.93
Burton 7.54 Peacocks 1.10
D Claire’s Accessories
Clarks
0.14
3.55
Primark
QS/Quality Seconds
4.22
0.11
Cotton Traders Mail Order 0.64 River Island 3.79
Damart 0.00 Sainsbury’s 0.38
E Daxon
Debenhams
0.00
16.25
Shoefayre
Sports Soccer
0.11
7.50
Discount Shoezone/Shoe Z 0.15 Sports World 2.21
Dorothy Perkins 0.94 Stead & Simpson 0.49
F Edinburgh Woollen Mill
Empire Stores
0.88
0.00
TJ Hughes
TK Maxx
1.03
7.34
Etam 0.05 Tesco 4.94
Ethel Austin 0.16 Top Shop 2.13
G Evans
Factory Shop
0.34
1.95
Wallis
Wilkinson
0.13
0.00
Gap 3.49 Woolworths 0.14
Great Universal Stores 0.49 Other Department Store 2.94
Hennes (H&M) 2.74 Other Discount Store 0.92
House of Fraser 7.78 Other Mail Order/Catalogue 1.48
Independent Clothing Store 37.09 Other Multiple Clothing Shop 4.58
Independent Shoe Shop 8.00 Other Sports Shop 11.03
JD Sports 5.81 0 50 100 150 200
JD Williams Group 0.28

D JJB Sports
John Lewis
15.37
0.45
Kays 0.96
La Redoute 283 1.81

C 12 Lidl
Littlewoods
Littlewoods Mail Order
0.16
2.04
0.70
0.31
11 Mackays

B mkone

0 50 100 150 200


0.47

10
A

Fashion Segments
Group C
Type 11 Luke: Brand Boy
Young men for whom brand and image is everything

3.44%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 59.87
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
20.03
13.88
I buy clothing that is trendy, in vogue, the latest thing 45.77
Fashion details are very important to me 15.11
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
16.88
31.23
I am more interested in fashion than most people I know 9.45
I look for clothing and shoes that reflect current trends, but in a toned down manner 12.02
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
75.01

I would rather buy one quality item than several at lower quality 31.94
I prefer natural rather than synthetic materials for the clothes and shoes I buy 16.98
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
220 28.89
11.75
The styling/look of an item is more important than the quality 9.07
I often pay more to get better quality 24.44
F Price is not important if I really like something
I am more concerned about quality than fashion or price
26.05
14.57
It is difficult for me to find fashionable clothing at prices that I am willing to pay 17.46
I tend to buy on impulse, rather than planning in advance 23.08
G I always compare shops for prices

Practicality
26.74

Durability is more important than how fashionable the clothes are 50.59
I buy new shoes or footwear mainly to replace something that has worn out 39.35
Fit/comfort is more important than appearance/styling 22.19
Shoes made of synthetic materials are just as good as those made from leather 12.02
I only buy clothing if I really need it 16.99
I am active in work and require clothes that are fashionable but also functional 13.57
I wear clothes until they wear out 29.61
Style preference

D I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
42.66
14.77
I don’t like to wear clothes that make me stand out 21.88
I like classic looks, but only if they are updated to reflect current fashion trends 12.10

C 12 I prefer a classic or tailored look


I buy things that are similar to those that I already own
My clothes help me to express my personality
37.61
16.10
23.51
16.89
11 I tend to buy items by brands or designers whose styling best expresses my personality

B I like to make a statement with the clothes and shoes I wear


I’ve become less experimental/more conservative in the clothes I buy
10.59
8.21
51.11
10 I like to experiment with looks and styles

Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
61.38
15.56
I spend as little time shopping for clothing and footwear as possible 48.90
I spend a lot of money on clothing, footwear and accessories 16.27
0 50 100 150 200

Fashion Segments
Group C
Type 12 Dominic: Dressed in the Best
Young men with a taste for expensive clothes

2.56%

Overview

A Key demographics 1
Age 18-25

Overview
Living at home or sharing
Urban
B High disposable income

Shopping behaviour
C Very high spend
Very expensive items
Not a high number of
items
D Likes quality

Favourite shops
E Independent clothes shops
John Lewis
“I like a classic looks but only if they are updated to TK Maxx
Hennes (H&M)
F reflect current fashion trends.”

Favourite purchases
G Total Males Total Adults
T-shirts
Formal shirts
Formal shoes
Casual jackets

5.55% 2.56%
Top Shopping Centres
Age 3/20 6/35 Knightsbridge
Spend 1/20 14/35 London West End
Spend per item 1/20 1/35 Brighton - Central
Edinburgh - Princes Street
D Spend on children 13/20 33/35
Age 1 = youngest, Spend 1 = highest

Experimental Fashion-conscious Closest Female

C 12
Low spend

5 Annabel
High price

3 12 Type D12
4
11 11

B 2 1
10
7
10
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group C
Type 12 Dominic: Dressed in the Best
Young men with a taste for expensive clothes

2.56%

Description
Description
A 2
Dressed in the Best have the highest spend of any male type but surprisingly make fewer than
average purchases. Their high spend is a function of the fact that each item they buy is very

Description
expensive. They buy the most expensive options of all items — even down to socks and underwear.
B This Type is not necessarily looking for individuality but want to be noticed for the exclusiveness of
their appearance — they would rather stand out in terms of quality than in the latest fashion. They are
not particularly experimental and often favour classic looks which are updated to reflect modern
trends.

C Price is certainly not a concern in the traditional sense — it is only problem if it is too cheap.
Purchases are made with debit cards and stores cards.
They do not spend a huge amount of time shopping and do not shop as a leisure pursuit in itself. They
will simply go to the shops where they know they can find the best items.

D They also like internet shopping as an alternative source of expensive clothes.


Favourite shops are exclusive independent clothing shops and John Lewis where designer brands can
be found. Other shops such as Hennes (H&M) may be used if they are looking for more up to the
minute fashions.

E Favourite items include designer t-shirts, formal shirts, formal shoes and casual jackets.
Dressed in the Best are young (under 25) and live at home with their wealthy parents in expensive
housing.

F
G

D
C 12

11
B
10
A

Fashion Segments
Group C
Type 12 Dominic: Dressed in the Best
Young men with a taste for expensive clothes

2.56%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
388 72.79
17.52
Total spend
Average spend
375.93
29.17
36-45 6.84 Number of purchases 12.89
46-55 2.84 Men’s spend 81.78
C 56-65
66+
0.00
0.00
Women’s spend
Children’s spend
14.22
4.00
Total full price 294.67
Household Total sale price 81.27
D Family household
composition
2.82 Relative price tag
Pseudo family 2.63 Least expensive 3.37
Family plus other adults 61.35 2nd expensive 4.66
E Single person household
Home sharers plus other
8.03
25.18
3rd expensive
4th expensive
5.26
6.45
5th expensive 8.53
Address type 6th expensive 8.63
F Flat
Farm 213
16.25
1.66
7th expensive
8th expensive
9.97
13.19
Named building 14.01 9th expensive 15.57
Numbered 68.07 Most expensive 24.39
G Council tax band Money
A 1.35 Cash 24.66
B 1.36 Cheque 1.25
C 7.92 Credit card 31.31
D 16.66 Debit/Switch/Delta 32.42
E 228 26.50 Store card 216 8.62
F 383 20.51
G 459 22.54 Place of purchase
H 523 2.43 Catalogues 3.02

D 0 50 100 150 200 Edge of town


High street
15.57
60.68

Internet usage

C 12 >4 purchases last year


Purchased fashionwear
Researched clothing
36.62
20.86
38.09
20.89
11 Researched footwear

B Broadband at home 45.70

Brands
10 Retail 26.86

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational 224
40.26
15.12
Denim 234 3.75
0 50 100 150 200

Fashion Segments
Group C
Type 12 Dominic: Dressed in the Best
Young men with a taste for expensive clothes

2.56%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.23 Briefs/Knickers 0.74
B Briefs/Pants/Underpants
Casual boots
1.44
0.45
Cardigans
Casual blouses
0.59
0.15
Casual jackets/Gilets 2.13 Casual jackets/Gilets 0.64
Casual shirts 4.31 Casual shoes 0.74
C Casual shoes
Casual trousers
2.23
2.53
Casual trousers
Fitted tops
0.79
0.94
Coats 0.35 Hair accessories 0.35
Fleece jackets/tops 0.50 Jeans 0.74
D Formal shirts
Formal shoes
3.87
2.63
Jumpers
Other tops
0.74
0.64
Formal trousers 0.84 Sandals 0.64
Hats/Caps 0.94 Skirts 1.24
E Jeans
Jogging bottoms
4.21
0.94
Socks
T-shirts
0.30
1.98
Jumpers 2.08 Tights 0.45
Neckties 204 1.69 Trainers 0.50
F Polo shirts
Pyjamas
1.59
0.10
Underwired bras
Vests/Sun tops
0.50
0.59
Replica football kits 0.35
Sandals 0.89 Children’s
G Shorts
Slippers
1.04
0.20
Jeans
Pyjamas
0.20
0.45
Socks 5.50 Shoes 0.84
Suits - Ready-made 1.24 Socks 0.89
Sweatshirts 1.04 T-shirts 1.64
T-shirts 9.42 Trainers 0.79
Trainers 5.95 Trousers 0.69
0 50 100 150 200 0 50 100 150 200

D
C 12

11
B
10
A

Fashion Segments
Group C
Type 12 Dominic: Dressed in the Best
Young men with a taste for expensive clothes

2.56%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 224 0.38 Market Stall 2.89
Aldi 0.00 Marks and Spencer 25.39
B Allsports
Asda
0.97
3.68
Matalan
Monsoon 228
1.98
1.67
Bewise 0.04 Morrisons 0.13
Bonmarché 0.22 Mothercare 0.00
C Boots
Brantano
432 0.72
0.59
New Look
Next
0.28
14.07
British Home Stores 2.51 Next Directory 0.00
Burton 5.57 Peacocks 0.92
D Claire’s Accessories
Clarks
206 0.22
5.55
Primark
QS/Quality Seconds
0.81
0.00
Cotton Traders Mail Order 1.01 River Island 6.24
Damart 0.00 Sainsbury’s 0.18
E Daxon
Debenhams
0.00
12.78
Shoefayre
Sports Soccer
0.39
4.21
Discount Shoezone/Shoe Z 0.00 Sports World 1.07
Dorothy Perkins 0.47 Stead & Simpson 0.00
F Edinburgh Woollen Mill
Empire Stores
0.00
0.00
TJ Hughes
TK Maxx
0.00
9.44
Etam 209 0.42 Tesco 0.95
Ethel Austin 0.00 Top Shop 1.29
G Evans
Factory Shop
0.72
1.42
Wallis
Wilkinson
0.00
0.00
Gap 661 11.79 Woolworths 0.69
Great Universal Stores 0.00 Other Department Store 5.49
Hennes (H&M) 379 5.21 Other Discount Store 1.05
House of Fraser 7.23 Other Mail Order/Catalogue 4.91
Independent Clothing Store 50.97 Other Multiple Clothing Shop 7.94
Independent Shoe Shop 7.94 Other Sports Shop 206 15.52
JD Sports 7.09 0 50 100 150 200
JD Williams Group 0.00

D JJB Sports
John Lewis 429
9.05
13.02
Kays 0.00
La Redoute 0.00

C 12 Lidl
Littlewoods
Littlewoods Mail Order
0.00
0.13
0.65
0.00
11 Mackays

B mkone

0 50 100 150 200


0.10

10
A

Fashion Segments
Group C
Type 12 Dominic: Dressed in the Best
Young men with a taste for expensive clothes

2.56%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 49.79
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
13.36
19.26
I buy clothing that is trendy, in vogue, the latest thing 34.30
Fashion details are very important to me 11.22
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
22.97
35.32
I am more interested in fashion than most people I know 8.80
I look for clothing and shoes that reflect current trends, but in a toned down manner 10.08
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
74.55

I would rather buy one quality item than several at lower quality 32.22
I prefer natural rather than synthetic materials for the clothes and shoes I buy 27.30
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
17.49
13.95
The styling/look of an item is more important than the quality 7.30
I often pay more to get better quality 24.82
F Price is not important if I really like something
I am more concerned about quality than fashion or price
21.84
17.65
It is difficult for me to find fashionable clothing at prices that I am willing to pay 12.70
I tend to buy on impulse, rather than planning in advance 18.94
G I always compare shops for prices

Practicality
20.46

Durability is more important than how fashionable the clothes are 60.74
I buy new shoes or footwear mainly to replace something that has worn out 41.35
Fit/comfort is more important than appearance/styling 22.79
Shoes made of synthetic materials are just as good as those made from leather 11.02
I only buy clothing if I really need it 17.77
I am active in work and require clothes that are fashionable but also functional 13.39
I wear clothes until they wear out 29.61
Style preference

D I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
45.14
14.54
I don’t like to wear clothes that make me stand out 19.52
I like classic looks, but only if they are updated to reflect current fashion trends 13.14

C 12 I prefer a classic or tailored look


I buy things that are similar to those that I already own
My clothes help me to express my personality
43.10
20.18
20.59
12.54
11 I tend to buy items by brands or designers whose styling best expresses my personality

B I like to make a statement with the clothes and shoes I wear


I’ve become less experimental/more conservative in the clothes I buy
9.41
11.23
40.18
10 I like to experiment with looks and styles

Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
48.58
10.63
I spend as little time shopping for clothing and footwear as possible 56.51
I spend a lot of money on clothing, footwear and accessories 11.73
0 50 100 150 200

Fashion Segments
Group D
Type 13 Fred: Low-cost and Long-lasting
Older men who are extremely price conscious and care for
comfort more than fashion
4.94%

Overview

A Key demographics 1
Age 55+

Overview
Couples and singles
Low income
B Low-value housing

Shopping behaviour
C Low spend
Most price conscious
Replace worn-out items
Fit and comfort important
D
Favourite shops
Market stall
E Littlewoods
Damart
“I only buy clothing if I really need it.” Peacocks

F Favourite purchases
Socks

G Total Males Total Adults


Pyjamas
Underwear
Slippers

10.70% 4.94% Top Shopping Centres


Sunderland
Dundee
Age 14/20 31/35
Liverpool - Central
Spend 13/20 32/35
Metro Centre
Spend per item 15/20 19/35

D 15 Spend on children 11/20 31/35


Age 1 = youngest, Spend 1 = highest
Closest Female
14 Experimental Fashion-conscious
Agnes

C Type F16
Low spend

5
High price

3 12
13 4
11

B 2 1
10
7
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group D
Type 13 Fred: Low-cost and Long-lasting
Older men who are extremely price conscious and care for
comfort more than fashion
4.94%

Description
Description
A 2
Low-cost and Long-lasting have a very low total spend on clothes. They buy the cheapest versions of
clothes and shoes available and are the most price conscious male type. They can find it difficult to

Description
find clothes at prices they can afford at all.
B While price is the most important factor when buying clothes, durability is also essential as they want
to buy items that will last a long time. Clothes will not be replaced until they are worn out and
absolutely need to be replaced.
Their choice of clothes is dominated by how comfortably they fit and fashion is of little or no concern.
C They therefore choose a very casual style of dress. Synthetic materials are acceptable for shoes.
They tend to buy on impulse when they come across something that is good value and they will buy in
sales if possible to save further money. Purchases are made by cash or cheque.
Favourite places to buy are those where good value can be found such as market stalls, Littlewoods,
D Damart and Peacocks.
Favourite items are dominated by essentials such as socks and underwear, along with other
comfortable items such as pyjamas and slippers.
Low-cost and Long-lasting are aged over 55 and are either living with their wife or alone in low-cost
E housing.

F
G

D 15

14
C
13
B
A

Fashion Segments
Group D
Type 13 Fred: Low-cost and Long-lasting
Older men who are extremely price conscious and care for
comfort more than fashion
4.94%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*l
B 18-25
26-35
0.00
0.00
Total spend
Average spend
257.57
17.07
36-45 0.00 Number of purchases 15.09
46-55 0.00 Men’s spend 69.63
C 56-65
66+
265
389
39.21
60.79
Women’s spend
Children’s spend
23.42
6.75
Total full price 179.63
Household Total sale price 77.94
D Family household
composition
32.98 Relative price tag
Pseudo family 4.00 Least expensive 11.21
Family plus other adults 23.36 2nd expensive 10.28
E Single person household
Home sharers plus other
210 32.10
7.55
3rd expensive
4th expensive
11.12
9.82
5th expensive 10.23
Address type 6th expensive 10.36
F Flat
Farm
17.34
0.18
7th expensive
8th expensive
9.45
8.89
Named building 1.42 9th expensive 9.15
Numbered 81.06 Most expensive 9.49
G Council tax band Money
A 265 54.45 Cash 60.18
B 27.36 Cheque 243 4.86
C 12.85 Credit card 16.17
D 2.56 Debit/Switch/Delta 11.23
E 0.45 Store card 3.61
F 0.10
G 0.18 Place of purchase
H 0.00 Catalogues 7.85

D 15 0 50 100 150 200 Edge of town


High street
23.40
54.91

Internet usage
14
C >4 purchases last year
Purchased fashionwear
5.85
3.10
13 Researched clothing
Researched footwear
6.51
3.32

B Broadband at home 16.85

Brands
Retail 39.18

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
23.21
3.98
Denim 1.33
0 50 100 150 200

Fashion Segments
Group D
Type 13 Fred: Low-cost and Long-lasting
Older men who are extremely price conscious and care for
comfort more than fashion
4.94%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 2.98 Briefs/Knickers 1.42
B Briefs/Pants/Underpants
Casual boots
2.68
0.54
Cardigans
Casual blouses
0.79
0.94
Casual jackets/Gilets 1.69 Casual jackets/Gilets 0.49
Casual shirts 5.30 Casual shoes 0.90
C Casual shoes
Casual trousers
3.53
3.65
Casual trousers
Fitted tops
1.16
0.46
Coats 0.59 Hair accessories 0.36
Fleece jackets/tops 0.52 Jeans 0.44
D Formal shirts
Formal shoes
2.56
1.74
Jumpers
Other tops
1.23
0.74
Formal trousers 1.01 Sandals 0.66
Hats/Caps 0.37 Skirts 1.47
E Jeans
Jogging bottoms
2.68
1.22
Socks
T-shirts
0.44
1.93
Jumpers 1.91 Tights 1.36
Neckties 0.71 Trainers 0.48
F Polo shirts
Pyjamas 201
1.53
1.22
Underwired bras
Vests/Sun tops
0.52
0.46
Replica football kits 0.29
Sandals 0.61 Children’s
G Shorts
Slippers
0.96
1.14
Jeans
Pyjamas
0.28
0.47
Socks 9.00 Shoes 0.35
Suits - Ready-made 0.62 Socks 0.73
Sweatshirts 0.79 T-shirts 1.30
T-shirts 5.01 Trainers 0.69
Trainers 3.46 Trousers 0.64
0 50 100 150 200 0 50 100 150 200

D 15

14
C
13
B
A

Fashion Segments
Group D
Type 13 Fred: Low-cost and Long-lasting
Older men who are extremely price conscious and care for
comfort more than fashion
4.94%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.18 Market Stall 272 7.94
Aldi 260 0.84 Marks and Spencer 27.30
B Allsports
Asda
1.44
12.39
Matalan
Monsoon
14.23
0.35
Bewise 0.67 Morrisons 0.30
Bonmarché 2.21 Mothercare 0.03
C Boots
Brantano
0.03
0.87
New Look
Next
0.77
6.65
British Home Stores 6.32 Next Directory 0.27
Burton 4.60 Peacocks 214 3.05
D Claire’s Accessories
Clarks
0.04
4.70
Primark
QS/Quality Seconds
4.24
0.46
Cotton Traders Mail Order 2.31 River Island 0.92
Damart 270 0.61 Sainsbury’s 0.40
E Daxon
Debenhams
269 0.65
7.01
Shoefayre
Sports Soccer
383 1.82
2.50
Discount Shoezone/Shoe Z 256 1.20 Sports World 2.71
Dorothy Perkins 1.16 Stead & Simpson 0.77
F Edinburgh Woollen Mill
Empire Stores 240
1.51
1.68
TJ Hughes
TK Maxx
325 4.08
2.08
Etam 0.22 Tesco 4.06
Ethel Austin 0.70 Top Shop 0.28
G Evans
Factory Shop
242 1.25
3.13
Wallis
Wilkinson 265
0.14
0.16
Gap 0.25 Woolworths 0.63
Great Universal Stores 1.05 Other Department Store 1.94
Hennes (H&M) 0.22 Other Discount Store 1.65
House of Fraser 2.14 Other Mail Order/Catalogue 243 7.28
Independent Clothing Store 18.25 Other Multiple Clothing Shop 1.87
Independent Shoe Shop 5.75 Other Sports Shop 4.32
JD Sports 2.04 0 50 100 150 200
JD Williams Group 350 5.40

D 15 JJB Sports
John Lewis
11.68
1.40
Kays 1.10
14 La Redoute 0.14

C Lidl
Littlewoods 290
0.57
7.36
13 Littlewoods Mail Order 268 4.12
0.23
Mackays

B mkone

0 50 100 150 200


0.23

Fashion Segments
Group D
Type 13 Fred: Low-cost and Long-lasting
Older men who are extremely price conscious and care for
comfort more than fashion
4.94%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 33.58
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
10.90
46.33
I buy clothing that is trendy, in vogue, the latest thing 17.83
Fashion details are very important to me 7.75
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
45.85
63.59
I am more interested in fashion than most people I know 8.47
I look for clothing and shoes that reflect current trends, but in a toned down manner 10.56
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
61.74

I would rather buy one quality item than several at lower quality 40.82
I prefer natural rather than synthetic materials for the clothes and shoes I buy 32.82
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
12.64
23.11
The styling/look of an item is more important than the quality 7.29
I often pay more to get better quality 26.02
F Price is not important if I really like something
I am more concerned about quality than fashion or price
26.35
43.78
It is difficult for me to find fashionable clothing at prices that I am willing to pay 29.23
I tend to buy on impulse, rather than planning in advance 27.24
G I always compare shops for prices

Practicality
40.48

Durability is more important than how fashionable the clothes are 85.04
I buy new shoes or footwear mainly to replace something that has worn out 56.28
Fit/comfort is more important than appearance/styling 58.35
Shoes made of synthetic materials are just as good as those made from leather 21.63
I only buy clothing if I really need it 49.89
I am active in work and require clothes that are fashionable but also functional 8.81
I wear clothes until they wear out 43.13
Style preference

D 15 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
59.16
14.90
I don’t like to wear clothes that make me stand out 43.21
14 I like classic looks, but only if they are updated to reflect current fashion trends 10.27

C I prefer a classic or tailored look


I buy things that are similar to those that I already own
47.92
30.60
13 My clothes help me to express my personality
I tend to buy items by brands or designers whose styling best expresses my personality
16.07
11.28

B I like to make a statement with the clothes and shoes I wear


I’ve become less experimental/more conservative in the clothes I buy
7.19
31.45
I like to experiment with looks and styles 28.71
Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
37.67
10.78
I spend as little time shopping for clothing and footwear as possible 68.55
I spend a lot of money on clothing, footwear and accessories 7.77
0 50 100 150 200

Fashion Segments
Group D
Type 14 Roy: Conventional Appearance
Mature men who dress conventionally in a sensible choice
of clothing
3.98%

Overview

A Key demographics 1
Age 56-65

Overview
Couples
Comfortably off
B
Shopping behaviour
Slightly above average
C spend
Prefer a classic look
Don’t want to make a
statement with clothes
D Like discounts

Favourite shops
E Marks and Spencer
BHS
“I don’t spend much money on clothing.” Littlewoods
Factory shop
F
Favourite purchases
G Total Males Total Adults
Casual trousers
Jumpers
Formal trousers
Sweatshirts

8.62% 3.98%
Top Shopping Centres
Age 13/20 28/35 Aberdeen
Spend 6/20 22/35 Chester
Spend per item 9/20 12/35 Inverness
Preston
D 15 Spend on children 15/20 35/35
Age 1 = youngest, Spend 1 = highest

Closest Female
14 Experimental Fashion-conscious

C Cynthia
Low spend

5
High price

12 Type G20
3
13 4
11

B 2 1
10
7
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group D
Type 14 Roy: Conventional Appearance
Mature men who dress conventionally in a sensible choice
of clothing
3.98%

Description
Description
A 2
Conventional Appearance are sensible dressers who do not have strong opinions about clothes; they
simply want to look respectable whether they are at work or at home with their wife.

Description
They are the least likely to want to make a statement with their clothing and care the least about
B styling or the look of clothes or what is happening in fashion. They do not want to spend a lot of
money, just what is necessary to build a sensible, conventional wardrobe. Unsurprisingly, they tend
towards a classic or tailored look.
Overall their spend is slightly above average and they do have the income to afford clothes. They
C make a slightly higher number of purchases than average and may buy some things for their wife.
Items purchased tend slightly towards the lower price bracket.
They will take advantage of sales as this makes sound financial sense and will have a store card to
take advantage of discounts they offer.

D Favourite stores are Marks & Spencer, BHS, Littlewoods and factory shops.
Favourite items are casual trousers, jumpers, formal trousers and sweatshirts.
Conventional Appearance are aged between 56 and 65 and are living with their wife in comfortable
housing.
E
F
G

D 15

14
C
13
B
A

Fashion Segments
Group D
Type 14 Roy: Conventional Appearance
Mature men who dress conventionally in a sensible choice
of clothing
3.98%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
0.00
0.00
Total spend
Average spend
324.80
19.52
36-45 0.00 Number of purchases 16.64
46-55 0.02 Men’s spend 70.07
C 56-65
66+
676 99.98
0.00
Women’s spend
Children’s spend
25.79
4.11
Total full price 226.89
Household Total sale price 97.90
D Family household
composition
49.32 Relative price tag
Pseudo family 2.71 Least expensive 9.09
Family plus other adults 31.76 2nd expensive 8.92
E Single person household
Home sharers plus other
11.27
4.95
3rd expensive
4th expensive
8.78
9.81
5th expensive 10.15
Address type 6th expensive 10.11
F Flat
Farm
5.50
1.26
7th expensive
8th expensive
10.91
10.25
Named building 11.67 9th expensive 10.20
Numbered 81.57 Most expensive 11.78
G Council tax band Money
A 2.80 Cash 32.03
B 12.62 Cheque 2.03
C 29.13 Credit card 37.25
D 24.77 Debit/Switch/Delta 20.70
E 19.07 Store card 5.81
F 6.28
G 2.14 Place of purchase
H 0.00 Catalogues 4.30

D 15 0 50 100 150 200 Edge of town


High street
27.03
54.95

Internet usage
14
C >4 purchases last year
Purchased fashionwear
12.03
5.11
13 Researched clothing
Researched footwear
14.51
7.02

B Broadband at home 25.96

Brands
Retail 33.92

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
23.19
5.67
Denim 1.50
0 50 100 150 200

Fashion Segments
Group D
Type 14 Roy: Conventional Appearance
Mature men who dress conventionally in a sensible choice
of clothing
3.98%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 1.74 Briefs/Knickers 1.16
B Briefs/Pants/Underpants
Casual boots
2.59
0.42
Cardigans
Casual blouses
0.96
1.08
Casual jackets/Gilets 1.70 Casual jackets/Gilets 0.68
Casual shirts 4.91 Casual shoes 1.01
C Casual shoes
Casual trousers
3.22
4.23
Casual trousers
Fitted tops
1.48
0.83
Coats 0.48 Hair accessories 0.32
Fleece jackets/tops 0.70 Jeans 0.52
D Formal shirts
Formal shoes
3.14
2.03
Jumpers
Other tops
1.68
0.74
Formal trousers 1.29 Sandals 0.83
Hats/Caps 0.61 Skirts 2.20
E Jeans
Jogging bottoms
2.41
0.93
Socks
T-shirts
0.80
2.31
Jumpers 2.04 Tights 1.30
Neckties 0.89 Trainers 0.41
F Polo shirts
Pyjamas
1.49
0.90
Underwired bras
Vests/Sun tops
0.54
0.70
Replica football kits 0.19
Sandals 0.58 Children’s
G Shorts
Slippers
1.22
0.97
Jeans
Pyjamas
0.19
0.33
Socks 8.06 Shoes 0.33
Suits - Ready-made 0.64 Socks 0.66
Sweatshirts 1.20 T-shirts 1.06
T-shirts 3.80 Trainers 0.35
Trainers 2.42 Trousers 0.41
0 50 100 150 200 0 50 100 150 200

D 15

14
C
13
B
A

Fashion Segments
Group D
Type 14 Roy: Conventional Appearance
Mature men who dress conventionally in a sensible choice
of clothing
3.98%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.02 Market Stall 3.26
Aldi 0.36 Marks and Spencer 59.22
B Allsports
Asda
0.93
9.91
Matalan
Monsoon
12.97
0.34
Bewise 0.63 Morrisons 0.20
Bonmarché 1.96 Mothercare 0.38
C Boots
Brantano
0.31
0.81
New Look
Next
0.93
9.22
British Home Stores 8.89 Next Directory 0.80
Burton 3.71 Peacocks 1.35
D Claire’s Accessories
Clarks
0.02
8.18
Primark
QS/Quality Seconds 284
2.65
0.84
Cotton Traders Mail Order 2.92 River Island 1.40
Damart 0.35 Sainsbury’s 0.74
E Daxon
Debenhams
0.37
15.07
Shoefayre
Sports Soccer
0.33
2.60
Discount Shoezone/Shoe Z 0.50 Sports World 1.23
Dorothy Perkins 0.53 Stead & Simpson 206 1.70
F Edinburgh Woollen Mill
Empire Stores
2.28
0.63
TJ Hughes
TK Maxx
1.87
4.12
Etam 0.11 Tesco 5.20
Ethel Austin 0.55 Top Shop 0.37
G Evans
Factory Shop
0.40
4.59
Wallis
Wilkinson
0.66
0.07
Gap 0.93 Woolworths 0.45
Great Universal Stores 0.19 Other Department Store 6.88
Hennes (H&M) 0.40 Other Discount Store 1.82
House of Fraser 1.93 Other Mail Order/Catalogue 5.10
Independent Clothing Store 31.15 Other Multiple Clothing Shop 4.32
Independent Shoe Shop 8.80 Other Sports Shop 4.91
JD Sports 1.28 0 50 100 150 200
JD Williams Group 3.03

D 15 JJB Sports
John Lewis
4.80
3.53
Kays 0.61
14 La Redoute 212 1.36

C Lidl
Littlewoods 212
0.42
5.40
13 Littlewoods Mail Order 1.19
0.37
Mackays

B mkone

0 50 100 150 200


0.09

Fashion Segments
Group D
Type 14 Roy: Conventional Appearance
Mature men who dress conventionally in a sensible choice
of clothing
3.98%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 34.96
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
9.12
30.01
I buy clothing that is trendy, in vogue, the latest thing 18.73
Fashion details are very important to me 6.16
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
35.99
46.65
I am more interested in fashion than most people I know 8.71
I look for clothing and shoes that reflect current trends, but in a toned down manner 11.53
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
69.29

I would rather buy one quality item than several at lower quality 30.42
I prefer natural rather than synthetic materials for the clothes and shoes I buy 27.68
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
9.22
15.38
The styling/look of an item is more important than the quality 4.79
I often pay more to get better quality 23.39
F Price is not important if I really like something
I am more concerned about quality than fashion or price
20.98
22.55
It is difficult for me to find fashionable clothing at prices that I am willing to pay 17.12
I tend to buy on impulse, rather than planning in advance 19.26
G I always compare shops for prices

Practicality
23.38

Durability is more important than how fashionable the clothes are 77.39
I buy new shoes or footwear mainly to replace something that has worn out 42.66
Fit/comfort is more important than appearance/styling 39.12
Shoes made of synthetic materials are just as good as those made from leather 15.44
I only buy clothing if I really need it 29.50
I am active in work and require clothes that are fashionable but also functional 9.14
I wear clothes until they wear out 34.22
Style preference

D 15 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
45.16
11.60
I don’t like to wear clothes that make me stand out 31.60
14 I like classic looks, but only if they are updated to reflect current fashion trends 11.13

C I prefer a classic or tailored look


I buy things that are similar to those that I already own
52.82
21.82
13 My clothes help me to express my personality
I tend to buy items by brands or designers whose styling best expresses my personality
13.56
8.66

B I like to make a statement with the clothes and shoes I wear


I’ve become less experimental/more conservative in the clothes I buy
5.65
21.13
I like to experiment with looks and styles 31.03
Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
34.62
7.95
I spend as little time shopping for clothing and footwear as possible 63.45
I spend a lot of money on clothing, footwear and accessories 5.06
0 50 100 150 200

Fashion Segments
Group D
Type 15 Hubert: Selective Habit
Elderly men who buy replacement clothes for themselves
and their wives
4.05%

Overview

A Key demographics 1
Age 66+

Overview
Couples and singles
Good retirement income
B
Shopping behaviour
Buys for wife
C Buys the same item again
Not interested in fashion
Doesn’t spend much time
shopping
D
Favourite shops
Marks and Spencer
E Factory Shop
BHS
“I am more concerned about quality than fashion Edinburgh Woollen Mill

F or price.”

Favourite purchases
Women’s jumpers

G Total Males Total Adults


Casual shirts
Formal trousers
Women’s casual blouses

8.77% 4.05% Top Shopping Centres


Worthing
Age 15/20 35/35 Eastbourne
Spend 8/20 25/35 Bournemouth - Central
Spend per item 13/20 16/35 Southport

D 15 Spend on children 9/20 29/35


Age 1 = youngest, Spend 1 = highest
Closest Female
14 Experimental Fashion-conscious
Marjorie

C Type G19
Low spend

5
High price

3 12
13 4
11

B 2 1
10
7
Low price

High spend

Overview 1
6
A 13
15
14 8
9
Description
Demographics & Expenditure
2
3
Purchases 4
Typical Shops 5
Practical Conservative Attitudes 6
Supporting notes 7

Fashion Segments
Group D
Type 15 Hubert: Selective Habit
Elderly men who buy replacement clothes for themselves
and their wives
4.05%

Description
Description
A 2
Selective Habit are older men who tend to purchase nearly identical clothes to replace those that are
worn out. They do not want to experiment and the dictates of fashion have long since passed them by.

Description
They therefore shop at familiar stores where they know they will be able to buy the exact same item as
B last time. This approach also enables them to spend as little time as possible shopping for clothes.
They are also the male type who buys the highest number of items for their wife. This may be because
they always shop as a couple or it may be for a wife who is unable to shop for herself. They
consequently have a higher than average number of purchases for men though their average spend

C per item is well below average.


The primary aim of their choice of clothes is to look appropriate and respectable.
They do notice quality and will choose items that they can see are of a good standard and will last
them a good time. Natural fabrics are always preferred to synthetics for their quality and comfort. They

D would always rather buy one good item than several of inferior quality.
Payment is made by cheque or credit card.
Favourite shops are Marks & Spencer, factory shops, BHS and the Edinburgh Woollen Mill.
Selective Habit are aged over 65, are either living as a couple or on their own and are financially
E comfortable.

F
G

D 15

14
C
13
B
A

Fashion Segments
Group D
Type 15 Hubert: Selective Habit
Elderly men who buy replacement clothes for themselves
and their wives
4.05%

£
Demographics Charts show Index and
Mean %. Index 100
Example Index Example
Mean %

& Expenditure indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 3

Demographics and Expenditure


Demographics Expenditure
Age General*
B 18-25
26-35
0.00
0.00
Total spend
Average spend
319.84
18.78
36-45 0.00 Number of purchases 17.03
46-55 0.00 Men’s spend 61.22
C 56-65
66+ 640
0.03
99.97
Women’s spend
Children’s spend
32.92
5.86
Total full price 226.66
Household Total sale price 93.18
D Family household
composition
212 53.80 Relative price tag
Pseudo family 1.94 Least expensive 8.21
Family plus other adults 20.75 2nd expensive 7.93
E Single person household
Home sharers plus other
18.81
4.69
3rd expensive
4th expensive
8.93
9.21
5th expensive 9.32
Address type 6th expensive 9.92
F Flat
Farm
7.35
0.89
7th expensive
8th expensive
10.58
10.65
Named building 11.22 9th expensive 11.78
Numbered 80.54 Most expensive 13.47
G Council tax band Money
A 1.77 Cash 31.59
B 9.56 Cheque 233 4.66
C 27.96 Credit card 39.31
D 24.93 Debit/Switch/Delta 14.43
E 18.59 Store card 7.97
F 8.04
G 5.85 Place of purchase
H 0.09 Catalogues 6.40

D 15 0 50 100 150 200 Edge of town


High street
24.24
55.36

Internet usage
14
C >4 purchases last year
Purchased fashionwear
9.25
4.59
13 Researched clothing
Researched footwear
6.90
2.69

B Broadband at home 19.41

Brands
Retail 33.04

A *Note
General expenditure figures are £s spent per year
Manufacturer
Aspirational
20.57
3.50
Denim 0.78
0 50 100 150 200

Fashion Segments
Group D
Type 15 Hubert: Selective Habit
Elderly men who buy replacement clothes for themselves
and their wives
4.05%

Purchases Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 4

Purchases
Men’s Women’s
Boxer shorts 1.76 Briefs/Knickers 1.20
B Briefs/Pants/Underpants
Casual boots
2.42
0.25
Cardigans
Casual blouses 222
1.18
1.50
Casual jackets/Gilets 1.25 Casual jackets/Gilets 0.92
Casual shirts 5.31 Casual shoes 1.42
C Casual shoes
Casual trousers
2.60
4.13
Casual trousers
Fitted tops
1.74
0.62
Coats 0.32 Hair accessories 0.28
Fleece jackets/tops 0.58 Jeans 0.41
D Formal shirts
Formal shoes
3.04
1.56
Jumpers
Other tops
208 2.44
0.79
Formal trousers 1.28 Sandals 0.85
Hats/Caps 0.57 Skirts 2.37
E Jeans
Jogging bottoms
1.41
0.35
Socks
T-shirts
0.51
3.10
Jumpers 1.81 Tights 1.56
Neckties 0.74 Trainers 0.38
F Polo shirts
Pyjamas
1.25
0.99
Underwired bras
Vests/Sun tops
0.36
0.41
Replica football kits 0.03
Sandals 0.50 Children’s
G Shorts
Slippers
0.86
1.06
Jeans
Pyjamas
0.37
0.65
Socks 6.81 Shoes 0.37
Suits - Ready-made 0.66 Socks 0.81
Sweatshirts 0.82 T-shirts 1.59
T-shirts 2.36 Trainers 0.55
Trainers 1.44 Trousers 0.86
0 50 100 150 200 0 50 100 150 200

D 15

14
C
13
B
A

Fashion Segments
Group D
Type 15 Hubert: Selective Habit
Elderly men who buy replacement clothes for themselves
and their wive
4.05%

Typical Shops Charts show Index and


Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A Shop name
See Supporting Notes
0 50 100 150 200 5

Typical Shops
Adams Childrenswear 0.21 Market Stall 4.48
Aldi 372 1.20 Marks and Spencer 64.22
B Allsports
Asda
1.56
8.62
Matalan
Monsoon
10.12
0.32
Bewise 0.37 Morrisons 0.31
Bonmarché 1.76 Mothercare 0.24
C Boots
Brantano
0.13
0.39
New Look
Next
0.89
4.65
British Home Stores 8.12 Next Directory 0.00
Burton 3.30 Peacocks 1.77
D Claire’s Accessories
Clarks
0.07
11.39
Primark
QS/Quality Seconds
3.31
0.51
Cotton Traders Mail Order 1.64 River Island 1.33
Damart 467 1.05 Sainsbury’s 221 1.50
E Daxon
Debenhams
354 0.85
13.41
Shoefayre
Sports Soccer
0.20
1.64
Discount Shoezone/Shoe Z 0.69 Sports World 0.64
Dorothy Perkins 0.72 Stead & Simpson 1.36
F Edinburgh Woollen Mill
Empire Stores
249
227
3.67
1.59
TJ Hughes
TK Maxx
225 2.83
2.92
Etam 0.01 Tesco 2.62
Ethel Austin 240 0.90 Top Shop 0.89
G Evans
Factory Shop
257
238
1.33
7.10
Wallis
Wilkinson
0.80
0.06
Gap 0.15 Woolworths 0.93
Great Universal Stores 0.42 Other Department Store 7.58
Hennes (H&M) 0.17 Other Discount Store 2.32
House of Fraser 3.91 Other Mail Order/Catalogue 234 7.02
Independent Clothing Store 31.77 Other Multiple Clothing Shop 3.28
Independent Shoe Shop 7.35 Other Sports Shop 2.86
JD Sports 0.59 0 50 100 150 200
JD Williams Group 274 4.23

D 15 JJB Sports
John Lewis
3.21
4.07
Kays 0.80
14 La Redoute 0.25

C Lidl
Littlewoods
245 0.73
4.97
13 Littlewoods Mail Order 0.56
0.97
Mackays

B mkone

0 50 100 150 200


0.16

Fashion Segments
Group D
Type 15 Hubert: Selective Habit
Elderly men who buy replacement clothes for themselves
and their wives
4.05%
?
?
Attitudes Charts show Index and
Mean %. Index 100
Example Index Example
Mean %
indicates UK average. 11.11

A See Supporting Notes


0 50 100 150 200 6

Attitudes
Attitudes to fashion
I always buy at least one item that is in fashion each season 25.32
B It is important that my clothes and shoes are up-to-date with the current fashion trends
I am more concerned about the appropriateness than fashionability
8.45
52.70
I buy clothing that is trendy, in vogue, the latest thing 11.84
Fashion details are very important to me 5.07
C I am not that interested in following fashion trends
I buy clothing and footwear I like, regardless of the current fashion
46.82
63.71
I am more interested in fashion than most people I know 5.96
I look for clothing and shoes that reflect current trends, but in a toned down manner 8.96
D I only wear a new fashion look when I am sure it will suit me

Purchasing influences
69.64

I would rather buy one quality item than several at lower quality 45.53
I prefer natural rather than synthetic materials for the clothes and shoes I buy 39.26
E The brand name of the clothes and shoes I buy is very important to me
I usually buy mainly sale price or discount clothing and footwear
13.03
15.64
The styling/look of an item is more important than the quality 5.02
I often pay more to get better quality 27.71
F Price is not important if I really like something
I am more concerned about quality than fashion or price
27.11
44.49
It is difficult for me to find fashionable clothing at prices that I am willing to pay 19.73
I tend to buy on impulse, rather than planning in advance 19.60
G I always compare shops for prices

Practicality
28.13

Durability is more important than how fashionable the clothes are 85.51
I buy new shoes or footwear mainly to replace something that has worn out 54.24
Fit/comfort is more important than appearance/styling 57.73
Shoes made of synthetic materials are just as good as those made from leather 14.67
I only buy clothing if I really need it 45.01
I am active in work and require clothes that are fashionable but also functional 8.63
I wear clothes until they wear out 37.10
Style preference

D 15 I prefer to wear casual, less formal clothes whenever possible


I look for individuality in the clothes I buy
55.03
12.47
I don’t like to wear clothes that make me stand out 41.53
14 I like classic looks, but only if they are updated to reflect current fashion trends 11.53

C I prefer a classic or tailored look


I buy things that are similar to those that I already own
61.59
31.63
13 My clothes help me to express my personality
I tend to buy items by brands or designers whose styling best expresses my personality
13.76
9.98

B I like to make a statement with the clothes and shoes I wear


I’ve become less experimental/more conservative in the clothes I buy 202
5.90
36.14
I like to experiment with looks and styles 18.39
Attitudes to shopping
A I really enjoy shopping for clothing and footwear
I spend a lot of time and effort getting the right look
32.04
9.39
I spend as little time shopping for clothing and footwear as possible 72.53
I spend a lot of money on clothing, footwear and accessories 5.73
0 50 100 150 200

Fashion Segments
Supporting Notes
Introduction
A 7
Fashion Segments classifies every adult in the United Kingdom based upon their attitudes
and behaviour towards fashion shopping. It links qualitative information on fashion shopping

Supporting Notes
motivations and attitudes with quantitative information on shopping behaviour and overall
B demographics to provide a unique insight into consumers within the fashion market.
The Segments classify all adults into 20 female types and 15 male types. These
comprehensively describe their typical attitudes towards fashion and brands, and their
typical behaviour towards types of clothes they purchase, stores they visit and frequency,
C value and purpose of shopping trips. Key socio-economic and demographic characteristics
are also provided.
Fashion Segments was created with data from TNS Worldpanel Fashion (formerly TNS

D FashionTrak). TNS Worldpanel Fashion is a division of market information group TNS. TNS
Worldpanel Fashion monitors the clothing, footwear and accessories purchasing trends of
15,000 demographically representative British individuals. It provides detailed insight into
their fashion purchasing behaviour and attitudes, providing retailers, manufacturers and

E marketing agencies with detailed knowledge to position their products more effectively in the
clothing, footwear and fashion accessories market.

F
G

D
C
B
A

Fashion Segments
Supporting Notes
Variables Mean % and Index
A Charts are provided for each of the variables used to build and describe the UK Fashion
7
Segments. The variables are grouped together by category. For each Type the charts show

Supporting Notes
the Mean % and Index for each variable, unless otherwise stated in the Notes.
B Understanding Mean % and Index
Mean % show the percentage of this Type with this characteristic. For example, consider
C Brand preference for Type A01:

Mean %
Brands
D Retail
Manufacturer
47.13
23.93
Denim 256 2.04

E 0 50 100 150 200

This shows that:


F 47.13% of Type A01 households prefer Retail brands.
23.93% of Type A01 households prefer Manufacturer brands.
2.04% of Type A01 households prefer Denim brands.

G The Index shows how the variable compares with all households in the UK.
An Index of 100 is the UK average. An Index greater than 100 shows that this variable is
over-represented when compared with the UK as whole. An Index less than 100 shows that
this variable is under-represented when compared with the UK as whole.

The Index is shown on the chart as a bar:

Index below 100


Index above 100

D Retail
Brands
47.13
Manufacturer 23.93
Denim 256 2.04
C 0 50 100 150 200

B Index 100
(UK average)

A The chart shows the Index value from 0 to 200.


If the Index value is greater than 200, the bar is shown as 200 along with the exact
Index.

Fashion Segments

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