THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE

Insight: UK shoppers flock to 'honest' brands in wake of political and economic uncertainty

A new study has found that UK consumers favour retailers that are both honest and affordable.

FASHION

Insight: UK shoppers flock to 'honest' brands in wake of political and economic uncertainty

A new study has found that UK consumers favour retailers that are both honest and affordable.

The research from WGSN’s recently launched Barometer brand performance tracking tool found that nearly all of the top 10 most considered womenswear retailers were highly perceived by consumers as both honest and ‘worth every penny’; a finding WGSN’s expert trend forecasters have linked to social and political uncertainty.

Next ranked highest in purchase consideration and over-indexed in its perception of honesty by 3.6%. Primark over-indexed in honesty by 8.9%, while Marks & Spencer over-indexed by 9.2%. The top 10 retailers also heavily over-indexed for the image association of ‘worth every penny.’ Primark led at 30.5% over-average, followed by Matalan at 22.4% and Asda at 21.5%.

Lorna Hall, head of WGSN insight, said: “With so much global uncertainty and political noise at the moment, consumers are reaching out for brands to be the new leaders. Brands excelling in this space are the ones that are re-strategising to put ‘doing good’ at the core of the company, ensuring honesty, transparency and authenticity are the new business metrics. Regardless of the demographic, honesty speaks volume to consumers who are careful and skeptical about where their eyeballs and money go.”

“The high ranking of honesty together with affordability shows that both elements are pivotal for consumer consideration – it’s not an either-or situation. Brands who are honest are quite simply transparent on their pricing,” she added.

Launched in March 2017, WGSN Barometer tracks the daily performance of over 250 womenswear retail brands by surveying more than 120,000 consumers yearly. The results are based on participation from female survey respondents aged 16-74 across the UK and US, tracking over 100 metrics to compare performance on key drivers of customer satisfaction, from offer (shopping experience, range and quality) to value (prices, offers, sales & promotions).

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

The HR Summit 2018
The HR Summit 2018
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Seminar 2018
The Retail Design Seminar 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Seminar 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
Fix The Dinosaur Roundtable 2018
Fix The Dinosaur Roundtable 2018
19 October 2018
The Euston Suite, The Hallam, 44 Hallam St, London W1W 6JJ
A Masterclass in IBMi Legacy Issues